How to be successful at innovation when so many product launches fail - or where products even fail to get launched? The key is to de-risk ideation and the best way I know to do this is to ensure ideas intercept future consumer demand through a trends approach. Find our how to run a trends-based creative process
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1. Risk-proofedInnovation Improving the hit rate of Product
Innovation
2. Innovation is hotThese days, innovation is near the top of
every executive agenda
3. Innovation is hard....but few businesses do innovation
well
4. Starting with goodideas There are many reasons why
innovations MAY fail ....culture, process, strategy, execution BUT
INNOVATION WILL ALWAYS FAIL IF THE IDEAS ARE NOT GOOD ENOUGH
5. 101 approaches There are many ways to stimulate ideation
(from TRIZ to regressing to childhood)
6. Trends: riskproofing Using consumer Trends as a catalyst for
ideation is THE BEST APPROACH I KNOW1. Trends give neutral space
away from company politics 2. Trends are a dynamic way to kick
start creativity 3. Trends are future facing by definition: there
is a higher probability that products will intercept future
consumer demand
7. Creative processusing Trends Filter of RelevantBusiness
Briefing Trends Trends Creativity Capture of ideation Building
business Workshop(s) outputs case for top ideas Selection of Build
workshop Brainstorm Group process & content
8. Who shouldparticipate?Several considerations:- number never
more than 10- seniority a mix including young turks (but need to
avoid people who will dominate due to rank)- gender - male and
female- departmental as necessary but want people who think across
the business (not in silos)- HQ - often important to bring in
people from field operations & customer facing- creatives free
thinkers and communicators (but without a political agenda)
9. Who works likethis?Futures Coaching works with many Blue
Chip companies running ideation processes using Trends as the
jumping off point
10. Successful ideas Virgin Atlantic used the Trends process to
identify 10 keyconsumer dynamics across its customer journey in
airports Following ideation, the result was radical changes to its
airport Clubhouses (eg. the Cowshed spa) A number of prestigeous
awards followed....
11. Open for business If your brand needs any of the following,
please contact Futures Coaching: - better ideation - radical
innovation - refreshed pipeline - risk proofed concepts and
products - consumer-ready evaluation - ideas filtering -
inter-cultural validation - future proofing
12. About Futures Coaching Celebrating 6 years!Working for
great clients Doing great things Anticipating * the future of
retail * the future of offices * the future of banking * the future
of Asian women Innovating * new fund-raising offers * consumer
healthcare NPD Coaching * trends training for insight teams *
personal rejuvenation training Speaking * engagements from Taipei
to Toronto Researching * management interviews * expert in-depths *
consumer focus groups
