Sense Worldwide first delivered this presentation as a webinar to an audience of 90 innovators from around the world. The presentation shares stories and examples of how cognitive diversity has driven breakthrough strategies and created future-proofed innovation pipelines for leading global businesses. You will take away the five principles of how to apply cognitive diversity to your innovation challenges. Hosted by Jeremy Brown, founder and CEO, Neil Cooper, US Director of Sense Worldwide and Courtney McLauchlan, Consultant. Examples and stories include: - Why cognitive diversity is important to innovators and the creative process. - Why you need to move beyond consensus to gather disruptive, extreme, leading-edge, divergent, and unconventional perspectives. - How a Mormon-born belly dancer from Sweden helped Kellogg’s redefine sexy. - How an OCD homeowner revealed the future of bathroom cleaning to SC Johnson. - How a Chicago bartender armed with a sex toy showed us the future of refrigeration for GE. Sense Worldwide has 20 years experience of supercharging innovation with cognitive diversity. We live and breathe innovation.
If you would like to supercharge your own innovation, contact one of the team today: hello@senseworldwide.com

1. HELLO

2. pink
Courtney McLauchlan, Consultant
Scientist. Empath. Cultural Leader.
Innovation lead for breakthrough projects
and advocate for exponential
organisations.
Neil Cooper, Director US
Innovator, strategist and business leader.
Builder of exponential innovation tools to
supercharge innovation for global brands
and high growth businesses.
Today’s hosts…
Jeremy Brown, Founder CEO
Visionary. Man of ideas. Creator of one of
the earliest online social networks.
Ringleader of the world’s most weird and
wonderful creative minds -
The Sense Network.

3. pink
So, you are curious about how cognitive
diversity can supercharge innovation?

4. pink
“Cognitive diversity has been defined as
differences in perspective or information
processing styles. It is not predicted by
factors such as gender, ethnicity, or age.
Specifically it’s how individuals think
about and engage with new, uncertain,
and complex situations.”

5. Introducingtheoutliers,
misfits,rebels;and
thecrazyones…

6. pink
Here’s to the crazy ones, the misfits, the rebels,
the troublemakers, the round pegs in the square
holes… the ones who see things differently —
they’re not fond of rules… You can quote them,
disagree with them, glorify or vilify them, but the
only thing you can’t do is ignore them because
they change things… they push the human race
forward, and while some may see them as the
crazy ones, we see genius, because the ones
who are crazy enough to think that they can
change the world, are the ones who do.

7. pink
Cognitive Diversity drives innovation.
Think how comforting it is to be surrounded by
people who think in the same way, who mirror our
perspectives, who confirm our prejudices. It
makes us feel smarter. It validates our world view.
These dangers are as ancient as mankind itself.
“

8. pink
Breakthrough? Bring the fringe into focus.
The opportunity to harness genius is all around
you but requires dramatic stretching of peripheral
vision to bring the fringe into focus.
" The greatest works of art and triumphs of
science have their roots in the twisted mind of
the deviant , the pariah, the social leper."
“

9. pink
If we can’t outspend. We can out-think.
The fatal issue is that logic always gets you to
exactly the same place as your competitors.”“

10. pink
Bigger. Better. More Valuable Ideas.
Idea Economics is the quantification of creativity.
“

11. Howmuchinnovationcan
yougenerateinoneweek?

12. pink
3PERSON
INHOUSE
INNOVATION
TEAM
3DISCIPLINES:
MARKETING
RESEARCHAND
DEVELOPMENT
CONSUMERINSIGHT
40HOURS
INAWEEK
INNNOVATION
QUOTIENT
360
Innovation Quotient:
In-house Innovation Team
X X
II

13. pink
8
MAINSTREAM
CONSUMERS
ONE
DEMOGRAPHIC
ONE
DISCIPLINE
2 HOUR
GROUP
INNNOVATION
QUOTIENT
16
X
X
II
Innovation Quotient:
Tool: Focus Group

14. pink
8
MAINSTREAM
CONSUMERS
TWO
DISCIPLINES:
CONSUMERS
PLUS ONE
RESEARCHER
3 HOURS WITH
EACH
PARTICIPANT
INNNOVATION
QUOTIENT
48X X
Innovation Quotient:
Tool: Ethnographic / User Research
II

