This document discusses innovation and marketing through the lens of 6x6 matrices. It introduces six lenses each for innovation (education, optimization, empowerment, connection, expression, entertainment) and marketing (culture, relationships, reflexes, context, immersion, function). The key points are: 1) Innovation generates value for audiences while marketing captures audiences and their value. 2) Using the 6x6 lenses can help analyze opportunities at the intersection of innovation and marketing. 3) Effective strategies require both innovation and marketing, not focusing solely on one or the other.

1. 6 X 6 LENSES ON
INNOVATION AND MARKETING
SAMI VIITAMAKI, HAVAS WORLDWIDE NYC
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2. Win a Prize!
2

3. The Question:
How much data do YOU consume Per Day?
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4. 4

5. 3.6 Zettabytes
Nationally
5

6. 6

7. 7

8. 8

9. 11.2 Terabytes
Per Citizen
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10. 10

11. information meaning
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12. What does this mean?

13. 13

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15. 15

16. What does
this mean?
• Artificial Intelligence
• Immortality
• Aliens
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17. What does this mean
for my business?

18. The Fourth
Revolution
• Agricultural Age
• Industrial Age
• Information Age
• Experience Age
18

19. “Because the purpose of business is to create a
customer, the business enterprise has two–and
only two–basic functions: marketing and
innovation. Marketing and innovation produce
results; all the rest are costs.”
- Peter Drucker
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20. Innovation =
Generate value for your audience
Marketing =
Capture your audience and its value

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22. 22

23. MarketingInnovation

24. 6 Innovation Lenses

25. Six
Innovation
Lenses
• Education
• Optimization
• Empowerment
• Connection
• Expression
• Entertainment
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26. Six
Innovation
Lenses
•Education
• Optimization
• Empowerment
• Connection
• Expression
• Entertainment
26

27. 27

28. Six
Innovation
Lenses
• Education
•Optimization
• Empowerment
• Connection
• Expression
• Entertainment
28

29. 29

30. Six
Innovation
Lenses
• Education
• Optimization
•Empowerment
• Connection
• Expression
• Entertainment
30

31. 31

32. Six
Innovation
Lenses
• Education
• Optimization
• Empowerment
•Connection
• Expression
• Entertainment
32

33. 33

34. Six
Innovation
Lenses
• Education
• Optimization
• Empowerment
• Connection
•Expression
• Entertainment
34

35. 35

36. Six
Innovation
Lenses
• Education
• Optimization
• Empowerment
• Connection
• Expression
•Entertainment
36

37. 37

38. 6 Marketing Lenses

39. Six
Marketing
Lenses
• Culture
• Relationships
• Reflexes
• Context
• Immersion
• Function
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40. Six
Marketing
Lenses
•Culture
• Relationships
• Reflexes
• Context
• Immersion
• Function
40

41. 41

42. Six
Marketing
Lenses
• Culture
•Relationships
• Reflexes
• Context
• Immersion
• Function
42

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44. 44

45. 45

46. 46

47. Six
Marketing
Lenses
• Culture
• Relationships
•Reflexes
• Context
• Immersion
• Function
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48. 48

49. 49

50. #breaking
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53. 53

54. 54

55. Six
Marketing
Lenses
• Culture
• Relationships
• Reflexes
•Context
• Immersion
• Function
55

56. 56

57. Six
Marketing
Lenses
• Culture
• Relationships
• Reflexes
• Context
•Immersion
• Function
57

58. 58

59. Six
Marketing
Lenses
• Culture
• Relationships
• Reflexes
• Context
• Immersion
•Function
59

60. 60

61. Not Innovation OR Marketing
But Innovation AND Marketing
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62. 6 x 6 Lenses
Utility DelightEducation Optimization Empowerment EntertainmentExpressionConnection

63. 6 x 6 Lenses
Utility DelightEducation Optimization Empowerment EntertainmentExpressionConnection
People
Technology
Function
Immersion
Context
Culture
Relationships
Reflexes

64. “All models are wrong,
but some are useful.”
– George E.P. Box
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65. information meaning
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67. GET IN TOUCH
67
6 X 6 LENSES ON
INNOVATION AND MARKETING
Sami.Viitamaki@havasww.com
Executive Director of Digital