The 7 Habits of Marketing Innovation ... Inspired by Leonardo da Vinci

The 7 Habits of

Marketing Innovation

Peter Fisk

inspired by

Leonardo da Vinci

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3: Ideas and Innovation

1: Apple to Zappos 2: Futures and Fusions

4: Brands and Marketing

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Gaga

theGeniusWorks.com genius works

Touch genius

works

Provoke


IDEAS


Bilbao


Unusual genius

works

Surprise


Impact


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Volume

West

Big

Business

Mass


Volume

West

Big

Business

Mass

Value

East

Small

Consumer

Niche


VUCA WORLD

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Volatile

Uncertain

Complex

Ambiguous

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Vibrant

UnREAL

Crazy

Astounding

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WORLD CHANGING

GAME CHANGING genius

works

GAME CHANGING

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genius works

GAME CHANGING

GAME CHANGING

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works

GAME CHANGING

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works

GAME CHANGING

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genius works

Leonardo DA Vinci

Artist, botanist, sculptor, anatomist,

poet, musician, fool, scientist,

designer, engineer … genius

works

“Curiosita” ... to be curious and observant 1

Searching for better answers

Questioning and hypothesising

Exploring margins not mainstream genius

works

“Connesionz” ... to see the bigger picture 2

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Connecting the unconnected

Fusing ideas from parallel worlds

Expressing ideas in pictures

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“Senasazione” ... to sense and describe 3

Observing things more deeply

Considering new perspectives

Creating new language

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“Sfumato” ... to resolve the paradox 4

Thriving on ambiguity

Creating depth and contrast

Solving unarticulated problems

“Arte Scienza” ... to balance and combine 5

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Thinking bigger

Combining logic and intuition

Redefining the boundaries

“Dimostragone” ... to try new things 6

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Acting courageously

Experimenting and prototyping

Do what nobody has done before

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“Corporalita” ... to be fresh and alive 7

Enlightened and imaginative mind

Exploring unusual places

Living life to the full

Future

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Future back

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FUSION

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Fusing CONCEPTs

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Fusing CONCEPTs

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FRAMING

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FRAMING IDEAS

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genius works

E7 Nations Women

Cities

Boomers GRIN

Water Healthcare

EDUCATION

Rental

Future WORLD

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Future back

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Future back

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Customer World genius

works

Outside in

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theGeniusWorks.com

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genius works

Outside in

Customer energy

Enablers

Enabling people to do more

Essentials

Delivering what is expected

Energisers

Surprising people memorably

“Needs”

“Wants”

“Aspirations”

“Must Dos”

“Differentiators”

“Distinguishers”

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Customer energy

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Customer energy

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Customer co-creation

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co-creation

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co-creation

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co-creation

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Total business

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TOTAL BUSINESS

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Accelerating Innovation

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Accelerating Innovation

MANAGING INnovation

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lego

2

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MANAGING INnovation genius

works

Ideas Insight Explore Stretch Focus

Evolve Deliver Launch Define Develop Evaluate Shape Fuse Create Frame

Evolve Deliver Launch Define Develop

Outputs include:

1. Opportunity maps

2. Future scenarios

3. Parallel worlds

4. Customer insights

5. Ideas generation

Outputs include:

1. Context framing

2. Disruptive creation

3. Idea fusion

4. Evolutionary design

5. Concept evaluation

Outputs include:

1. Accelerated delivery

2. Value propositions

3. High impact entry

4. Delivery horizons

5. Managing the vortex




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Here’s to tHe crazy ones ...

The misfits. The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They're not fond of rules.

And they have no respect for the status quo.

You can praise them, disagree with them,

quote them, disbelieve them,

glorify or vilify them.

About the only thing you can't do is

ignore them.

Because they change things.

“Times of turbulence are the most

exciting times ... because

everything changes”

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works

GE born in a

recession

1876

HP born in a

recession

1929

born in a

recession

1975

MTV born in a

recession

1981

born in a

recession

2001

iPod

Microsoft

theGeniusWorks.com genius

works

Uncertainty

Price spikes

Inflation Fear

Debt

Discontent

Protectionism

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Market leaders have bigger ambitions

Future back, fusing ideas, framing concepts

Visionaries. Border crossers. Game changers

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PROMOTION

Customers

BRANDS

PRODUCTS

PRICE

RELATIONSHIPS

PLACE

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PROMOTION

Customers

BRANDS

PRODUCTS

PRICE

Engagement

Participants

Ideas

ENABLERS

Context

RELATIONSHIPS

PLACE

COMMUNITIES

PARTNERS

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genius works

genius works

1. Stop being average

2. Stop pushing

3. Stop trying to be big

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4. Brands about people

5. Brands frame bigger ideas

6. Brands beyond logos

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7. Connect people

8. Enable people

9. Inspire people

10. Be the visionaries

11. Be the crazy ones

12. Be the change

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genius works

Here’s to tHe crazy ones ...

The misfits. The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They're not fond of rules.

And they have no respect for the status quo.

You can praise them, disagree with them,

quote them, disbelieve them,

glorify or vilify them.

About the only thing you can't do is

ignore them.

Because they change things.

They invent. They imagine. They heal.

They explore. They create. They inspire.

They push the human race forward.

Maybe they have to be crazy.

How else can you stare at an empty canvas

and see a work of art?

Or sit in silence and hear a song that's never been written?

Or gaze at a red planet and see a laboratory on wheels?

While some see them as the crazy ones,

we see genius.

Because the people who are crazy enough to think

they can change the world,

are the ones who do.

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“Make history” genius

works

“Be disruptive ... to make the

world a better place”

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“Put a ding in the universe”

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Creative Genius … the essential innovation

guide for market visionaries, border crossers

and game changers … by Peter Fisk

New ideas, downloads, blog and videos

www.theGeniusWorks.com

Email [email protected]

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inno.lab… the accelerated innovation

process, to stretch your thinking, focus

your action, and inspire your people

The 7 Habits of Marketing Innovation ... Inspired by Leonardo da Vinci

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