Accelerating Brand Innovation

April 2002

HENSHALL & ASSOCIATES2

Reflections

• identify and decide on new programs or initiatives?

• prospect for new opportunities?• get involvement? When, how, stages? • nurture discoveries and thwart idea killers?• as a culture use prototypes? Betas?• assess what’s working or not?• work to speed the process and reduce costs?

How do you….

HENSHALL & ASSOCIATES3

• What is the emerging context for business over the next 10 years?

• What skills and competencies will the future require? • How do you devise a clear innovation strategy?• Is your approach to market research failing new

product - service breakthroughs?• Are you effective at thinking forward, beyond

competitors - collaboratively?• What questions should you really be asking?

In the knowledge economy learning faster may be the only competitive advantage!

How do you speed up succcessful strategy generation?

Can we predict the future?

HENSHALL & ASSOCIATES4

Reputations & relationships drive tomorrow’s value creation

Traditional Model• Think Excellence

• Best Practice / Specs.

• Scorecard Measures capture past performance

• Inconclusive, inaccurate, untimely data from key market(s)

• How to gather ongoing data from key market(s)?

• How to develop new products and services?

Network Model• Think Connectivity

• Prototypes / rapid learning

• Accurate and timely information on needs and preferences

• Key markets are always accessible, (24/7/365)

• Products introduced to market 2-3 times faster

• Knowledge available and shared

• Links & speeds network learning

Resulting in:

Increased bottom-line results, (revenue and costs)

Faster decision making

Products/services introduced faster

Greater brand loyalty

Increased customer satisfaction

HENSHALL & ASSOCIATES5

Example designing new learning processes

Start NavigateBuild Innovation Space

Run Rapid Prototypes

Expand Networks

Database Assessment

Chart

Internal Conversations

Project Network

Brand Position

Remarkable People

Creative Sensors

Future Narratives

Risk Options

STEEP

Trends

Future Needs Simulator

Experience Design

Exploratory Prototyping

Network Conversations

Connective Feedback

Creative Learning Networks

Current Narrative Stories

Sustainable Brand Innovation

Internal

Ext

erna

l

Brand ScenariosWorkshop

Modeling Workshop

Bet

a T

esti

ng

Scorecard

Online Internal Assesment

Core Project Team

Permission Panels

Mental Models

Project Team

Innovation Space

Concepts

Accelerate Learning

Internal - Brand Worshop

HENSHALL & ASSOCIATES6

Stuart HenshallPrincipal - Innovation Architect

• 20+ years leading strategic product development

• GBN Global Business Network Scenario Practioner

• Member Entovation Network E100 - Global Knowledge Innovation Leader

• Founder KCI Knowledge Communities International

• SVP Marketing & Sales - Consumer Products

• Facilitator, speaker, writer, Haas & U of Ak. Executive Programs

Stuart Henshall

HENSHALL & ASSOCIATES7

To acclaim

• “Stuart provided us with the external push we needed to take us outside of our comfort zone and into the realm of future possibilities we needed to explore.”

Gary Anderson Chairman and CEO of Dow Corning

• “The bringing together of diverse minds creates an environment that is ripe for attaining leadership in new marketspaces!”

Luce Chandon – Manager Comtech Communications

• "Stuart is a highly skilled strategist, facilitator, and consultant. I value his content knowledge about e-commerce as well as his process skills in managing groups and projects."  

Jay Ogilvy, Co-founder of Global Business Network

• “….. a framework that will help tie together various development initiatives into a platform which will be the basis for future growth…...”

Liz Koh General Manager E.S.R.