marketing innovation keys to open innovation success jeff boehm chief marketing officer invention...
TRANSCRIPT
Marketing InnovationKeys to Open Innovation Success
Jeff BoehmChief Marketing OfficerInvention Machine
Key Points
Successful open innovation requires a strong internal innovation framework
Processes, information and communities should be integrated as three key ingredients for innovation
Innovation success requires internal communications
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Internal Innovation Foundation
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Innovation Challenges
Innovation remains an ad-hoc process• Forrester: CEO’s are clamoring for continuous vs.
ad-hoc innovation to stay ahead of competition
Knowledge is hidden in plain sight• IDC: Knowledge workers are failing in their quest
to obtain the information they need
Innovators work in isolation• Harvard Business School: Traditional innovation
approaches are outdated – firms must develop the ability to collaborate
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An Innovation Ecosystem
Innovation remains an ad-hoc process• Forrester: CEO’s are clamoring for continuous vs.
ad-hoc innovation to stay ahead of competition
Knowledge is hidden in plain sight• IDC: Knowledge workers are failing in their quest
to obtain the information they need
Innovators work in isolation• Harvard Business School: Traditional innovation
approaches are outdated – firms must develop the ability to collaborate
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Communities
Information
Innovation Activities
Get the right information
within the right time
Capture & reuse expertise & new intellectual capital
Work collaboratively with repeatable & effective
methods
Deploying Innovation Internally Positioning• Make it relevant• Show success
Promotion• Make it obvious
Calls to action• Make it easy
Sustaining momentum• Make it stick
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Commencing today, you will INNOVATE!
MANDATE
X
Positioning – Make it Relevant
Value Costs Timeline Results …
What does it mean to me?
How does it fit into my current role?
Who else is on-board?
…
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Audiences
User CommunitiesExecutives
Positioning – Make it Relevant
In context Meaningful
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(examples removed due to confidentiality)
Positioning – Make it Relevant
Voice of the user
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(examples removed due to confidentiality)
Promotion – Make it Obvious
Use all available channels Drumbeat – not one-off• A rolling roadmap/ project plan
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(examples removed due to confidentiality)
Promotion – Make it Obvious
Use all available channels Drumbeat – not one-off• A rolling roadmap/ project plan
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Badges
Staff meetings
Tchotchkes
Tent cards
Wiki
Magazines
BlogsTech fairs
Posters
Intranet
LCD DisplaysNewsletter
Calls to Action – Make it Easy
Clear instructions to learn more and engage
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(examples removed due to confidentiality)
Sustaining Momentum – Make it Stick
User Communities Regular communications
(examples removed due to confidentiality)
Key Points
Successful open innovation requires a strong internal innovation framework
Processes, information and communities should be integrated as three key ingredients for innovation
Innovation success requires internal communications• Positioning – make it relevant & show success• Promotion – make it obvious• Calls to action – make it easy• Sustain momentum – make it stickPage 14
Thank You!
Jeff BoehmChief Marketing OfficerInvention [email protected]+1.617.305.9250 x3235
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