A presentation I gave to Mondelez featuring some big lies - and surprising truths - about innovation. Unfortunately, one of the first lies is that there's actually no sex in the presentation.
2. THE TRUTH
1. Innovation is all about ideas
2. Every innovation must start from a customer insight
3. Small companies will always be more innovative than big business
6. DON’T BE A NEARLY MAN
(OR WOMAN)
Humphry
Davy
-‐
Nearly
the
inventor
of
the
lightbulb
Philo
Farnsworth
-‐
Nearly
the
inventor
of
the
TV
Nicola-‐Joseph
Cugnot
Sir
George
Cayley
-‐
Nearly
the
inventor
of
the
automobile
-‐
Nearly
the
inventor
of
the
aeroplane
13. THE KARMARAMA AMBITION SESSION:
GOALS, BARRIERS & BEYOND
A note of
apology!
HOW
GERMANY’S
BIGGEST
COFFEE
BRAND
BECAME
ITS
MOST
EXCITING
Dear me,
t you were
n’t achieve wha
I’m sorry we did
wanted to be
with Jacob’s. We
hoping for
aking the
hen it came to m
exciting but w
rave enough.
we just weren’t b
tough decisions,
le changes.
sier to make litt
ea
It felt safer and
14. INNOVATIVE THINKING:
PROBLEM FIRST
”If
I
had
an
hour
to
solve
a
problem
and
my
life
depended
on
it
I
would
use
the
first
55
minutes
to
formulate
the
right
ques;on
because
as
soon
as
I
have
iden;fied
the
right
ques;on
I
can
solve
the
problem
in
less
than
five
minutes”
15. NOT “HOW CAN WE SELL MORE BROADBAND?”
BUT “HOW CAN WE BECOME THE PROVIDER PEOPLE TRUST?”
16. NOT “HOW CAN WE SELL MORE GUM?”
BUT “HOW CAN WE MAKE A GUM FOODIES WANT TO BUY?”
18. BE HARD ON YOUR IDEAS
“All great artists and
thinkers are great workers,
indefatigable in not only
inventing, but also in
rejecting, sifting,
transforming, ordering”
- Friedrick Nietsche
31. UPSIGHTS:
BIG HUMAN NEEDS x NEW TRENDS x YOUR BRAND
Many
new
challenges/opportuniLes
16
big
human
needs
The
young
old
&
the
old
young
Post
scienEfic
holisEc
therapy
CustomisaEon
Gender
roles
changing
Feminising
society
Cloning
Physicality
PerformaEve
Leisure
Experience
economy
QuanEfied
self
Avoiding
Distress
MeeEng
and
maEng
Looser
morals
&
informality
Always
in
contact
Curiosity
Not
having
children
Gentleness
Non
human
intelligence
The
personal
poliEcal
Eco
chic
The
end
of
print
Risk
society
Crime
and
chaos
Mood
management
New
communiEes
of
interest
Quality
of
life
&
leisure
ParEcipaEon
Self
improvement
New
technology
Overload
Single
person
households
Body
consciousness
Bipolar
society:
have’s/nots
PresLge
Fast
fashion
SubjecEve
morality
Paranoia
&
supersEEon
Power
GlobalisaEon
Fame
&
pursuit
of
celebrity/ies
Partnership
&
shared
responsibility
The
need
to
learn
Sex
without
limits
Whispering/twiVering
society
Self-‐medicaEon
The
lack
of
causes/crusades
Money’s
too
Eght
to
menEon
Social
Acceptance
The
decline
of
religion
Virtuality
The
end
of
privacy
Spirituality
The
maker
movement
The
end
of
authenEcity
Mobility
&
volaElity
Sex
Hunger
Honour
Order
Vengeance
Social
Contact
Family
CiLzenship
Independence
39. E.G. COSTA COFFEE
Not all coffees are
created equal
Saving the
world from
mediocre coffee
Coffee that’s
born better
Here to give you a
better choice
40. E.G STIMOROL
Life without stimulation
isn’t really living
Stimulating
mouth, mind
and mana
The gum with the strong
and stimulating kick
Always providing fresh
stimulation
62. THE (REAL) TRUTH
1. Innovation is about you making ideas happen
2. Customers are just one source of inspiration
3. Big business can be the most innovative of all
64. THANK YOU
matt@karmarama.com
ben@karmarama.com
All
informaEon,
including
all
concepts
and
ideas
("InformaEon"),
in
this
document
have
been
created
and
are
owned
by
Karmarama
and
are
strictly
confidenEal.
None
of
the
InformaEon
may
be
used
for
any
purpose
without
the
wriVen
agreement
of
Karmarama.
All
materials
copyright
Karmarama
2012.
All
rights
reserved.
Hinweis der Redaktion
Zara: react vs predict
Everyone asks the same questionsEveryone gets the same answersIncreasing similarity between brands
[They’ll tell you exactly what they’re going to do, then turn round & do the opposite]