brand box 4 - what's the big idea? the marketer's ultimate toolkit

Post on 06-May-2015

3.334 Views

Category:

Education

3 Downloads

Preview:

Click to see full reader

DESCRIPTION

http://www.stepchangemarketing.com/ In this Slideshare presentation: 1. Brand Box 4 - What's the big idea? 2. Actions from insights 3. Why Innovation? 4. Innovation context 5. Bill Gates 6. Corporate and Social Responsibility 7. Successful Innovation 8. Purpose of creativity 9. Importance of Innovation 10. Importance of Innovation cont. 11. Innovation driving growth 12. Applied Innovation 13. Limitations of accepting status quo 14. Knowledge vs. Creativity 15. Innovation as a habit 16. 5 roles in ideas development 17. The triangle for successful innovation 18. Sources of inspiration 19. Crowd sourcing 20. Where's your suggestion box? 21. What is crowd sourcing? 22. Consumer generated content 23, Share with the masses 24, Generation C(ash) 25 User generated content radar 26. Case study: Smith's "Do us a flavour" 27. Case study: Goldcorp 28. Case study: Mitsubishi 29. Case study: InnoCentive 30. Case study: Wikipedia 31. Case study: the London bombing 32. Innovation tools 33. Scamper 34. Scamper: An example 35. Scamper: Adapt something to it 36. Scamper: Magnify it 37. Scamper: Modify it 38. Scamper: Put it to some other use 39. Scamper: Eliminate something 40. Scamper: Reverse it 41. Scamper Rearrange it 42. Parameter analysis 43. Sensory overload 44. Future casting ideas generation 45. Process review 46. Using experience to drive innovation 47. Innovation platforms 48. The Phoenix checklist 49. The Phoenix checklist cont. 50. Six thinking hats by Edward de Bono 51. Six thinking hats cont. 52. Evaluation methods 53. Potential impact plotting 54. "Yes" reasons

TRANSCRIPT

WHAT’S THE BIG IDEA?

WHAT’S THE BIG IDEA?

2

GROWTH

Know Your Business

Brand Architecture Branding

Positioning

Know Your Consumers

1SPmMJOH�Segmentation

InsightsPricing

Know Your Market

CompetitiveEnvironment

#JOBSZ�"OBMZTJTPredatory Thinking

What’s the Big Idea?

Launch or NPDInnovation

Communications

How to Say It

Advertising IdeaTone & Messaging

When and Where to Say It

Media StrategyConnection Idea$IBOOFM�1MBOOJOH

AC

TIO

NS

from

I

NSI

GH

TS

WHAT’S THE BIG IDEA?

WHAT’S THE BIG IDEA?

3

8PPEZ�"MMFO�TBJE �i3FMBUJPOTIJQT�BSF�MJLF�TIBSLT �JG�UIFZ�TUPQ�NPWJOH�GPSXBSE�UIFZ�EJFw �BOE�CSBOET�BSF�OP�EJGGFSFOU��

.PTU�$&0T�XJMM�UFMM�ZPV�IPX�DSJUJDBM�JOOPWBUJPO�JT�UP�UIFJS�CVTJOFTT �ZFU�JG�ZPV�BTL�UIFN�IPX�UIFJS�JOOPWBUJPO�QMBO�JT�MPPLJOH�ZPV�MM�UFOE�UP�HFU�B�CMBOL�MPPL��

5IJT�TFDUJPO�MPPLT�BU�IPX�UIJOHT�BSF�TIBQJOH�BOE�NPWJOH��BOE�JG�ZPV�DPOEVDUFE�BOZ�PG�UIF�USFOET�FYFSDJTFT�GSPN�UIF�,OPX�:PVS�.BSLFU�and ,OPX�:PVS�$POTVNFST�TFDUJPOT �ZPV�MM�OPUF�IPX�TDBSZ�UIF�SBUF�PG�DIBOHF�USVMZ�JT��

*G�ZPV�XBOU�UP�CF�B�HSPXJOH�CSBOE�UIFO�CFTU�QSBDUJDF�QSPCBCMZ�JTO�U�HPJOH�UP�CF�FOPVHI����ZPV�WF�HPU�UP�TUBSU�UIJOLJOH�BCPVU�OFYU�QSBDUJDF�BOE�XIFSF�ZPV�OFFE�UP�CF�UP�QPTJUJPO�ZPVSTFMG�GPS�TVDDFTT��

5IF�OFYU�TFDUJPO�XJMM�IFMQ�HFU�ZPV�UIJOLJOH�

Why Innovation?

“Relationships are like sharks, if they stop moving forward they die” ... and brands are no different.

INNOVATION CONTEXT

“We always overestimate what will change in the next 2 years, and underestimate what will change in the next 10.”

Bill Gates

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

6

Corporate and Social Responsibility

$PSQPSBUF�SFTQPOTJCJMJUZ�JT�TISPVEFE�XJUI�DZOJDJTN��5IF�EFGBVMU�TUBSUJOH�QPTJUJPO�TIPVME�CF��iEPO�U�EP�CBE �CFGPSF�ZPV�EP�HPPEw�

$VSSFOUMZ �UIF�CJHHFS�UIF�DPNQBOZ �UIF�MBSHFS�UIF�SFTQPOTJCJMJUZ�JT�CFDPNJOH�GPS�UIFN�UP�iHJWF�CBDLw�

5IF�UIJOH�UP�SFNFNCFS�JT�UIBU�DPSQPSBUF�SFTQPOTJCJMJUZ�JT�iFYUSB�DSFEJUw�BWBJMBCMF�POMZ�PODF�UIF�DPOTVNFS�JT�TBUJTmFE�XJUI�UIF�RVBMJUZ�PG�UIF�QSPEVDU�TFSWJDF�BOE�USFBUNFOU�PG�TUBGG�

4P�XIBU�DPOTUJUVUFT�CFJOH�iSFTQPOTJCMFw�UIFTF�EBZT �"�DPVQMF�PG�WFSZ�UPQJDBM�BSFBT�BSF�t� The environment��5IJT�JT�TFFO�BT�UIF�VMUJNBUF�TPDJBM�DBVTF �BOE�WJTJCJMJUZ�BSPVOE�

UBLJOH�BGmSNBUJWF�BDUJPO�JT�IJHIMZ�QSBJTFE�t� i"VTUSBMJBO�NBEFw��%FTQJUF�CFJOH�BSPVOE�GPS�B�XIJMF �UIJT�TUJMM�IBT�LVEPT �FTQFDJBMMZ�

BSPVOE�GPPE�

*U�JT�OP�MPOHFS�B�DBTF�PG�BTLJOH�JG�ZPV�TIPVME�CF�JOWPMWFE�JO�UIJT�BSFB��DPOTVNFST�BSF�BMSFBEZ�DPNNJUUFE�UP�DPSQPSBUF�BOE�TPDJBM�SFTQPOTJCJMJUZ �UIFZ�BSF�OPX�MPPLJOH�GPS�UIF�FBTZ�XBZ�UP�DPOUSJCVUF��4UBGG�BSF�BMTP�CFDPNJOH�JODSFBTJOHMZ�JNQPSUBOU�BT�BO�BDDFTT�QPJOU�UP�FEVDBUF�BOE�JOWPMWF�DPSQPSBUJPOT�JO�TPDJBM�SFTQPOTJCJMJUZ�JOJUJBUJWFT�

