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

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  Keynote at Marketing Expo 2011, London, organised by UTalkMarketing. Who are the most innovative marketers? What drives innovation? What should marketers do different?
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  • 1. The 7 Habits of Marketing Innovation inspired by Leonardo da Vincigenius Peter Fisk works
  • 2. 1: Apple to Zappos 2: Futures and Fusions 3: Ideas and Innovation 4: Brands and Marketinggenius works
  • 3. Gagagenius theGeniusWorks.com works
  • 4. genius Touch works
  • 5. Provokegenius theGeniusWorks.com works
  • 6. IDEASgenius theGeniusWorks.com works
  • 7. Bilbaogenius theGeniusWorks.com works
  • 8. genius works Unusual
  • 9. Surprisegenius theGeniusWorks.com works
  • 10. Impactgenius theGeniusWorks.com works
  • 11. genius works
  • 12. genius works
  • 13. West Big Business Mass Volumegenius theGeniusWorks.com works
  • 14. West East Big Small Business Consumer Mass Niche Volume Valuegenius theGeniusWorks.com works
  • 15. VUCA WORLDgenius works
  • 16. Volatile Uncertain Complex Ambiguousgenius works
  • 17. Vibrant UnREAL Crazy Astoundinggenius works
  • 18. WORLD CHANGING GAME CHANGINGgenius works
  • 19. GAME CHANGINGgenius works
  • 20. GAME CHANGINGgenius works
  • 21. GAME CHANGINGgenius works
  • 22. GAME CHANGINGgenius works
  • 23. GAME CHANGINGgenius works
  • 24. GAME CHANGINGgenius works
  • 25. GAME CHANGINGgenius works
  • 26. GAME CHANGINGgenius works
  • 27. GAME CHANGINGgenius works
  • 28. GAME CHANGINGgenius works
  • 29. GAME CHANGINGgenius works
  • 30. GAME CHANGINGgenius works
  • 31. genius works
  • 32. genius works
  • 33. 1: Apple to Zappos 2: Futures and Fusions 3: Ideas and Innovation 4: Brands and Marketinggenius works
  • 34. Leonardo DA Vinci Artist, botanist, sculptor, anatomist, poet, musician, fool, scientist,genius designer, engineer … works
  • 35. “Curiosita” ... to be curious and observant 1 Searching for better answers Questioning and hypothesisinggenius Exploring margins not mainstream works
  • 36. “Connesionz” ... to see the bigger picture 2 Connecting the unconnected Fusing ideas from parallel worldsgenius Expressing ideas in pictures works
  • 37. “Senasazione” ... to sense and describe 3 Observing things more deeply Considering new perspectivesgenius Creating new language works
  • 38. “Sfumato” ... to resolve the paradox 4 Thriving on ambiguity Creating depth and contrastgenius Solving unarticulated problems works
  • 39. “Arte Scienza” ... to balance and combine 5 Thinking bigger Combining logic and intuitiongenius Redefining the boundaries works
  • 40. “Dimostragone” ... to try new things 6 Acting courageously Experimenting and prototypinggenius Do what nobody has done before works
  • 41. “Corporalita” ... to be fresh and alive 7 Enlightened and imaginative mind Exploring unusual placesgenius Living life to the full works
  • 42. Futuregenius works
  • 43. Future backgenius works
  • 44. Future backgenius works
  • 45. FUSIONgenius works
  • 46. Fusing CONCEPTsgenius theGeniusWorks.com works
  • 47. Fusing CONCEPTsgenius works
  • 48. FRAMINGgenius works
  • 49. FRAMING IDEASgenius theGeniusWorks.com works
  • 50. FRAMING IDEASgenius theGeniusWorks.com works
  • 51. 1: Apple to Zappos 2: Futures and Fusions 3: Ideas and Innovation 4: Brands and Marketinggenius works
  • 52. E7 Nations Women EDUCATION WaterHealthcare Cities GRIN Rental Boomers
  • 53. Future WORLDgenius works
  • 54. Future back theGeniusWorks.com
  • 55. Future backgenius works
  • 56. Customer Worldgenius works
  • 57. Outside in theGeniusWorks.com
  • 58. theGeniusWorks.comgenius works
  • 59. Outside ingenius works
  • 60. Customer energy Energisers“Aspirations” “Distinguishers” Surprising people memorably Enablers “Wants” “Differentiators” Enabling people to do more Essentials “Needs” “Must Dos” Delivering what is expected theGeniusWorks.com
  • 61. Customer energygenius works
