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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
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




                                                                                                            2
Aricent co-creates the world‘s most innovative
communications products and services




                                                 3
+
     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
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.




                                                           +
“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




                        +
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?‖


                                          +
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?‖

                                             +
The magical moment
         +
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
                                                  +
Marketing‘s Capabilities
          Brand & Communications                            Products & Solutions
          - High-level positioning & messaging                           - Market research
          - Corporate Communications                                  - Customer research
          - Internal Communications                                                 - Pricing
Funct
          - Alumni relations                                             - Product strategy
ions
          - Talent acquisition                   STRATEGY                    - Go-to-market
                                                                                                     BUs
          - Media relations                                                           - MRD
          - Analyst relations                                           - Product roadmap
          - Investor relations
          - Web sites
          - Brand identity & brand management
          - Thought leadership
          - Customer communications
          - Strategic partnerships


           Sales Enablement                                  Demand Generation
           - Training                                                   - Email campaigns
           - Tactical messaging                                                     - Events
Sales      - Sales kits                                                                         Sales
                                                                                      - CRM
           - Collateral                                                  - Lead automation
           - Trade shows                                                    - Telemarketing
           - Reporting                                                          - Media buys
                                                                              - Address lists
                                                 TACTICS          - Database management




                                                                                                11
Source: Forrester
Source: Forrester
Credit:
http://13c4.wordpress.com/2007/02/
24/50-reasons-not-to-change/
Innovation means doing
Or he? what no one has done before.
      what no one else would dare doing.
                       +
Design:

     - Understands and changes behaviors
            - Humanizes technology
- Creates simple solutions to complex problems
               - Prototypes ideas
        - Changes the meaning of things




                       +
1
Understand your customers (through empathy)




                     +
―B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy.‖

            +
…but it is not dead…




Nothing has changed
                   +
…but it is not dead…




Everything has changed!
                   +
Customers are becoming more demanding and sophisticated
             about products and experiences
―In the old days, brands
  wanted everybody to pay
       attention to them.
  Now brands need to pay
attention to everybody else.‖
          Umair Haque




   +
+
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
                      +
―Open it up and it will design itself.‖
                Norman Lewis




                      +                   25
“If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
+
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.
+
2
Make data meaningful




          +
Social




        Meaning

Value             Innovation
―Create more value than you capture.‖
Tim O‘Reilly




                       +
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
PURPOSE
                           [Aspiration]




                        MEANING

   Internal              OFFERING                       External
brandholders   [Uniqueness, relevance, credibility]   brandholders

                    Real-time conversations
                         Micro-content
                      Open collaboration
                         COMMUNITY
                          [Sociality]
DATA is the bank…




+
MEANING is the currency…




      +
+
―You are what you share.‖
        - Charles Leadbeater




                   +
―The first rule of the club:
Don‘t talk about the club!‖




              +
The conversation
is the message.




                   +
What B2B Marketers Can Learn from Design-Driven Innovation
3
 Make the product the story
(make a product for the story)




               +
43
+
4
Create a convergent experience




               +
Internet of Things




                     +
M2M connectivity enables new business models




                                               47
The value lies in the ecosystem
CUSTOMER JOURNEY




                   +
Media
      Energy              Entertainment



Banking                              Telco
               CONSUMER
               EXPERIENCE



   Auto                          Retail


          Wellness       eCommerce
Mobile


   Social                          Personal



                 BRAND
               EXPERIENCE
                                      Instant/
Gaming
                                     Real-time



         Location-
                              Augmented
          based
BUSINESS
            TECHNOLOGY



                     Mobile


   Social                          Personal



                 BRAND
               EXPERIENCE
                                      Instant/
Gaming
                                     Real-time



         Location-
                              Augmented
          based




               DESIGN
BUSINESS
          TECHNOLOGY



                 Media
      Energy              Entertainment



Banking                              Telco
               CONSUMER
               EXPERIENCE



   Auto                          Retail


          Wellness       eCommerce




               DESIGN
And note: those hurdles are NOT the objective!




                               Whatever is here, is what
                                the user actually cares
                                 about, and considers
                               ―mission accomplished‖!
Business Analyst
                                                            Digital Media Designer




Strategist




 Anthropologist




              Artists
                                      Mechanical Engineer
                                                                           Software Developer



                                     Architects

   Ethnographer
                                                                 Industrial Designer
                            Writer




                        Cross-over thinking (and doing)
                                        +
+
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.




                                                                           +
+
5
Fail fast




     +
―It‘s such a fine line between stupid and clever.‖
           David St. Hubbins, lead singer of Spinal Tap
+
+
Making it: Seeking the conversation with the artifact




                             +
Marketing Hardware   Marketing Software
Brand architecture   Live brands

Messages             Conversations

Sales brochures      Endorsements

Feature lists        Expertise

Destination sites    Distributed/social web

Tradeshows           Mobile applications

Trademarks           Goodwill

Pull                 Push

Packaging            Revelations

Out-of-the-box       Insights

Status               Experience

Point-of-sale        Point-of-views

Closed               Open-source

Look and feel        Interaction

Direct mailing       Connections

Billboards/ads       Customer service

Print collateral     Widgets

……….                 ……….
                     +
+   Transformats
6
Simplify




    +
―Perfection is achieved, not when there is
nothing more to add, but when there is nothing
               left to take away.‖
             Antoine de Saint-Exupery




                         +
The organization chart showing through in
the experience
                                      TEAM 5


               TEAM 1



                                               TEAM 4
     TEAM 2




 TEAM                        TEAM 3

 6
                        +
Feature creep
Making yet another ‗better‘ mousetrap




 Feature fatigue
 Complexity in the value proposition
 Good enough for customers
Beating the tyranny of ‗good enough‘




   It’s not about designing V-next; rethink the complete experience.
+   72
Good enough       Excellent




              +
7
Disrupt (don‘t interrupt)!