"U�UIF�DPSF�PG�UIF�JTTVF�JT�USVTU��UIF�CFOFmDJBSJFT�WT��UIF�CFOFGBDUPST�TIPVME�CF�UFMMJOH�UIF�TUPSZ�

Ipsos Mackay Report 2008

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

7

Successful Innovation

*OOPWBUJPO�JT�VTVBMMZ�B�EJSFDU�SFTVMU�PG�POF�PG�UIF�GPMMPXJOH�USJHHFST�

The Power of Context

8IBU�BMVNOJ�BSF�TBZJOH�UP�VT�JT��i5FMM�NF�TPNFUIJOH�UIBU�*�EJEO�U�LOPX�*�OFFEFE�UP�LOPX��$IBMMFOHF�NF��"TUPOJTI�NF�w�*G�UIF�TFTTJPO�JT�MFE�CZ�B�XFMM�LOPXO�QSPGFTTPS �UIFZ�EP�OPU�XBOU�XFMM�QPMJTIFE�QSFTFOUBUJPOT�CBTFE�PO�IJT�XFMM�QPMJTIFE�UIFPSJFT��5IFZ�XBOU�IJN�UP�FYQMPSF�EBOHFSPVT�UFSSJUPSZ�BOE�JEFBT�PO�UIF�DVUUJOH�FEHF �XIFSF�UIFZ�DBO�NBLF�UIFJS�PXO�DPOUSJCVUJPO�UP�FNFSHJOH�DPODFQUT�BOE�CF�QSFTFOU�XIJMF�UIFZ�FNFSHF�

t� Pressing issues driving necessityt� "�OFX �VOJRVF�QFSTQFDUJWF�PO�TPNFUIJOHt� *OnVFODFT �JOUFSOBMMZ�BOE�FYUFSOBMMZt� %FWFMPQNFOU�PG�B�DPOUFNQMBUJWF�FOWJSPONFOU

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

8

Purpose of Creativity

5IF�PWFSBMM�QVSQPTF�PG�DSFBUJWJUZ�JT�UP�DIBOHF�JEFBT�PS�QSPEVDF�BEEJUJPOBM�OFX�POFT��5IFTF�UXP�QSPDFTTFT�BSF�PGUFO�NJYFE�VQ�UPHFUIFS �CVU�UIFZ�DBO�CF�TFQBSBUFE�PVU�BT�GPMMPXT�

���� &TDBQF�GSPN�PME�JEFBT

���� (FOFSBUJPO�PG�OFX�JEFBT

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

9

Importance of InnovationWhere are we now?

Product Age1PTU�XBS �TVQQMZ�BOE�BXBSFOFTT�XBT�UIF�

main game

Brand Age/PU�BMM�QSPEVDUT�XFSF�HPPE �UIF�CSBOE�XBT�UIF�BTTVSBODF�PG�

RVBMJUZ

Information Age1SPEVDUT�BSF�OP�MPOHFS�UBLFO�BU�CSBOE�WBMVF �CVU�SFBM�JOGPSNBUJPO�JT�

SFRVJSFE�

Innovation AgeInsights and ideas ESJWF�EJGGFSFOUJBUJPO�

and success

Experience Age5IF�BHF�PG�TUPSJFT�BOE�JEFBT.POFZ�JT�OP�PCKFDU�BOE�QFPQMF�BSF�MPPLJOH�GPS�FTDBQFT�BOE�JOEVMHFODFT"ET�BMPOF�BSF�OPU�TVGmDJFOU�UP�DSFBUF�B�CSBOE

Communication

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

10

Importance of Innovation cont...

The more innovative the product or category, the IJHIFS�UIF�MFWFM�PG�FOHBHFNFOU�TFFNT�UP�CF�

The Experience Age is being driven by brands SFTQPOEJOH�UP�DPOTVNFST��OFFET�GPS�SJDIFS�BOE�more engaging experiences around their products BOE�TFSWJDFT�

Com

mod

itie

s

Goo

ds Se

rvic

es

Cu

stom

ised

Goo

ds

Exp

erie

nce

s

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

11

Innovation Driving Growth

5P�ESJWF�HSPXUI �JOOPWBUJPO�JT�SFRVJSFE��BOE�XIBU�JT�UIF�DVSSFODZ�PG�JOOPWBUJPO �*EFBT�:PV�OFFE�UP�QMBO�ZPVS�DPNNVOJDBUJPOT�CZ�MPPLJOH�BU�XIFSF�JOOPWBUJPO�XJMM�BEE�UIF�NPTU�WBMVF���

Innovation

Positioning

Development

CustomerExperience

Audit

Channel Pricing

CustomerComms.

Internal Comms.

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

12

Applied InnovationHow can it be done?

New products t� Extensions and variations t� $POTVNFS�iOFFEw�TBUJTGBDUJPO�BOE�QSPCMFN�TPMWJOHt� /FX�FYQFSJFODFT�

New communication opportunities t� 1PTJUJPOJOH�GPS�HSPXUI�PS�TIBSFt� Methodst� Mediumst� Integrations

New ways of doing thingst� .PWJOH�GSPN�CFTU�QSBDUJDF�UP�OFYU�QSBDUJDFt� "QQMJDBUJPO�PG�QBSBMMFM�TFDUPS�UIJOLJOH

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

13

Limitations of Accepting Status Quo

"DDFQUJOH�UIF�TUBUVT�RVP�JT�TJNQMZ�B�GPSN�PG�BSSPHBODF�DFOUSFE�BSPVOE�POF�PG�UISFF�CFMJFGT�

��� That there are OP�BMUFSOBUJWFT��5IFSF�JT�POMZ�POF�QPTTJCMF�XBZ�UP�MPPL�BU�UIJOHT�BOE�FWFSZUIJOH�JT�EJTNJTTFE�BT�CFJOH�XSPOH�

��� That OP�DIBOHF�JT�SFRVJSFE��"�QBSUJDVMBS�JEFB�JT�TP�QFSGFDU�UIBU�JU�JT�CFZPOE�DIBOHF�PS�JNQSPWFNFOU�

��� That there is no escape��5IF�JEFB�JT�TP�BCTPMVUFMZ�SJHIU�UIBU�FWFSZPOF�NVTU�XPSL�UIFJS�XBZ�UPXBSET�JU��

&EXBSE�EF�#POP

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

14

Knowledge vs. Creativity

5IJT�HSBQI�TIPXT�UIF�SFMBUJPOTIJQ�CFUXFFO�LOPXMFEHF�BOE�DSFBUJWJUZ�

,OPXMFEHF�JT�OPU�DSFBUJWJUZ �CVU�XJUIJO�BOZ�QBSUJDVMBS�mFME�JU�JT�EJGmDVMU�UP�DPNF�VQ�XJUI�OFX�JEFBT�VOMFTT�ZPV�IBWF�TPNF�JEFBT�UP�QMBZ�BSPVOE�XJUI�JO�UIF�mSTU�QMBDF��"U�UIF�CFHJOOJOH�PG�JEFB�HFOFSBUJPO �UIF�NPSF�LOPXMFEHF�ZPV�IBWF�MFBET�UP�JODSFBTFE�DSFBUJWJUZ�

0O�UIF�PUIFS�IBOE �UPP�NVDI�FYQFSJFODF�XJUIJO�B�mFME�NBZ�SFTUSJDU�DSFBUJWJUZ�CFDBVTF�ZPV�LOPX�TP�XFMM�IPX�UIJOHT�TIPVME�CF�EPOF�UIBU�ZPV�BSF�VOBCMF�UP�FTDBQF�UP�DPNF�VQ�XJUI�OFX�JEFBT���"T�LOPXMFEHF�HSPXT�IJHI�XF�TFF�UIBU�DSFBUJWJUZ�EXJOEMFT�

Cre

ativ

ity

Information

EF�#POP�TUVEZ������������

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

15

Innovation as a Habit

5IF�CFTU�XBZ�UP�HSPX�BOE�JOOPWBUF�JT�UP�FNCFE�JOOPWBUJPO�BT�B�IBCJU�XJUIJO�ZPVS�CVTJOFTT��5IJT�PGUFO�TPVOET�FBTJFS�UIBO�JU�JT �CVU�JU�DBO�CF�IFMQFE�CZ�UIF�TUFQT�CFMPX�

Stimulate ��$POTUBOUMZ�TPVSDF�OFX�TUJNVMVT

Practise���3FHVMBSMZ�CSBJOTUPSN �QSPCMFN�TPMWF�BOE�TUSFUDI�ZPVS�NJOE

Freedom���,FFQ�GSFF�UJNF�BOE�LFFQ�ZPVSTFMG�GSFF�PG�FYDVTFT

Constantly Innovate���/PU�JNJUBUF

Best Practice Same Practice Commodity= =

Next Practice Innovation Leader= =

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

16

5 Roles in Ideas Development

Spark4PNFPOF�XIP�iTQBSLTw�UIF�DSFBUJWF�QSPDFTT�CZ�TQPUUJOH�PS�DPNJOH�VQ�XJUI�UIF�JEFB �DSFBUJOH�UIF�WJTJPO�PS�EFmOJOH�UIF�OFFE

0GUFO�VOEFSUBLFO�CZ�BOZPOF�FNQMPZFE�CZ �PS�BTTPDJBUFE�XJUI �UIF�PSHBOJTBUJPO��PGUFO�DPNFT�GSPN�UIF�MFBTU�FYQFDUFE�BSFB

Sponsor

4PNFPOF�XIP�QSPNPUFT�UIF�JEFB�PS�QSPKFDU�inside the organisation, ensuring that it is not EJTNJTTFE �BOE�XIP�TVTUBJOT�JOUFSFTU�EVSJOH�EJGmDVMU�PS�MFBO�UJNFT

4FOJPS�MJOF�NBOBHFST �NFNCFST�PG�UIF�CPBSE �OPO�FYFDVUJWF�EJSFDUPST

Shaper

4PNFPOF�XIP�NBLFT�UIF�JEFB�PS�QSPKFDU�iSFBMw �VTJOH�UIFJS�PXO�DSFBUJWJUZ�UP�nFTI�PVU�UIF�QSFNJTF�BOE�PS�mOE�QSBDUJDBM�NFBOT�UP�achieve the objective

.FNCFST�PG�UIF�QSPKFDU�UFBN�BQQPJOUFE�UP�JNQMFNFOU�UIF�JEFB �QSPDFTT�PSJFOUFE�DPOTVMUBOUT �3�%�TUBGG�GSPN�QSJODJQBM�TVQQMJFST

Sounding board

4PNFPOF�PVUTJEF�UIF�QSPKFDU�XIPTF�PCKFDUJWJUZ�BOE�CSPBEFS�LOPXMFEHF�DBO�CF�ESBXO�PO�UP�JOGPSN�BOE�WBMJEBUF�UIF�QSFNJTF�PS�UP�DPNNFOU�PO�UIF�QSBDUJDBMJUJFT

*OGPSNBM�PS�GPSNBM�NFNCFST�PG�QFSTPOBM�PS�QSPGFTTJPOBM�OFUXPSLT �USVTUFE�DPMMFBHVFT�or company mentors, appointed academics PS�SFTFBSDIFST�JO�UIF�mFME

Specialist

4PNFPOF�XIP�ESBXT�PO�UIFJS�TQFDJBMJTU�TLJMMT�UP�TIBQF�UIF�JEFB�PS�QSPKFDU�GSPN�B�TQFDJmD�standpoint and uses the opportunity to break OFX�HSPVOE�JO�UIF�mFME

.FNCFST�PG�UIF�QSPKFDU�UFBN �DPOTVMUBOUT �BDBEFNJDT�BOE�SFTFBSDIFST �3�%�TUBGG�GSPN�QSJODJQBM�TVQQMJFST

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

17

The Triangle for Successful Innovation

5IF�QSFTFODF�PG�B�QSPCMFN�PS�CVTJOFTT�imperative�UIBU�OFFET�TPMWJOH �PGUFO�JOWPMWJOH�UIF�OFFE�UP�SFDPODJMF�DPOUFOEJOH�PQQPTJUFT�PS�USBEF�PGGT�BOE�B�TPMVUJPO�OPU�CBTFE�PO�FJUIFS�PS�CVU�SBUIFS�PO�CPUI�BOE�UIJOLJOH�

5IF�QFSTQFDUJWF�UIBU�DPNFT�GSPN�B�XJEF�SBOHF�PG�GPSNBUJWF�JOnVFODFT �OPU�BMM�DPOOFDUFE�XJUI�XPSL �JODMVEJOH�GFFECBDL�GSPN�QSPGFTTJPOBM�PS�QFSTPOBM�OFUXPSLT �DPOGFSFODF�QSFTFOUBUJPOT�PS�JOQVU�GSPN�UVUPST�PO�DPVSTFT �CFODINBSLJOH��FYFSDJTFT �MFJTVSF�QVSTVJUT �QSJWBUF�SFBEJOH ��DPNNVOJUZ�BDUJWJUJFT�BOE�GBNJMZ�MJGF�

"O�FOWJSPONFOU��XIFSF�JOEJWJEVBMT�DBO�iESJGU�and dreamw��5IJT�JT�OFBSMZ�BMXBZT�BXBZ�GSPN�UIF�PGmDF�BOE�DBO�CF�VTFE�BT�B�DSFBUJWF�SFTPVSDF�BT�UIF�NJOE�BTTPDJBUFT�JU�XJUI�JOOPWBUJWF�SFnFDUJPO �UIVT�FOBCMJOH�JOEJWJEVBMT�UP�iGBTU�USBDLw�UIF�QSPDFTT�

4VDDFTTGVM�*OOPWBUJPO �5IF�&DPOPNJTU �.JDIFM�4ZSFUU�����

Successful Innovation

WHAT’S THE BIG IDEA?

