INSPIRING CREATIVITY - Marketing Society Potter.pdfINSPIRING CREATIVITY SEPTEMBER 2014 HELEN POTTER....
Transcript of INSPIRING CREATIVITY - Marketing Society Potter.pdfINSPIRING CREATIVITY SEPTEMBER 2014 HELEN POTTER....
INSPIRING CREATIVITYS E P T E M B E R 2 0 1 4
HE L E N P O TTE R
Transforming Innovation
From a Random Art to a Reliable System
What is Innovation?
Invention
Technical
Creativity
Creativity
Different
Innovation
Invention or Creativity
with Value
Innovation is
MEANINGFUL
UNIQUENESS
How we define Innovation...
is all about
INNOVATION SYSTEMS
To increase speed & decrease risk - the
biggest barriers identified by CEO's
“94% of failures are due to the SYSTEM6% are due to theworker”
Innovation as a SYSTEM
DELIVER
LEARNStrategy
Summit
Technology
Mining
Insight Mining
Market Mining
Future Mining
4 Times a Year
DEFINE
DISCOVERStimulus
Diversity
DEVELOPNew & Improved
Products/Services
Systems/Processes
ieOS - CORE / LEAP
Fail FAST Fail CHEAP
Patent ROI
Collaboration
Leadership’s Growth STRATEGY
Very Important
Opportunities
Very Important Systems
Insights
Technologies
Market Needs
Vendors
Trends
CREATE1. Meaningful Uniqueness
2. Stimulus & Diversity
3. Drive Out Fear 1.0
4. Insight & Market Mining
5. Patent 1.0 - Tech Mining
6. Future Mining
7. Create Sessions – Spark Decks
8. Mechanical Innovation Systems
9. Lateral Thinking Systems
10. Triz
11. Create Sessions - Customization
12. Problem Solving Sessions
COMMUNICATE1. Customer & Problem
2. Benefit Promise
3. True Proof
4. Complete Ideas - Synergy
5. Ideas to Paper Free Writing
6. Clarity - Name and Headline
7. Advanced Benefit Promise
8. Secondary Proof
9. Patent 2.0
- Tech Translation & ®
10. Communication Translations
11. Proactive Selling
12. Meaningful vs. Mindless Marketing
COMMERCIALIZE1. Drive Out Fear 2.0
2. Fermi Estimating
3. Cost & Price Estimating
4. Sales Forecasting
5. Business Models
6. The Development Process
7. Plan, Do, Study, Act
8. Death Threat - ID & First Steps
9. Fail FAST Fail CHEAP 1.0
- Experimentation
10. Fail FAST Fail CHEAP 2.0
-Wisdom Mining/Problem Solving
11. Patent 3.0
- Freedom to Practice Threats
12. Simultaneous Engineering
SYSTEMS1. Create Session Design
2. Create Session Leadership
3. Project Coaching
4. Management Coaching
– Systems & Pipeline
5. Advanced Tech & Insight Mining
- Wisdom Mining & Interact
6. Patent 4.0
- Provisional Patent Writing
7. Cultural Change System
8. Forensic Analysis for Root Causes
9. Systems & Department Integration
10. Innovation Supply Chains Inside
11. Innovation Supply Chains Outside
12. Proactive Leadership
A New Field of Study4 University Courses - 48 Skills
#1 Cause of
Innovation
Failure No Clear Strategy
For How We Will Grow.
“No real choices made”
BLUE CARD
Purpose
To maximize alignment
between leadership’s
strategy and how
employees invest available
time & energy.
Alignment
through
CLARITY
Strategy Activation
NETWORK
Narrative: Tell the story of WHY it is
VERY IMPORTANT that we focus
energy on this Blue Card.
The Narrative should be so clear that if
employees get no further direction they
will be motivated to work on the
challenge and will know exactly what
the Leadership’s strategic and tactical
intent is.
Strategy Activation
Consequence of GREAT Blue Cards
Decisions are Made On What We Will
STOP DOING!
NETWORK
Strategic Mission:
“Finish the sentence with ONE Mission.
“We need ideas for _____”
Strategy Activation
"I believe that this
nation should commit
itself to achieving the
goal, before this
decade is out, of
landing a man on the
moon and returning
him safely to the
earth." - President Kennedy
- May 25, 1961
People close to the work
invent HOW to solve
Example - Brugal SpainNarrative: since assuming the No1 position for
rum in Spain, Brugal has been under pressure from
a number of sources, the economic situation
depressing on trade consumption, increased
competition from Barcelo and a change in
consumer behavior to Gin & Tonic.
Strategic Mission: We need ideas for revitalising
the rum category and reinforce leadership position
1888
White
Brugalibre
Excellence
in AnejoDiet
All the taste of Brugal, 50% of the calories
• Customer - 25-40YO health-conscious women
• Problem/Insight - I like the taste of rum, but it's made from sugar and mixed with coke, so adds a lot
of calories
• Promise - All the taste of Brugal, 50% of the calories
• Proof - Base liquid uses 1888, which has super concentrated flavour of Brugal, so still achieve Brugal
taste at low abv.
"Re-label" as DEATH THREATS
And Problem Solve
Uncertainties &RISKS
Compromise Idea to
Avoid Any Risk
Kill the Idea to
Avoid Any Risk
Meaningfully
UNIQUE
Ideas have
By definition
System Innovation & Development (“Leap” for Edrington)
• Marketing Innovation - The Marketing team needed a communications platform that connected to new consumers
• Commercial Innovation - The Commercial team needed new ways to sell-in product
• Manufacturing Innovation - The Technical team needed new production processes & suppliers• A carbonated product
• A product with a shelf-life
• Research, finance, evaluation innovations
• Without addressing system changes product would fail, irrespective of appeal.
It’s a disease to think that a really
great idea is 90% of the work.
There’s a tremendous amount of
craftsmanship between a great idea
and a great product. And as you
evolve that great idea, it changes and
grows.
And it’s that process that is the
magic.
Steve Jobs
WHY THE WHOLE SYSTEM MATTERS
Embedding an
INNOVATION
CULTURE
Requires a
TRANSFORMATION
of Mindset
Innovation success involves you being willing
to publicly admit to 3 tiny things...
1. I Don’t Know
2. I Need Help
3. I Fail A Lot
You gotta LOVE IT!
Enabling & democratizing creativity…..
Dear All
As we all return to our day jobs after three great days in each other’s company, I wanted to reflect on what I thought was an excellent gathering of some very creative and intelligent minds in Pilanesberg.
PILANESBERG GAME RESERVE
I THANK YOU ALL FOR SHARING YOUR BRILLIANT IDEAS WITH US,
The job is what you do when you are told what to do, The job is showing up at the factory, following instructions, meeting spec, and being managed.
Someone can always do your job a little better or faster or cheaper than you can.
The job might be difficult, it might require skill, but it's a job.
Your art is what you do with passion when no one can tell you exactly how to do it. Your art is the act of taking personal responsibility of what you do, challenging the status quo, and changing people.I call the process of doing my art 'the work.' It's possible to have a job and do the work, too. In fact, that's how you become a linchpin.
I JONAS SANDERS commit myself TO MAKE YOU(TEAM) PROUD IN ANGOLA.