MGMT 449MGMT 449

Strategic Innovation:Strategic Innovation:

Sustainable Sustainable CreativityCreativity

OverviewOverview

1. The 7 C’s of 1. The 7 C’s of Sustainable CreativitySustainable Creativity

2. Is your new idea 2. Is your new idea reallyreally new?new?

3. What’s the 3. What’s the Next Logical Step?Next Logical Step?

4. Idea development 4. Idea development jam sessions!jam sessions!

5. 5. ChallengesChallenges in describing your idea in describing your idea

CChannelinghanneling

CCuriousityuriousity

CCollectingollecting

CCollaboratingollaborating

CConstructingonstructing

CComedyomedy

CCompetitionompetition

Is your new idea Is your new idea really really new?new? Some Common Pitfalls =Some Common Pitfalls = Over-reliance on Over-reliance on the initial ‘aha’the initial ‘aha’

• Creativity ParadigmCreativity Paradigm Playing it too Playing it too close to the vestclose to the vest

• Myth of the Lone GeniusMyth of the Lone Genius• Idea TheftIdea Theft

Fear of Feedback-Fear of Feedback-• Ideas are extensions of ourselvesIdeas are extensions of ourselves• Idea CritiqueIdea Critique Idea DevelopmentIdea Development

Is your new idea Is your new idea really really new?new? Common Pitfall =Common Pitfall =

• Not thoroughly checking existing productsNot thoroughly checking existing products

Have you Have you GoogledGoogled your idea?your idea?

The The Rotating Christmas Tree StandRotating Christmas Tree Stand

The case of the The case of the Scented Furnace FilterScented Furnace Filter

Idea development- Idea development- leverage the internet!leverage the internet!

Leveraging the Power of the InternetLeveraging the Power of the Internet

Common Pitfalls =Common Pitfalls =• What’s the What’s the Next Logical Step?Next Logical Step?• Leveraging the Leveraging the internet?internet?

The The Functional FluencyFunctional Fluency approach-approach-• List the List the functionsfunctions of of Scented Furnace FiltersScented Furnace Filters• New and different ways to serve these functions?New and different ways to serve these functions?

Cleaner airCleaner air RelaxationRelaxation TherapeuticTherapeutic Time travelTime travel Masking OdorsMasking Odors (etc.)(etc.)

• Aromatherapy, time-released scents, regional Aromatherapy, time-released scents, regional scentsscents

Leveraging the Power of the InternetLeveraging the Power of the InternetUsing the Using the NLS NLS approachapproach

NLS = NLS = Next Logical StepNext Logical Step• Go beyond existing productsGo beyond existing products

NLS PrinciplesNLS Principles = =• Functional Fluency Functional Fluency • Smart _________Smart _________• New TechNew Tech NLSNLS• FocusedFocused Leveraging of the Internet Leveraging of the Internet

Leveraging the Power of the InternetLeveraging the Power of the InternetUsing the Using the NLS NLS approachapproach

NLS Example = NLS Example = ‘Smart ‘Smart AppliancesAppliances’’ New TechNew Tech NLS-NLS-

• Voice-ActivationVoice-Activation BiometricsBiometrics• Wireless MonitoringWireless Monitoring

Functional Fluency-Functional Fluency-• Customer needs= Ease, selectivity, control….Customer needs= Ease, selectivity, control….• Features= Voice or thumbprint on/off, internetFeatures= Voice or thumbprint on/off, internet

FocusedFocused Leveraging of the Leveraging of the InternetInternet• Technology-Technology- and and Function-Function-driven searchesdriven searches• Google, Google, www.uspto.gov, etc., etc.• Wave Cancellation Technology!Wave Cancellation Technology!

Idea Development Jam SessionsIdea Development Jam Sessions

Common Pitfalls =Common Pitfalls =• Feedback as Feedback as CritiqueCritique• Concerns about Concerns about Idea TheftIdea Theft

Jam Session Jam Session Ground Rules-Ground Rules-• ConfidentialityConfidentiality• SWOT AnalysisSWOT Analysis• NLSNLS… Have you thought about….?… Have you thought about….?• TakeawaysTakeaways• Breaking BreadBreaking Bread

Challenges in describing your ideaChallenges in describing your idea Limited Limited spacespace and and time- time-

• The The ‘Elevator Pitch’‘Elevator Pitch’ Common Pitfall=Common Pitfall= WrongWrong pitch, pitch, wrongwrong mode! mode!

• Selling the Selling the solutionsolution• Connecting via rational/logical descriptionConnecting via rational/logical description

Instead-Instead- Lead with the need! Lead with the need!• Sell the Sell the needneed• Connecting to their Connecting to their emotionsemotions• Tap the power of Tap the power of shared/common experiencesshared/common experiences

Lead with the NeedLead with the Need

The big one that got away!The big one that got away!

Tap into shared/common Tap into shared/common experiencesexperiences