1 WWW.THESOUNDHQ.COM THE SOUND RESEARCH
@ INNOVATION UNCENSORED LEARNED FROM THE WORLDS LEADING INNOVATORS! 10 LESSONS WE

2 ...speakers that were truly
thought provoking and inspiring THIS YEARS INNOVATION UNCENSORED EVENT HELD APRIL 10TH AT THE TIMES CENTER, NYC PLAYED HOST TO AN AMAZING PANEL OF SPEAKERS...

The New Customer Experience The
secret to building a cult brand Entrepreneurship, innovation and empowerment How to lead a creative company How crowd funding will continue to disrupt the classroom Why innovation is everything What happens when competitors collaborate Evernote’s China Cheat Sheet Why Aereo will prevail Inside PepsiCo’s playbook 3 THEY SPOKE ABOUT...

4 We were lucky enough
to attend, take in and be inspired by their thinking... in the spirit of transparency and conversation, we wanted to share our takeaways with you. Here we go...!

5 “Most problems have been
solved already, it’s more about how do we learn and solve them more ef9iciently” Chelsea Clinton Business today is more about refining than re-inventing the wheel #1

6 “We’re now seeing a
con9luence of government and business at not just the national but state and even local level... There are now more people in New York selling on Etsy than there are cab drivers” Chad Dickerson, CEO Etsy ...and craft entrepreneurship is revitalizing industry. Everywhere!

7 “Don’t show up one
guy one day, and then another guy the next day -­‐ no one will know how to be friends with you” Sophia Amorusu, Founder and CEO Nasty Gal Brands need to give people something that’s compelling, consistent and transparent - it needs to feel real #2

8 “Brands are still best
experienced in the real world” Sophia Amorusu, Founder and CEO Nasty Gal ...because while digital breaks down barriers to entry, it’s still all about the experience

9 “Being a cult brand
to me is when people like us, and other people don’t know why” James Freeman, Founder and CEO Blue Bottle Coffee Building a “cult” brand, depends on having very clear values that your community can understand and share #3

“I wanted to create something
that was the anti-­‐thesis of the rat-­‐race mentality.....ToughMudder is about building something bigger than yourself” Will Dean, Founder and CEO ToughMudder ...something that’s founded on a bigger premise, a goal your community can share, shape, re- interpret and work towards 10

11 “If it’s too perfect,
too pre-­‐meditated it’s going to put people on edge” James Freeman, Founder and CEO Blue Bottle Coffee ...principals that guide the brand without micro-managing or over- engineering its journey

12 “With modern day food
there’s very little new invention and a lot of collage. It’s about seeing something and thinking how can i do this in my voice” Seamus Mullen, Chef and Owner Tertulia and El Comado By changing the paradigm and seeing the landscape as a communal marketplace, you can be inspired by the competition not afraid of it #4

13 “I’m not competing with
the guy down the street, i’m competing with myself -­‐ people need to love what i do” Christian Pappanicholas, Chef and Owner, Resto and The Cannibal ...because ultimately it’s about you and your offer. If you build something great, they will come

14 “Understand that you’re going
to be wrong way more often than you’re right because creativity is about solving problems, when we 9irst put something up it usually sucks” Ed Catmull, President Pixar and Disney Animation Studios Embrace the “ugly baby” and try not to over-romanticize the creative process #5

15 “The cost of preventing
mistakes is far greater than the cost of 9ixing them -­‐ mistakes are an indication that you’re trying something new” Ed Catmull, President Pixar and Disney Animation Studios ...don’t be afraid of making mistakes, see them as stepping stones or fuel for the process

16 “A mediocre team will
take a good idea and screw it up. A great team will take a mediocre idea and 9ix it or make it better” Ed Catmull, President Pixar and Disney Animation Studios ...understand that the right team is almost always the hardest thing to put in place

17 “Think big, but start
small -­‐ test the market, tell your story, 9ind out what works then re-­‐tell it” Troy Carter, CEO Atom Factory Look to find that “slow bake” magic, the journey of a thousand miles starts with a single step #6

18 “There’s something special about
the discovery process as you’re starting out, it makes things more meaningful” Troy Carter, CEO Atom Factory ...that way you build deeper connections, ones that both sides commit to and take an interest in helping grow

19 “The view from the
front lines is often where it’s at its clearest” Charles Best, Founder and CEO Donorschoose.org Your community are best positioned (and motivated) to solve the imperfections they see with the market #7

20 “They may not typically
adopt 9irst, but the teachers with years and years of experience are such a powerful force -­‐ they’ve got so much pent up creativity because they’ve gone without something like this for so long” Charles Best, Founder and CEO Donorschoose.org ...experience always counts, but is so much more powerful when linked with new perspectives and innovations

21 “Think about all the
free stationary businesses basically let their interns steal, those supplies are invaluable to teachers around the country” Anil Dash, Founder and CEO ThinkUp ...because things you take for granted can impart huge change when introduced in a different context

22 “When we were looking
at China as a new market, we constantly asked ourselves how does this improve us or our mission?” Phil Libin, CEO Evernote Growth shouldn’t occur just for growths sake #8

23 “You’ve got to maintain
that element of locality if you want to continue to foster a two way conversation” Phil Libin, CEO Evernote ...and the value of local knowledge is, well it’s invaluable

24 “It differs from corporate
social responsibility in our eyes because it’s how we make our money, not how we spend it” Indra Nooyi, Chairman and CEO PepsiCo Merge performance with a purpose in everything you do #9

25 “The process (eating Dorito’s)
almost always involved licking their hands periodically and tipping the bag out at the end to get all the spices and crumbs -­‐ great for the guys, but not how many women wanted to eat a bag -­‐ so we had to re-­‐think it, how do we make it more feminine?” Indra Nooyi, Chairman and CEO PepsiCo ...seek to provide a totally inclusive product experience, think about it on a human level and perspective

26 “This is a vision
company and we believe at the very least it’s a step in the right direction. We’re going to build something and the market will decide if it has merit” Chet Kanojia, CEO Aereo Trust in your vision and be prepared to take chances #10

27 “Chet Kanojia is the
Kanye West of tech” Baratunde Thurston, emcee for the day and CEO Cultivated Wit ..and if all else fails, remember you’re a f***ing rockstar...!!!

28 KEEP THE CONVERSATION GOING!!!
We’d love to hear from you, get in touch if.... You were there and have more to add You want to understand anything in a little more depth You’re curious about what this means for your industry, brand or company Or even if you’re just curious in general, we’re here to help!

LEARNINGS FROM THE WORLDS LEADING
INNOVATORS WWW.THESOUNDHQ.COM THANK YOUsimon@thesoundhq.com

RESOURCES

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