INNOVATION 2.0SDN CONFERENCE, NYC OCT 3, 2015

WE CAN NOW MAKE ANYTHING WE CAN IMAGINE

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1977

STAR WARS

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1977

STAR WARS

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1977

STAR WARS

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1982

KNIGHT RIDER

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1982

KNIGHT RIDER

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1982

KNIGHT RIDER

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2013

HER

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2013

HER

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2013

HER

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1962

JAMES BOND SUPER VILLAIN

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1962

JAMES BOND SUPER VILLAIN

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1962

JAMES BOND SUPER VILLAIN

“THE PACE OF CHANGE WILL NEVER AGAIN BE AS SLOW AS IT IS TODAY”

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M A T T H E W B I S H O P, T H E E C O N O M I S T ’ S I N N O V A T I O N F O R U M 2 0 1 5

Direct Competitors Experiential Competitors Perceptual CompetitorsProducts or services that directly compete with yours

Experiences that replace the need for your product or service

Companies that change customer expectations

WITH LIQUID EXPECTATIONS EVERYTHING COMPETES WITH EVERYTHING AND PEOPLE’S EXPECTATIONS TRANSCEND EXPECTED BOUNDARIES

BUSINESSES NEED TO CONTINUALLY INNOVATE

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BUT INNOVATION IS NOT WHAT PEOPLE THINK IT IS

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IT’S PRIMARILY ABOUT EVOLUTION, NOT REVOLUTION. ABOUT “SLOW HUNCHES” NOT

SUDDEN BRIGHT FLASHES“ I S T A R T W H E R E T H E L A S T M E N L E F T O F F ”

T H O M A S E D I S O N

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IT’S ABOUT COLLABORATION AND THE ADJACENT POSSIBLE

“ I F Y O U L O O K A T H I S T O R Y, I N N O V A T I O N D O E S N ’ T C O M E J U S T F R O M G I V I N G P E O P L E I N C E N T I V E S ; I T C O M E S F R O M C R E A T I N G

E N V I R O N M E N T S W H E R E T H E I R I D E A S C A N C O N N E C T. ” S T E V E N J O H N S O N

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EVOLUTIONARY INNOVATION EXAMPLE

THE SMARTPHONE

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EVOLUTIONARY INNOVATION EXAMPLE

ONE-CLICK SHOPPING

WHAT’S THE NEXT STEP FOR INNOVATION?

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THE ERA OF

LIVING SERVICES

WEB & INTERNET

2000

MOBILITY

2010s

LIVING SERVICES

WE’VE COME A LONG WAY

1990s

LIVING?

• They are tailored and live around the individual – flex to

meet each person’s needs and preferences

• They evolve: They constantly learn more about our

needs, intents, preferences, and change in real time

• They are very proximate to us in the environment –

think wearables and nearables

HOW WILL LIVING SERVICES CHANGE OUR LIVES?

1. Simplify: Automate decisions and actions, and reduce

friction

2. Disrupt: Enable radical change – from reactive to

proactive, from population-based to personal, from utility

to beloved service

OUR HOMESOUR BODIES

OUR FAMILIESOUR EDUCATION

OUR WORKOUR TRANSPORTOUR FINANCESOUR SHOPPING

FJORD FIDO

MAKE THE WORLD WORK BETTER

HOW DO YOU CREATE CONTINUOUS INNOVATION?

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DESIGN

TECHNOLOGYBUSINESS

LIVINGSERVICES

LIVING DESIGN

LIVINGPLATFORMS

LIVING BUSINESS

CREATIVETECHNOLOGY

LIVING DESIGN

LIVINGPLATFORMS

BUSINESSDESIGN

LIVING DESIGN

LIVING BUSINESS

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SERVICE DESIGN IS CENTRAL TO INNOVATION 2.0

I T I S B Y D E F A U L T P E O P L E - C E N T R I CI T I S H O L I S T I C A N D C O N S I D E R S A L L A S P E C T S O F T H E E Q U A T I O N

I T C A N B E A D O P T E D B Y A N Y O R G A N I Z A T I O N

T H E S U C C E S S M E T R I C I S  D E L I G H TD I F F E R E N T I A T I O N I S I N   E X E C U T I O N

T H E D E S T I N A T I O N I S   L I V I N G S E R V I C E ST H E A P P R O A C H I S S E R V I C E D E S I G N

IN AN ERA OF LIQUID CUSTOMER EXPECTATIONS, WHERE WE CAN MAKE ANYTHING WE CAN IMAGINE,

CONTINUOUS INNOVATION IS A REQUIREMENT

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THANK YOU

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