INNOVATION&

COLLABORATION POP 535: DIGITAL PRODUCT CREATION

02/19/2011@SANEEL

INNOVATORS LOVE USING

QUOTES(so I thought I’d embrace the cliche to set things up)

T A L K A B O U T ANYTHING R E L A T I N G T O INNOVATION

STEVE PECK, digital genius

T H E B R I E F

THE FIRST ONE FIRED IN BAD TIMES IS THE GUY WITH INNOVATION IN HIS TITLE

D I S C L A I M E R : P A R T O N E

AD INDUSTRY ADAGE

D I S C L A I M E R : P A R T T W O

AT THE INTERSECTION OF COLLABORATION & INNOVATION

MAY JUST LIE THE FUTURE OF AD AGENCIES

T H E B E L I E F

WISHFUL THINKING

in•no•va•tion |ˌinəˈvā sh ən| noun

the introduction of something new.

T H E D E F I N I T I O N

Merriam-Webster

C O M E S FROM THE

T H E R E A S O N

FUTURETHE

RISHAD TOBACCOWALA, Chief Innovation Officer, VivaKi

SLIME

N E W I S

HARDANY ORGANIZATIONAL LEADER THINKING ABOUT INNOVATION

S O M E T H I N G

REALLY

T H E C H A L L E N G E

NEW IS EASY FOR THOSE OUTSIDE YOUR COMPANY

(that’s where collaboration comes in)

T H E O P P O R T U N I T Y

COLLABORATIONLANDSCAPE

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

DELL IDEASTORM MY

STARBUCKSIDEADIGG

CONNECT+

DEVELOP

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

DELL IDEASTORM MY

STARBUCKSIDEADIGG

CONNECT+

DEVELOP

WoW DARKPORTAL

GROUPONKICK-

STARTERPEPSI

REFRESH

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

DELL IDEASTORM MY

STARBUCKSIDEADIGG

CONNECT+

DEVELOP

WoW DARKPORTAL

GROUPONKICK-

STARTERPEPSI

REFRESH

LEGOCUUSOO LOCAL

MOTORSWORD-PRESS DEW-

MOCRACY

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

DELL IDEASTORM MY

STARBUCKSIDEADIGG

CONNECT+

DEVELOP

WoW DARKPORTAL

GROUPONKICK-

STARTERPEPSI

REFRESH

LEGOCUUSOO LOCAL

MOTORSWORD-PRESS DEW-

MOCRACY

+ CONTROL

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

DELL IDEASTORM MY

STARBUCKSIDEADIGG

CONNECT+

DEVELOP

WoW DARKPORTAL

GROUPONKICK-

STARTERPEPSI

REFRESH

LEGOCUUSOO LOCAL

MOTORSWORD-PRESS DEW-

MOCRACY

+ CONTROL

+ COLLABORATION

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

LEGOCUUSOO LOCAL

MOTORSWORD-PRESS DEW-

MOCRACY

+ CONTROL

+ COLLABORATION

WHEREAGENCIES

AREFOCUSED

WHERE THE BIGGER AGENCY

OPPORTUNITY MAY BE

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

+ CONTROL

+ COLLABORATION

WHEREAGENCIES

AREFOCUSED

GROUPACHIEVEMENT CO-CREATIONCROWD-

SOURCING

+ CONTROL

+ COLLABORATION

COMMUNI-CATION

SOLUTIONS

PLATFORM /COMMUNITYSOLUTIONS

D I G I TA LPRODUCTCREATION

WILL LIKELY BE THE FIRST FORAY INTO CO-CREATION AT AGENCIES

DIGITAL PRODUCT CREATION WILL LIKELY BE THE FIRST

FORAY INTO CO-CREATION AT AGENCIES

WHY CO-CREATION IS BECOMING INCREASINGLY

IMPORTANT TO CLIENTS

CONSUMERS USURP PRODUCTS WITHOUT INVITATION ANYWAY

COLLABORATIVE CONSUMPTION IS MAKING

PRODUCT SERVICE SYSTEMS A MORE COMMON BUSINESS MODEL(in which consumers demand control)

SOON THE DIFFICULTY OF

CONSUMER OR INDUSTRY

RESEARCH WILL OUTWEIGH THE

DIFFICULTY OF CO-CREATION

CREATING VALUE FROM EARNING CUSTOMER EFFORT

WILL BE THE MOST DISRUPTIVE FORCE

IN BUSINESS OVER THE NEXT FEW YEARS

craigslist

PLATFORMS MAKE APPEALING BUSINESS MODELS EVEN FOR THOSE THAT NEVER SAW THEMSELVES THAT WAY

PLATFORMS MAKE APPEALING BUSINESS MODELS EVEN FOR THOSE THAT NEVER SAW THEMSELVES THAT WAY

“You don’t wantyour phone to be an open platform”2007

WHY DIGITAL PRODUCT CREATION IS AN APPEALING

TYPE OF AGENCY INNOVATION

AGENCIES ALREADY HAVE PERMISSION TO

IDEATE HERE

DIGITAL PRODUCT CREATION REQUIRES

TALENT THAT IS AT ODDS

WITH CORPORATE

CULTURE DARRELL WHITELAW, founder MIR

AGENCY REVENUE CAN STILL COME FROM CLIENT

MARKETING EXPENSES

(unlike core product creation)

IT’S AN OPPORTUNITY TO SERVE AS A

PARTNER INSTEAD OF A

VENDOR TO CLIENTS

(betacup was going to happen anyway)

DIGITAL PRODUCT CREATION WILL LIKELY BE THE FIRST

FORAY INTO CO-CREATION AT AGENCIES

C L I E N T S D O I N G MORE CO-CREATION

AGENCIES MAKINGDIGITAL PRODUCTS

INCREASING EASE WITH WHICH TO C O L L A B O R A T E OVER CODE & UX

++ =

YOU& MESTAYING

EMPLOYED*

DIGITAL PRODUCT CREATION WILL LIKELY BE THE FIRST

FORAY INTO CO-CREATION AT AGENCIES

C L I E N T S D O I N G MORE CO-CREATION

AGENCIES MAKINGDIGITAL PRODUCTS

INCREASING EASE WITH WHICH TO C O L L A B O R A T E OVER CODE & UX

++ =

YOU& MESTAYING

EMPLOYED*

*SEE EARLIER DISCLAIMER ABOUT WISHFUL THINKING

THANKS

(for listening... and fulfilling my pipe dream of the future)