INNOVATION CONTEXT

18

Sources of Inspiration

5IF�SFTVMUT�PG�B�TVSWFZ�CFMPX�TIPX�XIBU�JOTQJSFT�TFOJPS�NBOBHFST���PG�SFTQPOEFOUT

The results? 0WFS�����PG�UIF�NBOBHFST�JOUFSWJFXFE�TBZ�UIBU�UIFJS�JEFBT�JOJUJBMMZ�PDDVS�BXBZ�GSPN�UIF�XPSLQMBDF�BOE�BSF�MBUFS�BJSFE�BOE�TIBQFE�EVSJOH�PGmDF�IPVST�

$SFBUJWF�CSFBLUISPVHIT�HFOFSBMMZ�PDDVS�XIFO�JOEJWJEVBMT�NBLF�B�DPOOFDUJPO�CFUXFFO�UXP�QSFWJPVTMZ�VOSFMBUFE�DPODFQUT �GBDUT�PS�JOTJHIUT�

%JTDVTTJPO�XJUI�GSJFOE�DPMMFBHVF�JO�UIJT�DPVOUSZ$POGFSFODF�TQFBLFS%JTDVTTJPO�XJUI�GSJFOE�DPMMFBHVF�JO�BOPUIFS�DPVOUSZPrivate research/PO�FYFDVUJWF�EJSFDUPSTIJQ#VTJOFTT�TDIPPM�UVUPS1FSTPOBM�BDUJWJUZ�NVTFVN�WJTJUT�FUD��EVSJOH�B�CVTJOFTT�USJQ�BCSPBE

855451513229��

4PVSDF��3PGGFZ�1BSL�*OTUJUVUF�����

CROWD SOURCING

WHAT’S THE BIG IDEA?

CROWD SOURCING

20

3FNFNCFS�UIF�EVTUZ�PME�FNQUZ�TVHHFTUJPO�CPY�UIBU�VTFE�UP�TJU�JO�DPSQPSBUF�)2�BOE�CF�POMZ�BUUFOEFE�CZ�B�MPOFMZ�SFDFQUJPOJTU�UP�FNQUZ�PVU�UIF�USBTI�PDDBTJPOBMMZ�QMBDFE�JO�UIFSF �8FMM �XFMDPNF�UP�UIF�XFCþ

$SPXETPVSDJOH�DPN�IBT�UBLFO�UIBU�DPODFQU�BOE�PQFOFE�JU�VQ�UP�FWFSZPOF�BOE�BOZPOF��5IFZ�OPU�POMZ�TVHHFTU �CVU�UIFZ�SBOL�JEFBT�PQFOMZ�o�TP�UIF�CFTU�SJTF�UP�UIF�UPQ��$SPXETPVSDJOH�DPN�GPDVTFT�PO�JNQSPWFNFOU �BOE�QBTTJPOBUF�MPZBMJTUT�MPWF�CFJOH�JOWJUFE�UP�QBSUJDJQBUF�XJUI�UIF�EFWFMPQNFOU�PG�UIFJS�GBWPVSJUF�CSBOET��

*U�BMMPX�CSBOET�UP�MPPL�BU�XIBU�DVTUPNFST�XBOU�UIFO����� Do it��� 4BZ�XIZ�UIFZ�DBO�U�EP�JU��� &YQMBJO�XIBU�XPVME�OFFE�UP�IBQQFO�GPS�JU�UP�CF�QPTTJCMF�

*U�T�1VCMJD�3FMBUJPOT�13 �$VTUPNFS�3FMBUJPOTIJQ�.BOBHFNFOU�$3.�BOE�/FX�1SPEVDU�%FWFMPQNFOU�/1%�SPMMFE�VQ�JOUP�POF�OFBU�MJUUMF�CVOEMF��

*G�ZPV�SF�JOUFSFTUFE�JO�JU�UIFO�SFBE�Wikinomics�5BQTDPUU�BOE�(SPVOETXFMM�'PSSFTUFS�

Where’s your

Suggestion Box?

WHAT’S THE BIG IDEA?

CROWD SOURCING

21

What is Crowd Sourcing?

$SPXE�4PVSDJOH�JT�UIF�BDU�PG�UBLJOH�B�UBTL�USBEJUJPOBMMZ�QFSGPSNFE�CZ�BO�FNQMPZFF�PS�DPOUSBDUPS �BOE�PVUTPVSDJOH�JU�UP�BO�VOEFmOFE �HFOFSBMMZ�MBSHF�HSPVQ�PG�QFPQMF�JO�UIF�GPSN�PG�BO�PQFO�DBMM�UP�BSNT��

'PS�FYBNQMF �UIF�QVCMJD�NBZ�CF�JOWJUFE�UP�EFWFMPQ�B�OFX�UFDIOPMPHZ �DBSSZ�PVU�B�EFTJHO�UBTL�PS�KPJO�JO�B�UIJOL�UBOL�

-&(0�GBDUPSZ�JT�B�XFCTJUF�XIFSF�FOUIVTJBTUT�BSF�JOWJUFE�UP�EFTJHO�NPEFMT�BOE�UBLF�QBSU�JO�DPNQFUJUJPOT��0OF�PG�UIF�QPQVMBS�DPOUFTUT�FOUJUMFE�UIF�XJOOFS�UP�IBWF�UIFJS�NPEFM�NBTT�QSPEVDFE�BOE�TPME�POMJOF �SFDFJWJOH�B����SPZBMUZ�PO�FBDI�TFU�TPME�

Wikipedia 2008

Consumer Generated Content gives many different ways for customers to be involved

Consumer Marketers

Re-mix Culture

Expert Outsiders

Amateur Outsider

Consumer Generated Content 2.0

Pay me!

IUUQ���XXX�USFOEXBUDIJOH�DPN�USFOET�$6450.&3�."%&�IUN

WHAT’S THE BIG IDEA?

CROWD SOURCING

23

Share with the masses... receive massive returns

)FSF�BSF�TPNF�CSBOET�XIP�BSF�EPJOH�JU�QBSUJDVMBSMZ�XFMM

WHAT’S THE BIG IDEA?

CROWD SOURCING

24

Generation CExamples of consumers being paid for content

Revver.FNCFST�VQMPBE�UIFJS�WJEFP�UP�3FWWFS�XIP�UIFO�BUUBDI�BO�BE�UP�UIF�WJEFP�BT�XFMM�BT�USBDLJOH�TPGUXBSF�UP�UFMM�ZPV�t� IPX�NBOZ�UJNFT�JU�XBT�WJFXFEt� IPX�NVDI�NPOFZ�JU�IBT�FBSOFE

&WFSZ�UJNF�BO�BE�HFUT�DMJDLFE �3FWWFS�TIBSFT�UIF�BE�SFWFOVF�PO�B�������CBTJT�

Metacafe.FNCFST�BSF�QBJE�64���GPS�FWFSZ�UIPVTBOE�WJFXT�UIFJS�WJEFP�HFUT��1BZNFOU�TUBSUT�XIFO�B�WJEFP�SFBDIFT��� ����WJFXT�BOE�IBT�B�SBUJOH�PG���PS�IJHIFS��-JDFOTJOH�JT�OPO�FYDMVTJWF��NBLFST�SFUBJO�PXOFSTIJQ�PG�UIFJS�WJEFP�

(ash)

WHAT’S THE BIG IDEA?

