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Keynote at DAA management conference, March 2012
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SWITCH ON
@NICKWECREATE
DUBLIN AIRPORT AUTHORITYMARCH 2012
HOW TO COLLABORATIVELY INNOVATE A RADICALLY BETTER... FUTURE
NICK JANKEL, WECREATE
INNOVATE DISRUPTIVELYCOLLABORATE AMBITIOUSLYDO IT ALL PURPOSEFULLY
SWITCH ON
WHAT ATTRACTS YOU MOST TO THIS SESSION?
HOW DOES THIS TOPIC CONNECT WITH YOUR GOALS?
WHAT ARE THE TIMES IN YOUR LIFE THAT YOU FEEL MOST ENERGIZED AND VITAL?
INNOVATIONINTUITIVE HUMAN CAPACITY TO SOLVE PROBLEMS
100 WATTS / DAY + 10 TOOLS
10,000 WATTS / DAY + 10 TOOLS
5 MILLENNIA10
INNOVATION IS IN OUR DNA AND MAKES US HUMAN
IMPACTFULLEVERAGE OF IDEAS
INCREMENTALEVOLUTIONARY
DISRUPTIVEREVOLUTIONARY
“You can never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.”
BUCKMINSTER FULLER
DISRUPTIVEINNOVATIONS
DESTABILISESTATUS QUO
CREATETHE FUTURE TO OUR ADVANTAGE
CREATIVEDESTRUCTION
EDGEOF CHAOS
(MAXIMUM RATES OF GENERATION / EVOLUTION)
CORE BUSINESS DRIVEN BY OLD MARKET
INNOVATOR’S DILEMMA
“The innovator's dilemma [is] that 'good' companies often begin their descent into failure by aggressively investing in the products and services that their most profitable customers want.”
CLAYTON CHRISTENSEN
FAIL
FINISH THESE SENTENCES...
STATUS QUOMAINTAINED BY OUTDATED ASSUMPTIONS
BIASESHELP WITH SURVIVING
PREVENTUS THRIVING
SHARE AN ASSUMPTION THAT NO LONGER SERVES YOU
SURFACEASSUMPTIONS IF WE WANT TO BREAKTHROUGH
SWITCHTHE BUSINESS
CHANGETHE RULES FOREVER
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH
BREAKTHROUGH INSIGHT(S)
KODAK INVENTED DIGITAL CAMERA BUT COULDN’T GET WHERE VALUE RESIDES FOR
THE NETWORKED CONSUMER
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: IMAGING
BREAKTHROUGH INSIGHT(S)
People are no longer using photographic film or
paper.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: IMAGING
BREAKTHROUGH INSIGHT(S)
We enable people to print out and store their photos. We leverage the scarcity
and unique quality of tangible artifacts.
People are no longer using photographic film or
paper.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: IMAGING
BREAKTHROUGH INSIGHT(S)
We enable people to print out and store their photos. We leverage the scarcity
and unique quality of tangible artifacts.
People are no longer using photographic film or
paper.
People use photos to commemorate special
moments. They are scarce.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: IMAGING
BREAKTHROUGH INSIGHT(S)
We enable people to print out and store their photos. We leverage the scarcity
and unique quality of tangible artifacts.
People are no longer using photographic film or
paper.
People use photos to commemorate special
moments. They are scarce.
People use photos as a form of instant expression,
identity and communication. They are
abundant.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: IMAGING
BREAKTHROUGH INSIGHT(S)
We enable people to print out and store their photos. We leverage the scarcity
and unique quality of tangible artifacts.
People are no longer using photographic film or
paper.
People use photos to commemorate special
moments. They are scarce.
People use photos as a form of instant expression,
identity and communication. They are
abundant.
We enable people to take photos instantly on their phone - and then share, enhance and remix
them together. We leverage abundant flows of digital
creativity.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: IMAGING
BREAKTHROUGH INSIGHT(S)
We enable people to print out and store their photos. We leverage the scarcity
and unique quality of tangible artifacts.
People are no longer using photographic film or
paper.
People use photos to commemorate special
moments. They are scarce.
People use photos as a form of instant expression,
identity and communication. They are
abundant.
We enable people to take photos instantly on their phone - and then share, enhance and remix
them together. We leverage abundant flows of digital
creativity.
Flickr, Photoshop, Shutterfly, iPhone, Zeiss
lenses etc.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: IMAGING
BREAKTHROUGH INSIGHT(S)
IN 1983, ONLY THOSE WHO
COULD USE A COMMAND LINE
COULD USE A COMPUTER
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: THE PC
BREAKTHROUGH INSIGHT(S)
Everyday people are not buying or using computers
as much as they should.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: THE PC
BREAKTHROUGH INSIGHT(S)
We design computers as productivity
maximers that can help businesses win.
