Government Marketing & Communications Conference Surfers Paradise - 2 September 2010

1. Reason meets Imagination
The Truth Behind Successful Innovation
Government Marketing & Communications Conference
Surfers Paradise - 2 September 2010
Growth Solutions Group
Market Strategy
Research Level 11. 99 Queen Street T. +61 3 9670 4700
Brand & Communication Melbourne. Victoria 3000. Australia W. www.gsg.com.au
This document is not to be copied without permission

2. “The world’s private and public sector leaders believe
that a rapid escalation of ‘complexity’ is the biggest
challenge confronting them. They expect it to continue,
indeed, to accelerate in the coming years
They are equally clear that their enterprises today are
not equipped to cope effectively with this complexity in
the global environment
Finally, they identify ‘creativity’ as the single most
important leadership competency for enterprises
seeking a path through this complexity”
IBM Global Study 2010: Capitalizing on Complexity
1500 CEO face-to-face interviews—60 countries, 33 industries.
2

3. 4 Parts to Today’s Discussion
1
2
3
4
3

4. 4 Parts to Today’s Discussion
1 Government Context
2
3
4
3

5. 4 Parts to Today’s Discussion
1 Government Context
2 The Government Challenge
3
4
3

6. 4 Parts to Today’s Discussion
1 Government Context
2 The Government Challenge
3 The Truth Behind Successful Innovation
4
3

7. 4 Parts to Today’s Discussion
1 Government Context
2 The Government Challenge
3 The Truth Behind Successful Innovation
4 A Way Forward
3

8. A New Imperative
4

9. What is Innovation in a Government Context?
5

10. What is Innovation in a Government Context?
A definition…
5

11. What is Innovation in a Government Context?
A definition…
“Generation and application of
new ideas for the improved
benefit of the community”
5

12. What is Innovation in a Government Context?
A definition…
“Generation and application of
new ideas for the improved
benefit of the community”
Areas of focus for government innovation…
5

13. What is Innovation in a Government Context?
A definition…
“Generation and application of
new ideas for the improved
benefit of the community”
Areas of focus for government innovation…
1. Policy development & social reform
2. New government services
• Extension of current services
• Improved efficiency and effectiveness of
services
• Improved productivity or cost reduction
5

14. What is Driving Innovation in Government?
Key Drivers
6

15. What is Driving Innovation in Government?
Key Drivers
! Citizens demanding more
responsive and new
services
6

16. What is Driving Innovation in Government?
Key Drivers
! Citizens demanding more
responsive and new
services
! Drive for more efficient
use of limited public
sector resources
6

17. What is Driving Innovation in Government?
Key Drivers
! Citizens demanding more
responsive and new
services
! Drive for more efficient
use of limited public
sector resources
! Operating environment
increasing in complexity
6

18. What is Driving Innovation in Government?
Key Drivers Consequences
! Citizens demanding
more responsive and Increased public
new services service accountability
! Drive for more efficient More & more focus on
use of limited public the Citizen first
sector resources
Innovative capability &
culture in the public
! Operating environment sector
increasing in complexity
7

19. The Government Challenge – A Reality Check
8

20. The Government Challenge – A Reality Check
Good news, innovation + Latent asset in the front line of
is on the national Government
agenda + Recognition that innovation is a driver
of economic growth
+ Review and research into innovation
8

21. The Government Challenge – A Reality Check
Good news, innovation + Latent asset in the front line of
is on the national Government
agenda + Recognition that innovation is a driver
of economic growth
+ Review and research into innovation
− Cultural/structure/skills
…but significant
− Risk average political environment
− Hierarchical/Silos/Layers of Government
barriers exist to making
− Rules, regulations and accountability it happen throughout
− Entrepreneurial mandate & skills whole of Government
− Lack of a ‘burning bridge’
8

22. The Government Challenge – Changing Expectations
9

23. The Government Challenge – Changing Expectations
The big question for Government Marketing & Communications:
10

24. The Government Challenge – Changing Expectations
The big question for Government Marketing & Communications:
What role and response can
you take drive success in terms
of innovation?
10

25. The Government Challenge – Changing Expectations
How?
11

26. The Government Challenge – Changing Expectations
How?
Bring the voice of the citizen into the
innovation pathway through
co-creation
The best ideas from the best (or more) people
11

