stefan erschwendner и joanna bakas, Управляющие партнеры, lhbs

Sunday, October 23, 11

CULTURAL INNOVATION

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creation of better or more effective products, processes, technologies, or ideas that are accepted by markets and society.

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http://en.wikipedia.org/wiki/Product

http://en.wikipedia.org/wiki/Product

http://en.wikipedia.org/wiki/Process

http://en.wikipedia.org/wiki/Process

http://en.wikipedia.org/wiki/Technologies

http://en.wikipedia.org/wiki/Technologies

http://en.wikipedia.org/wiki/Ideas

http://en.wikipedia.org/wiki/Ideas

http://en.wikipedia.org/wiki/Market

http://en.wikipedia.org/wiki/Market

http://en.wikipedia.org/wiki/Society

http://en.wikipedia.org/wiki/Society

CONTEXT

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def: the conditions and circumstances that are relevant to an event, fact, etc.


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life does not happen here


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tunnel vision


historically, marketers have been focused on looking at behavior, consumption and people in tightly de!ned industry clusters; categories, products and demographics.

purchase decisions will be impacted by a much broader set of in"uences, beliefs, wants and needs which are evolving and shiing over time

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broader picture that reveals the full context


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CONTEXT MEASUREMENT: observe how people are changing their behavior in all aspects of life to draw implications, inspiration and opportunities for brand renovation and innovation


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BIG PICTURE AND SOCIAL OBSERVATION


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data mining: data is all around us


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research reports


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brand KPI’s


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but also keen and curious observation


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unusual and unexpected facts & observations could point to a new emergent behavior and therefore need and therefore brand opportunity


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to be successful, an idea must connect or stem from a larger ‘conversation’ that is happening in the culture


if we listen to only our own noise, we will miss the signals that culture is sending us

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when an entrepreneur observed ‘single’ behavior, a blending of work and leisure, rising desire to Euro lifestyle in the US and the need for a third place between work and home

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and with the emergence of crowd-sourcing, the creative, empowered and networked consumer they went want step further and created my STARBUCKS


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when society is ready for an idea, almost anyone can start one


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the trend towards the ‘quanti!ed self ’ became apparent from our desire to measure and optimize ourselves: calorie and carb counting, the rise of plastic surgery, the rise of functional foods, measuring our carbon footprint, test and quizzes to measure ourselves and others was the underlying behavior that made some recent innovations so successful


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if I run, I want to know where, how long and how I measure up


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am I optimizing my sleep


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‘diaspora’, connectivity & sharing


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a deeper understanding of human behavior led to the most talked about innovations from Apple


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trends in music consumptionmobility on the risethe emergent trend of sharingthe internet and the rise of ‘free’ then nearly free


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the unexpected need for a third screenwhen all category examination pointed against it


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‘un-needed’ product until behavior comes into playlooking at what people do beyond ‘category’ insight


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measure the important bits and behaviors


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"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."

Steve Jobs, BusinessWeek, May 25 1998


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but most companies don’t run on the vision of a solitary geniusneed for moving from getting lucky to getting better


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a systematic approach to consumer understanding, identifying needs and gaps is what context research and analysis is all about

we are surrounded by ‘data’ that hints at and points to what ideas and consumers will adopt


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FROM DATA TO WISDOM


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data: yet unrelated facts and observations

information: understanding relationships

knowledge: understanding patterns

wisdom:understanding

principles


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ideas that generate


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DATA/FACTS


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data points are examples of relevant or changing behavior rather than claimed behavior

they could be statistics, street observations, ethnographic learning


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a regularly fed and updated data base of signals that illustratebehavioral shifts or observations in society


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multiple sources of data


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looking for data is a daily event

weak signals and interesting observations surround us constantly in terms of what we read and what we see, what we hear and what we learn

data collection can also be organized through purely ethnographic methodology by which we observe people in their natural environments


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people spend about 5% of their time being what we call ‘consumers’

the rest of the time, they spend time in life

we’ve identi!ed several !elds which constitute life and classify our data accordingly


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overall consumptiongrowing categories, shifts in preferences and price sensitivity, retail


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health and well beingeating habits, exercise habits, rest and relaxation, methods of detoxgrooming and beauty regimens and products


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home and familythe role of the home, how we raise our children and motherhoodaesthetics and decor, urban vs. rural, second homes, choresSunday, October 23, 11

