the process of innovation - ifca conference 2015
TRANSCRIPT
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#IFCADC | #INNOVATION
Mark STEWART Managing Director
THE PROCESS OF INNOVATION
@MECHASTEWART | @wonderMakr
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#IFCADC | #INNOVATION
QUESTIONING1
OBSERVING2
NETworking3
THE PROCESS OF INNOVATION: 5 KEY SKILLS
EXPERIMENTING4
ASSOCIATING5
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#IFCADC | #INNOVATION
WE’LL TALK ABOUT SOME MARKETING TECH AS WELL. THAT’S WHAT I DO.
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#IFCADC | #INNOVATION
ABOUT MEBOTH OF THEM #IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
the INNOVATION APPROACH. AKA: “MAKEITING".
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#IFCADC | #INNOVATION
TRIED AND TRUE: THERE’S NOTHING WRONG WITH THAT.
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
the INNOVATION APPROACH. AKA: “MAKEITING".
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER• INTERNET OF THINGS
• MICROCONTROLLERS/ARDUINO
• SOCIAL VENDING
• 3D PRINTING
• RFID/NFC/BLE
• ROBOTICS
• SMART INSTALLATIONS
• INTELLIGENT RECOGNITION
• INTERACTIVE GAMES
• CUSTOM APPLICATIONS
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#IFCADC | #INNOVATION
CREATE SOMETHING NEW. SURPRISE AND DELIGHT.
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
INVOLVE YOUR FANS. OWN YOUR OWNED MEDIA.
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
make it connected. EXTEND THE EXPERIENCE.
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
SOMETHING TO SMILE ABOUT : AIR MILES
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
1
2
3
4
MAKING MAKES US HUMAN
THE MAKER MOVEMENT MANIFESTO
DO IT TOGETHER
PLAY, PARTICIPATE, SUPPORT
SHARE YOUR SUCCESS, GIVE BACK
#IFCADC | #INNOVATION
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WHY MAKERS MATTER TO MARKETERS
INNOVATIONNew products. No limits.
PARTNERSHIPSRemember: DIT!
THESE GUYSBeen there. Done that.
passionNiche communities
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#IFCADC | #INNOVATION
BUILD A BETTER PEOPLE-TRAP
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHERON TARGET: REDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
THE PROCESS OF INNOVATION
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#IFCADC | #INNOVATION
START EVERYTHING WITH “WHY?”
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#IFCADC | #INNOVATION
EVOLUTION
GENES EXPERIENCE
CURRENT ORGANISM CURRENT SITUATION
CURRENT BEHAVIOUR
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#IFCADC | #INNOVATION
IQ TEST RESULTS FOR GENERAL INTELLIGENCE FOR TWINS AGED 15-22:
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80-85% of their performance IS related to genetics.
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CREATIVITY TEST RESULTS FOR FOR TWINS AGED 15-22:
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30% of their performance IS related to genetics.
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#IFCADC | #INNOVATION
ROUGHLY 60% of innovation skills are learned.
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#IFCADC | #INNOVATION
Question the unquestionable. Why? Why not? How? What if? What is? Avoid question with yes/no answers.
QUESTIONING1
Customers, products, services and processes of your company, your competition and others.
OBSERVING2
Talk with people who don’t look, act or think like you already do. Diverse perspectives and experiences.
NETworking3
THE PROCESS OF INNOVATION: 5 KEY SKILLS
Try new experiences. Take apart products, processes and ideas. Test with pilots and prototypes.
EXPERIMENTING4
Finding connections and inspiration in seemingly unrelated people, places or things.
ASSOCIATING5
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#IFCADC | #INNOVATION33
INDIVIDUAL EXERCISE 20 IDEAS. 5 MINUTES.
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TASK: DEVELOP A NEW PRODUCT
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THE PROCESS OF INNOVATION SKILL #1:
QUESTIONING
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#IFCADC | #INNOVATION
QUESTION EVERYTHING.
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ASK THE QUESTIONS YOU DON’T KNOW YOU DON’T KNOW.
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WAKE UP EVERY DAY WONDERING WHAT YOU’RE DEAD WRONG ABOUT.
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WHAT’S WORKING? WHAT’S NOT?
WHY?
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the important and difficult job is never to find the right answer, it is to Find the right question
PETER DRUCKER, THE PRACTICE OF MANAGEMENT
(1954)
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HOW DO YOU FIND THE RIGHT QUESTION?
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THE AVERAGE TEACHER ASKS 291 QUESTIONS EVERY DAY.
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THE AVERAGE STUDENT AGED 6-18 ASKS 1 QUESTION PER ONE HOUR
CLASS PER MONTH.
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GROUP EXERCISE 25 QUESTIONS. 5 MINUTES.
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PROBLEM: HOW DO WE GET STUDENTS
TO ASK MORE QUESTIONS IN CLASS?
