Future brand innovation

Tomorrow
comes today
How to organise for innovation
2 December 2014

The world
is not
changing.
How to organise for innovation | 2 December 2014 | © FutureBrand 2

The world
has already
changed.

Planet & People

Corporations & Customers

Humans & Robots

1. Business models today
Travel accommodation
without owning
any hotel rooms
Taxi companies
without owning
any taxis
Banking services
without owning
any banks

2. New social values
From
I don’t want to
talk to a machine
To
I don’t want to
talk to a person

2. New social values
…unless the
person looks
like a machine

3. Time redefined
Dramatic reduction
in company lifespan
A billion-dollar
industry born
6 years ago
Increase in average
number of careers
Life starts all
over again at 55
11+ job in our
working lives
(and likely
multiple careers)

Years ago,
change took
time…

The future is
already here.

A cautionary tale
Too late,
too slow
to change.

What keeps
you awake
at night?

What do you
dream about?

The future
is positive.

Creativity is
in the eye of
the beholder.

What is innovation?
New stuff
made useful

All innovation is not created equal

Innovation is not…
1. Eureka!
2. Lone genius
3. Big budgets

1
2
3
4
5
6
7
8
9
10
10 most
innovative
companies
10 biggest
R&D spenders

10 most
innovative
companies
10 biggest
R&D spenders

All things big and small
$

We’re a bunch of ideas….
we never throw an idea away
because you never know when
someone else will need it.
More than 80 per cent of 3M’s patents have more than one inventor.

Workers with the most
patents often shared lunch
or breakfast with a Bell Labs
electrical engineer named
Harry Nyquist.

The future is
collaborative.

There is no right answer.
Only the one we come up
with together.

How do we organise ourselves today?

Routine vs. Innovation

Routine vs. Innovation
Drive out variance
See old things in old ways
Replicate the past
Comfortable
Make money now
Enhance variance
See old things in new ways
Break from the past
Uncomfortable
Make money later

Imagineers
or,
Cast members

The innovation gap
44% companies
globally said there
was alignment
between innovation
and culture.
Only 14% in Australia.

1. Innovation initiatives

2. Innovation skills
Distribution
Operations
Viticulture
Marketing
Finance
Sales
Think Creative
Leadership Lab
We teach them the
mindset, toolset and
skillset to release their
own creative potential
and also help them to
infuse that creativity
within their teams.
HR

3. Innovation crowds
Innocentive + experts SeeClickFix + communities
IdeaStorm + customers
PatientsLikeMe + patients

4. Innovation engines
FutureWorks is P&G's global
Entrepreneurial Engine.
Create, incubate, and scale transformational
new business models, new categories,
and service experiences that capitalise on
consumer-driven, disruptive market innovation.
10 startups moved to Portland for
3 months to collaborate with Nike.
With access to Nike+, the FuelBand,
and 300 mentors, the startups built
offers to help people live more active
lives and showcased them to investors
and partners at demo days.

5. Innovation experiments
We run over
100 experiments
at any given point.
We test about 1%
of our user base on
any given platform
at any given time.

The future is…
The future
is here.

The future is…
The future
is positive.

The future is…
The future
is collaborative.

The future is…
The future
is full of
new stuff
made useful.

The future is…
…we just
need to get
organised.

A final thought
We live in a world where we can
do anything…it’s no longer ‘can’
we do it, but ‘should’ we do it?
– Dr. Jonathan Reichental, CIO City of Palo Alto

See you in
the future
Richard Curtis
Chief Executive Officer
FutureBrand
rcurtis@futurebrand.com
@radarblur
How to organise for innovation | 2 December 2014 | © FutureBrand

Future brand innovation

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