The document discusses the concept of "orbit-shifting innovation" which involves anchoring oneself on a desirable future reality and working backwards to identify opportunities that could lead to disproportionate ecosystem-wide impact through small shifts. It outlines Erehwon Innovation's methodology for leading organizations through an orbit-shift, including insight dialogues, identifying mental models and "orbit-shift keystones", and conducting expeditions to synthesize insights and refine the keystones. The goal is to challenge existing mindsets and conceive breakthrough innovations that create new ecosystems or business models.

1. Orbit-shifting Innovation

2. Based out of India, Switzerland and USA, Erehwon Innovation Consulting has been in existence since 1992, working in the areas of Innovation and Innovation Leadership.

3. Our Clients

4. Erehwon Offerings 2011 E.g. Breakthrough Insighting

6. QUANTUM IMPACT INCREMENTAL IMPACT PROACTIVE REACTIVE New Ecosystem or Business Model New Offerings (Products/Services) New Processes Improved Offerings New Tactics To Grow Existing Offerings New Processes To Sustain Or Enhance Performance

8. FUTURE Back and not PRESENT Forward

12. Mental Model Maps Current Forward + Future Back Inside-out + Outside-in

13. Mental Model Map

16. What are Orbit-shift Keystones? 3 or 4 High-leverage opportunity areas where a breakthrough could lead to a disproportionate impact. Unsolved challenges that if solved will help the team achieve the orbit-shift aspiration

18. Unique Orbit-Shift Keystones SECURITY : Current Mental Models - Asset is dumb; Transaction format: ‘box’ Orbit-Shift Keystones - Asset protects itself (distributed intelligence); Platform format not ‘box’ CARE-GIVING : Current Mental Model: More Care = Better Care-giving (Care-Dependence loop); Patient is the consumer of ‘value’ created by other entities of the ecosystem - hospitals, payers, caregivers Orbit-shift Keystones - Eliminate the need for care-giving: Patient a generator of value (independent patient), Upstream Care; Availability of appropriate care not Caregiver ?

19. Unique Orbit-Shift Keystones HOLIDAYS Current Mental Models – Better planning = Better holiday Orbit-Shift Keystones – Unplanned better than planned ones ?

20. Unique Orbit-Shift Keystones

26. Youth : BE CORE CONCEPT POINTER/S: A new Value Metric that helps the youth measure, reference and track their ‘influence quotient’ + a set of ownership, anchorage and networking enablers that increase it. J hdbvhgbdvgh khnfjhbjhbf jbfjhbf hbvhjbvf Jfbjhbjhbjf Hbjhfbjhbjf bnjhbnjhfn CORE INSIGHT: I by Me Identity gauging and molding is a 24/7 occupation for the youth. They are always looking for and acquiring new ways of defining/describing it. No wonder their vocabulary is full of words/phrases like Cool, Hot, Neat, Awesome, Sexy, Wicked, Swell, Neat-O, Rad, Hip, Badass, Epic, The Shit. Could we develop a new identity metric and the means for enhancing it? SUPPORTING INSIGHT 1: I am WHAT I AM. They are constantly measuring, assessing and referencing themselves with respect to the world and their own aspired image of self (Zodiac signs, identity quizzes on networking sites, formal & informal rankings – CGPAs) They celebrate the good in their good and try and mask the bad in their bad (sometimes ‘sandpaper’ themselves to fit in). For them ‘Good’ & ‘Bad’ are just opinions and not facts. They often try to find the good in their bad. H gfjhgjhfgjhf hjfbjhbgjhf jgbjhfgbjhgbf? SUPPORTING INSIGHT 2: I am WHAT I OWN Acquisition defined identity / Acquiring Badges : Acquisitions define them. Things that they adorn, consume, use/flaunt. Their preoccupation in life is around collecting acquisitions that help them transform into who they want to be. New kinds of adornments (clothes, accessories), assets (bags, bikes, music players) and intangibles (Languages/Accents/Phrases/Gestures - ‘like’, ‘my bad’, ‘whatever’ - said with an eye-roll, hand signs - sometimes even wearing ‘casualness’ consciously; Skills - dancing/singing, sports etc). Acquisitions are the most infectious and viral form of identity element. Ytfghgfvhjf uygjhfbghf hghjbfh? SUPPORTING INSIGHT 4: I am WHO I KNOW / Belong to Social Capital: It is not just the company they keep that defines them but more importantly the position they hold in it. ‘ Positions/Roles in the pecking order’ is an important issue for them. Your Social Capital is high if you have some ‘cool’, high-influence (high social capital) people in your network. ‘ Networking’ and ‘Resourcefulness’ are the two operative thoughts here. Rdtfsd gfdghvd hfvhgd bvc dk? SUPPORTING INSIGHT 3: I am WHAT I STAND FOR Anchorage: They take pride in having strong points of view. They love to express opinions using elements of their identity - talk, write, wear. They are constantly exploring issues that they want to align with and anchor themselves to the ones they find most compelling. Usually no long term commitments. The question really is ‘what do I stand for today (or even right now)’. ‘what is my current calling in life?’. They are like crusaders in search for a compelling cause. D jhghfr ugubgyfr hvbhfrbn? Identity | Change