27. The real benefits in Innovating Through Co-creation
1. The citizen is at the centre of creating the innovation
2. Links all the relevant stakeholders
3. Breaks down the ‘silos’
4. Establishing the right environment for creative thinking
5. Focuses the innovation on a clear purpose
6. Ensures the right level of sponsorship
7. Ensures key stakeholders are engaged and have a stake on
delivering the outcome
8. Bias for action – Thought through how to sort, prioritise,
implement
12

28. The Truth Behind Successful Innovation
Key Characteristics
MINDS
GSG RIGHT
13

29. The Truth Behind Successful Innovation
Key Characteristics
• Understanding the opportunity &
Right Context needs of the community
DEFINE
MINDS
GSG RIGHT
13

30. The Truth Behind Successful Innovation
Key Characteristics
• Understanding the opportunity &
Right Context needs of the community
DEFINE
MINDS
• Having a clear purpose / issue to
Right Question address
ASK
GSG RIGHT
13

31. The Truth Behind Successful Innovation
Key Characteristics
• Understanding the opportunity &
Right Context needs of the community
DEFINE
MINDS
• Having a clear purpose / issue to
Right Question address
ASK
GSG RIGHT
• Engaging the best people to help co-
Right People create the right outcome
ENGAGE
13

32. The Truth Behind Successful Innovation
Key Characteristics
• Understanding the opportunity &
Right Context needs of the community
DEFINE
MINDS
• Having a clear purpose / issue to
Right Question address
ASK
GSG RIGHT
• Engaging the best people to help co-
Right People create the right outcome
ENGAGE
• Inspire, engage & reward ongoing
Right Approach involvement of key stakeholders
MANAGE
13

33. The Truth Behind Successful Innovation
Key Characteristics
Right Context
MINDS
Right Question
GSG RIGHT
Right People
Right Approach
14

34. The Truth Behind Successful Innovation
Key Characteristics
Current Situation Analysis
Right Context
Identify desired outcome
MINDS
Right Question
Identify key decision makers
GSG RIGHT
Right People Understand the decision making criteria
Determine the constraints to solution
Right Approach development
14

35. The Way Forward
Key Characteristics
Right Context
?
MINDS
Right Question The right question that we need
to ask to solve this challenge.
GSG RIGHT
Right People A clear statement of purpose &
defines the territory for
innovation
Right Approach
Provides focus
15

36. 1% Rule
16

37. 1% Rule
167,113 of Amazon’s book reviews were
contributed by just a few “top-100!
reviewers.
Over 50% of all the Wikipedia edits are
done by just .7% of the users - 524
people.
In December 20, 2007 on the MSDN
Community site, 1866 edits out of 10851
total edits were made by the top five
contributors (three of whom are Microsoft
employees). That percentage is slightly
above one percent at 1.72%.
Just 0.16% of all visitors to YouTube
upload videos to it
0.2% of visitors to Flickr upload photos.
16

38. The Way Forward
Key Characteristics
Right Context
MINDS
Right Question
GSG RIGHT
Right People
Right Approach
17

39. The Way Forward
Key Characteristics
Right Context
MINDS
Right Question
GSG RIGHT
Right People
Who do you need to work with solve
the challenge?
What perspective and knowledge can
Right Approach they bring to the co-creation process?
17

40. The Design Choices – WHO?
Types of Co-creation
18

41. The Design Choices – WHO?
Types of Co-creation
Right Minds
Experts
Focus on skills & knowledge
Highly specific problem solving
Speed matters
High quality input
Very selective
18

42. The Design Choices – WHO?
Types of Co-creation
Coalition of
Right Minds Parties
Experts
Focus on skills & knowledge Each group brings something
Highly specific problem solving different to the process
Speed matters Collaboration within and
High quality input across groups
Very selective Knowledge sharing
Same or different roles
18

43. The Design Choices – WHO?
Types of Co-creation
Let the people
Coalition of
speak
Right Minds Parties
Like minded
Experts community
Focus on skills & knowledge Each group brings something Open to anyone
Highly specific problem solving different to the process Online approach works best
Speed matters Collaboration within and High volume of input
High quality input across groups Time consuming
Very selective Knowledge sharing Heavy filtering process
Same or different roles 1% factor
18

44. The Way Forward
Key Characteristics
Right Context
MINDS
Right Question
GSG RIGHT
Right People
Right Approach
19

45. The Way Forward
Key Characteristics
Right Context Creating the right conditions
to allow innovation through
co-creation to flourish and
succeed.
MINDS
Right Question
It’s not the process (that
GSG RIGHT
depends on the need/project)
Right People but rather the principles to
guide the way of collaborating
Right Approach
19

