The document describes Strawberry Fields, a business innovation consultancy, and their Darwin Innovation Matrix process, which helps companies collaborate more effectively to invent solutions and gain a competitive advantage through visualization and connection mapping. The process was developed for Royal Dutch Shell and has since been used successfully by various universities, businesses, and organizations to inspire innovation.

1. Collaborative Innovation
Bringing innovation
to industry
Introduced by John Rainford
Chief Executive
Strawberry Fields
Business, Technology
& Innovation Consultancy
“The best way to predict the future
is to invent it.” Alan Kay

2. Collaborative Innovation
Overview
This document showcases some of the empowering and
innovation techniques we use at Strawberry Fields - such
as the Darwin Innovation Matrix, a diagnostic process -
which manages powerful connections, enhances business
performance, leadership skills, innovation and profits.

3. Collaborative Innovation
“Using Strawberry Fields is
like having a chess
grandmaster on your side.”
Mike Williams, Raftery & Co
Following in the aspirational
footsteps and innovations of
the original founders of the
Lunar Society; Wedgwood,
Darwin, Boulton, Watt and
Priestley.
www.lunarsociety.org.uk

4. Collaborative Innovation
The Darwin Matrix
Innovation and Diagnostic
process started its journey
with the Research and
Technology part of Royal
Dutch Shell.
The task?
How to innovate and
commercialise their
product and professional
offerings by building and
empowering teams that
can work together and
collaborate more
effectively.

5. Collaborative Innovation
The Darwin Innovation Matrix process developed by Strawberry Fields
was a Game Changer for Royal Dutch Shell. We created a strategic
marketing campaign for Shell Global Solutions and a unique
and compelling competitive advantage.

6. Collaborative Innovation
“The Darwin Matrix process facilitates the creation
of innovative solutions to problems and projects. It’s
genius in the way it exposes unseen connections
and helps provoke new solutions. It also enables
teams to collaborate in realtime, from mobile
devices anywhere in the world.”
Dr Allan Samuel for Royal Dutch Shell
(Research and Technology).

7. Collaborative Innovation
The Darwin Matrix
Innovation and Diagnostic
process instigates and
maps out the route to
success. It is used in
universities all over the
world to bring business
communities and
entrepreneur/start-up
students together to
create innovative
solutions for operational,
or marketing problems.

8. Collaborative Innovation
“The answer is there
to all our problems,
we just need to look
at them with different
lenses. For me this
course is the future of
learning, the next Big
thing in leadership.”
Afzal Shah,
Upriser talent.
Leadership Courses

9. Collaborative Innovation
The Darwin Matrix
is used by the
Chartered Institute of
Marketing teams as
part of their
accreditation
process for
‘Innovations in
Marketing.’

10. Collaborative Innovation
The Darwin Innovation Matrix (the process) is used for
Business Model Generation by executive teams to
create, deliver and capture value.
“Despite many inputs, Strawberry Fields demonstrated great patience
and firm guidance in helping us to produce powerful innovative teams.”
Mark Johnson, Director, Britton Group.

11. Collaborative Innovation
“The Darwin Matrix Innovation process is an absolute goldmine for us.”
Adam Stafford, Director, Baker Goodchild.
Click here to watch full testimonial video

12. Collaborative Innovation
“The Strawberry Fields
method helps to provide
clarity for our business
objectives. Thanks to their
marketing and innovation
prowess, our business has
grown every year for the past
4 years.”
Bruce Thomson, Chairman
and CEO of Baker Goodchild
predicted in 2017

13. Collaborative Innovation
- as a management tool
- a business diagnostic
- for Mentoring
- for Team Building
- as a Membership forum
- a CRM tool
- for idea generation
- for project management
- for strategic innovation
- engaging start-ups
- presentation tool
Chamber of Commerce

14. Collaborative Innovation
“It allows us to visualise
an accurate overview of
our whole operation. It
shows the relationships
between the branches,
and how other systems
can be affected if a
particular system fails.
The infant matrices
allows us to dig into as
much detail as we want.”
Lawrence Whiting,
Microsoft Training.
Telford
Managing IT

15. Collaborative Innovation
“It’s very good for
visualising the aim
of our business, it
is very easy to
use - the drag
feature is very
useful, love the
action plan
feature.”
Molly-Anne,
Young Enterprise
Simple to use,
schools use it

16. Collaborative Innovation
“The Darwin Matrix is an integral part of the
MBA Entrepreneurship course at the University
of Birmingham Business School. John’s
‘Creativity for Competitive Advantage’course
was mandatory for all of our students on our
main MBA programme.”
Jonathan Michie, Director at Birmingham
Business School

17. Collaborative Innovation
' The use of the Darwin Matrix to inspire, enthuse
and develop the entrepreneurial and creative
talents of many of our students was first class.
This is a great method which fosters creativity as
part of the learning process.'
Professor Cliff Allan, Vice-Chancellor of
Birmingham City University.

18. Collaborative Innovation
“The Darwin Matrix mixes education and training with digital
visualisation, it is a most powerful aid that could help people out of
poverty and exchange ignorance for knowledge and inspiration -
and so create a better world.”
Sir Tim Smit, founder and creator of the Eden Project

19. Collaborative Innovation
John Rainford, Chief Executive of Strawberry Fields,
invented the Darwin Innovation Matrix to provide a
common shared platform, a visual conduit for action
orientated collaboration and connectivity between teams
with different disciplines. It started with the scientific
community learning how to commercialise and innovate
their products and professional services, and ended up
being used by some of the smartest people in business,
education and the health sector.
Read more about John at Science Capital
Director of Rapid Innovation for Business Development at Birmingham University
Visiting Fellow, Birmingham Business School,
Creativity for Competitive Advantage & Entrepreneurship (MBA)
Member of the Executive Committee & Fellow of the Lunar Society -
Stimulating ideas, catalysing action
CISCO Global Network Academy Partner, Business Intelligence

20. Collaborative Innovation
If you want to know more about our Game Changer
processes, call John Rainford on 07940 872434
or email john.rainford@strawberryfields.com
“The only people I
wouldn't recommend
Strawberry Fields to
are our
competitors.”
David Jarvis,
Managing Director,
Procase International