Hot Topic: How to Drive Innovation - Digiday Agency Summit, March 2015
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March 3, 2015 Digiday Agency Summit 45 Main St #220 BKLN / 718 625 4843 / hugeinc.com
Transcript of Hot Topic: How to Drive Innovation - Digiday Agency Summit, March 2015
March 3, 2015
Digiday Agency Summit
45 Main St #220 BKLN / 718 625 4843 / hugeinc.com
How to drive Innovation.
March 3, 2015
Sophie Kleber - @bibilassi
Innovation can only be driven by genius.
Innovation requires creative chaos.
Key stats
98%Of all “innovation” projects in large
companies fail.
Successful innovation in 3
steps.
Clarification
Technology != Innovation
Time
TechnologyNeed
Infliction point Mass
Adoption
Deve
lop
ment
MP3D
eve
lop
ment
MP 3 Technology
Time
1979
Psychoacoustic
masking codec
1994
MP3 goes public
Fraunhofer Institute
1993
MPEG 1
1989
Karlheinz Brandenburg
University Erlangen
MP3D
eve
lop
ment
MP 3 Technology
Time
1993
Seahan Info
MP3 Player
1994
Winplay
1987
Tom’s Diner
Application
MP3D
eve
lop
ment
MP 3 Technology
Time
1993
Seahan Info
MP3 Player
1994
Winplay
1987
Tom’s Diner
Application
1999
Napster
MP3D
eve
lop
ment
Application
MP 3 Technology
Time
Distribution
Technology
Idea.Start with an
Idea.
Problem.
Start with an
Solve for the job to be done.
Solve for inconvenience.
Solve for age old desires.
Wow.Design for
Wow.
“Of course”.
Design for
Build on Intuition.
Extend the familiar.
Eliminate the need for interaction.
Fail early and fail big.Foster a culture of
Fail early and fail big.
Practice.
Foster a culture of
”It took 3 years for the iPod to become an overnight success.”
Bill Buxton
A disciplined process of exploration and synthesis.
The element of time.
Innovation is easy.
3 steps
1. Start with the problem.
2. Design for “of course”.
3. Embrace practice.
Thank you.Sophie Kleber
Executive Director of Product and Innovation at Huge
@Bibilassi