Everyday people are not buying or using computers
as much as they should.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: THE PC
BREAKTHROUGH INSIGHT(S)
We design computers as productivity
maximers that can help businesses win.
Everyday people are not buying or using computers
as much as they should.
Productivity is the goal of life. Technology helps us be more productive cogs in the machine (growing profits,
GDP etc.)
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: THE PC
BREAKTHROUGH INSIGHT(S)
We design computers as productivity
maximers that can help businesses win.
Everyday people are not buying or using computers
as much as they should.
Productivity is the goal of life. Technology helps us be more productive cogs in the machine (growing profits,
GDP etc.)
Creativity is the goal of life. We are all here to
express not produce and possess.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: THE PC
BREAKTHROUGH INSIGHT(S)
We design computers as productivity
maximers that can help businesses win.
Everyday people are not buying or using computers
as much as they should.
Productivity is the goal of life. Technology helps us be more productive cogs in the machine (growing profits,
GDP etc.)
We design computers to be a force for amazing human
creativity - delightful, usable, empowering.
Creativity is the goal of life. We are all here to
express not produce and possess.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: THE PC
BREAKTHROUGH INSIGHT(S)
We design computers as productivity
maximers that can help businesses win.
Everyday people are not buying or using computers
as much as they should.
Productivity is the goal of life. Technology helps us be more productive cogs in the machine (growing profits,
GDP etc.)
We design computers to be a force for amazing human
creativity - delightful, usable, empowering.
Think different with a Mac... (and its
ecosystem)
Creativity is the goal of life. We are all here to
express not produce and possess.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: THE PC
BREAKTHROUGH INSIGHT(S)
GM ‘INVENTED’ 20TH C MANAGEMENT
TECHNIQUES YET WENT BUST IN THE
21ST C
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: MOTORING
BREAKTHROUGH INSIGHT(S)
Our customers don’t want our cars and our employees
won’t make them effectively.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: MOTORING
BREAKTHROUGH INSIGHT(S)
We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to
manufacture our designs with maximum efficiency.
Our customers don’t want our cars and our employees
won’t make them effectively.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: MOTORING
BREAKTHROUGH INSIGHT(S)
We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to
manufacture our designs with maximum efficiency.
Our customers don’t want our cars and our employees
won’t make them effectively.
Consumers and employees will suck up whatever we
think they should have.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: MOTORING
BREAKTHROUGH INSIGHT(S)
We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to
manufacture our designs with maximum efficiency.
Our customers don’t want our cars and our employees
won’t make them effectively.
Consumers and employees will suck up whatever we
think they should have.
Consumers wants cars that match their values.
Employees want to work in companies that have values.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: MOTORING
BREAKTHROUGH INSIGHT(S)
We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to
manufacture our designs with maximum efficiency.
Our customers don’t want our cars and our employees
won’t make them effectively.
Consumers and employees will suck up whatever we
think they should have.
Consumers wants cars that match their values.
Employees want to work in companies that have values.
We help consumers and creators develop automobile
services in the spirit of collaboration - sharing risks
and rewards.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: MOTORING
BREAKTHROUGH INSIGHT(S)
We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to
manufacture our designs with maximum efficiency.
Our customers don’t want our cars and our employees
won’t make them effectively.
Consumers and employees will suck up whatever we
think they should have.
Consumers wants cars that match their values.
Employees want to work in companies that have values.
We help consumers and creators develop automobile
services in the spirit of collaboration - sharing risks
and rewards.
Local Motors, Zipcars, RelayRides
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: MOTORING
BREAKTHROUGH INSIGHT(S)
1 CHILD DIES EVERY 5 SECONDS
FROM HUNGER-RELATED CAUSES
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: CHILD MALNUTRITION
BREAKTHROUGH INSIGHT(S)
Children in rural areas are not getting enough
nutrients. Industry can’t access BOP markets.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: CHILD MALNUTRITION
BREAKTHROUGH INSIGHT(S)
Commercial solutions are not feasible (high cost, resource
intensive, low profit). Food aid will have to do.
Children in rural areas are not getting enough
nutrients. Industry can’t access BOP markets.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: CHILD MALNUTRITION
BREAKTHROUGH INSIGHT(S)
Commercial solutions are not feasible (high cost, resource
intensive, low profit). Food aid will have to do.
Children in rural areas are not getting enough
nutrients. Industry can’t access BOP markets.
Poor people are unable to take part in a global, sustainable
economy. Vertically-integrated industries create profit.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: CHILD MALNUTRITION
BREAKTHROUGH INSIGHT(S)
Commercial solutions are not feasible (high cost, resource
intensive, low profit). Food aid will have to do.
Children in rural areas are not getting enough
nutrients. Industry can’t access BOP markets.
Poor people are unable to take part in a global, sustainable
economy. Vertically-integrated industries create profit.
