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INNOVATION
    &
COLLABORATION
 POP 535: DIGITAL PRODUCT CREATION
              02/19/2011
              @SANEEL
INNOVATORS
             LOVE USING
               QUOTES
(so I thought I’d embrace the cliche to set things up)
T H E B R I E F


TALK ABOUT
ANYTHING
RELATING TO
INNOVATION
   STEVE PECK, digital genius
D I S C L A I M E R : P A R T O N E


THE FIRST ONE
FIRED IN BAD TIMES
IS THE GUY WITH
INNOVATION
IN HIS TITLE
          AD INDUSTRY ADAGE
D I S C L A I M E R : P A R T T W O
T H E B E L I E F

 AT THE INTERSECTION OF
COLLABORATION
& INNOVATION
      MAY JUST LIE
     THE FUTURE
     OF AD AGENCIES
       WISHFUL THINKING
T H E D E F I N I T I O N




in•no•va•tion
noun
the introduction of
something new.
Merriam-Webster
T H E R E A S O N

                    THE
FUTURE
             COMES
             FROM THE
SLIME
RISHAD TOBACCOWALA, Chief Innovation Officer, VivaKi
T H E C H A L L E N G E



            SOMETHING
            NEW IS
            REALLY
           HARD
ANY ORGANIZATIONAL LEADER THINKING ABOUT INNOVATION
T H E O P P O R T U N I T Y




NEW IS EASY FOR
THOSE OUTSIDE
YOUR COMPANY
(that’s where collaboration comes in)
COLLABORATION
  LANDSCAPE
CROWD-       GROUP      CO-CREATION
SOURCING   ACHIEVEMENT
CROWD-              GROUP      CO-CREATION
  SOURCING          ACHIEVEMENT




DELL IDEA
 STORM MY
        STARBUCKS
  DIGG IDEA
          CONNECT
             +
          DEVELOP
CROWD-               GROUP          CO-CREATION
  SOURCING           ACHIEVEMENT




DELL IDEA           WoW DARK
 STORM MY            PORTAL
        STARBUCKS            GROUPON
                      KICK-
  DIGG IDEA          STARTER
          CONNECT             PEPSI
             +               REFRESH
          DEVELOP
CROWD-               GROUP           CO-CREATION
  SOURCING           ACHIEVEMENT




DELL IDEA           WoW DARK            LEGO
 STORM MY            PORTAL            CUUSOO LOCAL
        STARBUCKS            GROUPON          MOTORS
                      KICK-
  DIGG IDEA          STARTER
                                        WORD-
          CONNECT                       PRESS DEW-
                              PEPSI
             +               REFRESH          MOCRACY
          DEVELOP
+ CONTROL


   CROWD-               GROUP           CO-CREATION
  SOURCING           ACHIEVEMENT




DELL IDEA           WoW DARK            LEGO
 STORM MY            PORTAL            CUUSOO LOCAL
        STARBUCKS            GROUPON          MOTORS
                      KICK-
  DIGG IDEA          STARTER
                                        WORD-
          CONNECT                       PRESS DEW-
                              PEPSI
             +               REFRESH          MOCRACY
          DEVELOP
+ CONTROL


   CROWD-               GROUP           CO-CREATION
  SOURCING           ACHIEVEMENT


                                       + COLLABORATION
DELL IDEA           WoW DARK            LEGO
 STORM MY            PORTAL            CUUSOO LOCAL
        STARBUCKS            GROUPON          MOTORS
                      KICK-
  DIGG IDEA          STARTER
                                        WORD-
          CONNECT                       PRESS DEW-
                              PEPSI
             +               REFRESH          MOCRACY
          DEVELOP
+ CONTROL


 CROWD-        GROUP       CO-CREATION
SOURCING    ACHIEVEMENT


                          + COLLABORATION

                           LEGO
 WHERE                    CUUSOO LOCAL
AGENCIES                         MOTORS
                           WORD-
  ARE                      PRESS DEW-
FOCUSED                          MOCRACY
+ CONTROL


 CROWD-        GROUP       CO-CREATION
SOURCING    ACHIEVEMENT


                          + COLLABORATION

                           WHERE THE
 WHERE
                            BIGGER
AGENCIES
                            AGENCY
  ARE
                          OPPORTUNITY
FOCUSED
                            MAY BE
+ CONTROL


