1. The Three Voices
of
Innovation
Drew Boyd
Assistant Professor of Marketing & Innovation
University of Cincinnati
November 17, 2011

2. • Voice of the Product
• Voice of the Brand
• Voice of Serendipity

3. The Method
• Systematic Inventive
Thinking is a new
innovation method
developed by Dr. Jacob
Goldenberg (Columbia
University).
• Innovation follows a set of
patterns that can be re-
applied to any product,
service, or process.

4. Surprisingly, most innovative products
follow one of only five patterns….
Subtraction The elimination of core components
rather than an addition of new
systems and functions
The assignment of new tasks to an
Task Unification
existing resource within the vicinity of
the problem
Multiplication A multiplication of elements already
existing in the product along with a
qualitative change
Division The division of a product and/or its
components either physically or
functionally
Attribute The creation/removal of
Dependency dependencies between existing
product properties.

5. Voice of the Brand

7. The Master of Science in Marketing
• Flexible Program for Full or Part Time Students
– 48 credits, all marketing!!
– 9 months
– Start any quarter
• Graduate Certificate in Marketing
– 16 credits
– Strategy, innovation, brand, social media, innovation

9. For More Information
Drew Boyd
www.innovationinpractice.com
drew@innovationinpractice.com
drew.boyd@uc.edu
@drewboyd