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CO-CREATION
THE UP-AND-LIFT OF
INNOVATION
LET’S TALK INNOVATION
WHAT’S NOT…

Innovation is not
rocket science.

Innovation is not
creativity but builds upon
creative assets.
WHAT IT IS…

Innovation is
hard science &
social science as
requires interplay
between products &
people.
THE PEAK OF IT


Innovation is
                  s
curiosity at its be t.
THE INSPIRATION
“Innovation distinguishes between a
      leader and a follower.”
                           Steve Jobs
INNOVATION HAPPENS
IN MANY WAYS
INNOVATION TYPES

As DNA of
products, in
categories that
cannot be outside
innovation.
INNOVATION TYPES


LIFE SAVING and life
prolonging influence
that impact our own
quality of life day by
day.
INNOVATION TYPES


LIFE STYLE upgrader and joy
generator by means of
small miracles around us.
INNOVATION TYPES


Adding VALUE type of effect
that brings color to
consumer experiences,
mainly by means of services.
INNOVATION TYPES


<OLD DOG, NEW TRICKS> in
the sense of improvements
or “how to make things a bit
more interesting”.
SKY IS THE LIMIT!
INNOVATION IS A STAGE
STAGE 1
INVENTION
Road opening ideas that change,
revolutionize and open markets.
STAGE 2
         INNOVATION
Brought to life ideas at close reach.
STAGE 3

             DIFFUSION
Innovation is everywhere, in
       everything we touch.
CONSUMERS GROW
ON INNOVATION
STEP 1


            THE SPECTATOR


    The consumer is an impressionable
spectator, constantly amazed by innovation.
STEP 2



             THE EXPERIMENTER


The consumer becomes an experimenter
  and is an receptive newness enjoyer.
STEP 3



    THE ADOPTER


Daily innovation adopter, the consumer is
keen for it even if somewhat desensitized.
WE ARE HERE!
THE STATUS QUO
     Consumers expect innovation at
increasing pace and oversized proportions.

     That’s all?!   Same old story! That’s so yesterday!
SO WHAT’S NEXT?
LET THE CONSUMERS IN!



          THE CO-CREATOR


 Innovation co-creators generate value by
the interaction with brands and companies.
THE WORLD IS A LAB!
    Consumer driven innovation is
    consumer relevant innovation.

The consumer is     Already has the   The road for
 empowered!            DIY gene!        success.
INNOVATION STARTS WITH C
WHO’S WHO IN
      CINNOVATION WORLD?


Let’s take two consumers!

    Alex        Tony
ADOPTER TYPOLOGY
Owns high TECH = Has high NPA
HARDWARE
Adopters own and use over
6 different types of tech
devices.

SOFTWARE – OS
The usage of minimum 2
different operation systems is
a cross validation to eliminate
bias.
ZOOM IN
                         THE ADOPTERS

                                 Adopters
Among adopters
there is an edgy                     21%
                                    leader
slice of leader                     users
users with highest
appetite for tech
and willingness to
buy and use it.
                     followers & watchers
CO-CREATOR TYPOLOGY
Owns a set of skills
 challenges others
 feels challenged and animated by
complexity
 easily handles complexity and simplifies it
 spots ingenious solutions to ordinary
situations
 enjoys doing things differently
 tries novelty with enthusiasm
 tries to discover surprising things
 always expresses own point of view
 only does what she/ he likes
 needs a lot of data to take a decision
 always finishes what was started
 is seen as a good adviser
 easily adaptable



Is a SM influencer
ZOOM IN & OUT
                    THE CO-CREATORS

Co-creators can                      Adopters
be found
anywhere, both                 40%
                               40%
in and out TECH
adopters zone
defined by high
                               27%
NPA.               Followers           Followers
                  & watchers           & watchers
LET’S TAKE A
LOOK INSIDE!
THE FRAME