15. pink
24
MAINSTREAM
CONSUMERS
TWO
DISCIPLINES:
CONSUMERS
PLUS ONE
RESEARCHER
3 HOURS WITH
EACH
PARTICIPANT
INNNOVATION
QUOTIENT
3REGIONS
144
X
X
Innovation Quotient:
Tool: Ethnographic / User Research
II

16. pink
24 PEOPLE
GLOBAL OR
LOCAL
24
DISCIPLINES:
DIVERSE
DISTINCT
DIVERGENT
3 HOURS OF
ITERATIVE
ACTIVITIES
ACROSS
A WEEK
INNNOVATION
QUOTIENT
1,728
X X
Innovation Quotient:
Tool: Cognitive Diverse Network
II

17. pink
This is the power of cognitive diversity,
at scale …
10x

18. pink
Even innovators need to innovate.
Questions?

19. Thefiveprinciplesof
cognitivediversitytodrive
breakthroughinnovation.

20. pink
#1 Look outside the mainstream.

21. pink
How might we understand the future of
bathroom cleaning?

22. pink
Result: Category Disruption.

23. pink
#2 Beware the curse of knowledge.

24. pink
How might we discover our next
competitive advantage?

25. pink
Result: The Perfect Ice Cube.
HOW A CHICAGO
BARTENDER ARMED
WITH A SEX TOY
SHOWED GE THE
FUTURE OF
REFRIGERATION

26. pink
How might we redefine sexy?

27. pink
#3 Be bold. Embrace ambiguity.

28. pink
I'm a Belly Dancer who had a very conservative upbringing but
discovered how to empower my sexuality.
“

29. pink
I'm a psychology researcher specialising in body image. I
believe there's something unique about the way Latin
Americans view sexy which I can discuss in detail.
“

30. pink
I'm a writer and journalist specialising in sexual experiences.
My book 'Lost it: How we lost our cherry over the last 80 years'
takes an intimate look at how people lost their virginity.
“

31. pink
I'm head of a successful running club and believe I help build
sex appeal by giving people marathon confidence.
“

32. pink
I'm a DJ & Party Promoter and I'm particularly
interested in how 'feeling sexy' is becoming
something much more fluid.
“

33. pink
I'm an actress and model who enjoys attending swingers parties.
I'd like to explore how mindset, attitude, body language and self
confidence all play a part in sexy.
“

34. pink
I'm a guy who has worn makeup for over 30 years and
nobody has ever asked my opinion on beauty and
wellness before.
I'm ready to shout about it!
“

35. pink
#4 Develop an experimental mindset.

36. pink
How might we innovate to create the next
billion dollar beverage brand?

37. pink
Result: $150m revenue in the first
12 months from launch.

38. pink
#5 Mix it up.

39. pink
#5 Mix it up.
Extreme Perspectives - Misfits
Divergent Perspectives - Rebels
Leading Edge Perspectives - Outliers
Disruptive Perspectives - The Crazy Ones
Unconventional Perspectives…

40. pink
#5 Mix it up.

41. pink
The Sense Network in 1,054 cities...

42. Howcanyouapplythese
principlesinpractice?

43. pink
Let’s recap.
#1 Look outside the mainstream.
#2 Beware the curse of knowledge.
#3 Be bold. Embrace ambiguity.
#4 Develop an experimental mindset.
#5 Mix it up.

44. Thingstothinkabout
whenstrivingfor
breakthroughinnovation.

45. pink
Things you can start doing now.
#1 Listen to people you disagree with.
#2 Be curious. Use beginner’s eyes.
#3 Trust your instincts. One step at a time.
#4 Keep what works. Lose what doesn’t.
#5 Break old habits. Start new routines.

46. pink
Ask us anything …
What would you like to hear more about?
What are you most intrigued by?
What did we not address?

47. pink Courtney McLauchlan, Consultant
courtney.mclauchlan@senseworldwide.com
Neil Cooper, Director US
neil.cooper@senseworldwide.com
We do this everyday.
If you would like to supercharge your
innovation, speak to us today.
Jeremy Brown, Founder CEO
jeremy@senseworldwide.com

48. THANKYOU

49. pink
Email hello@senseworldwide.com
Instagram @TheSenseNetwork
LinkedIn /senseworldwide
Join The Sense Network
senseworldwide.com/the-sense-network
senseworldwide.com