27. CORE CONCEPT POINTER/S: Stand for a company that celebrates change. It could be about djhjhd hbfhjbf hgvf b hd Dfbnfb jmf B fnb jnfb CORE INSIGHT: Change is both an opportunity to be leveraged and a challenge to be overcome. The youth are living it everyday – either creating it, taking pride in being associated with it, or catching up with it, demanding it, enjoying it or feeling the tension of it. How can we help the youth in being champions of change – whether caused by design or unforeseen? SUPPORTING INSIGHT 1: CHANGE Youth have always been an embodiment of change. Change, in both degree and form have been subjects of intense discussion between youth and non-youth. Reason: Pace of change (within and without) is the highest in this phase of life. Change can be perceived or influenced at different levels. Superficial (outward adornments) to deeper (values and beliefs). For youth ‘change’ is desirable. H dgvhgfhyghgf uyguyfguf uyguygf? SUPPORTING INSIGHT 2: CHANGING WITH THE CHANGE Playing Catch-up : A large number of conversations that the youth indulge in (discussions, magazines, websites) revolve around issues like ‘Staying abreast’, ‘What’s in, what’s out’, ‘Hot or Not’, ‘Being With it’, ‘Happening’ ‘ Keeping up with the Joneses’ is a key driver in their decision making. Just that Joneses are not restricted to the physical neighborhood anymore. Catching-up can be a huge source of anxiety for some. Jdfhbghjf hfghubgf jhgbfhbghfg? SUPPORTING INSIGHT 4: TRANSIENCE Thriving on Transience?: By the time a person reaches this life stage he is not just used to transience but has learnt skills and behaviours that help him leverage it. Spontaneity and being ‘live every moment’ is something s/he is either good at or loves. They are usually able to recall some pleasant/exciting experiences that were serendipitous (not really planned). They desire to have more such experiences in life and therefore try and put themselves in situations where the probability of serendipity is high. For them it ’s not enough being at the right place at the right time but also doing the right thing. Hdfvyhf hfghgf hgfh? SUPPORTING INSIGHT 3: CHANGING THE CHANGE Activism: Change Agents/Leaders/Champions are respected and envied in every group. Everyone secretly or openly desires to be one. Youth being high on imagination, energy, and optimism have all that it takes to be Change Agents. Some of them are able to find avenues that they resonate with (environment, art/culture, sports, politics/social change) When they don ’t find a cause they can champion, a lot of people either give up or pick up unhealthy pursuits (dirty politics, gangs, drugs etc) Frvhgfv hgfvhbvhfg hbgfhbhn bg? Youth : BE Identity | Change

