marketing cant do innovation

Marketing can not do innovation

Image: Ted Levitt

An Opportunist

Innovation FrameworkUpstream Innovation

(Technical R&D)

Downstream Innovation

(Customer R&D)

Sustaining Innovation

(Yesterday’s)

Disruptive Innovation

(Tomorrow’s)

Context

‘Innovation is the successful exploitation of ideas that address future customer’s needs to drive growth’

Tomorrow’s Customer Needs

Innovation Equation

Ask Questions

Offers Possibilities

Creates Solutions

Build Businesses

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Innovation

ART TECHNOLOGY DESIGN CUSTOMERS

+ + +

Image: John Maeda

Why Marketing can not do innovation ?

Context

-Marketing works in a market that exists

-Capabilities become disabilities

-Focus on today’s customer needs

Image: Ted Levitt

‘A startup is an organisation formed to search for a repeatable and scalable business model’

Image: Steve Blank

Technology Will Save UsMarkets

‘Capabilities become disabilities’

Image: Clayton Christensen

Central Saint Martins / Grey Goose

Capabilities become disabilities

Focus on customer needs of tomorrow

Image: DunneRaby

Tomorrow’s Customer Needs

FRHANK the artificially intelligent robot

Tomorrow’s Customer Needs

Maille Discovery Spoon

Questions to prove me wrong

Summary

-What market are your clients in ?

-What do you need to unlearn, learn or relearn

-What are your clients future customer needs ? (even beyond their product / service)

Need to find new opportunities ?

michael@michaeljohnston.co@mickstravellin