Creating a Culture of Innovation
# F U T U R E M
Harry West @hwest2020Senior PartnerProphet
# F U T U R E M
Creating a Culture of Innovation
HARRY WEST, PROPHET
@hwest2020
We help businesses grow better
by bridging the gap between strategy and execution
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to build brands transform experiencesand grow businesses
TRANSFORM CUSTOMER EXPERIENCES
GROWBUSINESSES
BUILD BRANDS
Growth comes from making the bold
move first, and bold moves spring from
a culture of innovation: listening more
carefully outside and strategically
pushing things further and faster
inside.
Bold Moves
Bold is how far you go
T-Mobile on their own
2011, the proposed merger with AT&T has been
called off.
It was not a good situation:
Loosing 500K customers each quarter
disproportionate share of non-profitable pre-
paid customers
brand “stuck in the middle.”
Brand ratings down the drain
Unmotivated work force
Customers are frustrated
The conventional wisdom:
• Network• Technology• Price• Service
But qualitative research uncovered customers who were frustrated with their carriers.
FEB2012
MAR2013
SITUATION ASSESSMENT
QUALITATIVE EXPLORATION
QUANTITATIVEANALYTICS
BRAND STRATEGY DEFINITION
SIGNATURE MOVE DEVELOPMENT
CUSTOMER EXPERIENCE DESIGN
BIG BANG LAUNCH!!!
STRATEGY
ACTIVATION
KPI & METRICS SYSTEM
Consumer centered, and highly analytical
A brand centric effort that
would reposition the company
and impact every part of the
customer experience.
We were going to bet the
ranch. We had to know that it
would work. We had to
prepare for success.
PREPARATION
Consumer centered, and highly analytical
We had to know that if set free,
more people would run towards us
than would run away from us.
And in preparation, we had to
make investments to maximize our
advantage. T
Description & Strategic Rationale
EconomicImpact
Customer Narrative
Experience Imperatives
Sequencing Roadmap
• Description of Signature Move
• Customer benefits & reasons to believe
• Supporting Signature Move data points
• High-level economic impact analysisbased on potential impact on consideration
• Concept ready for consumer research
• Includes ACB, benefit statement, and RTBs
• Key imperatives to serve as the north star for each stage in the customer experience
• Guidance on how to evolve the Move over the next 12-18 months
• Potential un-marketing ideas to include during each stage in the evolution
CRITERIA FOR SELECTION OF SIGNATURE TOUCH
POINTS
PREREQUISITES BEFORE CREATIVE DEVELOPMENT
Development guide
To create signature touch
points and to keep the
customer experience and
offer development on
strategy
The un-carrier strategy is born
Without sacrificing
existing strengths, we
recast T-Mobile as a
“consumer advocate,”
the only brand in the
wireless space with the
interests of the customer
at heart
Simple Choice PlanA break from industry norms, the Simple Choice Plan eliminates restrictive annual contracts, taking pain and confusion out of the wireless experience.
1234
Un-Beatable Prices on LTE DevicesIn tandem with the debut of its 4G LTE network service, T-Mobile will have several 4G LTE-capable devices available
Un-Congested 4G NetworkT-Mobile is moving at breakneck speed to expand the capabilities of its network
Un-leashed iPhone 5 With incredible new pricing and no annual contracts
4 bold moves
Bringing the strategy to
life at relevant stages of
the customer journey.
Six months in: a signature move
JUMP! Allows T-Mobile
customers to upgrade
their phone twice every 12
months, instead of once
every two years.
Customers have the same
choice of models for the
same prices as new
customers and may
replace any phone that’s
been damaged or lost.
The un-carrier continues
T-Mobile relentlessly
continues to activate its new
positioning through its offers
and customer experience.
Keeping the other carriers
playing catch-up.
Leading the un-carrier
A key part of the process
was activating the positioning
internally to turn T-Mobile’s
employees into brand evangelists,
beginning with CEO John Legere
Leading the industry
stock price: x 2
Sales and revenue growing for the first time in 4 years
Customer acquisition more than Verizon, AT&T and Sprint combined
Bold moves
that win
Analytical skills
Consulting skills
Making Bold Moves Repeatable
Empathetic skills
Inspiration skills
Creative skills
Interdisciplinary Model
Culture Talent1. shared language
around creativity and problem solving
2.3.
Business Development1. interdisciplinary
account development process
2.3.
Work Delivery1. flexible staffing model
2.3.
To change industries we have to uncover new ideas
and creatively evolve them to be distinct and own-
able. If it is not a natural evolution, then the ideas
may not connect with customers, but if the ideas are
not sufficiently evolved, then our clients cannot own
them. To drive growth we have to constantly strive
for a more perfect union of empathy, data,
inspiration and client connection.
A Culture of Innovation
# F U T U R E M
Creating a Culture of Innovation
HARRY WEST, PROPHET
@hwest2020