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Tim Reid of Sparks Fire brings his wealth of experience in driving innovative creativity to this presentation. He focuses on delivering value to your customers through innovation. First presented at iQ FutureNow, Manchester, 4 July 2012.
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Creative Innovation Through Mobile
“ Marketing is dead. To win today you
need a culture and an environment
where the unreasonable power of creativity thrives
“
Kevin Roberts, CEO of Saatchi & Saatchi
Worldwide
A bit about me
• Over 20 years working with some of the world’s leading creative organisations - including What If, BBC, McCann Erickson…
• Trained many of the world’s biggest brands to be more creative
• Helped global organisations apply the tools and techniques of effective innovation
• Co-founded Sparks Fire
What I’ll cover
• Innovation - how it applies to mobile
• How to be more innovative
• Being insightful• Having better ideas
• Making it happen
What is innovation?
“ Creativity is thinking up new things. Innovation is doing new
things “
Theodore Levitt, Harvard Professor
But it doesn’t always work
“Mobile is where the growth is”
“ Web services are flatlining… But mobile is growing like a
weed. “
Business Insider 1st July 2012
Watch out!Mobile can provide the answer…… but it shouldn’t be the question
Don’t start with what’s the mobile idea?
Start with what do people want?Chances are there will be a mobile
opportunity
Watch out!
“To a man with a hammer, everything looks like a nail”
Mark Twain
What is innovation?
Insightx
Ideasx
Implementation=
Innovation
What is innovation?
Insightx
Ideasx
Implementation=
Innovation
Del.icio.us v Pinterest
The tech-led innovations might stick…
… Insight-led innovations will.
Uncovering real insights• Get all ‘detective’
• Go beyond the obvious
• SPARKS of Insight
Soul MatesPartnersAct like themRelated WorldsKids or kinStrange perspectives
What is innovation?
Insightx
Ideasx
Implementation=
Innovation
Environment
How you think & behave
Process & tools to
help you
The 3 pillars creativity
Creative Behaviours
The Role of Stimulus
The Role of Stimulus
The Role of Stimulus
The Role of Stimulus
STIMULUS STIMULUS
The Role of Stimulus
Stimulus exercises
Be Fresh
What is innovation?
Insightx
Ideasx
Implementation=
Innovation
Making it happen
• Environment• Creative
behaviours, tools and techniques
• Leadership • Culture • Structures• External input
