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.

1. Marketing can not do
innovation
Image: Ted Levitt

2. An Opportunist

3. Innovation Framework
Upstream
Innovation
(Technical R&D)
Downstream
Innovation
(Customer R&D)
Sustaining
Innovation
(Yesterday’s)
Disruptive
Innovation
(Tomorrow’s)
Context

4. ‘Innovation is the successful
exploitation of ideas that address future
customer’s needs to drive growth’

5. Tomorrow’s Customer Needs
Innovation Equation
Ask
Questions
Offers
Possibilities
Creates
Solutions
Build
Businesses
=
Innovation
ART TECHNOLOGY DESIGN CUSTOMERS
+ + +
Image: John Maeda

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. ‘A startup is an organisation formed to
search for a repeatable and scalable
business model’
Image: Steve Blank

8. Technology Will Save Us
Markets

9. ‘Capabilities become disabilities’
Image: Clayton Christensen

10. Central Saint Martins /
Grey Goose
Capabilities become disabilities

11. Focus on customer needs of
tomorrow
Image: DunneRaby

12. Tomorrow’s Customer Needs
FRHANK the artificially intelligent robot

13. Tomorrow’s Customer Needs
Maille Discovery Spoon

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. Need to find new opportunities ?
michael@michaeljohnston.co
@mickstravellin