Poor people can be empowered to contribute to
a successful win win win with industry.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: CHILD MALNUTRITION
BREAKTHROUGH INSIGHT(S)
Commercial solutions are not feasible (high cost, resource
intensive, low profit). Food aid will have to do.
Children in rural areas are not getting enough
nutrients. Industry can’t access BOP markets.
Poor people are unable to take part in a global, sustainable
economy. Vertically-integrated industries create profit.
Micro-breweries in rural areas leveraging local talent (goats, workers, salesforce) removing need for refrigeration). Creates jobs and opens up new markets
for industry.
Poor people can be empowered to contribute to
a successful win win win with industry.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: CHILD MALNUTRITION
BREAKTHROUGH INSIGHT(S)
Commercial solutions are not feasible (high cost, resource
intensive, low profit). Food aid will have to do.
Children in rural areas are not getting enough
nutrients. Industry can’t access BOP markets.
Poor people are unable to take part in a global, sustainable
economy. Vertically-integrated industries create profit.
Micro-breweries in rural areas leveraging local talent (goats, workers, salesforce) removing need for refrigeration). Creates jobs and opens up new markets
for industry.
ShoktiDoi the power yoghurt.
Poor people can be empowered to contribute to
a successful win win win with industry.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: CHILD MALNUTRITION
BREAKTHROUGH INSIGHT(S)
SHE PUTS FOOD ON HER CHILDREN’S
PLATE WHILST PUTTING FOOD ON
MANY OTHERS’
“Problems cannot be solved by the same level of thinking that created them.”ALBERT EINSTEIN
PERMISSIONCHALLENGE CONVENTIONAL THINKING
EXPLORE USING THE TOOL ON A CURRENT BUSINESS PROBLEM
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?
WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?
WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?
WHAT DO WE HAVE TO BELIEVE TO UNDERPIN AND VALIDATE THIS THINKING /
PROPOSITION?
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?
WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?
WHAT DO WE HAVE TO BELIEVE TO UNDERPIN AND VALIDATE THIS THINKING /
PROPOSITION?
WHAT IS A NEW WAY OF THINKING ABOUT THE WORLD?
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?
WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?
WHAT DO WE HAVE TO BELIEVE TO UNDERPIN AND VALIDATE THIS THINKING /
PROPOSITION?
WHAT KIND OF VALUE PROPOSITIONS WOULD EMERGE FROM THESE INSIGHTS?
WHAT IS A NEW WAY OF THINKING ABOUT THE WORLD?
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?
WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?
WHAT DO WE HAVE TO BELIEVE TO UNDERPIN AND VALIDATE THIS THINKING /
PROPOSITION?
WHAT KIND OF VALUE PROPOSITIONS WOULD EMERGE FROM THESE INSIGHTS?
WHAT IS THE BASIC IDEA / STRAPLINE / BRAND?
WHAT IS A NEW WAY OF THINKING ABOUT THE WORLD?
WHAT DID YOU NOTICE ABOUT EACH BREAKTHROUGH INSIGHT?
DISRUPTION ACCESSIBLEUSABLEENJOYABLE
LIBERATINGOPEN VIEW OF HUMAN NATURE / THE WORLD
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
WHAT IS A MORE EMPOWERING, LIBERATING OR ABUNDANT VIEW OF
LIFE?
THE PROBLEM
BREAKTHROUGH IDEA
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH INSIGHTS
BREAKTHROUGH CONCEPTTHE SWITCH
HOW COULD YOU DESIGN A PROPOSITION FOR MAXIMUM ACCESSIBILITY, USABILITY AND
ENJOYABILITY?
WHAT IS A MORE EMPOWERING, LIBERATING OR ABUNDANT VIEW OF
LIFE?
STANDFOR SOMETHING
PURPOSEOF ORGANIZATION
SEA CHANGEPROFIT TO PURPOSECONTROL TO EMPOWERMENTWEALTH TO WELLBEING HIERARCHY TO NETWORKSSURVIVING TO THRIVING
REVOLUTION 2.0
WITH LONGER-TERM & FURTHER-REACHING IMPACTS THAN THE
POLITICAL REVOLUTIONS THAT HAVE SHAKEN THE
WORLD
BY THE WEB
DRIVEN
“Predicting the future of the Internet is easy: anything it hasn’t yet dramatically transformed, it will. People, companies, investors and even countries can’t stop this transformation. The only choice you have is whether you join the side of innovation and progress or you don’t.”
