Week 1 slides

INV 282:Welcome to Communicate!

“To give you the tools and confidence to communicate meaningfully unique ideas”

Week 11.9.2012

Part 1

Agenda:

Course Introduction

Discussion of Writer’s Notebook

5 Minute Free Write

Review of Innovation Engineering “Create”

Fundamentals

Introduction to the Three Laws of Marketing

Physics

Writer’s Notebook• Record your free writes & anything else you’d like to record• This is for you, so don’t worry about spelling, punctuation,

complete sentences, etc. The purpose of the free writes is for you to learn to trust your words by letting them flow.

• Can be Can be handwritten or electronic• Note: If it is handwritten, you must have scanning capabilities.

• Be sure to keep up with your free writes because you will be asked to submit excerpts later in the semester and this is 20% of your final grade.

www.A6training.co.uk

5 Minute Free Write Prompt:

Think about your own communication style. What are some of the challenges you

experience when trying to articulate your ideas? How do you hope this class can help you

improve your communication skills?

Click to start 5 minute timer.

Review of Innovation Engineering

Fundamentals

The Whole Brain® Approach

It’s Cross Training for Your Brain

Eureka! Equation

Meaningfully Unique ideas…• Offer a solution to a problem where a better, more

efficient solution doesn’t already exist.

Example:

Meaningful Uniqueness means…Customers are willing to pay more money for:

3. Your product offering

5. Your service offering

7. Your research, project, or cause

4. You as an employee offering

Where do the ideas come from?

• A systematic approach to creativity

Task Stimulus Mining Creativity Tools

Stimulus Mining

TechMining

FutureMining

Insight Mining

MarketMining

Future Mining“ Anticipating the Future”

FutureMining

2. Mine Industry Momentum

Industry observers, experts,

veterans, longer term shifts

and the “revolutionaries”

3.. Mine Lead Users

“Lead users will face the same needs as will the marketplace but months to years before the marketplace does.”

As defined by Eric von Hippel of MIT

1. Mine Mega Trends

A general shift in thinking,

populations, regulations

or behaviors.

4. Mine the Arts and Artists

The old and the new.

Mind stretching views of

what is and could be.

FutureMining


TrendMining

Where to do it…1. Internet Sources

2. People Sources


TrendMining

Three Steps of Identification

1. Mega Shifts

2. Market Consequences

3. Innovation Possibilities


TechMining

Tech Mining“ Treasure Hunting”

Innovation Mining“ Inventions, Technologies, Products”

Raw

Inventions

Refined

Technologies

Real

Products

Research

Discoveries

Market

Knowledge

Wisdom Mining“ Facts & Knowledge”

Collaboration Mining“ Inventors, Supply Chain”

Inventors who

could help

Suppliers who

could help


TechMining

3. Combine Parts Into New Ideas

• A piece of this and that

• Try simple Google Searches

• Try simple patent searches

4. Follow the Leaders

• Follow the people you find

• Follow the patents you find

• Follow the organizations you find

1. Be open to “getting lucky”

• Try MaineInnovationMarketplace.org

• Try simple Google Searches

• Try simple patent searches

Hints for Success

2. Deconstruction

• Mine Parts & Processes to simplify task

• Dig to learn who, what, why, how

• Search for Technology & “the effect”

• TechMining101.com

TechMining


MarketMining

Market Mining“ Lets You Leapfrog”

Benchmarking:

•Provides a snapshot

• Identify industry standards

• Industry best practices

• Identifies opportunities to go beyond the competition

MarketMining


1. Marketplace Matrix

3. SWOT

Benchmarking

Marketplace Matrix

MarketMining


Step 2: Investigation• Gather the perceptions & Facts• See & experience differences for yourself• Interview experts

Step 3: Identify Opportunities• Strengths that can be leveraged

• Weaknesses that can be addressed

Step 1: Deconstruction

• Identify alternatives

• Direct competitors

• What do people use if no direct comparison?

MarketMining

MarketMining


Current offering:

Cool Beans Coffee Shop

Other Option # 1:McDonald’s

Other Option # 2:Starbucks

Factor A:Number of

Options

Evidence:More than 75 coffee options

including dozens of iced coffee

flavors

Evidence:Only a handful of different flavors

and varieties

Evidence:19 different

flavors

Factor B:Comfort of

Seating

Evidence:Comfortable

leather couches and chairs

Evidence:Hard, plastic

chairs

Evidence:Wooden chairs

with plush cushioning.

Marketplace Matrix ExampleCoffee Shop Comparison

MarketMining


SWOT Analysis

TechMining

Benchmarking

InsightMining

Insight Mining“ Voice of the Customer”

Insight DefinitionA customer understanding that can be leveraged to persuade customers to purchase your product or service.

Insights help you make meaningfully unique ideas from Voice of the Customer research.