46. Right Approach: Some Key Principles
Look forward not back
Everybody an expert
MINDS
Nothing is ever created without Passion
GSG RIGHT
A sense of purpose essential for involvement
The Power of a few vs the common denominator of mass
Willing to lose some control to the power of the idea
20

47. The Way Forward
The Right Approach
21

48. The Way Forward
The Right Approach
Connect
To enable
creation of
ideas
21

49. The Way Forward
The Right Approach
Connect
To enable
creation of
ideas
Inspire
A reason to
believe
21

50. The Way Forward
The Right Approach
Connect
To enable
creation of
ideas
Inspire
A reason to
believe
Frame
Clearly articulate
the purpose &
constraints
21

51. The Way Forward
The Right Approach
Connect
To enable
creation of
ideas
Inspire
A reason to
believe
Frame
Clearly articulate
Share the purpose &
constraints
Facilitate
knowledge
exchange
21

52. The Way Forward
The Right Approach
Connect
To enable
creation of
ideas
Inspire
A reason to
believe
Frame
Learn
Clearly articulate
To create
the purpose &
efficiencies in Share
constraints
the future Facilitate
knowledge
exchange
21

53. The Way Forward
The Right Approach
Connect
To enable
creation of
ideas
Reward Inspire
Give something
A reason to
back to
believe
collaborators
Frame
Learn
Clearly articulate
To create
the purpose &
efficiencies in Share
constraints
the future Facilitate
knowledge
exchange
21

54. The Way Forward
The Right Approach
Commit Connect
To ongoing To enable
development creation of
ideas
Reward Inspire
Give something
A reason to
back to
believe
collaborators
Frame
Learn
Clearly articulate
To create
the purpose &
efficiencies in Share
constraints
the future Facilitate
knowledge
exchange
21

55. DHS – Emergency Departments
22

56. DHS – Emergency Departments
NEEDS
Clinical
• Assessment
• Treatment
• Discharge/handover
Logistical
• Parking
• Decent place to sit
• Telephone
• Food
• Drink
• Toilets
• Distraction/
entertainment
Rational
• Knowledge/ clear
expectations
Emotional
• Reassurance
• Compassion
23

57. DHS – Emergency Departments
FEELINGS NEEDS
Clinical
Fear • Assessment
• Treatment
• Discharge/handover
Logistical
Anxiety
• Parking
• Decent place to sit
• Telephone
• Food
Confusion • Drink
• Toilets
• Distraction/
entertainment
Boredom
Rational
• Knowledge/ clear
expectations
Frustration Emotional
• Reassurance
• Compassion
23

58. DHS – Emergency Departments
FEELINGS NEEDS
Clinical
Fear • Assessment
• Treatment
• Discharge/handover
Logistical
Anxiety
• Parking
• Decent place to sit
• Telephone
• Food
Confusion • Drink
• Toilets
• Distraction/
entertainment
Boredom
Rational
Reassurance • Knowledge/ clear
expectations
Frustration Emotional
• Reassurance
• Compassion
23

59. DHS – Emergency Departments
FEELINGS NEEDS
Clinical
Fear • Assessment
• Treatment
• Discharge/handover
Logistical
Anxiety
• Parking
• Decent place to sit
• Telephone
• Food
Confusion • Drink
• Toilets
• Distraction/
entertainment
Boredom
Rational
Knowledge Reassurance • Knowledge/ clear
expectations
Frustration Emotional
• Reassurance
• Compassion
23

60. DHS – Emergency Departments
FEELINGS NEEDS
Clinical
Fear • Assessment
• Treatment
• Discharge/handover
Logistical
Anxiety
• Parking
• Decent place to sit
• Telephone
• Food
Confusion • Drink
• Toilets
• Distraction/
entertainment
Boredom
Rational
Knowledge Reassurance • Knowledge/ clear
expectations
Frustration Emotional
• Reassurance
Control • Compassion
23

61. DHS – Emergency Departments
24

62. DHS – Emergency Departments
25

63. Some Tips and Traps...
26

64. Some Tips and Traps...
! Don’t start if you can’t action - Right level Sponsorship is critical
26

65. Some Tips and Traps...
! Don’t start if you can’t action - Right level Sponsorship is critical
! Begin with the End in Mind – Design of Process – Think it though
26