28. Co-temporal needs Co-temporal needs are needs occurring at the same time. Solutions that work together In conjunction – the total effect is greater than their sum CORE CONCEPT POINTER/S: D jhgjuhd ghdfgbd hgvhfv b fjhgf? CORE INSIGHT: The youth are dabbling with multiple things at the same time. Slogging is redundant. They want to enjoy, keep track, be connected, entertained, as they are doing high commitment/ serious stuff, and vice versa. These ‘simultaneous engagements’ have their own set of physical and emotional needs. All put together make unique combinations of ‘needs in tandem’ to be fulfilled at the same time. Gvdhgvhd hvhdvhdhvhgvhd hvhdvhd? SUPPORTING EXAMPLE 1: NIKE & APPLE NIKE and Apple form a unique partnership to create a device which measures and records the distance and pace of a walk/ run and the cardio workouts directly to iPods. Need 1: Fitness: Better/ Comfortable running + Progress recording and measuring Need 2: Entertainment: Mobile/ Portable entertainment Synergies: iPod entertains + monitors fitness progress. Shoes help run better + become sensors for the iPod Impact: By December 2006, Nike shipped over 3-million Nike+ shoes and Apple sold 450,000 units in the kit's first three months on the market. Nfgvhf hgfhgbhf uhufhb fg? SUPPORTING EXAMPLE 2 : Developing countries emerging as the destination of choice for quality, low-cost medical care with the advantage of tourism. Western consumer ’s co-temporal needs: Need 1: Medical care: Shorter/ no wait times, high quality healthcare at a fraction of cost Need 2: Lifestyle / Leisure: An opportunity to holiday at one of the top destinations - luxury holidays at economy prices Synergies: A good holiday improves the patient's health (physical / emotional / spiritual) further. Hospital ’s bring potential tourists into the country. Tourism industry: Earn from premium spending foreign tourists Healthcare industry: Earn ‘premium’ revenues in order to subsidize other patients/ services, and to generate expansion capital Impact: Top Med-tourism destinations: Panama, Brazil, Cost Rica, India. Market size: $40 billion in 2004; $100 billion by 2012 (CII-McKinsey report) Dhgvhf hgfhvhf hgvhfbb bf?

29. MEMEs CORE CONCEPT POINTER/S: Create a subculture around the product – encompassing language, gestures (is there a hand gesture for ‘ hgdvhgd hghfvhf ghfghf hvhvhf CORE INSIGHT: Jhdgud hgbhbfhbhjfb bhbgujbgf How can we create MEMEs that spreads fast and lives long, and require our product/service for it to be performed? SUPPORTING EXAMPLE 2: MEMEs that have been introduced by organizations by design: Wearing the LIVESTRONG bracelet as a mark of support for fight against cancer (a yellow silicone gel bracelet launched in May 2004 as a fund-raising item for the Lance Armstrong Foundation, founded by cyclist and cancer survivor Lance Armstrong. The bracelet was developed by Nike) McDonald ’s Shake Shake Fries: McDonalds launched a TVC introducing the youngsters to a new dance step that is performed with French Fries shaker-bags in hand. Once you are finished dancing, the fries are ready to eat with the added spices mixed well. Tequila Cruda: The Tequila shot ritual ‘lick-shoot-suck’ in which the drinker moistens the back of his/her hand below the index finger (usually by licking) and pours on the salt. Then the salt is licked off the hand, the Tequila is then drunk and the lemon slice is quickly sucked. It is common for groups of drinkers to do this simultaneously. The MEME spread across the world very quickly making Tequila very popular. How can we create MEME by design which is a symbol of jfhbjhf jhbhjbf nbvhgbjhf ? MEMETICS: Whenever we copy habits, skills, stories or any kind of information from person to person, we're dealing in memes. The term was coined by Richard Dawkins to describe 'cultural replicators' that copy and transmit biological information. Humans copy memes, including ideas and skills, through imitation and teaching. But they get changed, accidentally or on purpose, and culture evolves. This echoes the way species evolve as genes mutate. Like genes, some memes are successful, while others aren't. It's obvious why some memes spread - they're useful, or aesthetically pleasing, like melodies. But some spread even though they confer no clear benefit - things like computer viruses. - John Gribbin SUPPORTING EXAMPLE 1: MEMEs that have organically emerged: Old MEMEs that have survived (and flourished) over centuries: Greeting behaviors like Handshake, Kiss, Folding Hands, Saying of Grace, Hat tip / doff, Raising a toast Old MEMEs that no longer exist: Curtsying, Nazi salute Modern MEMEs: Two-finger sign of Victory, Two-finger sign of Peace, Saying ‘Cheese’ when posing for a photograph, New SMS language, Yoga, Tai Chi, Married women retaining their maiden namees. How can we ride on existing, compelling MEMEs?

32. Proposition Generation Template

39. XXOOXXOOO Target Segment LIFESTYLE HOME PRODUCTS/BRANDS CONSUMED/OWNED LIFESTYLE HOME PRODUCTS/BRANDS CONSUMED/OWNED LSM 8-15 LSM 4-8 Urban Individuals LSM (4-18) 83% Above 15yrs 110m Individuals

40. Jdhjdhbjhfbjhfbhjf Fkhfjhbfjbjfb XXOOXXOOO Supporting Market / Consumer Insight jfhbgjhfbjhbfjhbfjh Supporting Knowledge Insight (Ayurveda / TCM / Modern) fjhjfknkjfnkjf

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