CROWD SOURCING

25

User Generated Content Radar

Inner Circle

Word on the Street

Co-existence

Brands that ResonateF�H��8BMM�4USFFU�+PVSOBM���##$�/FXT$SFEJCJMJUZ�DSFBUFE�CZ�TUSPOH�DPSQPSBUF�CSBOE�NBOBHFNFOU

F�H��$JUZTFBSDI�DPN���"NB[PO�DPN$SFEJCJMJUZ�DSFBUFE�CZ�OVNCFS�PG�VTFST �EJWFSHFOU�PQUJPOT

F�H��5SJQ"EWJTPS�DPN���:FMQ�DPN$SFEJCJMJUZ�DSFBUFE�CZ�UJNFMJOFTT�PG�JOGPSNBUJPO

F�H��'BDFCPPL���NZ4QBDF$SFEJCJMJUZ�DSFBUFE�CZ�DPOUFOU�DPOUSJCVUJPOT�UIBU�BMJHO�XJUI�DPNNVOJUZ�WBMVFT

Trust

Edit

oria

l con

trol

giv

en t

o U

sers

High

Low

Low

WHAT’S THE BIG IDEA?

CROWD SOURCING

26

Case Study: Smith’s “Do us a !avour”

4NJUI�T�OFFEFE�CPUI�B�nBWPVS�UIBU�XPVME�CF�QPQVMBS�XJUI�DPOTVNFST�BOE�B�DBNQBJHO�UP�ESJWF�TBMFT��5IFZ�DBNF�VQ�XJUI�B�WJSBM�DBNQBJHO�PO�UIF�JEFB�ýDSFBUF�VT�B�nBWPVS�BOE�XFhMM�HJWF�ZPV����PG�UIF�QSPmUTý��

1VCMJD�WPUJOH�PO�UIF�XJOOJOH�nBWPVS�BEEFE�B�QBSUJDJQBUPSZ�FMFNFOU �JOWPMWJOH�DPOTVNFST�JO�UIF�CSBOE�BOE�WPUJOH�TUBHFT �XIJDI�MFE�UP�UIF�DSFBUJPO�PG�QBSUJTBO�nBWPVS�TVQQPSU�HSPVQT�BOE�NPWFE�UIJT�EJTDVTTJPO�POMJOF��

Results?5IF�DBNQBJHO�BUUSBDUFE�OFBSMZ�B�RVBSUFS�PG�B�NJMMJPO�FOUSJFT �DBQUVSJOH�UIF�JNBHJOBUJPO�PG�UIF�OBUJPO�

$POTVNFST�XFSF�ESJWFO�UP�USZ�BMM�GPVS�nBWPVST�BOE�WPUF�PO�XIJDI�POF�UIFZ�UIPVHIU�XBT�UIF�CFTU�

WHAT’S THE BIG IDEA?

CROWD SOURCING

27

Case Study: Goldcorp

In March 2000, (PMEDPSQ�MBVODIFE�UIF�i(PMEDPSQ�DIBMMFOHFw�XJUI�B�UPUBM�PG����� ����JO�QSJ[F�NPOFZ�BWBJMBCMF�GPS�UIF�CFTU�NFUIPET�BOE�FTUJNBUFT�BCPVU�UIF�QSPTQFDUT�PG�HPME�EFQPTJUT�PO�B��� ����BDSF�QSPQFSUZ��

/FXT�PG�UIF�DPOUFTU�TQSFBE�BSPVOE�UIF�JOUFSOFU�BOE�XJUIJO�XFFLT�TVCNJTTJPOT�CFHBO�UP�nPPE�JO�GSPN�DPVOUMFTT�TPVSDFT��HFPMPHJTUT �HSBE�TUVEFOUT �DPOTVMUBOUT �NBUIFNBUJDJBOT�BOE�NJMJUBSZ�PGmDFST�BMM�TPVHIU�B�QJFDF�PG�UIF�BDUJPO�

Results?5IF�DPOUFTUBOUT�EJTDPWFSFE�����EFQPTJUT�PO�UIF�QSPQFSUZ �����PG�XIJDI�IBE�OPU�CFFO�EJTDPWFSFE�CZ�UIF�DPNQBOZ�

(PMEDPSQ�FTUJNBUFE�UIBU��o��ZFBST�IBE�CFFO�XJQFE�PGG�FYQMPSBUJPO�UJNF�BOE�UIF�DPOUFTU�USBOTGPSNFE�(PMEDPSQ�GSPN�B������NJMMJPO�DPNQBOZ�UP�B����CJMMJPO�DPNQBOZ�

XXX�HPMEDPSQ�DPNWikinomics, 2006

WHAT’S THE BIG IDEA?

CROWD SOURCING

28

Case Study: Mitsubishi

Mitsubishi MBVODIFE�UIFJS�Lancer Supershot Series, aimed at DIBOHJOH�DPOTVNFS�QFSDFQUJPO�PG�UIF�-BODFS�BT�CFJOH�OPO�TUZMJTI��5P�BDIJFWF�UIJT�.JUTVCJTIJ�DSFBUFE�B�TFSJFT�PG���TIPSU�mMNT�UIBU�XFSF�BEWFSUJTFE�BDSPTT�B�SBOHF�PG�NFEJB �GSPN�UFMFWJTJPO�DPNNFSDJBMT�UP�NBHB[JOFT��5IF�mMNT�XFSF�TIPXDBTFE�PO�B�TQFDJmD�XFCTJUF�BOE�DPOTVNFST�XFSF�FODPVSBHFE�UP�DSFBUF�UIFJS�PXO�mMN�UP�BEE�UP�UIF�XFCTJUF�

Results?"T�B�SFTVMU�.JUTVCJTIJ�FYQFSJFODFE�t� ��� ����EJGGFSFOU�WJTJUPST�WJFXJOH�UIF�mMNTt� ��� ����DPOTVNFST�DBTUJOH�WPUFT�GPS�UIFJS�GBWPVSJUF�mMNt� �����JODSFBTF�JO�USBGmD�UP�UIF�-BODFS�XFC�QBHFt� �����TBMFT�JODSFBTF�PO�QSFWJPVT�ZFBSt� �.BSLFU�TIBSF�JODSFBTF�PG������o�GSPN������UP������

,OPXMFEHF�'PDVT��$SFBUJWF�$POTVNFS�1BSUJDJQBUJPOMediaedge: Cia Active Engagement 2008

WHAT’S THE BIG IDEA?

CROWD SOURCING

29

Case Study: InnoCentive

InnoCentive is an “open innovationw�DPNQBOZ�UIBU�UBLFT�SFTFBSDI�BOE�EFWFMPQNFOU�QSPCMFNT�JO�B�CSPBE�SBOHF�PG�domains such as Engineering, Computer Science, Math, $IFNJTUSZ �-JGF�4DJFODFT �1IZTJDBM�4DJFODFT�BOE�#VTJOFTT �GSBNFT�UIFN�BT�iDIBMMFOHF�QSPCMFNTw �BOE�PQFOT�UIFN�VQ�GPS�BOZPOF�UP�TPMWF�UIFN��*U�HJWFT�DBTI�BXBSET�GPS�UIF�CFTU�TPMVUJPOT�UP�TPMWFST�XIP�NFFU�UIF�DIBMMFOHF�DSJUFSJB�

Results?4PMVUJPOT�DPNF�GSPN�BMM�PWFS�UIF�XPSME�BOE�DBTI�BXBSET�GPS�TPMWJOH�UIF�QSPCMFN�BSF�VTVBMMZ�CFUXFFO���� ����BOE����� ����

XXX�JOOPDFOUJWF�DPN8JLJOPNJDT��������TFF�BMTP�*EFBHPSBT

WHAT’S THE BIG IDEA?

