moves the needle: lean branding: aligning product, brand & culture through parallel innovation

- R E M O V E T H I S B O X -

A D D P E A K E R L O G O I N V I E W S L I D E M A S T E R

@JEREMIAHGARDNER

Practicing Parallel Innovation: Aligning Product, Brand and Culture Through

Lean Innovation

WHAT IS INNOVATION?BUSINESS BUZZWORD BINGO!

INNOVATION SPECTRUM

UNKNOWN

PRODUCT LEADS THE WAY

UNKNOWN / NEW MARKET

PROBLEM NOT UNDERSTOOD

INNOVATION IS GAME-CHANGING

OPTIMIZED FOR LEARNING

KNOWN

BRANDING LEADS THE WAY

EXISTING MARKET

PROBLEM WELL UNDERSTOOD

INNOVATION IMPROVES

DIFFERENTIATION

OPTIMIZED FOR EXECUTION

LEAN INNOVATION:ELIMINATION OF WASTE IN THE

DISCOVERY OF NEW VALUE.

LEAN INNOVATION IN PRACTICE

NOT JUST PRODUCT TEAMS…WHOLE ORGANIZATION IS RESPONSIBLE FOR INNOVATION

VALUE ECOSYSTEM

(Functional-value)

(Emotional-value)

(Impetus For Both)

THE CHALLENGE AT SCALE

•Misaligned / Siloed teams

•Long-cycle handoffs

•Traditional marketing & branding practices

PARALELL INNOVATION:ALIGNING PRODUCT, BRAND & CULTURE

THROUGH LEAN INNOVATION

START WITH EMPATHYPARALLEL INNOVATION PRINCIPLE #1

THE VALUE STREAM

LEARNING TO INCLUDE YOUR CUSTOMERS IS ONE OF THE MOST

INDISPENSABLE SKILLS AN ORGANIZATION CAN HAVE.

EMPATHY MEANS…

•Seeing through the eyes of others

•Hearing through the ears of others

•Experiencing through the hands of others

INNOVATION STARTS WITH EMPATHY

BE FLEXIBLE, ACT RESPONSIVELYPARALLEL INNOVATION PRINCIPLE #2

BROADCAST vs CONNECTED

• People have the ability (and are using it more and more) to respond directly

• The company and the customer are now on equal footing

• Marketing is a dialogue

“WHEREAS PRODUCTION, BROADCAST AND VOLUME DEFINED VALUE IN THE

INDUSTRIAL AGE; EMPATHY, CONNECTION AND ADAPTABILITY

DEFINE VALUE IN THE WORLD TODAY.”

RAPID EXPERIMENTATION

Build the capability of your team to rapidly build, test, and validate (or invalidate) new products, campaigns and tactics.

IF WE DO X, Y% OF PEOPLE WILL BEHAVE IN WAY Z.

HYPOTHESIS-DRIVEN DEVELOPMENT

INNOVATION =EMBRACE LEARNING OVER EXECUTION

FOLLOW THE EVIDENCE, NOT THE STRATEGYPARALLEL INNOVATION PRINCIPLE #3

• “spoken to” not “sold to”

• Binge watching

• I just needed a night out

• It’s all about me

• Personal expression

• Money is always tight

• I give it as a gift

• I needed relief now!

• Try it before I buy it

EVIDENCE =

• Must Have Score

• NPS

• Viral Coefficient

• # of Engaged Users

• Referral

• Daily Net Change

• TSM 3%

• Activity Heatmap

• Activation Rate (1d7s)

DATA + INSIGHTS(METRIC) (WHY? WHY? WHY?)

VALIDATED LEARNING

• Build a case over time, using multiple experiments

• What level of feedback you need to produce evidence the (product, tactic, etc) should be built?

AN ORGANIZATION’S ABILITY TO LEARN AND TRANSLATE INSIGHT INTO ACTION

RAPIDLY IS THE ULTIMATE COMPETITIVE ADVANTAGE.

THINK BIG, START SMALL APPLYING PARALLEL INNOVATION

DIVING IN

•What do you need to learn?

• What can you build today to start learning?

• How will you measure success?

“VALUE IS NOT REALIZED IN BRILLIANT ASSUMPTIONS, GENIUS STRATEGIES, OR

CREATIVE IDEAS ALONE, BUT INSTEAD OCCURS WHERE CREATIVE INSPIRATION

MEETS THE RIGOR OF VALIDATION.”

•Author, The Lean Brand

•Principal, Moves The Needle

•Startup Mentor & Advisor

•Enterprise Innovation Coach

@JeremiahGardnerwww.MovesTheNeedle.com

jeremiah@movestheneedle.com

We’ve advised the innovation practices of:

www.JeremiahGardner.com

QUESTIONS?

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