D1 11.30 IT 08 guide to innovation Gregory Pouy Final 130514 WW V6
A GUIDE TO INNOVATION IN A DIGITAL AGE... [OR NOT] Gregory Pouy [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 LaMercatique
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MORE CREATIVE
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HAVE BETTER IDEAS
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GROW IN AN INNOVATIVE ORGANISATION? LaMercatique
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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... LaMercatique
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I HAVE 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 LaMercatique
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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 TAKE YOU FAR
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#3 GO BACK TO BASICS
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DIGITAL IS NOT A MARKETING REVOLUTION
VALUES
SENSE OF PURPOSE
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UTILITY
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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 10M FANS?
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HOW MANY MENTIONS DO YOU HAVE EVERYDAY?
100%
Irrelevant
Relevant 8%
92%
0,3%
Actionable
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No engagement required
7%
37
#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
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NEW BUSINESS MODELS
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#5 SUPRESS THE FRICTIONS LaMercatique
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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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Eurêka
WHERE DO GOOD IDEAS COME FROM?
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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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Tim Berners Lee
#6 DISCUSS & SHARE
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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
LaMercatique
57
LaMercatique
1
LaMercatique
2
“If anyone here is in marketing, kill yourself...seriously” Bill Hicks
LaMercatique
5
#MARKETERSUNITED LaMercatique
6
MORE CREATIVE
LaMercatique
7
HAVE BETTER IDEAS
LaMercatique
8
GROW IN AN INNOVATIVE ORGANISATION? LaMercatique
9
LaMercatique
10
You know.. Reality is the mass grave of possibles
LaMercatique
11
FIRST YOU FIGHT
LaMercatique
12
NO BUDGET
LaMercatique
13
NO TIME
LaMercatique
14
NO RISK
LaMercatique
15
YOU’RE NOT SUCH A CREATIVE PERSON... LaMercatique
16
I HAVE GOOD NEWS
LaMercatique
17
73% OF CREATIVE PEOPLE THINK CREATIVITY CAN BE TAUGHT
LaMercatique
18
SO WHAT IS IT ALL ABOUT? 10 TIPS TO INNOVATE LaMercatique
19
#1 BE CURIOUS
LaMercatique
20
#1 BE CURIOUS Have you ever noticed that burdock plant would stick to anything?
LaMercatique
21
WELL SOMEONE DID
LaMercatique
22
I KNOW BEING CURIOUS COULD BE PAINFUL ...
LaMercatique
23
#2 TRY & FAIL FAST
LaMercatique
24
WHAT DO THEY HAVE IN COMMON?
LaMercatique
25
COCA-COLA HAS A SPECIFIC BUDGET TO TRY
LaMercatique
26
FAILURE CAN TAKE YOU FAR
LaMercatique
27
#3 GO BACK TO BASICS
LaMercatique
28
DIGITAL IS NOT A MARKETING REVOLUTION
VALUES
SENSE OF PURPOSE
LaMercatique
UTILITY
29
#3 TALK TO PEOPLE
LaMercatique
30
KILLER APPS: HUMAN CONTACTS
LaMercatique
31
DESIGN FOR THE PEOPLE YOU REALLY NEED TO CONNECT WITH
LaMercatique
32
#4 LISTEN
LaMercatique
33
DO YOU FIND ALL THESE TECHNOLOGIES SOMEHOW SCARY?
LaMercatique
34
+35 TRILLIONS Go DATA EVERY YEAR
LaMercatique
35
WHAT IS THE VALUE OF 10M FANS?
LaMercatique
36
HOW MANY MENTIONS DO YOU HAVE EVERYDAY?
100%
Irrelevant
Relevant 8%
92%
0,3%
Actionable
LaMercatique
No engagement required
7%
37
#4 LISTEN
From whole milk to 2% milk at Starbucks skyrocketed the sales since 2007 (including also soy milk and others)
LaMercatique
38
DATA SHOULD ENABLE YOU TO TAKE BETTER DECISIONS
BETTER PERFORMANCES
LESS RISKS
LaMercatique
NEW BUSINESS MODELS
39
#5 SUPRESS THE FRICTIONS LaMercatique
40
HAVE YOU EVER TRIED TO TAKE A TAXI IN PARIS?
LaMercatique
41
FRICTIONS = OPPORTUNITIES
LaMercatique
42
#6 DISCUSS & SHARE
LaMercatique
43
DON’T BE THAT STUPID KID
LaMercatique
44
Eurêka
WHERE DO GOOD IDEAS COME FROM?
LaMercatique
45
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...
LaMercatique
46
Tim Berners Lee
#6 DISCUSS & SHARE
LaMercatique
47
“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!
LaMercatique
48
AND...
LaMercatique
49
#7 DON’T BELIEVE THE HYPE
LaMercatique
50
#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
LaMercatique
51
#9 BUILD FOR A MULTIDEVICE WORLD
LaMercatique
52
#10 CREATIVITY DESERVES AMPLIFICATION
LaMercatique
53
IN A NUTSHELL
LaMercatique
54
#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
LaMercatique
55
« CREATIVITY IS INTELLIGENCE HAVING FUN » A. Einstein
LaMercatique
56
#MARKETERSUNITED Gregory Pouy [email protected] http://www.lamercatique.com @gregfromparis
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