CROWD SOURCING

30

Wikipedia�JT�OPX�UIF�MBSHFTU�FODZDMPQFEJB�JO�UIF�XPSME�PGGFSFE�GPS�GSFF�BOE�JT�DSFBUFE�FOUJSFMZ�CZ�WPMVOUFFST�PO�BO�PQFO�QMBUGPSN�UIBU�BMMPXT�BOZPOF�UP�CF�BO�FEJUPS�

i*NBHJOF�B�XPSME�JO�XIJDI�FWFSZ�TJOHMF�QFSTPO�PO�UIF�QMBOFU�JT�HJWFO�GSFF�BDDFTT�UP�UIF�TVN�PG�BMM�IVNBO�LOPXMFEHF��5IBU�T�XIBU�XF�SF�EPJOH�w�8JLJQFEJB�GPVOEFS�+JNNZ�8BMFT

Results?8JLJQFEJB�OPX�DPOUBJOT�BMNPTU���NJMMJPO�BSUJDMFT�JO�PWFS�����MBOHVBHFT�BOE�IBT�CFDPNF�POF�PG�UIF�NPTU�WJTJUFE�TJUFT�PO�UIF�*OUFSOFU�

0G�UIF�BMNPTU����NJMMJPO�SFHJTUFSFE�VTFST �UIFSF�JT�B�HSPVQ�PG�BSPVOE��� ����XIP�HMBEMZ�BDDFQU�SFTQPOTJCJMJUZ�GPS�UIF�MBSHF�WBSJFUZ�PG�UBTLT�UIBU�LFFQ�8JLJQFEJB�IVNNJOH�

&BDI�8JLJQFEJB�BSUJDMF�IBT�CFFO�FEJUFE�BO�BWFSBHF�PG����UJNFT �BOE�GPS�OFXFS�FOUSJFT�UIBU�OVNCFS�JT�IJHIFS�

Case Study: Wikipedia

XXX�XJLJQFEJB�PSHWikinomics 2006

WHAT’S THE BIG IDEA?

CROWD SOURCING

31

Case Study: The London Bombing

0O���+VMZ����� �London�DBNF�UP�B�TUBOETUJMM�BT���TZODISPOJTFE�CPNCT�FYQMPEFE�JO�JUT�USBOTQPSUBUJPO�TZTUFN��

&JHIUFFO�NJOVUFT�MBUFS �BT�NFEJB�PVUMFUT�TDSBNCMFE�UP�DPWFS�UIF�TUPSZ �UIF�mSTU�FOUSZ�BQQFBSFE�PO�8JLJQFEJB�

"�XJLJ�FOUIVTJBTU�GSPN�-FJDFTUFS �&OHMBOE �XSPUF �i0O�+VMZ������� �FYQMPTJPOT�PS�PUIFS�JODJEFOUT�XFSF�SFQPSUFE�BU�WBSJPVT�-POEPO�VOEFSHSPVOE�TUBUJPOT�JO�DFOUSBM�-POEPO �TQFDJmDBMMZ�"MEHBUF �&EHXBSF�3E �,JOHT�$SPTT�4U�1BODSBT �0ME�4U�BOE�3VTTFMM�4RVBSF�5VCF�TUBUJPO��5IFZ�IBWF�CFFO�BUUSJCVUFE�UP�QPXFS�TVSHFT�w

8JUIJO�NJOVUFT�PUIFS�VTFST�XFSF�BEEJOH�JOGPSNBUJPO�BOE�DPSSFDUJOH�TQFMMJOH��#Z�UIF�UJNF�/PSUI�"NFSJDBOT�XPLF �IVOESFET�PG�VTFST�IBE�BEEFE�UP�UIF�FOUSZ�

#Z�UIF�FOE�PG�UIF�EBZ �PWFS�� ����VTFST�IBE�DSFBUFE�B����QBHF�BDDPVOU�PG�UIF�FWFOU�JO�NVDI�NPSF�EFUBJM�UIBO�BOZ�OFXT�PVUMFU�

Wikinomics 2006

INNOVATION TOOLS

*G�ZPV�SF�BGUFS�CSBJOTUPSN�UPPMT�XF�IBWF�BOPUIFS�CPPL�DBMMFE�i$PMMBCPSBUJWF�$SFBUJWJUZw�

Visit XXX�TUFQDIBOHFNBSLFUJOH�DPN�UP�mOE�PVU�NPSF��

5IF�GPMMPXJOH�JT�B�DPMMFDUJPO�PG�UPPMT�UIBU�XJMM�IFMQ�ZPV�JEFOUJGZ�PQQPSUVOJUJFT�BSPVOE�QFPQMF �QSPEVDU �QSPDFTT�BOE�DPNNVOJDBUJPO��

8F�IBWF�JODMVEFE�POF�CSBJOTUPSN�UPPM�BSPVOE�JOOPWBUJPO�DBMMFE�4$".1&3��

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

33

SCAMPER

SCAMPER�JT�B�DIFDLMJTU�PG�JEFB�TQVSSJOH�RVFTUJPOT�

To use SCAMPER:���*TPMBUF�UIF�DIBMMFOHF�PS�TVCKFDU�ZPV�XBOU�UP�UIJOL�BCPVU�

���"TL�RVFTUJPOT�BCPVU�FBDI�TUFQ�PG�UIF�DIBMMFOHF�PS�TVCKFDU�BOE�TFF�XIBU�OFX�JEFBT�FNFSHF��

Substitute something

$PNCJOF�JU�XJUI�TPNFUIJOH�FMTF

Adapt something to it

S

.PEJGZ�PS�.BHOJGZ�JU

Put it to some other use

&MJNJOBUF�TPNFUIJOH

Reverse or Rearrange it

C

A

M

P

E

R

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

34

Substitute somethingExample: 5IJOL�PG�B�TQPPO�

Substitute�nFYJCMF�XJSF�GPS�UIF�IBOEMF��:PV�DPVME�BUUBDI�JU�UP�ZPVS�GPPU�BOE�FBUþ

Combine�B�TQPPO�XJUI�B�GPSL�UP�DSFBUF�B�VUFOTJM�HPPE�GPS�QPLJOH�GPPE�BOE�FBUJOH�TPVQ�

$PNCJOF�JU�XJUI�TPNFUIJOH�FMTF

Adapt something to it

S

.PEJGZ�PS�.BHOJGZ�JU

Put it to some other use

&MJNJOBUF�TPNFUIJOH

Reverse or Rearrange it

Adapt�UIF�TQPPO�UP�FBUJOH�UBMM�HMBTTFT�PG�JDF�DSFBN�o�NBLF�UIF�IBOEMF�NVDI�MPOHFS�

.BHOJGZ�UIF�TQPPO�BOE�ZPV�DPVME�IBWF�B�IVHF �TIJOZ�XBUFS�TMJEF�

Put the spoon to another use��ZPV�DPVME�VTF�JU�BT�B�NVTJDBM�JOTUSVNFOU�PS�BT�QBSU�PG�B�XJOE�DIJNF�

&MJNJOBUF�TPNF�QBSUT�PG�UIF�CPXM�PG�UIF�TQPPO�BOE�ZPV�DBO�VTF�JU�BT�B�TUSBJOFS�

Reverse�UIF�XBZ�ZPV�IPME�UIF�TQPPO�BOE�ZPV�DPVME�IBWF�B�SPVOE�IBOEMFE�UPPM�GPS�TDVMQUJOH�PS�NBSLJOH�DMBZ�

C

A

M

P

E

R

SCAMPER: An Example

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

35

SCAMPER: Adapt something to it

What else is like this? What other ideas does this suggest? What could I copy?Does the past offer a

parallel? Who could I emulate?

