Future brand innovation
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Transcript of Future brand innovation
Tomorrow comes today
How to organise for innovation
2 December 2014
The world is not changing.
How to organise for innovation | 2 December 2014 | © FutureBrand 2
The world has already changed.
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How to organise for innovation | 2 December 2014 | © FutureBrand 4
&Planet People
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&Corporations Customers
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&Humans Robots
1. Business models today
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Travel accommodation
without owning any hotel rooms
Taxi companies
without owning any taxis
Banking services
without owning any banks
2. New social values
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ToI don’t want to talk to a person
From
I don’t want to talk to a machine
2. New social values
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…unless the person looks like a machine
3. Time redefined
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Dramatic reduction in company lifespan
A billion-dollar industry born 6 years ago
Increase in average number of careers
Life starts all over again at 55
11+ job in our
working lives
(and likely
multiple careers)
Years ago, change took time…
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The future is already here.
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A cautionary tale
Too late, too slow to change.
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What keeps you awake at night?
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What do you dream about?
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The future is positive.
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Creativity is in the eye of the beholder.
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New stuff made useful
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What is innovation?
All innovation is not created equal
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Innovation is not…
1. Eureka!
2. Lone genius
3. Big budgets
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110 most
innovative companies
10 biggest R&D spenders
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10 most innovative companies
10 biggest R&D spenders
All things big and small
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$
We’re a bunch of ideas….we never throw an idea away because you never know when someone else will need it.
More than 80 per cent of 3M’s patents have more than one inventor.
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Workers with the most patents often shared lunch or breakfast with a Bell Labs electrical engineer named Harry Nyquist.
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The future is collaborative.
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There is no right answer. Only the one we come up with together.
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How do we organise ourselves today?
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vs.Routine Innovation
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vs.Routine Innovation
Drive out varianceSee old things in old waysReplicate the pastComfortableMake money now
Enhance varianceSee old things in new waysBreak from the pastUncomfortableMake money later
Imagineers
or,
Cast members
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The innovation gap
44% companies globally said there was alignment between innovation and culture.
Only 14% in Australia.
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1. Innovation initiatives
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2. Innovation skills
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Sales
Think Creative Leadership LabWe teach them the
mindset, toolset and
skillset to release their
own creative potential
and also help them to
infuse that creativity
within their teams.
Viticulture
Operations
Finance
Distribution
Marketing
HR
3. Innovation crowds
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IdeaStorm + customers
SeeClickFix + communitiesInnocentive + experts
PatientsLikeMe + patients
4. Innovation engines
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FutureWorks is P&G's global Entrepreneurial Engine.Create, incubate, and scale transformational
new business models, new categories,
and service experiences that capitalise on
consumer-driven, disruptive market innovation.
10 startups moved to Portland for
3 months to collaborate with Nike.
With access to Nike+, the FuelBand,
and 300 mentors, the startups built
offers to help people live more active
lives and showcased them to investors
and partners at demo days.
5. Innovation experiments
We run over 100 experiments at any given point.
We test about 1% of our user base on any given platform at any given time.
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The future is here.
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The future is…
The future is positive.
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The future is…
The future is collaborative.
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The future is…
The future is full of new stuff made useful.
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The future is…
…we just need to get organised.
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The future is…
A final thought
We live in a world where we can do anything…it’s no longer ‘can’ we do it, but ‘should’ we do it?
– Dr. Jonathan Reichental, CIO City of Palo Alto
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See you in the future
Richard CurtisChief Executive OfficerFutureBrand
[email protected]@radarblur
How to organise for innovation | 2 December 2014 | © FutureBrand