Marketing cannot do innovation

Marketing can not do

innovation

Image: Ted Levitt

An Opportunist

Innovation Framework

Upstream

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 Us

Markets

‘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

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)

Need to find new opportunities ?

[email protected]

@mickstravellin