Tag Archives: innovation

Great Interview with PepsiCo Director of Foresight

ManojFenelon1Check out this interview with Manoj Fenelon of PepsiCo. He has a cool title and lots of interesting things to say. He and I agree that the future of business is about value being created – it’s about more than ownership of products, it’s about ideas and advocacy more than advertising and bottom line.

He covers a few interesting topics:

  • He puts forth a great analogy of “seeds & soil” – it’s not just about have the great ideas but the organizational capability and fortitude to nurture them to bring them to life
  • The strengths and weaknesses of systems and the power of the status quo
  • The lack of empathy in some corporate circles (read my entry on how to gain empathy)
  • The strength of the soul of a brand. Here is an insightful quote:

“As I say, there’s a growing realization that passion comes from a sense of being in the same movement as the people who are running the brand”

Beautiful Use of Augmented Reality by BMW

Maybelline Digital Signage Campaign

Maybelline NY new interactive campaign is very experiential and connects shoppers from around the globe. It combines digital out of home, social media & real-time video. Maybelline’s campaign invited Russian female citizens to submit three photos of themselves using a dedicated Facebook app. The photos are turned into a short personal video that’s featured on one of Clear Channel’s billboards in Times Square for a chance to win a trip to New York. Passersby in Times Square are invited to vote for their favorite contestant on Maybelline’s website. The person with the most votes wins. In addition to broadcasting the campaign live in Times Square, participants based in Russia are able to track what was happening on the billboard live 24/7 through a livestream video.

Maybelline NY – Win New York at a Glance campaign (3) from Vlad Sitnikov on Vimeo.

The Peep Show Returns to New York’s Times Square Using Interactive Digital Signage

Clever campaign that plays well to the context of the audience.

“Daffy’s advertising campaign shows consumers what an 80% off discount really looks like. To demonstrate it they combined vivacious, scantily clad models with interactive digital signage. Pedestrians start the Peep Show by placing the palm of their hand on a motion sensor connected to the street-level window display. The digital curtain rises and the fun begins, revealing what they look like with only 20% of their clothing left on. Yes folks, the striptease is back (in Times Square)!” Read full article.

Nike Fuel Band

A friend of mine, works for Blue Cross, recently mentioned that one vector of digital healthcare evolution is going to be what the industry calls…. “the quantified self.” Looks like Nike—whose stock reached an all time high yesterday, leading up to this morning’s announcement—jumped on with Nike Fuel. It is the trend toward value I wrote about in this post last year.

Why Borders went Bankrupt…

Not delivering a great customer experience will probably mean that you will not succeed in the long run. However, delivering a great customer experience is not enough to keep you in business.

Borders Books was #1 on Forrester’s list of online book sellers but better than that Borders was rated by Forrester as having the best customer experience in any industry – right before it went bankrupt.

Why? It didn’t have anything to do with merits of a great customer experience. One of the issues was they didn’t stay on top of the evolving needs of their customer’s as they shifted their behavior to digital consumption. They didn’t grasp the significance of the internet as a way to deliver their product, not just sell it. They continued to execute on their value proposition of having the largest selection of inventory but they failed to shift to deliver it through the channel preferred by the customer. They failed to keep an eye on their customer’s evolving needs and continued to work on perfecting a dying model.

They aren’t the first to miss a major transition point. Sears sold its catalog business in 1993, Jeff Bezos founded Amazon in 1994. They had the perfect delivery system to be able to take over the eCommerce space. Read more here “Why Borders Failed While Barnes & Noble Survived

UN Creative Economy Report 2010

This UN Creative Economy report builds on the earlier analysis of its predecessor, with new and improved data, showing how creativity, knowledge, culture, and technology can be drivers of job creation, innovation, and social inclusion. It suggests that world trade in creative goods and services remainedrelativelyrobustatatimewhenoverall levels of international trade fell. It analyzes the rapid growth in the creative economy sectors across the South and the growing share of creative sector trade which is coming from the South. By exploring the factors behind this growth and the potential for further expansion of the sector the report provides useful input into the ongoing policy debate on feasible development options.

Watch out PowerPoint…

Amazing animation used by Hans Rosling as he examines the correlation between income growth and life expectancy in 200 countries over the last 200 hundred years.

Creative Use of Augmented Reality in Jewelry Buying

Boucheron, Tissot, and Ace Jewelers enable people to try on jewels virtually on their website through a retail tool called Holition. Customers print out a paper version of say a ring, put it on their finger and point it at the webcam. Once the product has popped up on the screen you can change the size, color or model, and then the real magical experience begins. You can move around the room and the virtual piece of jewellery or watch will follow you, wrapping round your body perfectly and mimicking reality. If there are bright lights in the room then the diamonds will twinkle, if you step into a dark patch the watch face will appear darker and all watches tell the real time by linking to the clock on the computer.

