a little innovation story
TRANSCRIPT
![Page 1: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/1.jpg)
about
A Little Innovation Story
Markus Giesler, @shapingmarkets
![Page 2: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/2.jpg)
First Battle(2002-2004)
![Page 3: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/3.jpg)
Early adspromoting
Botox Cosmetic as a hedonic pleasure…
![Page 4: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/4.jpg)
…spark a new trend called Botox parties
![Page 5: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/5.jpg)
…but also negative stories about a deadly poison.
![Page 6: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/6.jpg)
Second Battle(2004-2006)
![Page 7: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/7.jpg)
To combat the poison image, Allergan repositions Botox as
a miracle of medicine…
![Page 8: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/8.jpg)
Hollywood actress Virginia Madsen and her mother Elaine
explain this to the public.
![Page 9: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/9.jpg)
However, Botox's "cold"
medicine image opens up a new can of worms:
the frozen face...
![Page 10: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/10.jpg)
…blaming Botox for killing emotions.
![Page 11: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/11.jpg)
Third Battle(2005-2007)
![Page 12: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/12.jpg)
To combat the frozen face image, Allergan repositions Botox again.
This time as an expression enabler…
![Page 13: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/13.jpg)
...as in your "stubborn eleven" shouldn't stand in the way of your
"perfect ten"
![Page 14: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/14.jpg)
Yet, the idea of using technology to bring out human emotions sparks a new fear: the Botox Frankenstein...
![Page 15: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/15.jpg)
Tempering with human nature will bring you blood, sweat, and tears…
![Page 16: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/16.jpg)
This is a caricature of Nicole Kidman exemplifying this popular sentiment
![Page 17: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/17.jpg)
Fourth Battle(2007-2008)
![Page 18: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/18.jpg)
Once again, Allergan has to shift gears. To combat the Frankenstein image, the company repositions
Botox as a performance booster…
![Page 19: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/19.jpg)
For "mother and critical care nurse Angela," for instance, Botox is not a Frankendrug…
…it allows her to go “right back to work!”
![Page 20: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/20.jpg)
But isn't someone who needs Botox to operate effectively a “Botox junkie”?
![Page 21: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/21.jpg)
Fifth Battle(2008-2010)
![Page 22: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/22.jpg)
To combat the negative junkie image, Allergan has to reposition Botox (and its users) yet again…
![Page 23: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/23.jpg)
Botox is like voting, a weapon of liberation...
![Page 24: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/24.jpg)
Today, after many brand image battles, Botox is more widely accepted
than in 2002.
![Page 25: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/25.jpg)
But it is not entirely beyond dispute…
![Page 26: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/26.jpg)
No innovation ever is.
![Page 27: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/27.jpg)
Not even this one…
![Page 28: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/28.jpg)
…or this one.
![Page 29: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/29.jpg)
Why is that?
![Page 30: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/30.jpg)
Because path-breaking innovationsare never created in the lab…
![Page 31: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/31.jpg)
…they are created in society.
Innovator
ActivistsJournalists
Celebrities
BloggersCompetitors
Consumers
Scientists
![Page 32: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/32.jpg)
And they are sustained through the stories we share.
![Page 33: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/33.jpg)
Please share this one :)
![Page 34: A Little Innovation Story](https://reader033.vdocuments.net/reader033/viewer/2022052623/559f278b1a28ab48578b481e/html5/thumbnails/34.jpg)
This story is based on a scholarly article about market creation by Markus Gieslerforthcoming in the Journal of Marketing.
It can be downloaded here.