This first half of a presentation to young advertising professionals seeking an overview on product innovation, innovators dilemma and the role of marketing in the innovation process.

1. INNOVATION IS
GETTING OTHERS
TO DO YOUR JOB
{AND OTHER THOUGHTS FROM A NON-CZAR}
AD CLUB OF NY ‘INNOVATION CZAR’ SESSION | NOV 2013 | @SANEEL | #FINCH15

2. EVER NOTICE
INNOVATION
IS ALWAYS DEFINED
DIFFERENTLY?

3. “
IT KINDA MAKES
RUNNING AN
INNOVATION COMPANY
HARD

4. WE CREATE
REVENUE GENERATING
DIGITAL BUSINESSES
FOR MATURE BRANDS

5. MORE
SIMPLY

6. MORE
SIMPLY
REVENUE
GENERATION
BRAND
BUILDING

7. CAN’T WE ALL JUST
GOOGLE
IT?

8. T H E D E F I N I T I O N
in•no•va•tion ¦ inə vā sh ən¦
noun
the introduction of
something new.
Merriam-Webster

9. T H E D E F I N I T I O N
in•no•va•tion ¦ inə vā sh ən¦
noun
the introduction of
something new {and relevant}.
Merriam-Webster-Radia

10. “
NEW AND
RELEVANT
IS REALLY
HARD
- ANY ORGANIZATIONAL LEADER

11. @edwardboches:
@CLAYCHRISTENSEN
Chief Innovation Officer, Mullen
ACTUAL INNOVATION
Opening minds.
Inspiring change.
Creating unexpected
connections.
Dissecting cool stuff +
re-applying. Sharing.
Experimenting.
CZAR
WHY DO
SUCCESSFUL
COMPANIES
FAIL?

12. @RISHADT
CHAIRMAN, DIGITAS / LBI / RAZORFISH
THE
FUTURE
COMES
FROM THE
SLIME

13. NEW &
RELEVANT IS
EASIER FOR
THOSE OUTSIDE
YOUR COMPANY

14. NEW &
RELEVANT IS
EASIER FOR
THOSE OUTSIDE
YOUR COMPANY
(says the guy who googled his job)

15. SOMETHING THIS
VALUABLE MUST
BE EARNED
FROM CUSTOMERS

16. EARNING VALUE FROM
CUSTOMERS MEANS
BENEFITING
FROM MORE THAN JUST A
TRANSACTION

17. craigslist
EARNING VALUE (NOT MEDIA)
FROM CUSTOMERS IS
THE ESTABLISHED INNOVATION
MODEL OF WEB COMPANIES

18. INNOVATION
GETS A LOT EASIER
WHEN YOUR
CUSTOMERS
DO IT FOR YOU

19. INNOVATION
GETS A LOT EASIER
WHEN YOUR
CUSTOMERS
DO IT WITH YOU
(that’s collaboration)

20. COLLABORATION
LANDSCAPE

21. CROWDSOURCING
GROUP
ACHIEVEMENT
CO-CREATION

22. CROWDSOURCING
DELL IDEA
STORM
MY
STARBUCKS
REDDIT IDEA
CONNECT
+
DEVELOP
GROUP
ACHIEVEMENT
CO-CREATION

23. CROWDSOURCING
DELL IDEA
STORM
MY
STARBUCKS
REDDIT IDEA
CONNECT
+
DEVELOP
GROUP
ACHIEVEMENT
AMAZON
STUDIOS
KICKSTARTER
GROUPON
PEPSI
REFRESH
CO-CREATION

24. CROWDSOURCING
DELL IDEA
STORM
MY
STARBUCKS
REDDIT IDEA
CONNECT
+
DEVELOP
GROUP
ACHIEVEMENT
AMAZON
STUDIOS
KICKSTARTER
GROUPON
PEPSI
REFRESH
CO-CREATION
LEGO
CUUSOO LOCAL
MOTORS
PUZZLE
CLUBHOUSE GE
WINK

25. + CONTROL
CROWDSOURCING
DELL IDEA
STORM
MY
STARBUCKS
REDDIT IDEA
CONNECT
+
DEVELOP
GROUP
ACHIEVEMENT
AMAZON
STUDIOS
KICKSTARTER
GROUPON
PEPSI
REFRESH
CO-CREATION
LEGO
CUUSOO LOCAL
MOTORS
PUZZLE
CLUBHOUSE GE
WINK

26. + CONTROL
CROWDSOURCING
GROUP
ACHIEVEMENT
CO-CREATION
+ COLLABORATION

27. HOW DO COMPANIES EARN
VALUE FROM THEIR
CUSTOMERS?
{AND BAKE IN MARKETING}

28. THEY MAKE THEM
PART OF A
LOVING COMMUNITY

29. THEY MAKE THEM
PART OF A
LOVING COMMUNITY
WITH HIGH EXPECTATIONS

30. THEY MAKE THEM
PART OF A
LOVING COMMUNITY

31. THEY MAKE THEM
PART OF A
LOVING COMMUNITY
AND A HIGHER PURPOSE

32. THEY GIVE AWAY
STUFF CUSTOMERS FIND
HIGHLY VALUABLE

33. THEY GIVE AWAY
STUFF CUSTOMERS FIND
HIGHLY VALUABLE

34. THEY GIVE AWAY
STUFF CUSTOMERS FIND
HIGHLY VALUABLE
EVEN IF THEY DON’T

35. THEY GIVE AWAY
STUFF CUSTOMERS FIND
HIGHLY VALUABLE

36. THEY GIVE AWAY
STUFF CUSTOMERS FIND
HIGHLY VALUABLE
INCLUDING “HIERARCHY”

37. OR THEY JUST
DON’T TELL THEM

38. OR THEY JUST
DON’T TELL THEM
BECAUSE IT WAS EASY

39. OR THEY JUST
DON’T TELL THEM

40. OR THEY JUST
DON’T TELL THEM
BECAUSE THEY’RE SHINY

41. EARNING VALUE

42. EARNING VALUE
CONVERTS
INNOVATION
INTO
MARKETING

43. MARKETING
CAN LEAD TO
EARNING VALUE
AND DRIVE
INNOVATION

44. MARKETING
CAN LEAD TO
EARNING VALUE
AND DRIVE
INNOVATION
{THIS IS OUR NEXT THESIS}

45. {BREAK}
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FINCH15.COM
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