chapter 5.2 & Mkng - Marketing Plan Nowmarketingplannow.com/userfiles/marketing/Image/pdf/creativity7... · & Mkng Overcoming Mind Limitations ... SONY Corp. 12 Marketing & Creativity

Marketing & Creativitywww.marketingPlanNOW1

Creativity& Mkng

Overcoming Mind LimitationsPresentation 7 out of 7

Danny AbramovichMarketing Plan Specialistwww.marketingPlanNOW.com

Last chapter

5.2

http://www.marketingPlanNOW.com


Presentation Structure

1. Welcome to Creativity test ü2. Creativity - Vocab & theory ü3. Human Brain, introduction ü4. Proving Mind limitations ü5. Overcoming Mind limitations◄

2presentations

Cont.


5. Overcoming Mind limitations

5.4. The Creative Process

PersonPlaceProductProcess




ManagementControl procedures

ProductionProduct/ service creation

TacticsAction plan & budget

ApplicationProduct/ service dev.

StrategyMarketing objectives

InnovationConcept development

Analysisof the current situation

IdeationKey wants & needs

Existing BusinessNew Venture

yQ


I.Preparation

II.Imagination

III.Development

IV.Action

Analysis

Generation

Harvesting

Enhancement

Evaluation

Implementation

Living With It

Observation

Based on Plsek’s Directed Creativity Cycle


The books create a new languagefor creative thinking such as:

“To think like a lizard”means to “yield”

“To think like a chameleon”means “to find several solutions”

“To think like a zebra”means “to live with contradictions”

“To think like a bat”means “to do the opposite of what is accepted”

“To think like a monkey”means “to imitate others”




Living withcontradictions, or

even creating them

Identifying successfulmodels and mimicking

them while creatingvariations on the

theme



5.4. The Innovation Processof Enterprises

R&Dteam

TheoreticalMethodologies

Suggestion Box

Syndrome

CustomersPanel

Consumer Surveys

InnovationCommittee



5.4. Towards Innovative Solutions - 1

R&Dteam


Suggestion Box

Syndrome

CustomersPanel

Consumer Surveys

InnovationCommittee



5.4. Towards Innovative Solutions - 1Consumer Surveys/ PanelsStop asking customers whatthey want (solutions), start asking what they want yourproducts to do for them(desired outcome)!



5.4. Towards Innovative Solutions - 1Consumer Surveys/ Panels

“We don't believe in market research for a new product unknown to the public, so we never do any. We are the experts.” Akio Morita, Co-founder

SONY Corp.




R&Dteam


Suggestion Box

Syndrome

CustomersPanel

Consumer Surveys

InnovationCommittee



5.4. Towards Innovative Solutions - 2“Suggestion Box Syndrome”Create an “out of the box”process motivating employees to suggest, follow-up and lead inventions & innovations.



5.4. Towards Innovative Solutions - 2“Suggestion Box Syndrome”

Createan “out of

the pyramid”process; Kodak case




R&Dteam


Suggestion Box

Syndrome

CustomersPanel

Consumer Surveys

InnovationCommittee


5. Overcoming Mind limitations5.4. Towards Innovative Solutions - 3

Theoretical Methodologies5.4.0. “No!” Methodology5.4.1. SCAMPER technique5.4.2. Lateral Thinking5.4.3. Mind Mapping5.4.4. Creative Failure methodology5.4.5. TRIZ theory



5.4.0 “No! Methodology”Step 1 – Long-term fact:We manufacture only plastics.Step 2 – “No!”We do not manufacture only plastics!



5.4.1 SCAMPER techniqueSubstitute CombineAdapt ModifyPut to another purpose EliminateRearrange



5.4.1. SCAMPER

Thinking about substitutes may initiatenew ideas.

SubstituteCombineAdapt

ModifyPut to…EliminateRearrange



5.4.1. SCAMPERThe combinationof several parts may equal a different product.



MetroNaps



5.4.1. SCAMPERPhone, e-mail, web, digital organizer, digital camera, color screen, MP3 player, and wireless connectivity to other devices. What’s next?



The combinationof several parts may equal a different product.


5.4.1. SCAMPER





5.4.1. SCAMPER


SubstituteCombine - advancedAdapt


past & present factors (past year)

(WT) “today’s weaknesses that may present a threat tomorrow”

(ST) “today’s strengths that may present a threat tomorrow”

Threats

(WO) “today’s weaknesses that may present an opportunity tomorrow”

(SO) “today’s strengths that may present an opportunity tomorrow”

Opportunities

WeaknessesStrengths

upcoming factors (next year)

The TOWSMatrix


5.4.1. SCAMPER

SubstituteCombine - advancedAdapt


enceumfercirc.

yuctivitcond.

eterdiam.

color

width

hight

diam.colorwidthhight




5.4.1. SCAMPER

Adapting only part of the

product may equal a

different product.

runaid





5.4.1. SCAMPER


product may equal a

different product.





5.4.1. SCAMPER


product may equal a

different product.



OW



5.4.1. SCAMPER

Modifying towardsnew products& concepts.





5.4.1. SCAMPERModifying towards human-feelproducts& concepts.

ESP





5.4.1. SCAMPERModifying towards human-feelproducts& concepts.

ESP




5. Overcoming Mind limit…

5.4.1. SCAMPER

New usagefor an existing product.


ModifyPut to another purposeEliminateRearrange



5.4.1. SCAMPER

Breaking down the product’s parts by elimination.




5. Overcoming Mind limit…

5.4.1. SCAMPER

Will rearranging

solve the problem?





5.4.2. Lateral ThinkingDe Bono’s Six Thinking Hats



5.4.3. Mind Mapping





5.4.4. CreatingFailure

Methodology



5.4.5. TRIZTRIZ is a romanized acronym for Russian“Теория решения изобретательских задач”meaning "The theory of inventor's problemsolving" (Altshuller, 1946). 300,000 patentswere revised into 40 inventive principles.



5.4. Towards Innovative Solutions

R&Dteam


Suggestion Box

Syndrome

CustomersPanel

Consumer Surveys

InnovationCommittee


Presentation Structure

1. Welcome to Creativity test ü2. Creativity - Vocab & theory ü3. Human Brain, introduction ü4. Proving Mind limitations ü5. Overcoming Mind limitationsü2presentations

2presentations


Creativity& Mkng

Overcoming Mind LimitationsPresentation 7 out of 7 is over!

Danny AbramovichMarketing Plan Specialist

End of

Last slide

last chapter

Marketing & Cre8iVT

The end!

Documents

chapter 5.2 & Mkng - Marketing Plan Nowmarketingplannow.com/userfiles/marketing/Image/pdf/creativity7... · & Mkng Overcoming Mind Limitations ... SONY Corp. 12 Marketing & Creativity