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September 6, 2014 (Brussels) The Future of News VRT NewsLab
September 6, 2014 (Brussels)
The Future of News VRT NewsLab
?
What’s innovative about this product?
Introducing consumables
Taking away consumables
hello,
Let’s warm up with an exercises
A short QUIZ on creativity & innovation
A short QUIZ on creativity & innovation
“Creativity is actually the same
as innovation”
A short QUIZ on creativity & innovation
creativity production of ideas that are
novel & useful !
innovation not only about generating, but also
realizing them
A short QUIZ on creativity & innovation
“Implicitly, people don’t really like creative ideas”
A short QUIZ on creativity & innovation
!
Highly creative ideas carry often a lot of uncertainty to them
When people feel uncertain, they
prefer ideas that are practical instead of creative, to reduce uncertainty.
A short QUIZ on creativity & innovation
“Chaotic people are more creative”
A short QUIZ on creativity & innovation
It is rather openness to new experiences that determines creativity.
Other personality characteristics are
weak predictors of creativity
A short QUIZ on creativity & innovation
“When you believe you are creative, you will indeed come up with more creative ideas”
A short QUIZ on creativity & innovation
Creative self-efficacy is the belief that one has the ability to produce creative
outcomes. Believing in your own abilities makes you perform better.
Concept Development
Define your concept!
Example: paperlater.com
Paper Later
- fixed price/printed item - sell add-ons (coffee, breakfast, …)
People reading news online
- No time during the week for reading full articles
- During the weekend still like to relax with “real” paper
A custom printed newspaper with your online bookmarkerd articles of that same week, delivered to your door!
x
Example: paperlater.com
Paper Later
- fixed price/printed item - sell add-ons (coffee, breakfast, …)
People reading news online
- No time during the week for reading full articles
- During the weekend still like to relax with “real” paper
A custom printed newspaper with your online bookmarkerd articles of that same week, delivered to your door!
x x
Formula for a good “baseline”
Hot fresh pizza delivered to your door in 30 minutes or it’s free! (Dominos Pizza)
Formula for a good UVP
Instant Clarity Headline =
End result customer wants (the promise)
What makes you different? (meaningful specific)
The buy-in (guarantee)
Hot fresh pizza delivered to your door in 30 minutes or it’s free! (Dominos Pizza)
How innovative are you?
subtitleAccept the fact that you’ll have
explore to new territory.
How innovative are you?
Result?
“in china when you're one in a million, there are 1300 people just like you” - Bill Gates
Result?
“in china when you're one in a million, there are 1300 people just like you” - Bill Gates
The more data services collect on us: The more it becomes clear that you are not
that special or unique after all…
How innovative are you?
Hier zie je de artikelen waarvan wij 100% zekerheid hebben dat ze je zullen interesseren
How innovative are you?
In order to be more creative… you’ll need to hack your habits.
“We are what we repeatedly do. Excellence, then, is not an act, but a habit.
Artistotle
“What goes unbeknownst to some tennis fans and viewers are the habits and strange routines that even the most famous of players do during a match. These mainly odd routines are highly mental components to athletes' performance in a match.
What are your personal habits?
40% of all your daily actions
Habits: the mouse experiment (Duhigg)
How to design & hack your habits
What makes you different?
Innovation Battlefield
Why this tool?
Goal: to challenge the “awesomeness” of our concept
Identify those features that create the wow.
such data
much virtual
so no limit
very experience
wowmany viral
no boring
Structured process: The Innovation Battlefied
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
1 brainstorm template per team
We will list all the different features/characteristics of your concept
STEP 1
f. xf. y
f. z
f. a
f. b
f. c
We will list all the different features/characteristics of your concept
STEP 1
Rank the features from the perspective of your key customer.
STEP 2
f. x
f. y
f. z
f. a
f. b
f. c
Structured process: The Innovation Battlefied
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
1 brainstorm template per team
f. x f. y
f. z
f. a
f. bf. c
How to rank the features of your concept?
!How much happiness does this feature bring to our customer?
Would this feature be missed by our customer if left out?
f. x
Let’s look at “service” we all know:
What are the features or characteristics of this concept?
f. x
Handle with care
Able to track
Within 3 days
…
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
1 brainstorm template per team
f. x f. y
f. z
f. a
f. bf. c
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
!How much happiness
does this feature
bring to our customer?
Would this feature be missed
by our customer if left out?
Handle with care
Able to track
Within 3 days
What are the features or characteristics of this concept?
f. x
SMS alert
Free recall
Real-time tracking
…
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
!How much happiness
does this feature
bring to our customer?
Would this feature be missed
by our customer if left out?
Handle with care
Able to track
Within 3 days
SMS alert
Free recall
Real-time tracking
What are the features or characteristics of this concept?
f. x
Cardboard box
FedEx logo
Vans
…
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
!How much happiness
does this feature
bring to our customer?
Would this feature be missed
by our customer if left out?
