1. “…the business enterprise has two –
and only these two – basic functions:
marketing and innovation. Marketing
and innovation produce results; all the
rest are costs.”
- Peter Drucker

2. Hult International Business School
Strategic Innovation
Thomas Hall

3. http://brandworksglobal.com/

4. Radar Golf
Place a tiny electronic tag inside
golf balls to make them easy to find
4

5. Radar Golf
 Would you fund/launch this venture?
 What questions would you ask?
5

6. Assess Strength of…
New Venture Team
Opportunity
Industry
Business Model

7. Why Bother Innovating?

8. Extend Your Business

9. Take Customers Away
Classic Study - Involves a Coffee Cup
 What pay to buy the cup?
$ 3.12
 What would you sell yours for?
$ 7.12
NET: Promise a BENEFIT advantage
that is DOUBLE the Competition

10. Intense Interest
High
Purchase
Probability
8
7
6
5
4
3
2
Low
1
0
0
1
Not at all
2
3
4
5
6
New & Different
7
8
Very
9

11. What Strategy Has Highest Margin?

12. Higher Margin

13. What Makes a Great Idea?

14. 3. Dramatic Difference
3. PROFIT
1. PROMISE
1. Overt Benefit
2. PRODUCT
(or Service)
2. Real Reason to Believe
14

15. Example - New Automobile Suspension
System
Feature
Benefit
- Dynamic Control
- Reduced Roll Over Risk
- RD 20 Wheel stiffness
- Improved Ride Comfort

16. Example of Numeric Benefit
“Cut Cold Sore
Healing Time
In Half”

17. Specific & Numeric

18. BE REAL
Tell the TRUTH &
do what you promise.

19. Common Sense

20. Expert Testimonial

21. Pedigree
15 Years Old
Exclusively Matured In
Sherry Oak Casks

22. Demonstration - Visualization

23. Sensory Feedback

24. What a Guarantee!

25. Dramatically Different
(Harvard Business Review)
370%
Greater chance of profitable
success for ideas that are
Extremely/Very Unique

26. How Many Ideas Do We Need?

27. 3,000 raw ideas result in
300 written up resulting in
125 projects resulting in
17 project development efforts
1.7 projects introduced
For 1.0 success...
.03% Success Rate

28. Where do we find innovative ideas?
28

31. What is Possible?
31

32. I cdnuolt blveiee that I cluod aulaclty
uesdnatnrd what I was rdanieg. The
phaonmneal pweor of the hmuan mnid
Aoccdrnig to rscheearch at Cmabrigde
Uinervtisy, it deosn't mttaer in what oredr the
ltteers in a word are, the olny iprmoatnt
tihng is that the first and last ltteer be in the
rghit pclae. The rset can be a taotl mses and
you can still raed it wouthit a porbelm. This
is bcuseae the huamn mnid deos not raed
ervey lteter by istlef, but the word as
a wlohe.. Amzanig huh?
32

33. Creativity
Edward De Bono




Western thinking
Lateral thinking
PO (Provocative Operation)
Six Hats
33

34. Creativity
Howard Gardner
 get infant-like
 three conditions
- expertise
- relevant domain
- backed by experts
34

35. 35

36. Clones create Clones
What do you see when you
see a rose?
Beauty
Beauty
Beauty
36

37. Diversity at Work!
What do you see when you
see a rose?
Beauty
Vitamin
C Tea
Rose Water
Tango
37

38. How do you create a diverse environment?

39. HBDI
New Brain Research
http://live.wsj.com/video/what-is-your-cognitive-mode/61C1C2E3-248C-425F-999E-DBB23690C869.html?KEYWORDS=new+brain+research#!61C1C2E3-248C-425F-999E-DBB23690C869

40. Why do you need stimulus?

41. Where To Go On Vacation?

42. Related Stimulus

43. Unrelated Stimulus

44. Where can we find stimulus?

45. Traditional Ways…
Trends
Insights
Market
45

46. A Fourth Way…
Reapplying Technologies from
One Category to Another

48. Create the next new
dramatically different
Golf idea

49. Golf Stimulus
Trends
 Big data - All knowing
 Social media - Mobile
 Sustainability - Societal
 Consumer Power - Connected
Technology
 Bluetooth strip on neck
 Memory implants
 Temporary Social Media
 Prenatal DNA Sequencing
Insights
 I play to forget my troubles
 I like to play with my women’s group
 I want to drive longer than my friends
 I want to win the bet, even 1 Euro
Market
 Non golf revenue at clubs growing
 Spa and full restaurants at 19th hole
 +18 % increase in golf holes played
 Golf & poker days, ‘bogo’

50. Borrowed Brilliance




Fedex
Ben and Jerry’s
Hult Intl Bus School
Emirates Airlines




General Electric
Sachin ‘Little Master’
Boston Red Sox
United Nations

51. Golf Stimulus
Trends
 Big data - All knowing
 Social media - Mobile
 Sustainability - Societal
 Consumer Power - Connected
Technology
 Bluetooth strip on neck
 Memory implants
 Temporary Social Media
 Prenatal DNA Sequencing
Insights
 I play to forget my troubles
 I like to play with my women’s group
 I want to drive longer than my friends
 I want to win the bet, even 1 Euro
Market
 Non golf revenue at clubs growing
 Spa and full restaurants at 19th hole
 +18 % increase in golf holes played
 Golf & poker days, ‘bogo’

52. PO – Lateral Thinking





Change the normal order
Break a category ‘law”
Reapply a new technology
Eliminate a critical function
Exaggerate a positive

53. Golf Stimulus
Trends
 Big data - All knowing
 Social media - Mobile
 Sustainability - Societal
 Consumer Power - Connected
Technology
 Bluetooth strip on neck
 Memory implants
 Temporary Social Media
 Prenatal DNA Sequencing
Insights
 I play to forget my troubles
 I like to play with my women’s group
 I want to drive longer than my friends
 I want to win the bet, even 1 Euro
Market
 Non golf revenue at clubs growing
 Spa and full restaurants at 19th hole
 +18 % increase in golf holes played
 Golf & poker days, ‘bogo’

54. Create the next new
dramatically different
Golf idea

55. How Does an Idea Become
an Opportunity?