66. Some Tips and Traps...
! Don’t start if you can’t action - Right level Sponsorship is critical
! Begin with the End in Mind – Design of Process – Think it though
! Be clear what you want from others -ideas or Input from others
26

67. Some Tips and Traps...
! Don’t start if you can’t action - Right level Sponsorship is critical
! Begin with the End in Mind – Design of Process – Think it though
! Be clear what you want from others -ideas or Input from others
! The 1% rule – who Is best to participate?
26

68. Some Tips and Traps...
! Don’t start if you can’t action - Right level Sponsorship is critical
! Begin with the End in Mind – Design of Process – Think it though
! Be clear what you want from others -ideas or Input from others
! The 1% rule – who Is best to participate?
! With asking comes responsibility to act
26

69. Some Tips and Traps...
! Don’t start if you can’t action - Right level Sponsorship is critical
! Begin with the End in Mind – Design of Process – Think it though
! Be clear what you want from others -ideas or Input from others
! The 1% rule – who Is best to participate?
! With asking comes responsibility to act
! Let go but stay in the middle
26

70. Some Tips and Traps...
! Don’t start if you can’t action - Right level Sponsorship is critical
! Begin with the End in Mind – Design of Process – Think it though
! Be clear what you want from others -ideas or Input from others
! The 1% rule – who Is best to participate?
! With asking comes responsibility to act
! Let go but stay in the middle
! Manage expectations - when does co-creation stop?
26

71. In Summary ...
27

72. In Summary ...
1. Innovation now an expectation
27

73. In Summary ...
1. Innovation now an expectation
2. Overcoming Government constraints not easy
27

74. In Summary ...
1. Innovation now an expectation
2. Overcoming Government constraints not easy
3. Champions of ‘the Citizen’ and ‘stakeholders’ are best placed to lead
a new way
27

75. In Summary ...
1. Innovation now an expectation
2. Overcoming Government constraints not easy
3. Champions of ‘the Citizen’ and ‘stakeholders’ are best placed to lead
a new way
4. Co-creation has many benefits (and some traps)
27

76. In Summary ...
1. Innovation now an expectation
2. Overcoming Government constraints not easy
3. Champions of ‘the Citizen’ and ‘stakeholders’ are best placed to lead
a new way
4. Co-creation has many benefits (and some traps)
• Benefits are best ideas for better outcomes with wider ownership
of what needs to happen and a confidence to make it happen
27

77. In Summary ...
1. Innovation now an expectation
2. Overcoming Government constraints not easy
3. Champions of ‘the Citizen’ and ‘stakeholders’ are best placed to lead
a new way
4. Co-creation has many benefits (and some traps)
• Benefits are best ideas for better outcomes with wider ownership
of what needs to happen and a confidence to make it happen
• the necessary ingredients for true change
27

78. In Summary ...
1. Innovation now an expectation
2. Overcoming Government constraints not easy
3. Champions of ‘the Citizen’ and ‘stakeholders’ are best placed to lead
a new way
4. Co-creation has many benefits (and some traps)
• Benefits are best ideas for better outcomes with wider ownership
of what needs to happen and a confidence to make it happen
• the necessary ingredients for true change
5. Successful innovation requires a new disciplined approach to
creativity
27

79. In Summary ...
1. Innovation now an expectation
2. Overcoming Government constraints not easy
3. Champions of ‘the Citizen’ and ‘stakeholders’ are best placed to lead
a new way
4. Co-creation has many benefits (and some traps)
• Benefits are best ideas for better outcomes with wider ownership
of what needs to happen and a confidence to make it happen
• the necessary ingredients for true change
5. Successful innovation requires a new disciplined approach to
creativity
6. You are well positioned to lead
27

80. In Summary ...
1. Innovation now an expectation
2. Overcoming Government constraints not easy
3. Champions of ‘the Citizen’ and ‘stakeholders’ are best placed to lead
a new way
4. Co-creation has many benefits (and some traps)
• Benefits are best ideas for better outcomes with wider ownership
of what needs to happen and a confidence to make it happen
• the necessary ingredients for true change
5. Successful innovation requires a new disciplined approach to
creativity
6. You are well positioned to lead
RIGHT MINDS TO RIGHT PROBLEM FOR RIGHT OUTCOME
27

81. Reason meets Imagination
Thank you.
Growth Solutions Group
Market Strategy
Research Level 11. 99 Queen Street T. +61 3 9670 4700
Brand & Communication Melbourne. Victoria 3000. Australia W. www.gsg.com.au
This document is not to be copied without permission