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ONE RULE: DO NOT TRY TO GIVE A SOLUTION.
JUST ASK QUESTIONS.
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THE PROCESS OF INNOVATION SKILL #2:
OBSERVING
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ACTIVELY WATCH CUSTOMERS
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BE A TOURIST AT WORK
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What’s meeting their needs? What’s not?
OBSERVE CUSTOMERS1 2
3 4Seriously, anything. Even useless things.
OBSERVE SOMETHING ONCE A DAY
Companies you like, start-ups, disruptive models.
OBSERVE COMPANIES
Slow down.
USE ALL OF YOUR SENSES
DEVELOPING OBSERVATION SKILLS
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INNOVATIVE MARKETING TECH: MOBILE LOCATION ANALYTICS
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#IFCADC | #INNOVATION
70% 96%45%
34%
NORTH AMERICANS WITH A SMARTPHONE
ANDROID OS
ACTIVE MOBILE Wi-FI USERS
APPLE IOS
Sources: J.D. Power and Associates, eMarketer, comScore Inc. 2014-2015
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WIFI ON MOBILE WHO’S TURNED ON?
Wi-FI OFF
Wi-FI ON
Wi-Fi OFF
Wi-FI ON
iOS Android
82% iOS: Wi-Fi Always On
Sources: Apple, Google Developer Resources 2015
94% Android: Wi-Fi Always On
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OH boy! A BLACK BOX! what it does
Configured to the event or activation area to monitor1
Connects via Ethernet, Wi-Fi or mobile network connection2
Always sending data to server, no data stored on device3
Reporting data can be analyzed and used many ways even for additional tracking
4
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#IFCADC | #INNOVATION
See how your space flows, traffic patterns, adjustEVENT SPACE OPTIMIZATION1 2
3 4Know what to expect at a location, pre-scout, historical, offer verifiable data to sponsors
GET REAL DATA
Track traffic from one event to another or to and from a partner location / storefront to event
MEASURE INFLUENCE
CRM tools, online purchases, receipts/ticketsCOMBINE WITH EXISTING DATA
MOBILE LOCATION ANALYTICS - OPPORTUNITIES
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THE PROCESS OF INNOVATION SKILL #3:
NETWORKING
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IDEA NETWORKING
RESOURCE NETWORKING
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DELIVERY-DRIVEN EXECUTIVES DISCOVERY-DRIVEN EXECUTIVES
WHY THEY NETWORK: RESOURCES ACCess resources sell themselves further careers
!
WHO THEY TARGET PEOPLE WHO ARE LIKE THEM PEOPLE WITH SUBSTANTIAL RESOURCES, POWER, POSITION, INFLUENCE, ETC.
WHY THEY NETWORK: IDEAS LEARN New and surprising things gain new perspectives seek feedback
!
WHO THEY TARGET people who are not like them experts and non-experts with very different backgrounds and perspectives
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#IFCADC | #INNOVATION
BE A TOURIST in real-life
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#IFCADC | #INNOVATION
List top 10 people you would talk with to refine and idea. How many are just like you? More than 1? Change the list.
EXPAND NETWORK DIVERSITY1
Bring in someone from a different background to chat on innovation challenges. Sit with your team with them.
INVITE AN OUTSIDER4
Take someone out from a different background for a meal at least once a week.
MEALTIME NETWORKING2
Find experts in different fields, business, divisions. Google + P&G did it.
CROSS-TRAIN with experts5
Try and make it to at least 1 or 2 conferences a year unrelated to your field.
UN-CONFERENCE3
IDEA NETWORKING - TIPS
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#IFCADC | #INNOVATION
INNOVATIVE MARKETING TECH: BEACONS / proximity marketing
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHERMORE THAN RETAIL: ANYWHERE
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#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
Apps you own and apps developed by others. Fairly simple integration. Off app.
INTEGRATE WITH EXISTING APP1
Set up beacons around the event to send valuable information about the space/location as individuals walk through, providing an enhanced experience.
ENHANCE THE EXPERIENCE4
Let them know what to expect through proximity marketing
WELCOME TO EVENT2
Place a beacon in or near concessions/activations to deliver special offers and personalized messages
ADD VALUE5
Help guide visitors through space or exhibits with indoor-mapping capabilities, creating personalized tours based on visitors’ preferences
GUIDE THEM3
PROXIMITY MARKETING AT EVENTS - idea starters
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#IFCADC | #INNOVATION
PROXIMITY MARKETING - EARLY ADOPTERS
MAJOR LEAGUE BASEBALL!!
