To Create Your Own Wig Online To Create Your Own Wig Online
What B2B Marketers Can Learn from Design-Driven Innovation
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What B2B Marketers Can Learn
From Design-Driven Innovation
The Great Indian B2B Marketing Summit, Bangalore, December 3, 2010
Tim Leberecht
2. We are a global innovation firm.
We help the world‘s leading companies create and bring to market meaningful products, services,
and experiences. Our cross-disciplinary process reveals valuable consumer and market insights
and delivers lasting, humanizing solutions across multiple technologies, platforms, and media.
- 40 years‘ experience in developing breakthrough products and services
- More than 3,000 products and services for more than 300 of the Fortune 500 companies
- Won more than 100 industry awards (CES Innovation, IDEA, and others)
- Our clients (in 2009) were:
50 of Millward Brown World‘s Top 100 Brands; 24 of BusinessWeek‘s Top 50 Innovative Companies;
16 of Fast Company‘s Top 50 Innovative Companies
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Innovation and Design Technology and Outsourcing
+ More than 40 years experience in designing + Deep communication domain expertise
groundbreaking products and services for + Excellence in software engineering
Fortune 500 companies + Global delivery combining local presence in
+ Widely recognized industry thought leader mature markets with low-cost regional delivery centers
+ Exec-level strategic consulting
+ End-to-end, integrated service for creating leading-edge innovations and
compelling user experiences – and bringing them successfully to market
+ A partnership between two premier names in creating technology-rich
innovative products and services
+ Bringing together 550 strategists and designers with 9,000 software
developers as one single team with a global delivery model
5. What we do
We help the world‘s leading companies create and bring to market
meaningful products, services, and experiences.
INSIGHT TECHNOLOGY INSPIRATION IMPACT
We discover market We leverage emerging We express opportunities in We create lasting brand equity
opportunities through deep technologies to define new rich, visual form to inspire and business impact across
insight and intuition. product concepts and and motivate organizations. multiple organizations, systems,
experiences. and technologies.
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6. “Because the purpose of business is to
create a customer, the business enterprise
has two—and only two—basic functions:
marketing and innovation.‖
Peter Drucker
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7. INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear.‖
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
cycles.‖
Competition ―New competitors are moving into our space and we need to do
something to defend our market position.‖
Adjacent Markets ―We see opportunities in adjacent markets (new segments, geographies,
etc.) but we don‘t know where and how to start.‖
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers.‖
Time-to-Market ―Our linear product development process doesn‘t allow for nimbleness and
trial and error.‖
Customer Insight ―Our product ideas are driven by science and engineering but fail to
recognize latent or unarticulated customer needs.‖
Sustainability ―We got lucky once or twice. How do we repeat our market success year
after year?‖
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8. INNOVATION TRIGGERS
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear.‖
Margin Erosion ―We operate in a mature industry with a mature product portfolio and our
margins are beginning to disappear.‖
Internal Churn
Internal Churn ―Our new ideas are stuck in the mud of internal planning and review
―Our new ideas are stuck in the mud of internal planning and review
cycles.‖
cycles.‖
Competition ―New competitors are moving into our space and we need to do
Competition ―New competitors are moving into our space and we need to do
something to defend our market position.‖
something to defend our market position.‖
Adjacent Markets ―We see opportunities in adjacent markets (new segments, geographies,
etc.) but we don‘t know where and how to start.‖
Adjacent Markets ―We see opportunities in adjacent markets (new segments, geographies,
etc.) but we don‘t know where and how to start.‖
Mining IP ―We have so much IP but we cannot convert it into products that resonate
Mining IP ―We have so much IP but we cannot convert it into products that resonate
with consumers.‖
with consumers.‖
Time-to-Market ―Our linear product development process doesn‘t allow for nimbleness and
Time-to-Market ―Our linear product development process doesn‘t allow for nimbleness and
trial and error.‖
trial and error.‖
Customer Insight ―Our product ideas are driven by science and engineering but fail to
Customer Insight recognize latent or unarticulated customer and engineering but fail to
―Our product ideas are driven by science needs.‖
recognize latent or unarticulated customer needs.‖
Sustainability ―We got lucky once or twice. How do we repeat our market success year
Sustainability ―We got lucky once or twice. How do we repeat our market success year
after year?‖
after year?‖
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10. How do you find ways to create How do you really understand your
new value? customers and what they desire?
How do you bolster the efficiency
of your R&D investments?
How do you generate unique ideas?
How can you accelerate How do you gain insights into
time-to-market? trends that make an emerging
market tick?
How do you increase the
probability of a hit product?
How do you conceptualize
innovations that set the trends in the
How do you ensure design integrity? market, rather than follow them?
…and many questions on the way there
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16. Design:
- Understands and changes behaviors
- Humanizes technology
- Creates simple solutions to complex problems
- Prototypes ideas
- Changes the meaning of things
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24. All products and services will be SOCIAL
Where?
Social networks
What?
Social content
How?
Social publishing Social search
Social gaming Social shopping
What for?
Social impact Social currency
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25. ―Open it up and it will design itself.‖
Norman Lewis
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26. “If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
28. Design Research acknowledges
that people are not masses of
statistics and bullet points, and
forms the foundation for our
process and insights.
People are living, breathing, feeling, adaptable beings.
We engage people so we can observe their behavior and
allow them to meaningfully convey their motivations.
33. Marketing with
Meaning
SMALL DRAMATIC SOCIAL CONVERSATIONAL PROVOCATIVE RESPONSIBLE
Micro Making sense Connecting Listening Making you think Doing good
Customizable Cohesion Community Empathy Disruption Political
Relevant Convergence Adaptive Divergence Socially responsible
Belonging
Actionable Morale Changing messages Deconstruction Eco-friendly
Eye-to-eye Consistency Identity Two-way Surprise Ethical
Direct Imagination Like-minded Let go of control Shock Human rights
Instant Entertainment Affinity Open Unexpected Values
Accessible Cultural relevance New people Respect Unlikely Family
Sharable Characters Flow Challenging Nation
Status
Atomized Suspense Topical status quo Common Good
Compassion Unique
Comedy Point-of-view Earth
Tragedy Fun Attention-grabbing
Identification Love Different
Friendship In your face
Hobbies
Fans
34. PURPOSE
[Aspiration]
MEANING
Internal OFFERING External
brandholders [Uniqueness, relevance, credibility] brandholders
Real-time conversations
Micro-content
Open collaboration
COMMUNITY
[Sociality]
57. How we do it
DISCOVER DESIGN DELIVER
RESEARCH BECOMES INSIGHT INSIGHTS BECOME IDEAS IDEAS BECOME REALITY
Through design research, market analysis, and We develop an informed design that will answer In order to guarantee the translation of idea to
strategic evaluations, we gain insight into a the challenge posed by the market that will be reality, all project details are specified,
company‘s brand identity, user base, existing useful, usable, desirable and technically feasible. documented, and delivered to the client, and
assets, and market opportunities. supplemented with full production support.
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82. 1 Understand your customers (through empathy)
2 Make data meaningful
3 Make the product the story (or make a product for the story)
4 Create a convergent experience
5 Fail fast
6 Simplify
7 Disrupt (don‘t interrupt)!
83. Strives to keep bad things Strives to make good
from happening things happen.
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