Inventing Is Dead

…or inventing as we knew it

Mike Collins Big Idea Group Bedford, NH

What’s changed

Past Today• Problem ID • Job to be done• Lone inventor • Collaboration • Costly, slow prototyping • Rapid, cheap prototyping• License or start company • Crowdfund, microbusiness

• Huge marketing & distribution challenges

• Internet retail, crowdfunding, social media, niche distribution

1 in 1,000 makes money

1 in 10 makes money2

“Jobs to be done”

Discover a “job to be done”

Alternatives are poor and you can create a solution to be “hired” by consumers to do the job

HBS Prof. Clayton Christensen’s milkshake example

OLD NEWI have an idea I have a better candidate

IDEA

TION

3

Open mind/open door

Explore many ideas

Collaborate with professionals

Get real-time market feedback

OLD NEWI’ve been working on this idea in my basement for the last 15 years.

This idea has been team developed and market-tested.

DEVEL

OPMEN

T

4

Organic & efficient

Concepts evolve, businesses pivot

Rapid prototyping technologies Cheap, photorealistic renderings 3D printers Tech/maker shops

OLD NEWExpensive, slow Fast, cheap, iterative

PROTOTY

PIN

G

5

Small, cheap launchesM

ONET

IZIN

G

Crowdfunding provides capital and momentum—or proof that you need to move on

Emergence of niche, single-purpose brands and pop-up businesses

OLD NEWLicense or sell: the slow death march CrowdfundStart a business with $1m Microbusinesses for $100k

6

Social media marketing

Become expert in “job to done.” Various ways to monetize.

Emergence of niche, single-purpose brands and pop-up business concepts

OLD NEWTV, radio, print Blogs, vlogs, Pinterest, FB, Twitter,

podcasts, viral videos, AdWords, SEO

MARKET

ING

7

Virtual storefronts

Online-only works: Viable to sell direct and via curated direct web outlets

Less cost, complexity—with direct feedback and real-time tweaks

OLD NEWMass market, indirect Curated, direct

DISTR

IBUTI

O

N

8

The Swan Light

Job to done

Development

Prototyping

Crowdfunding

Monetization

Marketing

Distribution

9

CASE STU

DY

What BIG does

Help inventors prep & execute crowdfunding campaigns

From initial product development through post-campaign strategy

10

OUR

SERVIC

ES

Welcome to 2.0

Inventing 1.0 is dead

But 2.0 is the golden age of innovation

BIG can help 2.0 inventors

SUMM

ARY

11