Based on Phil’s upcoming book, Beyond The Obvious, learn the unique and proven approach to asking the right questions—the ones all companies must ask to survive. This speech is full of real-world examples that will change the way you operate, innovate, and create. The use of the killer questions will re-frame the way you see your products, your customers, and the way the two interact.

2. Why Innovation?

3. Management View
Of Innovation
92/73/35

6. Corporate Antibodies
p
Protectors Of The Corporate Rules And Assumptions
Let’s shelve that for the time being
Who i
Wh is going to d i ?
i do it?
I have something better.
We tried that before.
It won’t fit our operation.
p
It’s against all our combined logic.
Not enough return on investment.
It’s great, but . . . . . .
Someone must have already t i d it
S th l d tried it.
I thought of that a long time ago.
We can’t afford that.
You’ll never get approval.
g
You’re on the wrong track.
Don’t rock the boat.
The market is not ready yet.
It’s not a new concept.
ne concept

7. Going Beyond The Obvious
Requires You To Think
Differently

8. What is half of
thirteen?
hi ?

9. Rule:
Don’t Start A Company In A Recision
Disney FedEx Gillette
CNN Microsoft AT&T
MTV Apple IBM
Hyatt
y Texas Instruments Merck
Burger King 20th Century Fox Hershey
Eli Lilly Coors Bristol-Myers
Sun Amgen Autodesk
Adobe BMC EA
Fortune GE HP

10. It’s not
about
b t
having
h i
the
th
answer ..

11. Its About Challenging The
g g
Obvious By Asking Questions

14. FOCUS ● IDEATION ● RANKING ● EXECUTION

15. FOCUS
Searching For Opportunities

16. Where To Begin?

17. Question Your Assumptions
p
What are the basic assumptions
under which my industry operates?
What are the basic assumptions
under which my company
operates?
t ?
What external jolts have the
j
potential to significantly impact my
industry?

19. IDEATION
Killer Ideas From Killer Questions™

20. Workshop Slide

21. What customer segment will emerge in 5
years that doesn't exist today?
What customer segment that exists today will
no longer be around in 5 years?

22. Focus on the customer
Which are the right segments?
YUPPIES Young Urban Professionals
YUFFIES Young Urban Failures
MOBY/DOBY Mom/Dad Older – Baby Younger
WOOFS Well Off Older Folks
SKIPPIES School Kids ith Income +
S h l Kid with I
Purchasing Power
“Sandwichers” Adults caught between caring for their
children and their older parents

23. Who does not use my product because years
of practice or special ability is required?
What products could I create out of unused
assets?

24. What service levels could I offer if I controlled
the entire experience chain?
What do customers not like about the
process of purchasing my product?

25. RANKING
Identify The Best Ideas To Execute

26. What Are The Best Ideas?
Must have a YES to at least one of the following:
1. Will this idea change the customer experience/
expectation?
2.
2 Will this idea change the competitive landscape/
position?
3. Will this idea change the economic structure of the
industry?
Must have a YES to the following:
4. Does you have a contribution to make in this space?
5. Will this idea generate sufficient margin to the
business?
b i ?
Score each question from 0 to 5 (0=NO while 5=YES)

27. Making The Pitch

28. Execution
Ideas Without Execution Are A Hobby

29. The Funnel
A Stage Gate Model To Manage Portfolio
Market Customer Limited Global
Validation Validation Launch Launch
(20 ideas) (~10 ideas) (~5 ideas) (2 ideas)

30. Now What …

31. Adapt & Adopt
= Not a one size fits all
(maybe a twin picture)

32. In Conclusion
Conclusion

33. Doing The Obvious
g
=
Nothing New
=
Average

34. Going Beyond The Obvious

35. “This book is a killer read for
anyone who hopes to triumphantly
succeed and not just survive”
Peter Guber, th
P t G b author of the #1 N
f th New Y k
York
Times Best Seller, Tell to Win
Visit BeyondTheObvious.com
Available for pre-order at these retailers:

36. For More Information:
Blog: www.philmckinney.com
www philmckinney com
Email: feedback@philmckinney.com
philmckinney
Note: Killer Innovation™, Killer Questions™ and FIRE™ are trademarks of Techtrend Group LLC. All Rights Reserved Used With Permission