INNOVATION IS GETTING OTHERSTO DO YOUR JOB

AD CLUB OF NY ‘INNOVATION CZAR’ SESSION | NOV 2013 | @SANEEL | #FINCH15

{AND OTHER THOUGHTS FROM A NON-CZAR}

E V E R N O T I C E INNOVATION IS ALWAYS DEFINED D I F F E R E N T L Y ?

“ ”I T K I N D A M A K E S R U N N I N G A N INNOVATION COMPANY HARD

WE CREATE REVENUE GENERATING DIGITAL BUSINESSES FOR MATURE BRANDS

MORE SIMPLY

MORE SIMPLY

REVENUEGENERATION

BRANDBUILDING

CAN’T WE ALL JUSTGOOGLE

IT?

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

in•no•va•tion |ˌinəˈvā sh ən| noun

the introduction ofsomething new {and relevant}.

T H E D E F I N I T I O N

Merriam-Webster-Radia

R E L E V A N T

HARD- ANY ORGANIZATIONAL LEADER

NEW AND

I S R E A L LY“ ”

@edwardboches:

Opening minds. Inspiring change. Creating unexpected connections. Dissecting cool stu! + re-applying. Sharing. Experimenting.

Chief Innovation O!cer, Mullen@CLAYCHRISTENSEN

WHY DO SUCCESSFUL

COMPANIES FAIL?

ACTUAL INNOVATION CZAR

@RISHADT

THE FUTURE

COMES FROM THE

SLIME

CHAIRMAN, DIGITAS / LBI / RAZORFISH

NEW & RELEVANT IS EASIER FOR

THOSE OUTSIDE YOUR COMPANY

NEW & RELEVANT IS EASIER FOR

THOSE OUTSIDE YOUR COMPANY

(says the guy who googled his job)

SOMETHING THIS VALUABLE MUST BE EARNED

FROM CUSTOMERS

FROM MORE THAN JUST ABENEFITING

EARNING VALUE FROM CUSTOMERS MEANS

TRANSACTION

EARNING VALUE (NOT MEDIA) FROM CUSTOMERS IS

THE ESTABLISHED INNOVATIONMODEL OF WEB COMPANIES

craigslist

INNOVATIONGETS A LOT EASIER

WHEN YOURCUSTOMERS

DO IT FOR YOU

INNOVATIONGETS A LOT EASIER

WHEN YOURCUSTOMERS

DO ITWITH YOU(that’s collaboration)

COLLABORATIONLANDSCAPE

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

DELL IDEASTORM MY

STARBUCKSIDEAREDDIT

CONNECT+

DEVELOP

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

DELL IDEASTORM MY

STARBUCKSIDEAREDDIT

CONNECT+

DEVELOP

AMAZONSTUDIOS

GROUPONKICK-

STARTERPEPSI

REFRESH

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

DELL IDEASTORM MY

STARBUCKSIDEAREDDIT

CONNECT+

DEVELOP

AMAZONSTUDIOS

GROUPONKICK-

STARTERPEPSI

REFRESH

LEGOCUUSOO LOCAL

MOTORSPUZZLE

CLUBHOUSE GEWINK

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

DELL IDEASTORM MY

STARBUCKSIDEAREDDIT

CONNECT+

DEVELOP

AMAZONSTUDIOS

GROUPONKICK-

STARTERPEPSI

REFRESH

LEGOCUUSOO LOCAL

MOTORSPUZZLE

CLUBHOUSE GEWINK

+ CONTROL

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

+ CONTROL

+ COLLABORATION

HOW DO COMPANIES EARN VALUE FROM THEIR

CUSTOMERS?{AND BAKE IN MARKETING}

THEY MAKE THEMPART OF A LOVING COMMUNITY

THEY MAKE THEMPART OF A LOVING COMMUNITYWITH HIGH EXPECTATIONS

THEY MAKE THEMPART OF A LOVING COMMUNITY

THEY MAKE THEMPART OF A LOVING COMMUNITYAND A HIGHER PURPOSE

THEY GIVE AWAYSTUFF CUSTOMERS FIND

HIGHLY VALUABLE

THEY GIVE AWAYSTUFF CUSTOMERS FIND

HIGHLY VALUABLE

THEY GIVE AWAYSTUFF CUSTOMERS FIND

HIGHLY VALUABLEEVEN IF THEY DON’T

THEY GIVE AWAYSTUFF CUSTOMERS FIND

HIGHLY VALUABLE

THEY GIVE AWAYSTUFF CUSTOMERS FIND

HIGHLY VALUABLEINCLUDING “HIERARCHY”

OR THEY JUST DON’T TELL THEM

OR THEY JUST DON’T TELL THEM

BECAUSE IT WAS EASY

OR THEY JUST DON’T TELL THEM

OR THEY JUST DON’T TELL THEM

BECAUSE THEY’RE SHINY

EARNING VALUE

CONVERTS

INTO INNOVATION

EARNING VALUE

MARKETING

CAN LEAD TO

AND DRIVEINNOVATION

EARNING VALUE

MARKETING

CAN LEAD TO

AND DRIVEINNOVATION

EARNING VALUE

MARKETING

{THIS IS OUR NEXT THESIS}

{BREAK}@SANEEL

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