What other process could be adapted?

What else could be adapted?

What ideas outside my !eld can I incorporate?

What idea could I incorporate?

What different contests can I put my

concept in?

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

36

SCAMPER: Magnify it

What can be magni!ed, made larger, or extended?

What can be exaggerated or overstated?

What can be added? Can it be made stronger, higher, or longer?

What can add extra value? What can be duplicated?

How about greater frequency? Extra features?

How could I carry it to a dramatic extreme?

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

37

SCAMPER: Modify it

How can this be altered for the better?

What can be modi!ed? Change name?Is there a new twist?

What changes can be made to the plans? To the process?

To marketing?

What other form could this take? What other package?

Change meaning, colour, motions, sound, odour,

form, shape?

Can the package be combined with the form?

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

38

SCAMPER: Put it to some other use

What else can this be used for? Are there new ways to use it as is? Are there other uses if modi!ed?

Other extensions? Other markets?What else could be made from this?

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

39

SCAMPER: Eliminate something

What if this was smaller? What should I omit? Understate? Streamline?Should I divide it or

split it up?

Subtract? Delete? Can the rules be eliminated?Make miniature? Condense? Compact? What’s not necessary?

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

40

SCAMPER: Reverse it

Can I transpose positive and negative? What are the opposites? Should I turn it around?What are the negatives?

Consider it backwards? Reverse roles?Up instead of down? Down instead of up? Do the unexpected?

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

41

SCAMPER: Rearrange it

What other arrangement might be better?

Interchange components? Other pattern? Other layout?

Transpose cause and effect? Change place? Change schedule?Other sequence? Change the order?

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

42

Parameter Analysis

#FGPSF�ZPV�JOOPWBUF�ZPV�OFFE�UP�LOPX�XIFSF�ZPV�SF�BU���

6TF�UIJT�UPPM�UP�EP�BO�BVEJU�BSPVOE�XIBU�JT�imYFEw �inFYJCMFw�BOE�iinconvenientw�BSPVOE�ZPVS�CSBOE�

Fixed Flexible Inconvenient

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

43

Sensory Overload

Sight

Smell

Taste

Sound

Touch

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

44

Future Casting Ideas Generation

5IJT�UPPM�MPPLT�BU�EJGGFSFOU�PSJHJO�QPJOUT�GPS�JOOPWBUJPO �BMMPXJOH�ZPV�UP�QSPKFDU�QPUFOUJBM�JEFBT�GPS�GVUVSF�DPNNFSDJBM�HBJO�

Currently In 3 to 5 Years

Customers

Competitions

Margins

Channels

Suppliers

5IF�*EFB�(FOFSBUPS �,FO�)VETPO�����

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

45

Process Review

$POTJEFS�BOZ�QSPDFTTFT�HSFBUFS�UIBO���ZFBST�PME�BOE�IPX�UIFZ�DPVME�CF�SBEJDBMMZ�JNQSPWFE�

Current Process Radical Redesign

Who?

When?

Where?

Why?

How?

What?

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

46

Using Experience to Drive Innovation

5IJT�JT�B�UFDIOJRVF�UIBU�JT�VTFE�GPS�JOOPWBUJPO�TUFFSJOH�DPNNJUUFFT�UP�ESBX�PVU�SFMFWBOU�FYQFSJFODFT�XIJDI�DBO�PWFSDPNF�DIBMMFOHFT�PS�DBQJUBMJTF�PO�PQQPSUVOJUJFT�

Question:

Clarifying Questions:

In My Experience:

"TL�POF�RVFTUJPO�CBTFE�PO�UIF�QSPCMFN�

&BDI�NFNCFS�PG�UIF�HSPVQ�IBT�UIF�PQUJPO�UP�DMBSJGZ�UIF�NFBOJOH�PG�UIF�JOJUJBM�RVFTUJPO�

"GUFS�UIF�JOJUJBM�RVFTUJPO�IBT�CFFO�mOF�UVOFE �FBDI�NFNCFS�PG�UIF�HSPVQ�IBT�UIF�PQUJPO�PG�DPOUSJCVUJOH�UP�UIF�TPMVUJPO�TUBSUJOH�XJUI�i*O�NZ�FYQFSJFODF���w�

4PVSDF��:PVOH�1SFTJEFOU�0SHBOJTBUJPO

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

47

Innovation Platforms

6TF�UIJT�UPPM�UP�JEFOUJGZ�PQQPSUVOJUJFT�PS�BSFBT�GPS�ZPVS�CVTJOFTT�UP�JOOPWBUF�JO�

Examples List Attributes

Descriptive4VCTUBODF �TUSVDUVSF �DPMPVS �TIBQF �texture, sound, taste, odour, space and density

Process.BSLFUJOH �NBOVGBDUVSJOH �TFMMJOH �GVODUJPO�BOE�UJNF

Social3FTQPOTJCJMJUJFT �QPMJUJDT�BOE�UBCPPT

Price$PTU�UP�NBOVGBDUVSF �XIPMFTBMFS �SFUBJMFS�and consumer

EcologicalPositive or negative impact on the environment

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

48

The Phoenix ChecklistThe Problem

The 1IPFOJY�$IFDLMJTU�JT�B�DIFDLMJTU�EFWFMPQFE�CZ�UIF�$*"�UP�HFU�UIFJS�BHFOUT�UIJOLJOH�BCPVU�XBZT�UP�TPMWF�B�QSPCMFN�o�HSFBU�UP�BQQMZ�UP�ZPVS�CVTJOFTT�

8IBU�CFOFmUT�XJMM�ZPV�SFDFJWF�CZ�TPMWJOH�UIF�QSPCMFN 8IBU�JT�UIF�VOLOPXO 8IBU�JT�JU�ZPV�EPO�U�ZFU�VOEFSTUBOE 8IBU�JT�UIF�JOGPSNBUJPO�ZPV�IBWF 8IBU�JTO�U�UIF�QSPCMFN *T�UIF�JOGPSNBUJPO�TVGmDJFOU �0S�JT�JU�JOTVGmDJFOU �0S�SFEVOEBOU �0S�DPOUSBEJDUPSZ 4IPVME�ZPV�ESBX�B�EJBHSBN�PG�UIF�QSPCMFN 8IFSF�BSF�UIF�CPVOEBSJFT�PG�UIF�QSPCMFN $BO�ZPV�TFQBSBUF�UIF�WBSJPVT�QBSUT�PG�UIF�QSPCMFN �)BWF�ZPV�TFFO�UIJT�QSPCMFN�CFGPSF %P�ZPV�LOPX�B�SFMBUFE�QSPCMFN 8IBU�BSF�UIF�DPOTUBOUT�PG�UIF�QSPCMFNT *G�UIBU�QSPCMFN�IBT�CFFO�TPMWFE �DBO�ZPV�VTF�UIF�TPMVUJPO�PS�UIF�NFUIPE $BO�ZPV�SFTUBUF�ZPVS�QSPCMFN �.PSF�HFOFSBM �.PSF�TQFDJmD �$BO�UIF�SVMFT�CF�DIBOHFE 8IBU�BSF�UIF�CFTU �XPSTU�BOE�NPTU�QSPCBCMF�DBTFT�ZPV�DBO�JNBHJOF

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

49

The Phoenix Checklist cont...