 CROWD-        GROUP       CO-CREATION
SOURCING    ACHIEVEMENT


                          + COLLABORATION


    PLATFORM /            COMMUNI-
    COMMUNITY               CATION
    SOLUTIONS             SOLUTIONS
WILL LIKELY
D I G I TA L   BE THE FIRST
PRODUCT        FORAY INTO
CREATION       CO-CREATION
               AT AGENCIES
WHY CO-CREATION IS
BECOMING INCREASINGLY
 IMPORTANT TO CLIENTS
CONSUMERS
USURP PRODUCTS
WITHOUT INVITATION
ANYWAY
COLLABORATIVE
CONSUMPTION
IS MAKING
PRODUCT SERVICE
SYSTEMS
A MORE COMMON
BUSINESS MODEL
(in which consumers demand control)
SOON THE
  DIFFICULTY OF
     CONSUMER
   OR INDUSTRY
RESEARCH WILL
  OUTWEIGH THE
     DIFFICULTY
OF CO-CREATION
craigslist
     CREATING VALUE FROM
   EARNING CUSTOMER EFFORT
       WILL BE THE MOST
       DISRUPTIVE FORCE
  IN BUSINESS OVER THE NEXT
          FEW YEARS
PLATFORMS MAKE
APPEALING BUSINESS MODELS
EVEN FOR THOSE THAT NEVER
SAW THEMSELVES THAT WAY
PLATFORMS MAKE
APPEALING BUSINESS MODELS
EVEN FOR THOSE THAT NEVER
SAW THEMSELVES THAT WAY
  “You don’t want
  your phone to be
  an open platform”
  2007
WHY DIGITAL PRODUCT
CREATION IS AN APPEALING
    TYPE OF AGENCY
      INNOVATION
AGENCIES ALREADY HAVE
    PERMISSION TO
     IDEATE HERE
DIGITAL PRODUCT
CREATION REQUIRES
       TALENT THAT
         IS AT ODDS
               WITH
        CORPORATE     DARRELL WHITELAW, fo un de r M IR
           CULTURE
AGENCY REVENUE CAN
STILL COME FROM CLIENT
 MARKETING EXPENSES
     (unlike core product creation)
IT’S AN OPPORTUNITY
       TO SERVE AS A
            PARTNER
        INSTEAD OF A
             VENDOR
          TO CLIENTS
      (betacup was going to happen anyway)
CLIENTS DOING
MORE CO-CREATION

       +                   YOU& ME
AGENCIES MAKING
DIGITAL PRODUCTS       =    STAYING
       +
INCREASING EASE
WITH WHICH TO
                           EMPLOYED*
C O L L A B O R AT E
OVER CODE & UX
CLIENTS DOING
MORE CO-CREATION

       +                    YOU& ME
AGENCIES MAKING
DIGITAL PRODUCTS       =     STAYING
       +
INCREASING EASE
WITH WHICH TO
                            EMPLOYED*
C O L L A B O R AT E
OVER CODE & UX
                           *SEE EARLIER DISCLAIMER
                           ABOUT WISHFUL THINKING
THANKS

(for listening... and fulfilling my pipe dream of the future)

