Corporation Inc

Market B

Market AProduct marketing

THE WORLD BEFORE THE INTERNET

(as perceived by the industrial corporation)

Know me

See my needs

Engage me

Reward meSee my potential

Make me understand

Be personal

Be relevant

Be consistent

Be proactive

Be transparent

Coach me

IN THE WORLD TODAY, EXPERIENCE IS KEY

Expectations

Consumer Company

OUR EXPECTATIONS ARE RISINGGreat experience

Poor experience

Ability

Expectations

Ability

Consumer Company

Possibilities

Great experience

Poor experience

AS ARE THE (DIGITAL) POSSIBILITIES

Expectations

Consumer Company

…FOR DISRUPTIONGreat experience

Poor experience

”Business has only two functions - marketing and

innovation.”

Peter F DruckerLET’S REMIND OURSELVES

Useservices

Data & feedback

Create insights

Improveservices

TIE THEM TOGETHER IN A LOOP!

MARKETING INNOVATION

EXPERIENCE

YOU HAVE TO BE A BIT MADTHE LONE INNOVATOR

YOU MUST THINK BIGINNOVATION HAPPENS IN THE LAB

DON’T BELIEVE IN THE MYTHS

INNOVATION THRIVES FROM MANY DIFFERENT VIEWPOINTS

(so bring people with different perspectives together)

THE VALUE OF NEW IDEAS CANNOT BE ANTICIPATED

(so generate many ideas and don’t throw any away)

MOST IDEAS COME FROM EMPLOYEES, CUSTOMERS, PARTNERS

(so make sure to connect their minds)

WHAT ABOUT INNOVATION IN A DIGITAL WORLD?

SMART ASSISTANTS AND AIWEARABLES & CONNECTED DEVICES

VIRTUAL & AUGMENTED REALITY BIG DATA ANALYTICS

TECH CREATES NEW OPPORTUNITIES

Smarter together

Use together

Alert me

DIGITAL SHAPES NEW BEHAVIORS

Rate my experience

Producer Consumer

Platform

Value Unit Fi

lter

NEW WAYS OF CREATING VALUE*CAUSE DISRUPTION

*platforms are eating the world

START HERE:Problem

FIND A PROBLEM WORTH SOLVING

LOOK FOR SOLUTIONS HERE

Value Creation Models

Behavior Patterns

Emerging Technologies

Humans

Business

Technology

Innovation

sweet spot

NEW TECH

EXISTING TECH

EXISTING BEHAVIORS

NEW BEHAVIORS

Paving cow paths

Struggling to change

Superpowered

Designed experience

Status Quo

DESIGN SUPERPOWERING EXPERIENCES

SO HOW CAN WE GO ABOUT IT?

BUSINESS (viability)

TECH (feasibility)

PEOPLE (desirability)

DESIGN THINKING IS A MUST

START HERE

TEST PROTOTYPE

DEFINE & IDEATEEMPATHY

REPEAT

BUT THERE IS MORE THAN ONE WAY TO DO IT

GDS (God Damn Stupid)

PFS (Pretty

F**king Smart)

SO, WE ASKED OURSELVES

WHY START WITH AN EMPTY SHEET OR WHITEBOARD?

THEN WE ASKED

WHY COVER THE WALLS WITH POST ITS?

AND WE PONDERED

CAN’T IT BE MORE REAL AND ENGAGING THAN THIS?

OUR ANSWER IS:

VALUESBEHAVIOR PATTERNS

EMERGING TECHNOLOGIES

FEARS

BUILDING BLOCKS OF INNOVATIONBUSINESS PATTERNS

KPI’S

WE SIMPLY CALL THEM

DISCLAIMER: We use a fictional example to illustrate the concept and ways of working in the following slides

DESIGNED FOR CO-CREATION

…DIGITAL AND PHYSICAL

HOW TO MODELWITH MAGICFORCES

1. MAP THE TYPICAL JOURNEY

1. MAP THE TYPICAL JOURNEY

2. ANALYZE THE CURRENT STATE

2. ANALYZE THE CURRENT STATE

FEARSVALUES

EMERGING TECHBEHAVIOR PATTERNS

3. IDEATE OPPORTUNITIES

3. IDEATE OPPORTUNITIES

KPI’SBUSINESS PATTERNS

4. VISUALIZE SOLUTIONS

5. REPEAT AND BUILD THE FUTURE JOURNEY

REMEMBER, IT’S ALL ABOUT

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