  • 62. Customer energygenius theGeniusWorks.com works
  • 63. Customer co-creation theGeniusWorks.com
  • 64. co-creationgenius theGeniusWorks.com works
  • 65. co-creationgenius works
  • 66. co-creationgenius theGeniusWorks.com works
  • 67. Total business theGeniusWorks.com
  • 68. TOTAL BUSINESSgenius works
  • 69. theGeniusWorks.com
  • 70. Accelerating Innovation theGeniusWorks.com
  • 71. Accelerating InnovationtheGeniusWorks.com
  • 72. MANAGING INnovation theGeniusWorks.com
  • 73. 2 lego MANAGING INnovationgenius theGeniusWorks.com works
  • 74. Focus Stretch Explore Insight IdeasOutputs include: 1. Opportunity maps 2. Future scenarios 3. Parallel worlds 4. Customer insights 5. Ideas generation Develop Frame Create Define Launch Fuse Deliver Shape Evaluate Evolve Outputs include: 1. Context framing 2. Disruptive creation 3. Idea fusion 4. Evolutionary design 5. Concept evaluation Develop Define Launch Deliver Evolve Outputs include: 1. Accelerated delivery 2. Value propositions 3. High impact entry 4. Delivery horizons 5. Managing the vortex
  • 75. 1: Apple to Zappos 2: Futures and Fusions 3: Ideas and Innovation 4: Brands and Marketinggenius works
  • 76. Here’s to tHe crazy ones ... “Times of turbulence are the mostThe misfits. The rebels.The troublemakers. exciting times ... becauseThe round pegs in the square holes.The ones who see things differently. everything changes”Theyre 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 cant do isignore them.Because they change things. theGeniusWorks.comgenius works
  • 77. iPod born in a recession 2001 MTV born in a recession 1981 Microsoft born in a recession 1975 HP born in a recession GE born in a 1929 recession 1876 theGeniusWorks.comgenius works
  • 78. Fear Inflation Debt Discontent Price spikes ProtectionismUncertaintygenius works
  • 79. Fear Inflation Debt Discontent Price spikes ProtectionismUncertaintygenius works
  • 80. Market leaders have bigger ambitions Future back, fusing ideas, framing conceptsVisionaries. Border crossers. Game changersgenius works
  • 81. Customers BRANDS PRODUCTS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com
  • 82. Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION Engagement PLACE PARTNERSRELATIONSHIPS COMMUNITIES theGeniusWorks.com
  • 83. genius works
  • 84. genius works
  • 85. genius works
  • 86. 1. Stop being average 2. Stop pushing 3. Stop trying to be biggenius works
  • 87. 4. Brands about people 5. Brands frame bigger ideas 6. Brands beyond logosgenius works
  • 88. 7. Connect people 8. Enable people 9. Inspire peoplegenius works
  • 89. 10. Be the visionaries 11. Be the crazy ones 12. Be the changegenius works
  • 90. 1: Apple to Zappos 2: Futures and Fusions 3: Ideas and Innovation 4: Brands and Marketinggenius works
  • 91. genius theGeniusWorks.com works
  • 92. 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.Theyre not fond of rules.And they have no respect for the status quo. They invent. They imagine. They heal. They explore. They create. They inspire.You can praise them, disagree with them, They push the human race forward.quote them, disbelieve them,glorify or vilify them. Maybe they have to be crazy. How else can you stare at an empty canvasAbout the only thing you cant do is and see a work of art?ignore them.Because they change things. Or sit in silence and hear a song thats 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,genius are the ones who do. works
  • 93. “Make history”genius works
  • 94. “Be disruptive ... to make the world a better place”genius works
  • 95. “Put a ding in the universe”genius works
  • 96. New ideas, downloads, blog and videos www.theGeniusWorks.com Email peterfisk@peterfisk.com Creative Genius … the essential innovation guide for market visionaries, border crossers and game changers … by Peter Fisk inno.lab… the accelerated innovation process, to stretch your thinking, focus your action, and inspire your peoplegenius works
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