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AGILE CREATIVITYAGILE CREATIVITYAGILE EDGE SEMINAR – LONDON, MARCH 2ND 2010
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Mark Lewis
Digital strategy &
concept development
twitter.com/mmark
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THE DAYS OF
’PLAN YOUR WORK
AND WORK YOUR AND WORK YOUR
PLAN’ ARE GONE.
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ARE YOU DOING
THE RIGHT THINGS
OR DOING OR DOING
THE THINGS
RIGHT?
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”MARKETS WIN OVER COMMAND & CONTROL, NOT
BECAUSE OF THEIR EFFICIENCY AT RESSOURCE
ALLOCATION IN EQUILIBRIUM, BUT BECAUSE OF
THEIR EFFECTIVENESS AT INNOVATION IN
DISEQUILIBRIUM.”
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Industrial management
Value from similarity
Seek valuable consistency
Strive for predictability
Avoid surprises
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Innovative management
Value from difference
Seek valuable inconsistency
Avoid predictability
Surprise and delight
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REPLICATE OR
RECONCEIVE
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EMBRACE
UNCERTAINTY
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AGILE CONCEPT
DEVELOPMENT
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Analysis Ideation
Strategy
SortingConcept
definition
Design +
Production
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1. ANALYSIS
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CHANCE FAVOURS
THE PREPARED
MINDMIND
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STRATEGIC
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MARKET RELATED
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USERS
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TRENDS &
DRIVERS
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COMMUNICATION
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TECHNOLOGY
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Analysis Ideation
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GOALS
CHALLENGES
USERSUSERS
TRENDS &
DRIVERS
OPENINGS
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2. IDEATION
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VARIATION AND
SELECTIVE
RETENTIONRETENTION
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IDEA
DEVELOPMENT
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3. SORTING IT OUT
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EVALUATION
MATRIX
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QUALITATIVE
MEASUREMENT
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C22
Help Heaven
Differentiation
Strategic fit
C2
Facilitated
UGC
C24
Dashboard
C3
3D Browsing
C18
My area
C11
Wizard
builder
C6
RatingsC20
Manutan’s
Little Helper
C8
Product
comparison
C5
Virtual
Spreads
C13
Product level
interaction
Differentiation
C12
Designer’s
Remix C10
USP: Product
range
C16
USP: Quick
delivery
C9
USP: Happy
to help
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Complexity
Strategic fit
C2
Facilitated
UGC
C24
Dashboard
C3
3D Browsing
C18
My area
C6
Ratings
C5
Virtual
Spreads
C13
Product level
interaction
C20
C22
C11C8
Complexity
C9
C16
C12
C10
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IDEA EVALUATION
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4. DEFINING THE
CONCEPT
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CONCEPT DEFINED
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Agile creativity
Individuals and interactions
Emergence
Iterative structure
Customer collaboration
Responding to changeResponding to change
Getting things wrong a lot
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THANK YOU