InsightMining

Step 2: and about possible

IDEAS and Opportunities

Step 1: Mine for STIMULUS. • Ask about & observe situation

Insight Mining – 2 Step Process


InsightMining

The Four SIMPLE QUESTIONS

2.“What do you like about _______ ?

- What else... What else... What else...

3.“What do you dislike about _______ ?

- What else... What else... What else...

4.“What would be such a wow that you’d be willing to pay more money for it if it was available?”

5.“If you could wave a magic wand what would you wish for other than a lower price?”


InsightMining

Once you’ve used stimulus mining to fill your brain with information…

• Use what you have learned to help you generate ideas using the creativity tools.

Future Tech Market Insight

Out of the Box Industrial Strength Linear Classic

Stimulus Mining

+Inventing

Tools

=Eureka! Ideas

I have an idea, now what?

1. Address a Problem or Opportunity

2. Make an Overt Benefit Promise

3. Provide Real Reason to Believe Proof

…To successfully articulate the Meaningful Uniqueness of a dramatically different idea.

Making the Overt Benefit Promise:

It’s not boasting if

you can deliver!

You Must Answer:

Customer: “Which of my problems are you solving?”

Customer: “Why should I care?”

Customer: “Why should I believe you?”

Customer: “This is meaningfully unique!”

By the end of this course you will be able to

assess the meaningful uniqueness of an idea or product, having learned to articulate:

1. The Problem solved,

2. The Promise made,

3. And the Proof provided.

Take a few minutes to reflect:

What did you learn?

Take a Break!


End


INV 282:Problem, Promise, Proof

“To give you the tools and confidence to communicate meaningfully unique ideas”

Week 11.9.2012

Part 2

Agenda:

“Make it Stick” through writing

Addressing Problems & Opportunities

Making an Overt Benefit Promise

Providing Real Reason to Believe Proof

Use Writing to “Make it Stick”

How come you remember some pieces of writing and forget others?

“The Kidney Heist” urban legendVS.

An article published on safe surgical access routes for kidney extraction



Clarity is key!

Source: American Marketing Association

If you can’t clearly articulate your idea in writing then you have virtually NO CHANCE of success.

Writing that sticks makes its readers care.

Persuasive writing is the catalyst for consumer action.

The most successful writing will always:• Address a problem or opportunity• Make a promise to an intended audience• Provide credibility to the promise by

providing proof

Therefore, successful writing will explicitly tell you how meaningfully unique a product is.

The Innovation Engineering System for Making it Stick:

1. Relative PROBLEM 2. Overt Benefit PROMISE3. Real Reason to Believe PROOF

3 Ps = Meaningfully Unique

1. Problem

PROBLEM• Always relative to target audience• Can also be an opportunity

An innovator is always aware of the problem or opportunity they are addressing during the creation

process. The key is the innovator’s ability to articulate it so that other’s can identify it as well.

3 Types of Problems

FrustrationsComplaints Wishes

2. Promise

You TRIPLE the effectiveness ofyour marketing efforts by OVERTLY

communicating your customer benefit

Probability of Success

Low Overt Benefit

Medium Overt Benefit

High Overt Benefit

13%

26%

38%

Overt Benefit PROMISE

Overt BenefitsSolve Problems

Overt Benefit PROMISE

• Always offers something to the intended audience– Answers the questions

• “What’s in it for me?”• “Why should I care?”

“Because our product will make you faster, smarter, sexier…”

Benefits are “What’s In it for the Customer”

What they will

Receive, Enjoy, Experience

In exchange for their

Time, Trouble, Trust and Money

Overt Benefit PROMISE:The Axe Effect

3. Proof

“Why should I believe you?”

Real Reason To Believe Probability of Success

Low Real Reason to Believe 18%

29%29%

42%

Medium Real Reason to Believe

High Real Reason to Believe

You DOUBLE your odds of success when you communicate a REAL REASON TO BELIEVE

that your OVERT BENEFIT will be delivered.

Real Reason to Believe PROOF

Reason to Believeis Relative to the Benefit Promise

BenefitPROMISE

“what”

Reason toBelievePROOF“how”

TargetAudiencePROBLEM

“who”

How do you do it?

It’s Simple

BE REALTell the TRUTH &do what you promise.

SILVERProvide secondary proof

- Testimonials - Demonstration - Test Results - Guarantee

GOLDTell the truth about how you can

accomplish what others can’t.

BRONZEProvide your personal Pedigree / Experience / Resume

Real Reason to Believe

Let’s PracticeBenefit

PROMISE

Imagine / Make Up PROOF We can promise this because...

More reliable auto repair service

Fastest pizza delivery

The convenient dry cleaner in town.

THINK

Example: …our customer break down 50% than other drivers

Example: …we make our pizza in the van on the way to your house

Example: …we’re the only dry cleaner who will pick up and drop off your dry cleaning at your door.

Take a few minutes to reflect:

What did you learn?