moves the needle: lean branding: aligning product, brand & culture through parallel innovation
TRANSCRIPT
- 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
We’ve advised the innovation practices of:
www.JeremiahGardner.com
QUESTIONS?
Thank You