In the US, Major League Baseball is installing beacons in stadiums to work in conjunction with their smartphone app called At The Ballpark. Visitors will be able to get directions to their seat, queue-bust – being directed to the shortest queues when buying a beer or a hot dog. It will also be used for discounts on merchandise and more
TRIDENT GUM!!Trident gum leveraged proximity notification technology to drive impulse purchases, sending a radius-based alert with a Trident offer via SMS and mobile app, redeemable via mobile device with a personalized barcode for Trident products
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#IFCADC | #INNOVATION
THE PROCESS OF INNOVATION SKILL #4:
EXPERIMENTING
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHERA NEW GAME : HAPPINESS ARCADE
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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ReDD’S APPLE LAUNCHER
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
EXPERIMENTING
TRY OUT NEWEXPERIENCES
TAKE APART PRODUCTS PROCESSES AND IDEAS
TEST IDEAS THROUGH PILOTS + PROTOTYPES
EXAMPLES: • SEE THE WORLD • WORK IN MULTIPLE
INDUSTRIES • Develop A NEW
SKILL
EXAMPLES: • DISASSEMBLE A
PRODUCT • VISUALLY MAP OUT
A PROCESS • DeCONSTRUCT IDEAS
EXAMPLES: • BUILD A PROTOTYPE • PILOT A NEW PROCESS • LAUNCH A NEW VENTURE
ON THE MARKET
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#IFCADC | #INNOVATION
NEW !
NOW !
NEXT
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#IFCADC | #INNOVATION
Live somewhere new. Engage in new activities. Visit a museum. Go to the zoo alone.
CROSS PHYSICAL BORDERS1
Just because you can. See how it works, start at a thrift shop.
dissassemble a product4
Subscribe to a entirely new and different magazine, go down a Wikipedia rabbit hole,
CROSS INTELLECTUAL BORDERS2
Try something new, stray from your comfort zone.
pilot new ideas5
Local community courses, physical activity, school courses, job swap.
DEVELOP A NEW SKILL3
DEVELOP YOUR EXPERIMENTING SKILLS - TIPS
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THE PROCESS OF INNOVATION SKILL #5:
ASSOCIATING
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#IFCADC | #INNOVATION
3D PRINTED CONDUCTIVE PLASTIC AD INTERACTIVE MEDIA
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#IFCADC | #INNOVATION
Open a random Wikipedia article. How can this help solve my problem?
FORCE NEW ASSOCIATIONS1
Collect strange and wonderful things. Have them around you or accessible.
BUILD A CURIOSITY BOX4
Think of how another company would solve the problem.
TAKE ON A DIFFERENT PERSONA2
Substitute, combine, adapt, magnify, minimize, modify, put to other use, eliminate, reverse, rearrange.
SCAMPER!5
What if ____________ was more like ______________
GENERATE METAPHORS3
DEVELOP YOUR ASSOCIATING SKILLS - TIPS
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ReDD’S APPLE LAUNCHERTHIS MIGHT FLY: DRONES ON DEMAND
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#IFCADC | #INNOVATION33
5 INNOVATIVE MARKETING TECH TRENDS IN 5 MINUTES OR LESS
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
BIOMETRICS
Brain Waves: Subway Eatovations
Facial Recognition: Selfie smile detecting mirror
Sochi 2014: Subway (the other kind) Squats
Fingerprint scanning: Disney
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#IFCADC | #INNOVATION
Oculus Rift: A new perspective on Virtual Reality
MYO: Gesture armband
NIVEA: Trackable wristband
Event Staff: Tracking and geotagging of locations
WEARABLES
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ADVANCED DISPLAY TECHNOLOGY
Transparent LCDs: A new perspective on Virtual Reality
Interactive Projection Foils: Display anywhere
IR Bezels: Everything is a touchscreen
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#IFCADC | #INNOVATION
SOCIALLy reactive installations
Hashtag Happiness: Tweet to raise the Pride flag
Social Vending: Twitter Canada’s t-shirt machine
Twitter Balloon: Make your activation pop
On The Internet, Nobody Knows You’re A Dog: #Snackball
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#IFCADC | #INNOVATION
Technology + Content
Sign of the Times: “Points” sign shows the way
A New Twist: Analog fun with new friends and a Coke
Perfect Pizza: Domino’s Steady Pizza
That Warm Feeling: Tech and emotion
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ReDD’S APPLE LAUNCHERSWEET: OREO TRENDING VENDING
#IFCADC | #INNOVATION
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#IFCADC | #INNOVATION
Suggest ideas, participate, ask what can be done beyond the ordinary … do it together.
WORK WITH YOUR PARTNERS1
There’s a reason “I’ve never seen that before” can work. It because somebody tried to do it.
Don’T BE AFRAID TO TRY2
Even the most innovative ideas have goals to meet.SET METRICS FOR EVERYTHING3
FINAL THOUGHTS AKA: HOW DO I APPLY ANY OF THIS STUFF TO WHAT I DO?
Try it in your own life. Everyone is a maker.MAKE STUFF4
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#IFCADC | #INNOVATION
ReDD’S APPLE LAUNCHEROne Last Thing: the first thing
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#IFCADC | #INNOVATION@mechastewart | @wondermakr
THANK-YOU + QUESTIONS!