Schwartz model         Hedonism Stimulation
                                Self-direction
includes 10 values
that all cultures    Achievement    Universalism

recognize and by       Power        Benevolence

which people can
                             Security
be holistic                  Tradition
                            Conformity
characterized.
CO-CREATORS VS ADOPTERS
      54%




                  21%
44%
                                    13%
                                                          7%
            10%

                                     -12%
                                                -6%      -5%
                                                                   -12%
                                              -24%
 Openness      Self   Conformity
                          &      Benevolence Universalism Hedonism Security
 to change Enhancement Tradition
CO-CREATORS OUTSIDE TECH
      47%


54%
                  25%
                                      16%
            21%
                                13%

                                            -6%         -5%
                                                  -4%

                                                              -15%
 Openness      Self   Conformity
                          &      Benevolence Universalism Hedonism Security
 to change Enhancement Tradition
CO-CREATORS ONLINE
Media active consumers are online at least 3 times
 per week in SM, forums, blogs or review pages.

          50% of Alex                60% of Tony
          typology are               typology are
          media active               media active
CO-CREATORS &
                    SOCIAL MEDIA


88%                              90%
      34%                  40%

      37%                 33%
            16%     17%

            15%     17%

              5%   7%
THE ADOPTER PROFILE

 open minded               novelty
 self                      seeker
quite a
spender, technology not always
involved            open to share
  <here and now> mindset
                           enjoyment
less preoccupied by the
     <greater good>
                             chaser

   high education    most probably married
        upper SEL (socioeconomic level)
THE CO-CREATOR PROFILE

   a creative independent
    explorer     minded
 novelty      “sharing is
enthusiast caring” mindset
 if outside TECH area, stronger
      outer focus is a belief
   medium or           a connecto r
 high education
      most probably not married
 upper mainstream SEL (socioeconomic level)
1, 2, 3…4!
FOOD FOR THOUGHT!
Innovation can be lifted up with the help of
consumers as they provide across segments
and categories a wide platform of opportunity via
Co-creators.
Co-creators independent of NPA are open and
willing to share, by proving high benevolence as
inner value.

Co-creators are not rara avis and their
identification can be facilitated by hard facts and
specific set of human values.
AND ONE MORE THING…



Start co-create with the consumers and
 when co-creating, don’t forget to place
the right consumer on the radar as this
   is essential to get the up-and-lift of
     innovation at its best potential.
THANK YOU!
   THANK YOU!
isracenter.com
    www.isracenter.com