Chief executive Jonathan Chippindale of Holition talks about how 3D can boost sales by 85 percent and says that soon the question won’t be why, but why aren’t companies using it.

Boucheron IPhone App

In May 2010 Tissot created an augmented reality window display where people were handed a branded paper “watch” called a TIP ON by holding it up to the window could view themselves wearing a Tissot watch.
– 10,000 people tried it over the 2 weeks
– Counter sales up 85%
– 600% more press coverage than prior PR campaign.
– Could also try at home on the computer.

Connected Creatives: Leveraging Open Innovation Models to Tap Into the Creative Cluster

The Creative Economy is driving the need for a greater inclusion of people who have the ability to facilitate creative thinking and who have a passion around design (entrepreneurs, designers, innovators). There’s a belief that the innovation process needs to move from a linear progression of systematic research to one of non-linear thinking and rapid prototyping. The new economy is forcing a change in the way we come up with ideas and is requiring new tools to develop, collaborate and adapt those ideas.

These new models of collaboration and innovation are enabling changes the dynamics of organizations and how next-generation leaders are looking at making it happen in their teams. Requiring them to look at how they access talent (open innovation) and the way their employees work (technology platforms) and to the policies necessary to create the right environment.

There is a lot of conversation around how to tap in to the creative cluster: leveraging the power of crowd sourcing and collective intelligence. We have seen the trend of leveraging communities for sourcing and sharing ideas and the benefits of a two way dialog with consumers (see this deck that summarizes the benefits realized by Dell, Starbucks and RadioShack)

However, tapping in to the creative community to help drive innovation is a bit different than these examples. It’s about getting creative people together not just about the generation of ideas but to think about solving problems and figuring out how to execute them. You can come up with lots of good ideas through these communities, all of them sound really cool, but if we never do any of them or they don’t deliver business results what does it matter?

The need to be more innovative and think ahead of their customer’s needs, has organizations considering open innovation: stimulating thinking by bringing in people from the outside (vendors, customers, partners, consultants, agencies and even customers) in the form of creative sessions, moving beyond the idea submissions stage to inclusion throughout the development process.

This need to change the way we execute is creating a demand for new technology platforms that connect individuals in different physical spaces: enabling greater diversity, greater ease in getting together (less travel) and therefore the ability to work in a more inclusive and iterative fashion. My colleagues in Cisco’s IBSG have developed a new way for groups to work together called the Active Collaboration Room. Imagine being able to bring together different agencies and consultants from across the globe to innovate around your next marketing campaign or product development. People can join from the connected rooms or dial in through WebEx (video conference on their desktop).

There are new models of open innovation emerging like the 5M Project in San Francisco which is a physical space that has a mix of for-profit and non-profit companies that believe that they will increase the diversity of thoughts by being co-located. Accelerating serendipitous opportunities for collaboration across disciplines. It is also exploring a models where organizations can tap in to the “creative cluster” that has formed there through the use of the remote technologies mentioned above.

We do need to be careful that we consider how we tap in to the creative cluster. Let’s figure out a model that won’t take advantage of the designers. Create mutually beneficial scenarios. It doesn’t have to be monetary compensation. Threadless as an example where people submit their designs for the thrill of seeing them on a t-shirt. There are instances where Designers will want to be part of the process because they want to contribute or feel a part of something even if money is being made as a result. In that case it’s about wanting to belong. But that will only go so far.

Dialog with Gensler: Virtual Retail-ity

I participated in a small event at Gensler last week. Great idea on their part to have these types of events where the invite partners and staff to speak on a topic that is top of mind for their customers.

About 20 customers attended in person at the Gensler office and 100+ people watched the live streaming broadcast. Here is a link to the recording of the session. My preso is about 20 minutes in and I participated in the Q&A which starts about 40 minutes in.

Broadcasting the Event at Gensler

3 Critical Elements of Customer Experience Innovation

Most companies invest in innovation but rarely get the benefit they’re hoping for – this is because they tend lack 3 important things:
1) A mechanism for executing that goes across functional boundaries, enabling business leads and designers to work together
2) Cultural willingness to go through the process – embracing new ideas that don’t yet have well defined rules…
3) And techniques like prototyping to test ideas – reducing risk and enabling advancements in predictable and measureable ways

Intersection of Retail and Technology Create Compelling Customer Experiences

Surface Table at Rio iBar

Harrah’s Entertainment has Microsoft Surface tables in their IBar at the Rio, offering a variety of customized games and “flirting” apps that can be used between tables. Customer’s can also use a custom cocktail application that lets them mix their own drinks and then order them remotely or send them to other people in the bar. The flirting app let’s you view other tables through a video cam and send in-bar instant messaging. Games including pinball and bowling.

Promotional video

Short video made a by a guest showing the “Flirt” Application that let’s you send messages to other tables.