innovation playground
Storyline
• How we think…• Creativity • Innovation
How we think…
The Debate has always been between…
Heart Mind
Conscious
Subconscious
Reason
Emotion
New Paradigm of thinking
Question…
If you see a snake in the forest, do you run because you’re scared, or are you scared because you’re
running?
Source: William James (1880) – The Theory of Emotions
Brain Mechanics
?
Why do we have a brain?
Survival
How does the brain
work?
Brain Mechanics
Occipital lobe
Frontallobe
Amygdala Dopamine
Source: Dr. Erik Du Plessis
Occipital lobe
Frontallobe
Amygdala Dopamine
Coca-cola’s Brand Equity
Dopamine levels are compared to other alternatives and a decision is made
Source: Dr. Erik Du Plessis
“I don’t know how I think about it, unless I know how I feel about it”
The Unconscious Mind: Responds
The Unconscious Mind: Filters
The Unconscious Mind: Learns
The Unconscious Mind: Scans
“The greatest success a brand can achieve is to
be selected without conscious thought.”
The Unconscious Mind: Screens
Strangers to Ourselves
Source: Dr. Timothy Wilson
People can’t account for their thoughts,
actions or feelings in a conscious way
Dipstick Research
An average individual is exposed to between 250 to 3000 commercial message per day.
Source: Pete Langschmidt – Echo Study
1%
Anyone here think in text?
Problem: Retrieval
Source: Philip Graves (2010) – Consumer.ology
“The conscious mind is a powerful tool that, for our own sanity, is highly practiced at wrapping our
behaviour in a veneer that suits our perception of ourselves. Generally, people perceive their own
actions as self-generated, well-intentioned, sensible behaviour.”
Study 1: The Wine Test
Study 2: Identical Pantyhose
A= 12%, B= 17%, C= 30%, D=40%
Source: Dr. Timothy Wilson
Study 3: Demasio’s David
Source: Prof Antonio Demasio
Problem: Retrieval
Source: Philip Graves (2010) – Consumer.ology
People’s conscious responses is largely a reflection of how people would like to be perceived. We have this innate desire to see ourselves as conscious creatures.
We can post-rationalise very well. In fact we are convinced that consciousness drives our behaviour.
Creativity
Who are the most creative people on the planet…
…right now?
Thinking Frameworks
EXPANSIONIST
REDUCTIONIST
Inno
vatio
n is
abou
t doi
ng b
othInnovation is about doing both
McAdam (2004)
“the birth of new ideas”
Hennessey and Amabile (2010)
"creativity is the engine of scientific discovery and the fundamental driving force of positive change"
Creativity scares us
We have this ‘creative anxiety’
We have an inherent negative bias towards it…
We don’t know how to (i) identify or (ii) define it?
CREATIVITY: The habit of continually doing things in new ways to make a positive
difference to our working lives
Stimulus exercise 1
1 + 1 = window
2 + 2 = fish
3 + 3 = eight
4 + 4 = arrow
7 + 7 = ????
Rivers of thinking
We naturally filter into a river
of thinking
Over time our river of thinking
becomes so entrenched we struggle to get out of it and ‘cling’ to it
How do we get out of our river of thinking and
shift entrenched ‘mindsets’
STIMULUS gets us out of the
river of thinking
“We need to stop studying creativity just in the labs – and recognize that it’s all around us: in the stories of great painters and their rivals, in
the meals we cook using a bit of one recipe and a bit of another, in the games we play with our
kids.”
What’s your CQ?
Innovation
INNOVATION: a viable offering that is new to a specific context and time, creating user and
provider value.
“Creativity is thinking up new thingsInnovation is doing new things” – Theodore Levitt
Myths about Innovation
Source: Clampitt (2001)
(i) Innovations are always products of revolutionary ideas(ii) Formed by a small number of brilliant, gifted people(iii) Innovation can be understood as being identical with creativity(iv) Innovations are always product-focused
Innovations
30,000BC
Innovations
Innovative companies….?
Because a lack of process
INNOVATION
Insight
Interpretation
Design Metrics
Ideation
Prototyping
Signalling
Because a lack of process
INNOVATION
Insight
Interpretation
Design Metrics
Ideation
Prototyping
Insight Interpretation Design Metrics Ideation Prototyping
I have a challenge how do I approach
it?
I learned something – how do I interpret it?
I have buy-in – how will I stay
focussed?
I see an opportunity –
what do I create?I have an idea –
how do I build it?
Understand the challenge
Dig for deeper meaning
Identify user needs Prepare Make it real
Prepare Research Re-frame the challenge
Measure everything Facilitate Work through the
detail
Gather inspiration Ideate Evaluate
Select
Refine
Describe
Innovation process
Understand the Challenge• What’s the problem? • What is the background to this problem?• What else currently exists that we’re trying to do?• Why now?• What have we done before? • Is the solution a device, product, service, idea, process – what is it?• What are the dimensions of the solution? • What context will the solution play out? • Why would people be interesting in having this problem/challenge solved? • I already know…• I want to know more about…• Is there an aspect of this problem we need to focus on? • Who are we doing this for?• What do they actually need?• Why do they need this problem solved?• Why?• Why?• What will the work produce?• What are the measures of success?• What are the constraints?
Prepare Research
• Research Participant Map• Research Planning Survey• User Research Plan• 5 Human Factors (PCSCE)• Field Visit
Gather Inspiration
Projective TechniquesWord associationsSentence completionStory completionThird person techniquesPicture interpretationConsumer drawingsCartoon caption completionRole-playingBrand analogiesPhoto sortsShadowingUser experience/immersionMetaphor Elicitation TechniqueObserve Everything Identify Problems and Needs
Buzz ReportsMedia ScanKey FactsSourcebooksTrends Expert InterviewsKeyword AnalysisTen Types of Inn. FrameworkInnovation LandscapeTrends MatrixConvergence MapFrom-To ExplorationOpportunity MapEras MapFinancial ProfileSWOT AnalysisCultural Artifacts
Interpretation
• Find Themes• Make sense of findings• Define the insights• Frame opportunities
Ideation
Ideation TechniquesFirst Burst
Revolution
Related Worlds
Random Links
Morphological Analysis
Relational Algorithms
Brainstorming
Role Playing
Innovation Connections
• A peg• Coffee maker• Crowbar• Trampoline• Tea tray• Whiskey bottle• Frisbee• Whip• Coat hanger• Blender• Plastic chair• Net
• Sock• Machete• iPad• Fan belt• Potato peeler• Paper clip• Baseball bat• Picture frame• Lego• Propeller• Door bell• Dog collar
Thank You
Top Related