wwm innovation

Innovates

principles tools combined
minds
™ Chauncey Zalkin 2010-2011
All Rights Reserved. Do not use without permission.
www.whatwomenmake.com

principles


A decade of ethnography, brand strategy, and insights for businesses large and small

+ evolving principles
take into account new factors

There is no longer one point of contact.
One ‘single idea’ that makes a brand.

Crowd-creation
Real products Peer
In the marketplace Dialogue
Behaving ways you
can’t determine

Single idea no
longer enough
to drive a
brand.


Super-users Thought Leaders Early Adopters

Buzz words to describe those that set trends or influence others.


Works great for communication that flows

from top to bottom
In situations where there is a hierarchy of influence


Ongoing Conversations
We live in a world of stories. Stories are what
lead to community. Community is sustainable
business.

Conversation Core Truths

Deeper Revelations Marketplace Relevance


We live in a socially networked world of
stories where crowd-sourcing, peer-to-peer
and a web of loyalties have disturbed
hierarchies of influence


Expanded Ethnography

tools


Sterile
Cold
Artificial


Observation


And participation


Entering the natural habitat


adapting to surroundings


Immersing Yourself


Gaining insider information


Exploring emerging and unmet needs


What I say
What I do


Find out how people live with existing
products


You never know what you will learn.


Test developing theory


Revise as you go


A brand
alone is not
a sustainable
business
model.


Innovation

New Product Development
/
Mining Business Opportunity


The world is changing so rapidly


Innovation is a seed sown through

exchanges.

An idea builds, transforms, spreads.


What I didn’t know I needed


Involve the Makers

combined
minds

Makers


Cultural Insights from ethnography focused on
potential target
+
Design Thinking from ethnography focused on
designers, makers, engineers
+
Years blogging, moving from culture to
culture, senior brand strategy in ad agencies
=
Robust, Innovative Products, Services,
Processes, Brands and Stories

Stop straddling the fence and merge know-
how from the research for brands and
advertising with NPD


How it works
ethnography Client
Discover: workshops
Explore Question
Internally and
Challenge:
Externally. Are we
Brief on
asking the right
business
Deﬁne: question. Are we open
challenge
Hypothesis (possible ways we to solving the problem
can work with client npd or brand) in various ways? Start

Select Panel of
Designers / Engineers / Makers

Engage,
Foster
Community,
Involve
Inno t
vate T es Deﬁne Path
Forward


WWM
• Connect with consumers
• Connect with Design Professionals
• Mediate the conversation
• Steward Solutions, Creative Ideas,
Implementation


wwm innovation

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