Practicing Parallel Innovation aims to align product, brand and culture through lean innovation principles. The key principles are to start with empathy, be flexible and responsive, and follow evidence over existing strategies. This involves rapid experimentation to generate insights and hypotheses, measuring success metrics, and applying validated learnings to think big but start small with innovation efforts. The goal is for the whole organization to embrace learning through parallel innovation that meets creative inspiration with validation.

1. - R E M O V E T H I S B O X -
A D D P E A K E R L O G O I N
V I E W  S L I D E M A S T E R
@JEREMIAHGARDNER
Practicing Parallel Innovation:
Aligning Product, Brand and Culture Through
Lean Innovation

2. WHAT IS INNOVATION?
BUSINESS BUZZWORD BINGO!

3. INNOVATION SPECTRUM
UNKNOWN
PRODUCT LEADS THE WAY
UNKNOWN / NEW MARKET
PROBLEM NOT UNDERSTOOD
INNOVATION IS GAME-CHANGING
OPTIMIZED FOR LEARNING
KNOWN
BRANDING LEADS THE WAY
EXISTING MARKET
PROBLEM WELL UNDERSTOOD
INNOVATION IMPROVES
DIFFERENTIATION
OPTIMIZED FOR EXECUTION

4. LEAN INNOVATION:
ELIMINATION OF WASTE IN THE
DISCOVERY OF NEW VALUE.

5. LEAN INNOVATION IN PRACTICE

6. NOT JUST PRODUCT TEAMS…
WHOLE ORGANIZATION IS RESPONSIBLE FOR INNOVATION

7. VALUE ECOSYSTEM
(Functional-value)
(Emotional-value)
(Impetus For Both)

8. THE CHALLENGE AT SCALE
•Misaligned / Siloed
teams
•Long-cycle
handoffs
•Traditional
marketing &
branding practices

9. PARALELL INNOVATION:
ALIGNING PRODUCT, BRAND & CULTURE
THROUGH LEAN INNOVATION

10. START WITH EMPATHY
PARALLEL INNOVATION PRINCIPLE #1

11. THE VALUE STREAM

12. LEARNING TO INCLUDE YOUR
CUSTOMERS IS ONE OF THE MOST
INDISPENSABLE SKILLS AN
ORGANIZATION CAN HAVE.

13. EMPATHY MEANS…
•Seeing through the
eyes of others
•Hearing through
the ears of others
•Experiencing
through the hands
of others

14. INNOVATION STARTS WITH EMPATHY

15. BE FLEXIBLE, ACT RESPONSIVELY
PARALLEL INNOVATION PRINCIPLE #2

16. BROADCAST vs CONNECTED
• People have the ability
(and are using it more
and more) to respond
directly
• The company and the
customer are now on
equal footing
• Marketing is a dialogue

17. “WHEREAS PRODUCTION, BROADCAST
AND VOLUME DEFINED VALUE IN THE
INDUSTRIAL AGE; EMPATHY,
CONNECTION AND ADAPTABILITY
DEFINE VALUE IN THE WORLD TODAY.”

18. RAPID EXPERIMENTATION
Build the capability
of your team to
rapidly build, test,
and validate (or
invalidate) new
products, campaigns
and tactics.

19. IF WE DO X, Y% OF PEOPLE WILL
BEHAVE IN WAY Z.
HYPOTHESIS-DRIVEN DEVELOPMENT

20. INNOVATION =EMBRACE LEARNING OVER EXECUTION

21. FOLLOW THE EVIDENCE, NOT THE STRATEGY
PARALLEL INNOVATION PRINCIPLE #3

22. • “spoken to” not “sold to”
• Binge watching
• I just needed a night out
• It’s all about me
• Personal expression
• Money is always tight
• I give it as a gift
• I needed relief now!
• Try it before I buy it
EVIDENCE =
• Must Have Score
• NPS
• Viral Coefficient
• # of Engaged Users
• Referral
• Daily Net Change
• TSM 3%
• Activity Heatmap
• Activation Rate (1d7s)
DATA + INSIGHTS(METRIC) (WHY? WHY? WHY?)

23. VALIDATED LEARNING
• Build a case over
time, using multiple
experiments
• What level of
feedback you need
to produce evidence
the (product, tactic,
etc) should be built?

24. AN ORGANIZATION’S ABILITY TO LEARN
AND TRANSLATE INSIGHT INTO ACTION
RAPIDLY IS THE ULTIMATE COMPETITIVE
ADVANTAGE.

25. THINK BIG, START SMALL
APPLYING PARALLEL INNOVATION

26. DIVING IN
• What do you need
to learn?
• What can you build
today to start
learning?
• How will you
measure success?

27. “VALUE IS NOT REALIZED IN BRILLIANT
ASSUMPTIONS, GENIUS STRATEGIES, OR
CREATIVE IDEAS ALONE, BUT INSTEAD
OCCURS WHERE CREATIVE INSPIRATION
MEETS THE RIGOR OF VALIDATION.”

28. •Author, The Lean Brand
•Principal, Moves The
Needle
•Startup Mentor & Advisor
•Enterprise Innovation Coach
@JeremiahGardner
www.MovesTheNeedle.com
jeremiah@movestheneedle.com
We’ve advised the innovation practices of:
www.JeremiahGardner.com

29. QUESTIONS?
Thank You