market makers dilemma: make what they want, or make what they need?
DESCRIPTION
Is Innovation Qualitative or Quantitative, or Intuitive?TRANSCRIPT
"Make What They Want or… Make What They Need?
Ronny Haraldsvik SVP/CMO, SpiderCloud Wireless m:1-831-224-5043 @haraldsvik
Market-Makers’ Dilemma
Presentation to “Consumer Behavior & Research”, MBA Class (Spring ‘13) – Prof. S.C. Thota
Guest Lecture, April 3, 2013
Market-Makers’ Dilemma Make What They Want or Make What They Need?
§ From 1984 to 2020 in 90-minutes or less…
§ But first, some marketing context
Sun Tzu 722–481 BC
Niccolò Machiavelli 1469-1527
What Do They Have in Common?
Abraham Maslow 1908-1970
Is Innovation Qualitative or Quantitative?
§ 1984 - “The Computer for the Rest of Us”
Who Won, Who Lost?
January 22, 1984 § 1997 - “Think Different”
Human Motivation Drives Innovation
Abraham Maslow - "A Theory of Human Motivation” 1943
Needs vs Want in Context
Need vs Want: Consumer
Name a Famous Person Who Loves Jelly Belly Jelly Beans…
Need vs Want: Social I
Did You Need This in 1928?
Need vs Want: Consumer/Business
Who Wins, Who Loses?
Need vs Want: Fixed Networks
When to Build a Category?
Need vs Want: Mobile Networks
When is Disruptive Good for an Entire Industry?
Need vs Want: Social II
Do We Need an iPhone or Facebook?
Timing is Everything
When is “Too Early”?
Are Innovators Rule Breakers?
Why?
…is the Most Powerful Question in Marketing!
The Rules of Engagements
The 20-80% Rule is in Effect… ….as often as the 80/20% Rule, but look out for the New 10/90% Rule …and the 90/10% Rule. For 2020 - The 1% Rule Impacts 99%
The Mobile-Social 24/365 Reality
Name an Innovator (Under 25) Who is Now a Recognized Success
Consumerized Anywhere access to Localized information via Cloud-based networks that are Uniformly customized and Tailored by time and state of mind to deliver Targeted information & Applications
CALCUTTA
Products & Services Tailored to Time and Location Based on
Multiple Personalities
Is this What You Want?
What’s Next?
Sensory Products & Services
See – Hear – Smell Taste - Touch
Human Sensory Perceptions Drive Commercial Decisions
How Do You Research 2020?
Name An Example of a Human Motivator in 2020
The Innovation Dilemma
Name an Example of Great Innovation Products or Services Because…
Qualitative Research
Quantitative Research
Intuition
The Power of Intuition
“…the acquisition of information by means external to the basic limiting assumptions of science, such as that organisms can only receive information from the past to the present” “Extrasensory perception (ESP) involves reception of information not gained through the recognized physical senses but sensed with the mind” (trans-temporal operation as precognition or Retro Cognition) - Duke University psychologist J. B. Rhine
Source
Gut instinct and/or ESP (aka the 6th sense)
Name a Product or Service You Created (in your mind) Before it Was Introduced By Someone Else
When Do You Make What They Want vs
What They Need?
Qualitative, Quantitative or Intuition?
Ronny Haraldsvik SVP/CMO SpiderCloud Wireless m:1-831-224-5043 @haraldsvik