Handle with care
Able to track
Within 3 days
SMS alert
Free recall
Real-time tracking
Cardboard
Vans
FedEx Logo
What are the features or characteristics of this concept?
f. x
€15/parcel
Be at home
Sign-off
…
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
!How much happiness
does this feature
bring to our customer?
Would this feature be missed
by our customer if left out?
Handle with care
Able to track
Within 3 days
SMS alert
Free recall
Real-time tracking
Cardboard
Vans
FedEx Logo
Be home€15/p
Sign-off
Identify those features that create the wow.
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
!How much happiness
does this feature
bring to our customer?
Would this feature be missed
by our customer if left out?
Handle with care
Able to track
Within 3 days
SMS alert
Free recall
Real-time tracking
Cardboard
Vans
FedEx Logo
Be home€15/p
Sign-off
<15 min
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
!How much happiness
does this feature
bring to our customer?
Would this feature be missed
by our customer if left out?
Handle with care
Able to track
Within 3 days
SMS alert
Free recall
Real-time tracking
Cardboard
Vans
FedEx Logo
Be home€15/p
Sign-off
<15 min
New features?
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
!How much happiness
does this feature
bring to our customer?
Would this feature be missed
by our customer if left out?
Handle with care
Able to track
Within 3 days
SMS alert
Free recall
Real-time tracking
Cardboard
Vans
FedEx Logo
Be home€15/p
Sign-off
Drone
A concept we created 2 years ago:
A concept we created 2 years ago:
Pleasure level
“unexpected awesomeness” “harder,better, faster, stronger.”
“Expected essentials”
How hard will a feature be missed if left out?
How much pleasure doesthis feature bring?
“I don’t care...”
“It hurts, take it away.”
H
LL H
Indispensability Level
!How much happiness
does this feature
bring to our customer?
Would this feature be missed
by our customer if left out?
Handle with care
Able to track
Within 3 days
SMS alert
Free recall
Real-time tracking
Cardboard
Vans
FedEx Logo
Be home€15/p
Sign-off
In car
Frictionless
We will list all the different features/characteristics of your concept
STEP 1
f. xf. y
f. z
f. a
f. b
f. c
now it’s up to you!
We will list all the different features/characteristics of your concept
STEP 1
Rank the features from the perspective of your key customer.
STEP 2
f. x
f. y
f. z
f. a
f. b
f. c
now it’s up to you!
Assumption Thinking
Make Teams of 2 & sit back to back!
How well did you communicate your dog?
what were your assumptions?
What was the hypothesis for the iPod?
Making Hypothesis, testing Assumptions
Making Hypothesis, testing Assumptions
What kind of assumptions has your concept?
BREAK
Business Model Design
Peter, Angry Belgian
AirBnB
AirBnB
Rico, Angry German
Uber
15 years ago - 1 dominant business model
Today, battle of concepts!
Itunes, pay per song
Spotify, subscription on music
What’s a business model?
In a nutshell
An organization’s logic of creating, delivering and capturing value.
In a nutshell
An organization’s logic of creating, delivering and capturing value.
In a nutshell
An organization’s logic of creating, delivering and capturing value.
In a nutshell
An organization’s logic of creating, delivering and capturing value.
In a nutshell
An organization’s logic of creating, delivering and capturing value.
10 types of innovation
Configuration Offering ExperienceBusiness model Network Company
Structure Process Product performance
Product system Service Channel Brand Customer
Engagement
Volume of innovation efforts last 10 years
source: Doblin Group, Inno 15
10 types of innovation
Configuration Offering ExperienceBusiness model Network Company
Structure Process Product performance
Product system Service Channel Brand Customer
Engagement
Cumulative Value Creation last 10 years
source: Doblin Group, Inno 15
less than 2% of projects, produce more than 90% of value
Many components.
Every Business Model = Many different ingredients.
Understand the ingredients!
Business Model Blocks
- Business Model Blocks -
- Business Model Blocks -
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
micro-payments
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Newspaper printed with ink that repels mosquitoes
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Echobox
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Runkeeper
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
ZombiesRun: Running as a game
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
latest news stories printed on…
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Right to use content, pictures, …
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Franchising Models
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Reshare - Foreign press translated into 11 languages
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Klout: Online influence as reputation
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
justreachout.io
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Bitcoins
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Moskow: Pay with Exercises
Product
5
Money
5
Less Money
Experience
Right
Data
1Reputation
Credits
Service
Exposure
Pay with a Tweet
You are in the center!
Your own startup
Business Model transactions
Focus to make this flow as smooth as possible. #frictionless
Can be more complex.
Many different players, a lot of monetary transactions.
Let’s spice it up!
of ideas come from analogy thinking
80%
G. Jucevi
The of News
Learn from others! startups, big organisations, …
Some of the industries I’ll highlight:
News/ Publishing
Dating
Gaming
What to pick?
Free!for the user.
1.
Paid!the user = client.
2.
