the 7 habits of marketing innovation ... inspired by leonardo da vinci
DESCRIPTION
Keynote at Marketing Expo 2011, London, organised by UTalkMarketing. Who are the most innovative marketers? What drives innovation? What should marketers do different?TRANSCRIPT
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
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Touch genius
works
Provoke
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IDEAS
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Bilbao
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Unusual genius
works
Surprise
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Impact
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Volume
West
Big
Business
Mass
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Volume
West
Big
Business
Mass
Value
East
Small
Consumer
Niche
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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
genius works
genius works
GAME CHANGING
GAME CHANGING
genius works
GAME CHANGING
genius works
GAME CHANGING
genius works
GAME CHANGING
genius works
GAME CHANGING genius
works
GAME CHANGING
genius works
GAME CHANGING
genius works
GAME CHANGING genius
works
GAME CHANGING
genius works
GAME CHANGING
genius works
genius works
genius works
3: Ideas and Innovation
1: Apple to Zappos 2: Futures and Fusions
4: Brands and Marketing
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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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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FRAMING IDEAS
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3: Ideas and Innovation
1: Apple to Zappos 2: Futures and Fusions
4: Brands and Marketing
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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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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
3: Ideas and Innovation
1: Apple to Zappos 2: Futures and Fusions
4: Brands and Marketing
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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
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works
Uncertainty
Price spikes
Inflation Fear
Debt
Discontent
Protectionism
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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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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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3: Ideas and Innovation
1: Apple to Zappos 2: Futures and Fusions
4: Brands and Marketing
genius works
theGeniusWorks.com 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
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Email [email protected]
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inno.lab… the accelerated innovation
process, to stretch your thinking, focus
your action, and inspire your people