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gendersroles of men and women, marriage trendscoupling, dating, tribal rituals, interaction, expectations


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technologydevices, mobility, media and entertainmentinterfaces, avoidance, connectivity, services and transactions


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leisure & entertainmentwhen and where, travel vs. home, out vs. incontent and nature, kids vs.adult, passive or active


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politics and civic topicshow we vote, winning slogans, activismlevel of participation, conversations and mediaSunday, October 23, 11

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youth cultureeducation, employment, orientationfashion, music, loyalties, lifestyle, world viewSunday, October 23, 11

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sustainabilityenvironment, urbanization, greenbio, food, packaging, fair tradeSunday, October 23, 11

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mediatopics, bubbles, usage, role models


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Emerging

Political climate

Social norms

Macro economics

Enabling technologies

Geo-political eventsPOP culturepersonalities, content, popularity, conversations


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macro economyeconomic fluctuations, global impacts, economic mood, confidence


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table conversations & opinionswhat are we hearing over and over again, cultural WOM


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heroes and villainsreal and fictional, who do we admire and emulatewho do we despise and hate


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anomaliesjus weird stuff that people are doing


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EXAMPLE


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INFORMATION/RELATIONAL


clustering data into related ‘bundles’


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what is the underlying behavior that underlines the data - the facts and observations?


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EXAMPLE


rejection of passive roles, explicit

& in your faceassertive, independent

& confident‘taking no prisoners’


breaking clichesstepping into male

territoriesliberated from expectations


physical in a manly way

from hunted to hunterno longer passive


‘boys’ behaving badlyrole reversal

masculine behavior


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Once it’s an accidentTwice it’s a coincidenceree times it’s a pattern


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KNOWLEDGE/PATTERNS


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idenitfying emerging patterns of behavior


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is there a patterns that these observational clusters start to form?


DARK & DEMANDING FOR MORE

let’s get physical

ALPHA geeks

feminism 3.0dark & demanding more


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so what’s the story?


let’s get physicalALPHA geeks

feminism 3.0dark & demanding more

EMBRACING MARS


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playing in their playground but according to our own rules


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WISDOM/PRINCIPLES


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?


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how can you add functionality to your brand


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how can you ad an element of competitiveness to your brand - inject it

with ALPHA behavior


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how can you ad an element of competitiveness to your brand - inject it

with ALPHA behavior


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how can you ‘unpink’ your brand


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how can you ‘unpink’ your brand


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how can you add intellect and rationality to your brand

Let's market PCs like it's 1959Dell launches 'Della,' a Web site geared to women and 'cute' netbooks

Netbooks and laptops are presented as fashion statements, and the site's "tech tips" includes a feature, "Seven Unexpected Ways a Netbook Can Change Your Life," which starts out by saying, "Once you get beyond how cute they are, you'll !nd that netbooks can do a lot more than check your e-mail."


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FROM OPPORTUNITY TO CONCEPT


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turning wisdom into concrete ideas & concepts


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collaboration & co-creation


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collaboration & co-creation


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FROM CONCEPT TO EXECUTION


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I don't want to hear people's ideas. I'm not interested until I see their execution.—Derek Sivers


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holistic implenatation: keep it to one narrative


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awful idea-1

weak idea1

so so idea5

good idea10

great idea15

brilliant idea20

no execution$1 -$1 $20

weak execution$1000

so so execution$10,000

good execution$100,000

great execution$1,000,000

brilliant execution$10,000,000 -$10,000 $200,000


IN CONCLUSION

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is is only the beginning


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if we listen to our own noise, we will miss the signals that culture is sending us


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observing in all aspects of life rather than just category behavior will hint towards patterns of the ideas and concepts that people are ready to embrace


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creative concepts development for innovation and strategy happen within predetermined opportunity areas rather than just a creative exercise


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there is no silver bullet for successful innovation but understanding cultural and social shis gives you a better starting place


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get collaborative and co-creative


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concepts are nothing without execution

keep it to single narratives and don’t lose the concept during the process


ank you

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GET IN CONTACT WITH US:

Joanna Bakas, Managing Partner+43 699 1720 [email protected]

Stefan Erschwendner, Managing Partner+43 650 372 [email protected]

LHBS Consulting GmbHRasumofskygasse 26 / Neubaugasse 11030 Wien / 1070 Wien

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