CHRIS DIXON
INTRINSIC HUMAN NATURE TO CREATE, SHARE, CONNECT
LIBERATING
HIERARCHIES ARE BEING DISSOLVED IN A
GLOBALISED PARTICIPATORY
NETWORKED SOCIETY
OF MASSIVE CHANGE AT THE HEART OF HOW THE OS OF THE WORLD
ERA
TRIBES / CLASS
HIERARCHIES / BUREAUCRACIES
MARKETS
NETWORKS
LIES INCREASINGLY AT THE EDGES
POWER
TO VALUE AND VALUES OUTSIDE
OPEN UP
OPENINNOVATION
IMPACTFULLEVERAGE OF IDEAS TOGETHER
THE AMBITIOUS KNOW THEY
NEED TO COLLABORATE
SHARERISKS & REWARDS
AS UNUSUAL
BUSINESS
COLLABORATION TAKES A SIGNIFICANT
INVESTMENT OF ENERGY
AND A DIFFERENT WAY OF WORKING
TO CO-CREATE
CONTROL
TO KNOW WHO, WHAT, WHEN & WHY
KNOW HOW
TO GET
GIVE
THEN RELATIONSHIPS, THEN TRANSACTIONS
TALK
“Innovation is a by-product of productive and engaged networks.”
VERNA ALLEE
TO CIQ
IQ
BACTERIA BETTER ABLE TO
COLLABORATE THAN MOST OF US!
SWITCH ONINNOVATE DISRUPTIVELYCOLLABORATE AMBITIOUSLYDO IT ALL PURPOSEFULLY
RISKYBUSINESS?
HOLDING ONTO THE OLD IDEAS IS
FAR MORE DANGEROUS
THAN RISKING NEW ONES
$85 BILLIONTO $0
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: HOME ENTERTAINMENT
BREAKTHROUGH INSIGHT(S)
People take out too few movies, too infrequently
from the rental store (which are expensive to
run).
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: HOME ENTERTAINMENT
BREAKTHROUGH INSIGHT(S)
Video rental is a high-cost event. Come to our stores
and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our
benefit).
People take out too few movies, too infrequently
from the rental store (which are expensive to
run).
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: HOME ENTERTAINMENT
BREAKTHROUGH INSIGHT(S)
Video rental is a high-cost event. Come to our stores
and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our
benefit).
People take out too few movies, too infrequently
from the rental store (which are expensive to
run).
Videos are scarce and special and we decide which ones
they should see. Consumers must suck up the deal if they
want to access them.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: HOME ENTERTAINMENT
BREAKTHROUGH INSIGHT(S)
Video rental is a high-cost event. Come to our stores
and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our
benefit).
People take out too few movies, too infrequently
from the rental store (which are expensive to
run).
Videos are scarce and special and we decide which ones
they should see. Consumers must suck up the deal if they
want to access them.
Movies are abundant so we should be able to choose what to watch instantly, learn from each other’s
tastes and not be punished for our mistakes.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: HOME ENTERTAINMENT
BREAKTHROUGH INSIGHT(S)
Video rental is a high-cost event. Come to our stores
and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our
benefit).
People take out too few movies, too infrequently
from the rental store (which are expensive to
run).
Videos are scarce and special and we decide which ones
they should see. Consumers must suck up the deal if they
want to access them.
Movies are abundant so we should be able to choose what to watch instantly, learn from each other’s
tastes and not be punished for our mistakes.
A flexible, simple, enjoyable peer-powered online
community where we can all see, rate and explore movies
together.
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: HOME ENTERTAINMENT
BREAKTHROUGH INSIGHT(S)
Video rental is a high-cost event. Come to our stores
and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our
benefit).
People take out too few movies, too infrequently
from the rental store (which are expensive to
run).
Videos are scarce and special and we decide which ones
they should see. Consumers must suck up the deal if they
want to access them.
Movies are abundant so we should be able to choose what to watch instantly, learn from each other’s
tastes and not be punished for our mistakes.
A flexible, simple, enjoyable peer-powered online
community where we can all see, rate and explore movies
together.
LoveFilm, Netflix, Amazon
THE PROBLEM
BREAKTHROUGH PROPOSITION
CONVENTIONS /ASSUMPTIONS
CONVENTIONALPROPOSITION
BREAKTHROUGH CONCEPT
THE SWITCH: HOME ENTERTAINMENT
BREAKTHROUGH INSIGHT(S)
PEER POWERED (RATINGS)
PEER EMPOWERED
(NO LATE FEES)
“All power is a trust; we are accountable for its exercise; that from the people, and for the people all springs, and all must exist.”DISRAELI
IN THIS SESSIONINNOVATE: LET GO OF THE OLD TO BREAKTHROUGHCOLLABORATE: TO ACHIEVE AMBITIONSPURPOSEFULLY: EMPOWER & ENABLE THE NETWORKED WORLD
“In the long history of humankind (and animal kind, too) those who learned to collaborate and improvise most effectively have prevailed.”CHARLES DARWIN
Find out more about this and our
innovation and leadership training at
www.wecreate.cc
The pioneering creative leadership
& collaboration coaching
programme
WECREATE.CC100OPEN.COMNICKJANKEL.COM