             +
+
+
Disrupt schemata

+
Blend two concepts
What B2B Marketers Can Learn from Design-Driven Innovation
+
We must differentiate ourselves!




                       +
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)!
Strives to keep bad things       Strives to make good
from happening                   things happen.




                             +
What B2B Marketers Can Learn from Design-Driven Innovation

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What B2B Marketers Can Learn from Design-Driven Innovation

  • 1. + 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 2
  • 3. Aricent co-creates the world‘s most innovative communications products and services 3
  • 4. + 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. +
  • 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 +
  • 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?‖ +
  • 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?‖ +
  • 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 +
  • 11. Marketing‘s Capabilities Brand & Communications Products & Solutions - High-level positioning & messaging - Market research - Corporate Communications - Customer research - Internal Communications - Pricing Funct - Alumni relations - Product strategy ions - Talent acquisition STRATEGY - Go-to-market BUs - Media relations - MRD - Analyst relations - Product roadmap - Investor relations - Web sites - Brand identity & brand management - Thought leadership - Customer communications - Strategic partnerships Sales Enablement Demand Generation - Training - Email campaigns - Tactical messaging - Events Sales - Sales kits Sales - CRM - Collateral - Lead automation - Trade shows - Telemarketing - Reporting - Media buys - Address lists TACTICS - Database management 11
  • 15. Innovation means doing Or he? what no one has done before. what no one else would dare doing. +
  • 16. Design: - Understands and changes behaviors - Humanizes technology - Creates simple solutions to complex problems - Prototypes ideas - Changes the meaning of things +
  • 17. 1 Understand your customers (through empathy) +
  • 18. ―B2B customers are consumers who have the luxury of having a corporation pay for what they want to buy.‖ +
  • 19. …but it is not dead… Nothing has changed +
  • 20. …but it is not dead… Everything has changed! +
  • 21. Customers are becoming more demanding and sophisticated about products and experiences
  • 22. ―In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.‖ Umair Haque +
  • 23. +
  • 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 +
  • 25. ―Open it up and it will design itself.‖ Norman Lewis + 25
  • 26. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford
  • 27. +
  • 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.
  • 29. +
  • 31. Social Meaning Value Innovation
  • 32. ―Create more value than you capture.‖ Tim O‘Reilly +
  • 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]
  • 35. DATA is the bank… +
  • 36. MEANING is the currency… +
  • 37. +
  • 38. ―You are what you share.‖ - Charles Leadbeater +
  • 39. ―The first rule of the club: Don‘t talk about the club!‖ +
  • 42. 3 Make the product the story (make a product for the story) +
  • 43. 43
  • 44. +
  • 45. 4 Create a convergent experience +
  • 47. M2M connectivity enables new business models 47
  • 48. The value lies in the ecosystem
  • 50. Media Energy Entertainment Banking Telco CONSUMER EXPERIENCE Auto Retail Wellness eCommerce
  • 51. Mobile Social Personal BRAND EXPERIENCE Instant/ Gaming Real-time Location- Augmented based
  • 52. BUSINESS TECHNOLOGY Mobile Social Personal BRAND EXPERIENCE Instant/ Gaming Real-time Location- Augmented based DESIGN
  • 53. BUSINESS TECHNOLOGY Media Energy Entertainment Banking Telco CONSUMER EXPERIENCE Auto Retail Wellness eCommerce DESIGN
  • 54. And note: those hurdles are NOT the objective! Whatever is here, is what the user actually cares about, and considers ―mission accomplished‖!
  • 55. Business Analyst Digital Media Designer Strategist Anthropologist Artists Mechanical Engineer Software Developer Architects Ethnographer Industrial Designer Writer Cross-over thinking (and doing) +
  • 56. +
  • 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. +
  • 58. +
  • 60. ―It‘s such a fine line between stupid and clever.‖ David St. Hubbins, lead singer of Spinal Tap
  • 61. +
  • 62. +
  • 63. Making it: Seeking the conversation with the artifact +
  • 64. Marketing Hardware Marketing Software Brand architecture Live brands Messages Conversations Sales brochures Endorsements Feature lists Expertise Destination sites Distributed/social web Tradeshows Mobile applications Trademarks Goodwill Pull Push Packaging Revelations Out-of-the-box Insights Status Experience Point-of-sale Point-of-views Closed Open-source Look and feel Interaction Direct mailing Connections Billboards/ads Customer service Print collateral Widgets ………. ………. +
  • 65. + Transformats
  • 67. ―Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.‖ Antoine de Saint-Exupery +
  • 68. The organization chart showing through in the experience TEAM 5 TEAM 1 TEAM 4 TEAM 2 TEAM TEAM 3 6 +
  • 70. Making yet another ‗better‘ mousetrap Feature fatigue Complexity in the value proposition Good enough for customers
  • 71. Beating the tyranny of ‗good enough‘ It’s not about designing V-next; rethink the complete experience.
  • 72. + 72
  • 73. Good enough Excellent +
  • 75. +
  • 76. +
  • 80. +
  • 81. We must differentiate ourselves! +
  • 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. +