innovation playground

Storyline

• How we think…• Creativity • Innovation

How we think…

The Debate has always been between…

Heart Mind

Conscious

Subconscious

Reason

Emotion

New Paradigm of thinking

Question…

If you see a snake in the forest, do you run because you’re scared, or are you scared because you’re

running?

Source: William James (1880) – The Theory of Emotions

Brain Mechanics

?

Why do we have a brain?

Survival

How does the brain

work?

Brain Mechanics

Occipital lobe

Frontallobe

Amygdala Dopamine

Source: Dr. Erik Du Plessis

Occipital lobe

Frontallobe

Amygdala Dopamine

Coca-cola’s Brand Equity

Dopamine levels are compared to other alternatives and a decision is made

Source: Dr. Erik Du Plessis

“I don’t know how I think about it, unless I know how I feel about it”

The Unconscious Mind: Responds

The Unconscious Mind: Filters

The Unconscious Mind: Learns

The Unconscious Mind: Scans

“The greatest success a brand can achieve is to

be selected without conscious thought.”

The Unconscious Mind: Screens

Strangers to Ourselves

Source: Dr. Timothy Wilson

People can’t account for their thoughts,

actions or feelings in a conscious way

Dipstick Research

An average individual is exposed to between 250 to 3000 commercial message per day.

Source: Pete Langschmidt – Echo Study

1%

Anyone here think in text?

Problem: Retrieval

Source: Philip Graves (2010) – Consumer.ology

“The conscious mind is a powerful tool that, for our own sanity, is highly practiced at wrapping our

behaviour in a veneer that suits our perception of ourselves. Generally, people perceive their own

actions as self-generated, well-intentioned, sensible behaviour.”

Study 1: The Wine Test

Study 2: Identical Pantyhose

A= 12%, B= 17%, C= 30%, D=40%

Source: Dr. Timothy Wilson

Study 3: Demasio’s David

Source: Prof Antonio Demasio

Problem: Retrieval

Source: Philip Graves (2010) – Consumer.ology

People’s conscious responses is largely a reflection of how people would like to be perceived. We have this innate desire to see ourselves as conscious creatures.

We can post-rationalise very well. In fact we are convinced that consciousness drives our behaviour.

Creativity

Who are the most creative people on the planet…

…right now?

Thinking Frameworks

EXPANSIONIST

REDUCTIONIST

Inno

vatio

n is

abou

t doi

ng b

othInnovation is about doing both

McAdam (2004)

“the birth of new ideas”

Hennessey and Amabile (2010)

"creativity is the engine of scientific discovery and the fundamental driving force of positive change"

Creativity scares us

We have this ‘creative anxiety’

We have an inherent negative bias towards it…

We don’t know how to (i) identify or (ii) define it?

CREATIVITY: The habit of continually doing things in new ways to make a positive

difference to our working lives

Stimulus exercise 1

1 + 1 = window

2 + 2 = fish

3 + 3 = eight

4 + 4 = arrow

7 + 7 = ????

Rivers of thinking

We naturally filter into a river

of thinking

Over time our river of thinking

becomes so entrenched we struggle to get out of it and ‘cling’ to it

How do we get out of our river of thinking and

shift entrenched ‘mindsets’

STIMULUS gets us out of the

river of thinking

“We need to stop studying creativity just in the labs – and recognize that it’s all around us: in the stories of great painters and their rivals, in

the meals we cook using a bit of one recipe and a bit of another, in the games we play with our

kids.”

What’s your CQ?

Innovation

INNOVATION: a viable offering that is new to a specific context and time, creating user and

provider value.

“Creativity is thinking up new thingsInnovation is doing new things” – Theodore Levitt

Myths about Innovation

Source: Clampitt (2001)

(i) Innovations are always products of revolutionary ideas(ii) Formed by a small number of brilliant, gifted people(iii) Innovation can be understood as being identical with creativity(iv) Innovations are always product-focused

Innovations

30,000BC

Innovations

Innovative companies….?

Because a lack of process

INNOVATION

Insight

Interpretation

Design Metrics

Ideation

Prototyping

Signalling

Because a lack of process

INNOVATION

Insight

Interpretation

Design Metrics

Ideation

Prototyping

Insight Interpretation Design Metrics Ideation Prototyping

I have a challenge how do I approach

it?

I learned something – how do I interpret it?

I have buy-in – how will I stay

focussed?

I see an opportunity –

what do I create?I have an idea –

how do I build it?

Understand the challenge

Dig for deeper meaning

Identify user needs Prepare Make it real

Prepare Research Re-frame the challenge

Measure everything Facilitate Work through the

detail

Gather inspiration Ideate Evaluate

Select

Refine

Describe

Innovation process

Understand the Challenge• What’s the problem? • What is the background to this problem?• What else currently exists that we’re trying to do?• Why now?• What have we done before? • Is the solution a device, product, service, idea, process – what is it?• What are the dimensions of the solution? • What context will the solution play out? • Why would people be interesting in having this problem/challenge solved? • I already know…• I want to know more about…• Is there an aspect of this problem we need to focus on? • Who are we doing this for?• What do they actually need?• Why do they need this problem solved?• Why?• Why?• What will the work produce?• What are the measures of success?• What are the constraints?

Prepare Research

• Research Participant Map• Research Planning Survey• User Research Plan• 5 Human Factors (PCSCE)• Field Visit

Gather Inspiration

Projective TechniquesWord associationsSentence completionStory completionThird person techniquesPicture interpretationConsumer drawingsCartoon caption completionRole-playingBrand analogiesPhoto sortsShadowingUser experience/immersionMetaphor Elicitation TechniqueObserve Everything Identify Problems and Needs

Buzz ReportsMedia ScanKey FactsSourcebooksTrends Expert InterviewsKeyword AnalysisTen Types of Inn. FrameworkInnovation LandscapeTrends MatrixConvergence MapFrom-To ExplorationOpportunity MapEras MapFinancial ProfileSWOT AnalysisCultural Artifacts

Interpretation

• Find Themes• Make sense of findings• Define the insights• Frame opportunities

Ideation

Ideation TechniquesFirst Burst

Revolution

Related Worlds

Random Links

Morphological Analysis

Relational Algorithms

Brainstorming

Role Playing

Innovation Connections

• A peg• Coffee maker• Crowbar• Trampoline• Tea tray• Whiskey bottle• Frisbee• Whip• Coat hanger• Blender• Plastic chair• Net

• Sock• Machete• iPad• Fan belt• Potato peeler• Paper clip• Baseball bat• Picture frame• Lego• Propeller• Door bell• Dog collar

Thank You