call us for more

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Studiu isra presentation

  • 3. WHAT’S NOT… Innovation is not rocket science. Innovation is not creativity but builds upon creative assets.
  • 4. WHAT IT IS… Innovation is hard science & social science as requires interplay between products & people.
  • 5. THE PEAK OF IT Innovation is s curiosity at its be t.
  • 6. THE INSPIRATION “Innovation distinguishes between a leader and a follower.” Steve Jobs
  • 8. INNOVATION TYPES As DNA of products, in categories that cannot be outside innovation.
  • 9. INNOVATION TYPES LIFE SAVING and life prolonging influence that impact our own quality of life day by day.
  • 10. INNOVATION TYPES LIFE STYLE upgrader and joy generator by means of small miracles around us.
  • 11. INNOVATION TYPES Adding VALUE type of effect that brings color to consumer experiences, mainly by means of services.
  • 12. INNOVATION TYPES <OLD DOG, NEW TRICKS> in the sense of improvements or “how to make things a bit more interesting”.
  • 13. SKY IS THE LIMIT!
  • 15. STAGE 1 INVENTION Road opening ideas that change, revolutionize and open markets.
  • 16. STAGE 2 INNOVATION Brought to life ideas at close reach.
  • 17. STAGE 3 DIFFUSION Innovation is everywhere, in everything we touch.
  • 19. STEP 1 THE SPECTATOR The consumer is an impressionable spectator, constantly amazed by innovation.
  • 20. STEP 2 THE EXPERIMENTER The consumer becomes an experimenter and is an receptive newness enjoyer.
  • 21. STEP 3 THE ADOPTER Daily innovation adopter, the consumer is keen for it even if somewhat desensitized.
  • 23. THE STATUS QUO Consumers expect innovation at increasing pace and oversized proportions. That’s all?! Same old story! That’s so yesterday!
  • 25. LET THE CONSUMERS IN! THE CO-CREATOR Innovation co-creators generate value by the interaction with brands and companies.
  • 26. THE WORLD IS A LAB! Consumer driven innovation is consumer relevant innovation. The consumer is Already has the The road for empowered! DIY gene! success.
  • 28. WHO’S WHO IN CINNOVATION WORLD? Let’s take two consumers! Alex Tony
  • 29. ADOPTER TYPOLOGY Owns high TECH = Has high NPA HARDWARE Adopters own and use over 6 different types of tech devices. SOFTWARE – OS The usage of minimum 2 different operation systems is a cross validation to eliminate bias.
  • 30. ZOOM IN THE ADOPTERS Adopters Among adopters there is an edgy 21% leader slice of leader users users with highest appetite for tech and willingness to buy and use it. followers & watchers
  • 31. CO-CREATOR TYPOLOGY Owns a set of skills  challenges others  feels challenged and animated by complexity  easily handles complexity and simplifies it  spots ingenious solutions to ordinary situations  enjoys doing things differently  tries novelty with enthusiasm  tries to discover surprising things  always expresses own point of view  only does what she/ he likes  needs a lot of data to take a decision  always finishes what was started  is seen as a good adviser  easily adaptable Is a SM influencer
  • 32. ZOOM IN & OUT THE CO-CREATORS Co-creators can Adopters be found anywhere, both 40% 40% in and out TECH adopters zone defined by high 27% NPA. Followers Followers & watchers & watchers
  • 34. THE FRAME Schwartz model Hedonism Stimulation Self-direction includes 10 values that all cultures Achievement Universalism recognize and by Power Benevolence which people can Security be holistic Tradition Conformity characterized.
  • 35. CO-CREATORS VS ADOPTERS 54% 21% 44% 13% 7% 10% -12% -6% -5% -12% -24% Openness Self Conformity & Benevolence Universalism Hedonism Security to change Enhancement Tradition
  • 36. CO-CREATORS OUTSIDE TECH 47% 54% 25% 16% 21% 13% -6% -5% -4% -15% Openness Self Conformity & Benevolence Universalism Hedonism Security to change Enhancement Tradition
  • 37. CO-CREATORS ONLINE Media active consumers are online at least 3 times per week in SM, forums, blogs or review pages. 50% of Alex 60% of Tony typology are typology are media active media active
  • 38. CO-CREATORS & SOCIAL MEDIA 88% 90% 34% 40% 37% 33% 16% 17% 15% 17% 5% 7%
  • 39. THE ADOPTER PROFILE open minded novelty self seeker quite a spender, technology not always involved open to share <here and now> mindset enjoyment less preoccupied by the <greater good> chaser high education most probably married upper SEL (socioeconomic level)
  • 40. THE CO-CREATOR PROFILE a creative independent explorer minded novelty “sharing is enthusiast caring” mindset if outside TECH area, stronger outer focus is a belief medium or a connecto r high education most probably not married upper mainstream SEL (socioeconomic level)
  • 42. FOOD FOR THOUGHT! Innovation can be lifted up with the help of consumers as they provide across segments and categories a wide platform of opportunity via Co-creators. Co-creators independent of NPA are open and willing to share, by proving high benevolence as inner value. Co-creators are not rara avis and their identification can be facilitated by hard facts and specific set of human values.
  • 43. AND ONE MORE THING… Start co-create with the consumers and when co-creating, don’t forget to place the right consumer on the radar as this is essential to get the up-and-lift of innovation at its best potential.
  • 44. THANK YOU! THANK YOU! isracenter.com www.isracenter.com call us for more