marketing cant do innovation
TRANSCRIPT
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
=
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)
