The New Face of Research & Development

"It isn't the consumers' job to know what they want."

-Steve Jobs

STEVE JOBS WAS

WRONG. (just this once.)

CONSUMERS ARE

POWERFUL.(ask apple.)

In September of 2012, Apple released the latest version of their iOS mobile operating system. The upgrade included an overhaul to their map service. Upon release, there was an immediate backlash from once devoted Apple consumers.

Consumers knew what they wanted and it wasn't a new map service.

Soon after the consumer and media backlash, Apple CEO, Tim Cook made a public apology to consumers and the original Google Maps app would be once again available for iPhones. (inc.com)

"Apple's made a new product that actually is pretty but dumb. Worse, they've used

their platform dominance to privilege their own app over a competitor's offering, even

though it's a worse experience for users. This is the new Maps in iOS 6."

Anil Dash, Dashes.com

To our customers,

At Apple, we strive to make world-class

products that deliver the best experience

possible to our customers. With the launch of

our new Maps last week, we fell short on this

commitment. We are extremely sorry for the

frustration this has caused our customers and

we are doing everything we can to make

Maps better... - Tim Cook, Apple CEO

CONSUMERS HAVE

IDEAS.

In the 1970s, Harvard Law Professor and active ice climber, William W. Fisher III had the idea of adding a leash to ice hammers and axes so they could hang on them while climbing frozen waterfalls. Other climbers were inspired by Fisher's innovation and followed suit. Soon after manufacturers noticed the trend and began to incorporate the leash into all their products (nytimes.com.)

WHEN IT COME TO SCIENTIFIC INSTRUMENTS

77% OF INNOVATIONSCOME FROM USERS.

(NYTIMES.COM)

PUT THE CONSUMER AT THE CENTER OF

INNOVATION.

CONSUMER

“WE TRY TO PUT THE END CONSUMER AT THE CENTER OF EVERYTHING WE

DO. IN THE CASE OF THE

INNOVATION PROCESS WE WANT THE CUSTOMER ENGAGED

AT THE FRONT END."

AG LAFLEY, CEO, P&G

"A part of it? They should be front and center of the R&D Process. That's who you are developing products for. "

(Click to play interview)

Rob Volpe, President, Ignite 360

YOUR CEO WILL

THANK YOU.

With increased pressure from alternative fast food companies, Domino’s was faced with a choice: innovate or continue to lose market share. The pizza giant’s in-house digital marketing team saw an opportunity in learning from and about customers while also increasing the lifetime value of each fan.

They came to Napkin Labs looking for an online platform where they can tap into this unlocked resource, the customer. Instantly the fanbase of 5 million customers turned into a crowdsourcing workforce resulting in 9500 ideas submitted in the

first month. Two years after Domino's refocus to the consumers they saw a Q1 boost of 14.3% for same-store sales.

YOUR CONSUMERS WILL

LOVE YOU.

OF CONSUMERS STATED THEY WOULD LOVE TO BE INVOLVED IN CO-

CREATION PROJECTS OF BRANDS THEY LIKE.

80%(insites-consulting.com)

BRANDS

INTRODUCING YOUR NEWEST

MOST VALUABLE RESOURCE

THE CONSUMER