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Innovation & Collaboration

  • 1. INNOVATION & COLLABORATION POP 535: DIGITAL PRODUCT CREATION 02/19/2011 @SANEEL
  • 2. INNOVATORS LOVE USING QUOTES (so I thought I’d embrace the cliche to set things up)
  • 3. T H E B R I E F TALK ABOUT ANYTHING RELATING TO INNOVATION STEVE PECK, digital genius
  • 4. D I S C L A I M E R : P A R T O N E THE FIRST ONE FIRED IN BAD TIMES IS THE GUY WITH INNOVATION IN HIS TITLE AD INDUSTRY ADAGE
  • 5. D I S C L A I M E R : P A R T T W O
  • 6. T H E B E L I E F AT THE INTERSECTION OF COLLABORATION & INNOVATION MAY JUST LIE THE FUTURE OF AD AGENCIES WISHFUL THINKING
  • 7. T H E D E F I N I T I O N in•no•va•tion noun the introduction of something new. Merriam-Webster
  • 8. T H E R E A S O N THE FUTURE COMES FROM THE SLIME RISHAD TOBACCOWALA, Chief Innovation Officer, VivaKi
  • 9. T H E C H A L L E N G E SOMETHING NEW IS REALLY HARD ANY ORGANIZATIONAL LEADER THINKING ABOUT INNOVATION
  • 10. T H E O P P O R T U N I T Y NEW IS EASY FOR THOSE OUTSIDE YOUR COMPANY (that’s where collaboration comes in)
  • 11.
  • 13. CROWD- GROUP CO-CREATION SOURCING ACHIEVEMENT
  • 14. CROWD- GROUP CO-CREATION SOURCING ACHIEVEMENT DELL IDEA STORM MY STARBUCKS DIGG IDEA CONNECT + DEVELOP
  • 15. CROWD- GROUP CO-CREATION SOURCING ACHIEVEMENT DELL IDEA WoW DARK STORM MY PORTAL STARBUCKS GROUPON KICK- DIGG IDEA STARTER CONNECT PEPSI + REFRESH DEVELOP
  • 16. CROWD- GROUP CO-CREATION SOURCING ACHIEVEMENT DELL IDEA WoW DARK LEGO STORM MY PORTAL CUUSOO LOCAL STARBUCKS GROUPON MOTORS KICK- DIGG IDEA STARTER WORD- CONNECT PRESS DEW- PEPSI + REFRESH MOCRACY DEVELOP
  • 17. + CONTROL CROWD- GROUP CO-CREATION SOURCING ACHIEVEMENT DELL IDEA WoW DARK LEGO STORM MY PORTAL CUUSOO LOCAL STARBUCKS GROUPON MOTORS KICK- DIGG IDEA STARTER WORD- CONNECT PRESS DEW- PEPSI + REFRESH MOCRACY DEVELOP
  • 18. + CONTROL CROWD- GROUP CO-CREATION SOURCING ACHIEVEMENT + COLLABORATION DELL IDEA WoW DARK LEGO STORM MY PORTAL CUUSOO LOCAL STARBUCKS GROUPON MOTORS KICK- DIGG IDEA STARTER WORD- CONNECT PRESS DEW- PEPSI + REFRESH MOCRACY DEVELOP
  • 19. + CONTROL CROWD- GROUP CO-CREATION SOURCING ACHIEVEMENT + COLLABORATION LEGO WHERE CUUSOO LOCAL AGENCIES MOTORS WORD- ARE PRESS DEW- FOCUSED MOCRACY
  • 20. + CONTROL CROWD- GROUP CO-CREATION SOURCING ACHIEVEMENT + COLLABORATION WHERE THE WHERE BIGGER AGENCIES AGENCY ARE OPPORTUNITY FOCUSED MAY BE
  • 21. + CONTROL CROWD- GROUP CO-CREATION SOURCING ACHIEVEMENT + COLLABORATION PLATFORM / COMMUNI- COMMUNITY CATION SOLUTIONS SOLUTIONS
  • 22. WILL LIKELY D I G I TA L BE THE FIRST PRODUCT FORAY INTO CREATION CO-CREATION AT AGENCIES
  • 23. WHY CO-CREATION IS BECOMING INCREASINGLY IMPORTANT TO CLIENTS
  • 25. COLLABORATIVE CONSUMPTION IS MAKING PRODUCT SERVICE SYSTEMS A MORE COMMON BUSINESS MODEL (in which consumers demand control)
  • 26. SOON THE DIFFICULTY OF CONSUMER OR INDUSTRY RESEARCH WILL OUTWEIGH THE DIFFICULTY OF CO-CREATION
  • 27. craigslist CREATING VALUE FROM EARNING CUSTOMER EFFORT WILL BE THE MOST DISRUPTIVE FORCE IN BUSINESS OVER THE NEXT FEW YEARS
  • 28. PLATFORMS MAKE APPEALING BUSINESS MODELS EVEN FOR THOSE THAT NEVER SAW THEMSELVES THAT WAY
  • 29. PLATFORMS MAKE APPEALING BUSINESS MODELS EVEN FOR THOSE THAT NEVER SAW THEMSELVES THAT WAY “You don’t want your phone to be an open platform” 2007
  • 30. WHY DIGITAL PRODUCT CREATION IS AN APPEALING TYPE OF AGENCY INNOVATION
  • 31. AGENCIES ALREADY HAVE PERMISSION TO IDEATE HERE
  • 32. DIGITAL PRODUCT CREATION REQUIRES TALENT THAT IS AT ODDS WITH CORPORATE DARRELL WHITELAW, fo un de r M IR CULTURE
  • 33. AGENCY REVENUE CAN STILL COME FROM CLIENT MARKETING EXPENSES (unlike core product creation)
  • 34. IT’S AN OPPORTUNITY TO SERVE AS A PARTNER INSTEAD OF A VENDOR TO CLIENTS (betacup was going to happen anyway)
  • 35. CLIENTS DOING MORE CO-CREATION + YOU& ME AGENCIES MAKING DIGITAL PRODUCTS = STAYING + INCREASING EASE WITH WHICH TO EMPLOYED* C O L L A B O R AT E OVER CODE & UX
  • 36. CLIENTS DOING MORE CO-CREATION + YOU& ME AGENCIES MAKING DIGITAL PRODUCTS = STAYING + INCREASING EASE WITH WHICH TO EMPLOYED* C O L L A B O R AT E OVER CODE & UX *SEE EARLIER DISCLAIMER ABOUT WISHFUL THINKING
  • 37. THANKS (for listening... and fulfilling my pipe dream of the future)