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Marketing InnovationKeys to Open Innovation Success
Jeff BoehmChief Marketing OfficerInvention Machine
Key Points
Successful open innovation requires a strong internal innovation framework
Processes, information and communities should be integrated as three key ingredients for innovation
Innovation success requires internal communications
Page 2
Internal Innovation Foundation
Page 3
Innovation Challenges
Innovation remains an ad-hoc process• Forrester: CEO’s are clamoring for continuous vs.
ad-hoc innovation to stay ahead of competition
Knowledge is hidden in plain sight• IDC: Knowledge workers are failing in their quest
to obtain the information they need
Innovators work in isolation• Harvard Business School: Traditional innovation
approaches are outdated – firms must develop the ability to collaborate
Page 4
An Innovation Ecosystem
Innovation remains an ad-hoc process• Forrester: CEO’s are clamoring for continuous vs.
ad-hoc innovation to stay ahead of competition
Knowledge is hidden in plain sight• IDC: Knowledge workers are failing in their quest
to obtain the information they need
Innovators work in isolation• Harvard Business School: Traditional innovation
approaches are outdated – firms must develop the ability to collaborate
Page 5
Communities
Information
Innovation Activities
Get the right information
within the right time
Capture & reuse expertise & new intellectual capital
Work collaboratively with repeatable & effective
methods
Deploying Innovation Internally Positioning• Make it relevant• Show success
Promotion• Make it obvious
Calls to action• Make it easy
Sustaining momentum• Make it stick
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Commencing today, you will INNOVATE!
MANDATE
X
Positioning – Make it Relevant
Value Costs Timeline Results …
What does it mean to me?
How does it fit into my current role?
Who else is on-board?
…
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Audiences
User CommunitiesExecutives
Positioning – Make it Relevant
In context Meaningful
Page 8
(examples removed due to confidentiality)
Positioning – Make it Relevant
Voice of the user
Page 9
(examples removed due to confidentiality)
Promotion – Make it Obvious
Use all available channels Drumbeat – not one-off• A rolling roadmap/ project plan
Page 10
(examples removed due to confidentiality)
Promotion – Make it Obvious
Use all available channels Drumbeat – not one-off• A rolling roadmap/ project plan
Page 11
Badges
Staff meetings
Tchotchkes
Tent cards
Wiki
Magazines
BlogsTech fairs
Posters
Intranet
LCD DisplaysNewsletter
Calls to Action – Make it Easy
Clear instructions to learn more and engage
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(examples removed due to confidentiality)
Sustaining Momentum – Make it Stick
User Communities Regular communications
(examples removed due to confidentiality)
Key Points
Successful open innovation requires a strong internal innovation framework
Processes, information and communities should be integrated as three key ingredients for innovation
Innovation success requires internal communications• Positioning – make it relevant & show success• Promotion – make it obvious• Calls to action – make it easy• Sustain momentum – make it stickPage 14
Thank You!
Jeff BoehmChief Marketing OfficerInvention [email protected]+1.617.305.9250 x3235
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