The Plan

$BO�ZPV�TPMWF�UIF�XIPMF�QSPCMFN �1BSU�PG�UIF�QSPCMFN 8IBU�XPVME�ZPV�MJLF�UIF�SFTPMVUJPO�UP�CF �$BO�ZPV�QJDUVSF�JU )PX�NVDI�PG�UIF�VOLOPXO�DBO�ZPV�EFUFSNJOF $BO�ZPV�EFSJWF�TPNFUIJOH�VTFGVM�GSPN�UIF�JOGPSNBUJPO�ZPV�IBWF )BWF�ZPV�VTFE�BMM�UIF�JOGPSNBUJPO )BWF�ZPV�UBLFO�JOUP�BDDPVOU�BMM�FTTFOUJBM�OPUJPOT�JO�UIF�QSPCMFN $BO�ZPV�TFQBSBUF�UIF�TUFQT�JO�UIF�QSPCMFN�TPMWJOH�QSPDFTT �$BO�ZPV�EFUFSNJOF�UIF�DPSSFDUOFTT�PG�FBDI�TUFQ 8IBU�DSFBUJWF�UIJOLJOH�UFDIOJRVFT�DBO�ZPV�VTF�UP�HFOFSBUF�JEFBT �)PX�NBOZ�EJGGFSFOU�UFDIOJRVFT $BO�ZPV�TFF�UIF�SFTVMU �)PX�NBOZ�EJGGFSFOU�LJOET�PG�SFTVMUT�DBO�ZPV�TFF )PX�NBOZ�EJGGFSFOU�XBZT�IBWF�ZPV�USJFE�UP�TPMWF�UIF�QSPCMFN 8IBU�IBWF�PUIFST�EPOF $BO�ZPV�JOUVJU�UIF�TPMVUJPO �$BO�ZPV�DIFDL�UIF�SFTVMU 8IBU�TIPVME�CF�EPOF �8IFO�TIPVME�JU�CF�EPOF �8IP�TIPVME�EP�JU $BO�ZPV�VTF�UIJT�QSPCMFN�UP�TPMWF�TPNF�PUIFS�QSPCMFN 8IBU�NJMFTUPOFT�DBO�CFTU�NBSL�ZPVS�QSPHSFTT )PX�XJMM�ZPV�LOPX�XIFO�ZPV�BSF�TVDDFTTGVM

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

50

Six Thinking Hats by Edward de Bono

Hunches, Intuition, Impressions

8IFO�DPOTJEFSJOH�UIJT�IBU�MPPL�BU�UIF�EFDJTJPO�XJUI�JOUVJUJPO �JOTUJODUJWF�SFBDUJPO�BOE�FNPUJPO�JO�NJOE��5IJOL�PG�IPX�PUIFST�XPVME�SFBDU�FNPUJPOBMMZ�UP�UIJT�EFDJTJPO��%PO�U�KVTUJGZ�PS�FYQMBJO �TJNQMZ�GPMMPX�IVODIFT�BOE�JOUVJUJPOT��4BUJTmFT�UIF�FNPUJPOT�

Objective Facts & Figures

8IFO�iXFBSJOHw�UIJT�IBU�DPOTJEFS�JOGPSNBUJPO �EBUB�BOE�GBDUT��-FBSO�XIBU�UIFTF�GBDUT�BSF�QPJOUJOH�UPXBSET�BOE�BOBMZTF�BOZ�USFOET��%PO�U�IBWF�BOZ�QSFDPODFJWFE�JEFBT �CVJME�ZPVS�JEFBT�PO�GBDUT�POMZ�

Leader

5IJT�IBU�JT�iXPSOw�CZ�UIF�QFSTPO�XIP�JT�UIF�MFBEFS�PG�UIF�HSPVQ�PS�NFFUJOH��5IF�QFSTPO�XIP�JT�XFBSJOH�UIJT�IBU�TIPVME�EFTJHOBUF�XIFO�UIF�HSPVQ�DIBOHFT�IBUT�BDDPSEJOH�UP�UIF�TVDDFTT�PG�UIF�JEFB�nPX �PS�XIBU�IBT�UP�CF�DPOTJEFSFE�

WHAT’S THE BIG IDEA?

INNOVATION TOOLS

51

Six Thinking Hats cont...

Creativity

8IFO�iXFBSJOHw�UIJT�IBU�ZPV�TIPVME�CF�BU�ZPVS�NPTU�DSFBUJWF��-FU�JEFBT�nPX�XJUI�MJUUMF�PS�OP�DSJUJDJTN��8F�DBO�BSUJmDJBMMZ�produce provocations rather than just XBJUJOH�GPS�UIFN�

Speculative Positive

This hat represents positive, constructive KVEHFNFOU �OPU�FYDFTTJWF�PQUJNJTN��8IFO�DPOTJEFSJOH�UIJT�IBU�ZPV�TIPVME�MPPL�BU�UIF�QPTJUJWF�BOE�NPTU�TVDDFTTGVM�QPJOUT�PG�ZPVS�QMBO�

Logically Negative & Critical

:PV�TIPVME�CF�QFTTJNJTUJD�XIFO�iXFBSJOHw�UIJT�IBU��#F�DBVUJPVT�BOE�EFGFOTJWF �MPPL�BU�UIF�XFBLFTU�QPJOU�PG�ZPVS�QMBOT�BOE�USZ�UP�BOUJDJQBUF�XIBU�XPVME�HP�XSPOH��5IJT�JT�XIFSF�ZPV�DBO�EFWFMPQ�DPOUJOHFODZ�QMBOT��5IJT�IBU�is not aiming at providing doubt, but BDUVBMMZ�PVUMJOJOH�USVF�XFBLOFTT�

EVALUATION METHODS

WHAT’S THE BIG IDEA?

EVALUATION METHODS

53

Potential Impact Plotting

:PV�DBO�VTF�UIJT�DIBSU�UP�FWBMVBUF�UIF�QPUFOUJBM�JNQBDU�your idea might have over the TIPSU �NFEJVN�BOE�MPOH�UFSN�

Short term Medium term Long term

Low Impact

Medium Impact

High Impact

WHAT’S THE BIG IDEA?

EVALUATION METHODS

54

“Yes” Reasons

8IFO�BTTFTTJOH�JOOPWBUJPO�JU�T�JNQPSUBOU�UP�TFF�XIBU�NJHIU�CF�QPTTJCMF�FWFO�UIPVHI�UIFSF�XJMM�VOEPVCUFEMZ�CF�NBOZ�IVSEMFT�BOE�PCTUBDMFT��5IJT�UPPM�IFMQT�ZPV�QSFEJDU�QPTTJCMF�CMPDLBEFT�CFGPSF�UIFZ�PDDVS�

Idea Positive “Yes” Reason Negative Aspect

The End

Congratulations on completing Book 4: What’s the Big Idea?

The next book in the Brand Box series is Book 5: How to Say It

Contact us to get yourself a copy stepchangemarketing.com | +61 2 8028 6405 | info@stepchangemarketing.com

The Brand Box series

top related