Free?
Free = Free
Free?
Free
(Hidden) other agenda: - Aim for an early exit. - Acqui-hire - Prestige - …
Rule of thumb: There is no free lunch.
What to pick?
Free!for the user.
1.
- Pay-what-you-want -
Free?
Customer can pick his own price.
Pay-what-you-want. (including free)
Case: Humble Bundle
Other industries
#win #fail
Emotional connection
Social/group pressure
…
selling to businesses
social/group pressure
…
What to pick?
Free!for the user.
1.
- Pay-what-you-want -
- Tip jar/ donation -
Free?
Main difference: People often get the product for free, but
are free to do an extra transaction.
Tip jar - Donation.
What to pick?
Free!for the user.
1.
- Pay-what-you-want -
- Tip jar/ donation -
- + Premium -
Free, for some.
Different segments of users.
What to pick?
Free!for the user.
1.
- Pay-what-you-want -
- Tip jar/ donation -
- + Premium -
- bait&hook (add-ons) -
Pay for recurring upgrades or consumables
Offer part of your service for free (or nearly free)
Open Source model with paid consulting support
What to pick?
Free!for the user.
1.
Paid!the user = client.
2.
Reason why people upgrade!
Free, but pay for extra features
What to pick?
Paid!the user = client.
2.
- Vanity - reputation -
Some people only want “the best”
Ultimate luxury. 12K€ Smartphone (Vertu)
Vanity, reputation…
Vanity is so powerful!
Looks & Reputuation in games.
To fit in Exclusivity Show Commitment ...
Important learning: You need other people to show off!
Pay to get noticed. (above the crowd…)
Would you pay to get seen by your friends on Facebook?
Facebook 2012
What to pick?
Paid!the user = client.
2.
- Vanity - reputation -
- Loss-aversion -
Another tactic: Lure people in with free + lock-in.
Just give it a try!
Pay-as-you-go model.
Switching cost?
Pay-as-you-go model.
Switching cost?
Similar, pay-per-use.
Blendle - itunes for journalism
What to pick?
Paid!the user = client.
2.
- Vanity - reputation -
- Loss-aversion -
- Privacy/ Anonymity -
Privacy features are very powerfull!
Hide your profile. Incognity mode.
What to pick?
Paid!the user = client.
2.
- Vanity - reputation -
- Loss-aversion -
- Privacy/ Anonymity -
- Mystery/ Surprises -
Mystery crates (& surprise upgrades)
similar to Lottery system = very lucrative!
Real life mystery crate (on subscription)
Trust & credibility created by 1 person (not a company)
Blind dates, anyone?
Crazy Blind Date by OKcupid. (up to $3/date)
What to pick?
Paid!the user = client.
2.
- Vanity - reputation -
- Loss-aversion -
- Privacy/ Anonymity -
- Mystery/ Surprises -
- Helping peers/ gifts -
This one is on me…
Yes, Awesome. I’m a PLUS member.
Virtual gifts.
Line messaging app is one to keep an eye on!
Crucial question!
Learn from gaming.
Question: Do you allow people to spend (all their) money?
I won’t choose!
Why does this person get a +120M€ contract?
What to pick?
Free!for the user.
1.
Paid! the user = client.
2.
Third party pays the bills.
3.
What to pick?
Third party pays the bills.
3.
- Advertising -
Every ad-based model.
The user becomes the product.
Ad-business is straight forward. but hard.
Offer content.
Control eyeballs
Steer attention to ads
Profit.
What to pick?
Third party pays the bills.
3.
- Advertising -
- Affiliate/ Referral -
Drive sales for another.
Affiliate & Referral models.
Integrated referral links?
Pinterest is the perfect match!
What to pick?
Third party pays the bills.
3.
- Advertising -
- Affiliate/ Referral -
- Data Reseller -
Resell data.
One company is more transparant than the other.
What’s the value of your own personal data?
Resell your own data via a platform: example Citizenme.
Example: Patients like me.
What to pick?
Free!for the user.
1.
Paid! the user = client.
2.
Third party pays the bills.
3.
Broker/Matchmaking
4.
Can be a mix of all three.
Broker/Matchmaking
4.
- One-side pays -
One side pays.
Many dating platforms are based on this model.
Get paid to date?
Very controversial of course.
Get paid to date.
Other platforms experiment with other rewards than money.
Broker/Matchmaking
4.
- One-side pays -
- Both sides pay -
Matchmaking between 2 normal users.
only 1 of the 2 parties pays.
Auction platforms.
AirBnb & other broker platforms
Broker/Matchmaking
4.
- One-side pays -
- Both sides pay -
- Crowdfunding -
Crowdfunding (many variations)
For pre-sales? Investment?
Donation?
Crowdfunding
The product itself is often not the primary driver: “Be part of something bigger, a revolution in …”
Get a return of an investment in someone else.
Define your business model!
Design your business model
Define your Stakeholders
Make Transactions
