Drew Boyd - The Three Voices of Innovation
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Transcript of Drew Boyd - The Three Voices of Innovation
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The Three Voices of
Innovation
Drew BoydAssistant Professor of Marketing & Innovation
University of Cincinnati
November 17, 2011
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• Voice of the Product• Voice of the Brand• Voice of Serendipity
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The Method
• Systematic Inventive Thinking is a new innovation method developed by Dr. Jacob Goldenberg (Columbia University).
• Innovation follows a set of patterns that can be re-applied to any product, service, or process.
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Surprisingly, most innovative products follow one of only five patterns….
The assignment of new tasks to an existing resource within the vicinity of the problem
Task Unification
A multiplication of elements already existing in the product along with a qualitative change
Multiplication
The division of a product and/or its components either physically or functionally
Division
The creation/removal of dependencies between existing product properties.
Attribute Dependency
The elimination of core components rather than an addition of new systems and functions
Subtraction
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Voice of the Brand
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The Master of Science in Marketing
• Flexible Program for Full or Part Time Students– 48 credits, all marketing!!– 9 months– Start any quarter
• Graduate Certificate in Marketing– 16 credits– Strategy, innovation, brand, social media, innovation
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