mark earls - copy, copy, copy
TRANSCRIPT
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Copy Copy CopyMaking more from other people’s ideas
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
Mark Earls
16 April, 2015
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
GreenBook
Schlesinger Associates
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ASKING
A DIFFERENT KIND
OF QUESTION
2
@HERDmeister NEWMR Webinar April 2015
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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3HELLO. IT’S ME AGAINPIC: JOHAN STRINDBERG
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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4Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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5Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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6Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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BETWEEN THE EARS BETWEEN THE KATS
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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INDEPENDENT COPYING
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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9Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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10Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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11
BUT NOT ALWAYS…
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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12Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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“ORIGINALITY IS
FOR PEOPLE
WITH SHORT
MEMORIES”GRAYSON PERRY
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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COPYING CREATES ERROR
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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“AN ORIGINAL
IN A FIELD OF
COPYCATS”MICK JAGGER
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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17Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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18Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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COPYING FROM FAR AWAY
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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“ K N OW I N G W H O TO COP Y I S ESSEN TI A L TO OU R SU CCESS,
A S I N D I V I D U A LS A N D A S A SP ECI ES”
Sa m u e l B ow le s, Ev olu t ion a r y Econ om istCopy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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HEROES OF THE SINGULARITY
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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22
THE WRONG
KINDS OF
QUESTION?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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HOW BIG?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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LOOK CLOSER
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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DIG DEEPER
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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WHAT KIND OF THING?Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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WHAT KIND OF PROBLEM?
WHAT KIND OF SOLUTION?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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“IS THIS A THING?
OR, IS IT NOTHING?”
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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29Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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WHAT ARE
THE MAIN WAYS
IN WHICH
WE THINK
ADS WORK?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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WHAT KIND OF THING?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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Independent
Uninformed
Copying
20
Adapted from Earls, CopyCoyCopy, Wiley 2015
CONSIDERED
QUALITY IS CLEAR
PRODUCT, FEATURES,
FUNCTION & COSTS
BETTER MOUSETRAP
GUESSWORK
HARD TO SEE DIFFERENCE
HABIT, AVAILABILITY, SALIENCE,
OFFERS
EXPERTS & AUTHORITIES
QUALITY OFTEN HARD TO SEE
RECOMMENDATIONS & USAGE
BY EXPERTS & AUTHORITIES
TRADITIONS & SOCIAL NORMS
SOCIAL IDENTITIES & STRUCTURES
COPYING PEERS
HARD TO SEE DIFFERENCE
W HAT’S POPULAR HERE/NOW
W HAT FAMOUS PEOPLE USE
W HAT I HEAR MORE ABOUT
NOWADAYS…
Informed
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Independent
Uninformed
Copying
20
Adapted from Earls, CopyCoyCopy, Wiley 2015
CONSIDERED
QUALITY IS CLEAR
PRODUCT, FEATURES,
FUNCTION & COSTS
BETTER MOUSETRAP
GUESSWORK
HARD TO SEE DIFFERENCE
HABIT, AVAILABILITY, SALIENCE,
OFFERS
EXPERTS & AUTHORITIES
QUALITY OFTEN HARD TO SEE
RECOMMENDATIONS & USAGE
BY EXPERTS & AUTHORITIES
TRADITIONS & SOCIAL NORMS
SOCIAL IDENTITIES & STRUCTURES
COPYING PEERS
HARD TO SEE DIFFERENCE
W HAT’S POPULAR HERE/NOW
W HAT FAMOUS PEOPLE USE
W HAT I HEAR MORE ABOUT
NOWADAYS…
Informed
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WHAT KIND OF
SOLUTION? Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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37Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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1. HOW - IN GENERAL - SHOULD RESEARCH PRACTICE
CHANGE TO REFLECT WHAT INNOVATION NEEDS?
2. WHAT DO YOUR CATEGORIES OF “KINDA THINGS”
LOOK LIKE?
3. WHAT RESEARCH METHODOLOGIES WILL
HELP YOU FIND AND CALIBRATE THESE CATEGORIES?
4. WHO CAN WE LEARN FROM?
QUESTIONS
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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MEET MARTIN (AND THE TEAM)
39Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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K Catchpole et al (2007) Patient handover from surgery to intensive care: using
Formula 1 pit-stop and aviation models to improve safety and quality, Paediatric
Anaesthesia
40Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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BUY THE BOOK AND THE CARDS
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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THANK YOU
42
@HERDmeister @copycopycopyme
HERDHQ.com, copycopycopy.co
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
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Q & A
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
GreenBook
Schlesinger AssociatesRay Poynter Mark Earls