Post on 11-Aug-2014
description
INNOVATION&
COLLABORATION POP 535: DIGITAL PRODUCT CREATION
02/19/2011@SANEEL
INNOVATORS LOVE USING
QUOTES(so I thought I’d embrace the cliche to set things up)
T A L K A B O U T ANYTHING R E L A T I N G T O INNOVATION
STEVE PECK, digital genius
T H E B R I E F
THE FIRST ONE FIRED IN BAD TIMES IS THE GUY WITH INNOVATION IN HIS TITLE
D I S C L A I M E R : P A R T O N E
AD INDUSTRY ADAGE
D I S C L A I M E R : P A R T T W O
AT THE INTERSECTION OF COLLABORATION & INNOVATION
MAY JUST LIE THE FUTURE OF AD AGENCIES
T H E B E L I E F
WISHFUL THINKING
in•no•va•tion |ˌinəˈvā sh ən| noun
the introduction of something new.
T H E D E F I N I T I O N
Merriam-Webster
C O M E S FROM THE
T H E R E A S O N
FUTURETHE
RISHAD TOBACCOWALA, Chief Innovation Officer, VivaKi
SLIME
N E W I S
HARDANY ORGANIZATIONAL LEADER THINKING ABOUT INNOVATION
S O M E T H I N G
REALLY
T H E C H A L L E N G E
NEW IS EASY FOR THOSE OUTSIDE YOUR COMPANY
(that’s where collaboration comes in)
T H E O P P O R T U N I T Y
COLLABORATIONLANDSCAPE
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
DELL IDEASTORM MY
STARBUCKSIDEADIGG
CONNECT+
DEVELOP
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
DELL IDEASTORM MY
STARBUCKSIDEADIGG
CONNECT+
DEVELOP
WoW DARKPORTAL
GROUPONKICK-
STARTERPEPSI
REFRESH
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
DELL IDEASTORM MY
STARBUCKSIDEADIGG
CONNECT+
DEVELOP
WoW DARKPORTAL
GROUPONKICK-
STARTERPEPSI
REFRESH
LEGOCUUSOO LOCAL
MOTORSWORD-PRESS DEW-
MOCRACY
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
DELL IDEASTORM MY
STARBUCKSIDEADIGG
CONNECT+
DEVELOP
WoW DARKPORTAL
GROUPONKICK-
STARTERPEPSI
REFRESH
LEGOCUUSOO LOCAL
MOTORSWORD-PRESS DEW-
MOCRACY
+ CONTROL
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
DELL IDEASTORM MY
STARBUCKSIDEADIGG
CONNECT+
DEVELOP
WoW DARKPORTAL
GROUPONKICK-
STARTERPEPSI
REFRESH
LEGOCUUSOO LOCAL
MOTORSWORD-PRESS DEW-
MOCRACY
+ CONTROL
+ COLLABORATION
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
LEGOCUUSOO LOCAL
MOTORSWORD-PRESS DEW-
MOCRACY
+ CONTROL
+ COLLABORATION
WHEREAGENCIES
AREFOCUSED
WHERE THE BIGGER AGENCY
OPPORTUNITY MAY BE
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
+ CONTROL
+ COLLABORATION
WHEREAGENCIES
AREFOCUSED
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
+ CONTROL
+ COLLABORATION
COMMUNI-CATION
SOLUTIONS
PLATFORM /COMMUNITYSOLUTIONS
D I G I TA LPRODUCTCREATION
WILL LIKELY BE THE FIRST FORAY INTO CO-CREATION AT AGENCIES
DIGITAL PRODUCT CREATION WILL LIKELY BE THE FIRST
FORAY INTO CO-CREATION AT AGENCIES
WHY CO-CREATION IS BECOMING INCREASINGLY
IMPORTANT TO CLIENTS
CONSUMERS USURP PRODUCTS WITHOUT INVITATION ANYWAY
COLLABORATIVE CONSUMPTION IS MAKING
PRODUCT SERVICE SYSTEMS A MORE COMMON BUSINESS MODEL(in which consumers demand control)
SOON THE DIFFICULTY OF
CONSUMER OR INDUSTRY
RESEARCH WILL OUTWEIGH THE
DIFFICULTY OF CO-CREATION
CREATING VALUE FROM EARNING CUSTOMER EFFORT
WILL BE THE MOST DISRUPTIVE FORCE
IN BUSINESS OVER THE NEXT FEW YEARS
craigslist
PLATFORMS MAKE APPEALING BUSINESS MODELS EVEN FOR THOSE THAT NEVER SAW THEMSELVES THAT WAY
PLATFORMS MAKE APPEALING BUSINESS MODELS EVEN FOR THOSE THAT NEVER SAW THEMSELVES THAT WAY
“You don’t wantyour phone to be an open platform”2007
WHY DIGITAL PRODUCT CREATION IS AN APPEALING
TYPE OF AGENCY INNOVATION
AGENCIES ALREADY HAVE PERMISSION TO
IDEATE HERE
DIGITAL PRODUCT CREATION REQUIRES
TALENT THAT IS AT ODDS
WITH CORPORATE
CULTURE DARRELL WHITELAW, founder MIR
AGENCY REVENUE CAN STILL COME FROM CLIENT
MARKETING EXPENSES
(unlike core product creation)
IT’S AN OPPORTUNITY TO SERVE AS A
PARTNER INSTEAD OF A
VENDOR TO CLIENTS
(betacup was going to happen anyway)
DIGITAL PRODUCT CREATION WILL LIKELY BE THE FIRST
FORAY INTO CO-CREATION AT AGENCIES
C L I E N T S D O I N G MORE CO-CREATION
AGENCIES MAKINGDIGITAL PRODUCTS
INCREASING EASE WITH WHICH TO C O L L A B O R A T E OVER CODE & UX
++ =
YOU& MESTAYING
EMPLOYED*
DIGITAL PRODUCT CREATION WILL LIKELY BE THE FIRST
FORAY INTO CO-CREATION AT AGENCIES
C L I E N T S D O I N G MORE CO-CREATION
AGENCIES MAKINGDIGITAL PRODUCTS
INCREASING EASE WITH WHICH TO C O L L A B O R A T E OVER CODE & UX
++ =
YOU& MESTAYING
EMPLOYED*
*SEE EARLIER DISCLAIMER ABOUT WISHFUL THINKING
THANKS
(for listening... and fulfilling my pipe dream of the future)