INSPIRING CREATIVITY - Marketing Society Potter.pdfINSPIRING CREATIVITY SEPTEMBER 2014 HELEN POTTER. Transforming Innovation From a Random Art to a Reliable System. What is Innovation?

INSPIRING CREATIVITYS E P T E M B E R 2 0 1 4

HE L E N P O TTE R

Transforming Innovation

From a Random Art to a Reliable System

What is Innovation?

Invention

Technical

Creativity

Creativity

Different

Innovation

Invention or Creativity

with Value

Innovation is

MEANINGFUL

UNIQUENESS

How we define Innovation...

is all about

INNOVATION SYSTEMS

To increase speed & decrease risk - the

biggest barriers identified by CEO's

“94% of failures are due to the SYSTEM6% are due to theworker”

Innovation as a SYSTEM

DELIVER

LEARNStrategy

Summit

Technology

Mining

Insight Mining

Market Mining

Future Mining

4 Times a Year

DEFINE

DISCOVERStimulus

Diversity

DEVELOPNew & Improved

Products/Services

Systems/Processes

ieOS - CORE / LEAP

Fail FAST Fail CHEAP

Patent ROI

Collaboration

Leadership’s Growth STRATEGY

Very Important

Opportunities

Very Important Systems

Insights

Technologies

Market Needs

Vendors

Trends

CREATE1. Meaningful Uniqueness

2. Stimulus & Diversity

3. Drive Out Fear 1.0

4. Insight & Market Mining

5. Patent 1.0 - Tech Mining

6. Future Mining

7. Create Sessions – Spark Decks

8. Mechanical Innovation Systems

9. Lateral Thinking Systems

10. Triz

11. Create Sessions - Customization

12. Problem Solving Sessions

COMMUNICATE1. Customer & Problem

2. Benefit Promise

3. True Proof

4. Complete Ideas - Synergy

5. Ideas to Paper Free Writing

6. Clarity - Name and Headline

7. Advanced Benefit Promise

8. Secondary Proof

9. Patent 2.0

- Tech Translation & ®

10. Communication Translations

11. Proactive Selling

12. Meaningful vs. Mindless Marketing

COMMERCIALIZE1. Drive Out Fear 2.0

2. Fermi Estimating

3. Cost & Price Estimating

4. Sales Forecasting

5. Business Models

6. The Development Process

7. Plan, Do, Study, Act

8. Death Threat - ID & First Steps

9. Fail FAST Fail CHEAP 1.0

- Experimentation

10. Fail FAST Fail CHEAP 2.0

-Wisdom Mining/Problem Solving

11. Patent 3.0

- Freedom to Practice Threats

12. Simultaneous Engineering

SYSTEMS1. Create Session Design

2. Create Session Leadership

3. Project Coaching

4. Management Coaching

– Systems & Pipeline

5. Advanced Tech & Insight Mining

- Wisdom Mining & Interact

6. Patent 4.0

- Provisional Patent Writing

7. Cultural Change System

8. Forensic Analysis for Root Causes

9. Systems & Department Integration

10. Innovation Supply Chains Inside

11. Innovation Supply Chains Outside

12. Proactive Leadership

A New Field of Study4 University Courses - 48 Skills

#1 Cause of

Innovation

Failure No Clear Strategy

For How We Will Grow.

“No real choices made”

BLUE CARD

Purpose

To maximize alignment

between leadership’s

strategy and how

employees invest available

time & energy.

Alignment

through

CLARITY

Strategy Activation

NETWORK

Narrative: Tell the story of WHY it is

VERY IMPORTANT that we focus

energy on this Blue Card.

The Narrative should be so clear that if

employees get no further direction they

will be motivated to work on the

challenge and will know exactly what

the Leadership’s strategic and tactical

intent is.

Strategy Activation

Consequence of GREAT Blue Cards

Decisions are Made On What We Will

STOP DOING!

NETWORK

Strategic Mission:

“Finish the sentence with ONE Mission.

“We need ideas for _____”

Strategy Activation

"I believe that this

nation should commit

itself to achieving the

goal, before this

decade is out, of

landing a man on the

moon and returning

him safely to the

earth." - President Kennedy

- May 25, 1961

People close to the work

invent HOW to solve

Example - Brugal SpainNarrative: since assuming the No1 position for

rum in Spain, Brugal has been under pressure from

a number of sources, the economic situation

depressing on trade consumption, increased

competition from Barcelo and a change in

consumer behavior to Gin & Tonic.

Strategic Mission: We need ideas for revitalising

the rum category and reinforce leadership position

1888

White

Brugalibre

Excellence

in AnejoDiet

All the taste of Brugal, 50% of the calories

• Customer - 25-40YO health-conscious women

• Problem/Insight - I like the taste of rum, but it's made from sugar and mixed with coke, so adds a lot

of calories

• Promise - All the taste of Brugal, 50% of the calories

• Proof - Base liquid uses 1888, which has super concentrated flavour of Brugal, so still achieve Brugal

taste at low abv.

"Re-label" as DEATH THREATS

And Problem Solve

Uncertainties &RISKS

Compromise Idea to

Avoid Any Risk

Kill the Idea to

Avoid Any Risk

Meaningfully

UNIQUE

Ideas have

By definition

System Innovation & Development (“Leap” for Edrington)

• Marketing Innovation - The Marketing team needed a communications platform that connected to new consumers

• Commercial Innovation - The Commercial team needed new ways to sell-in product

• Manufacturing Innovation - The Technical team needed new production processes & suppliers• A carbonated product

• A product with a shelf-life

• Research, finance, evaluation innovations

• Without addressing system changes product would fail, irrespective of appeal.

It’s a disease to think that a really

great idea is 90% of the work.

There’s a tremendous amount of

craftsmanship between a great idea

and a great product. And as you

evolve that great idea, it changes and

grows.

And it’s that process that is the

magic.

Steve Jobs

WHY THE WHOLE SYSTEM MATTERS

Embedding an

INNOVATION

CULTURE

Requires a

TRANSFORMATION

of Mindset

Innovation success involves you being willing

to publicly admit to 3 tiny things...

1. I Don’t Know

2. I Need Help

3. I Fail A Lot

You gotta LOVE IT!

Enabling & democratizing creativity…..

Dear All

As we all return to our day jobs after three great days in each other’s company, I wanted to reflect on what I thought was an excellent gathering of some very creative and intelligent minds in Pilanesberg.

PILANESBERG GAME RESERVE

I THANK YOU ALL FOR SHARING YOUR BRILLIANT IDEAS WITH US,

The job is what you do when you are told what to do, The job is showing up at the factory, following instructions, meeting spec, and being managed.

Someone can always do your job a little better or faster or cheaper than you can.

The job might be difficult, it might require skill, but it's a job.

Your art is what you do with passion when no one can tell you exactly how to do it. Your art is the act of taking personal responsibility of what you do, challenging the status quo, and changing people.I call the process of doing my art 'the work.' It's possible to have a job and do the work, too. In fact, that's how you become a linchpin.

I JONAS SANDERS commit myself TO MAKE YOU(TEAM) PROUD IN ANGOLA.