a guide to innovating in a digital world
TRANSCRIPT
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A GUIDE TO INNOVATION IN A DIGITAL AGE... [OR NOT]
!Gregory [email protected]!!http://www.lamercatique.com!!@gregfromparis!
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“If anyone here is in marketing, kill yourself...seriously” Bill Hicks
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#MARKETERSUNITED
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MORE CREATIVE
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HAVE BETTER IDEAS
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GROW IN AN INNOVATIVE
ORGANIZATION?
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You know..!reality is the mass grave of possibles!
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FIRST YOU FIGHT
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NO BUDGET
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NO TIME
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NO RISK
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YOU’RE NOT SUCH A
CREATIVE PERSON...
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I HAVE A GOOD NEWS
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73% OF CREATIVE PEOPLE THINK CREATIVITY CAN BE TAUGHT
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SO WHAT IS IT ALL ABOUT?
10 TIPS TO INNOVATE
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#1 BE CURIOUS
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#1 BE CURIOUS
Have you ever noticed that burdock plant
would stick to anything?!
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WELL SOMEONE DID
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I KNOW BEING CURIOUS COULD BE PAINFUL ...
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#2 TRY & FAIL FAST
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WHAT DO THEY HAVE IN COMMON?
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COCA-COLA HAS A SPECIFIC BUDGET TO TRY
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FAILURE CAN BRING YOU FAR
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#3 GO BACK TO THE
BASICS
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DIGITAL IS NOT A MARKETING REVOLUTION!
SENSE OF PURPOSE UTILITY VALUES
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#3 TALK TO PEOPLE
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KILLER APPS: HUMAN CONTACTS
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DESIGN FOR THE PEOPLE YOU REALLY NEED TO CONNECT WITH
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#4 LISTEN
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DO YOU FIND ALL THESE TECHNOLOGIES SOMEHOW SCARY?
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+35 TRILLIONS Go DATA EVERY YEAR
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WHAT IS THE VALUE OF 10 m FANS?
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#4 LISTEN
From whole milk to 2% milk at Starbucks skyrocketed the sales since 2007 (including also soy milk and others)
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DATA SHOULD ENABLE YOU TO TAKE BETTER DECISIONS
BETTER PERFORMANCES
LESS RISKS
NEW!
NEW BUSINESS MODELS
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#5 SUPRESS THE
FRICTIONS
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HAVE YOU EVER TRIED TO TAKE A TAXI IN PARIS?
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FRICTIONS = OPPORTUNITIES
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#6 DISCUSS & SHARE
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DON’T BE THAT STUPID KID
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WHERE DO GOOD IDEAS COME FROM?
Eurêka!
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KEVIN DUNBAR
Almost all of the important breakthrough ideas happened at the conference table at the weekly lab meeting, when everybody got together and shared their kind of latest data and findings, oftentimes when people shared the mistakes they were having, the error, the noise in the signal they were discovering...
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#6 DISCUSS & SHARE
Tim Berners Lee !
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“Google’s success is based on sharing. People who spend all their energy at making sure people know it’s their idea, don’t have any energy left to have new ideas” ! Marissa Mayer– Being at Google– CEO of Yahoo!
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AND...
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#7 DON’T BELIEVE THE HYPE
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#8 UNDERSTAND TECHNOLOGY
THE PERFECT SOLUTION SHOULD FIT CMO & CTO In the future, your time to market will depends on how quickly your infrastructure can cope with a changing market
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#9 BUILD FOR A MULTIDEVICE WORLD
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#10 CREATIVITY DESERVES AMPLIFICATION
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IN A NUTSHELL
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#1 BE CURIOUS #2 TRY AND FAIL (FAST) #3 GO BACK TO THE BASICS #4 LISTEN #5 SUPPRESS ANY CUSTOMER FRICTIONS #6 DISCUSS & SHARE #7 DON’T BELIEVE THE HYPE #8 UNDERSTAND TECHNOLOGY #9 BUILD FOR A MULTIDEVICE WORLD #10 CREATIVITY DESERVES AMPLIFICATIONS
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« CREATIVITY IS INTELLIGENCE HAVING FUN »
A. Einstein
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#MARKETERSUNITED !Gregory Pouy!
[email protected]!!http://www.lamercatique.com!
!@gregfromparis!