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Marketing can not do
innovation
Image: Ted Levitt
An Opportunist
Innovation Framework
Upstream
Innovation
(Technical R&D)
Downstream
Innovation
(Customer R&D)
Sustaining
Innovation
(Yeste...
‘Innovation is the successful
exploitation of ideas that address future
customer’s needs to drive growth’
Tomorrow’s Customer Needs
Innovation Equation
Ask
Questions
Offers
Possibilities
Creates
Solutions
Build
Businesses
=
Inno...
Why Marketing can not do
innovation ?
Context
-Marketing works in a market that exists
-Capabilities become disabilities
-...
‘A startup is an organisation formed to
search for a repeatable and scalable
business model’
Image: Steve Blank
Technology Will Save Us
Markets
‘Capabilities become disabilities’
Image: Clayton Christensen
Central Saint Martins /
Grey Goose
Capabilities become disabilities
Focus on customer needs of
tomorrow
Image: DunneRaby
Tomorrow’s Customer Needs
FRHANK the artificially intelligent robot
Tomorrow’s Customer Needs
Maille Discovery Spoon
Questions to prove me
wrong
Summary
-What market are your clients in ?
-What do you need to unlearn, learn or
relearn
-Wha...
Need to find new opportunities ?
michael@michaeljohnston.co
@mickstravellin
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Marketing Cant Do Innovation

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This is a provocative presentation I gave in London at the Innovation Social event to stir the crowd up a bit. It is the research I have been doing for my masters in Innovation Management as well as identified in consulting roles.

Veröffentlicht in: Business

Marketing Cant Do Innovation

  1. 1. Marketing can not do innovation Image: Ted Levitt
  2. 2. An Opportunist
  3. 3. Innovation Framework Upstream Innovation (Technical R&D) Downstream Innovation (Customer R&D) Sustaining Innovation (Yesterday’s) Disruptive Innovation (Tomorrow’s) Context
  4. 4. ‘Innovation is the successful exploitation of ideas that address future customer’s needs to drive growth’
  5. 5. Tomorrow’s Customer Needs Innovation Equation Ask Questions Offers Possibilities Creates Solutions Build Businesses = Innovation ART TECHNOLOGY DESIGN CUSTOMERS + + + Image: John Maeda
  6. 6. Why Marketing can not do innovation ? Context -Marketing works in a market that exists -Capabilities become disabilities -Focus on today’s customer needs Image: Ted Levitt
  7. 7. ‘A startup is an organisation formed to search for a repeatable and scalable business model’ Image: Steve Blank
  8. 8. Technology Will Save Us Markets
  9. 9. ‘Capabilities become disabilities’ Image: Clayton Christensen
  10. 10. Central Saint Martins / Grey Goose Capabilities become disabilities
  11. 11. Focus on customer needs of tomorrow Image: DunneRaby
  12. 12. Tomorrow’s Customer Needs FRHANK the artificially intelligent robot
  13. 13. Tomorrow’s Customer Needs Maille Discovery Spoon
  14. 14. Questions to prove me wrong Summary -What market are your clients in ? -What do you need to unlearn, learn or relearn -What are your clients future customer needs ? (even beyond their product / service)
  15. 15. Need to find new opportunities ? michael@michaeljohnston.co @mickstravellin

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