Moves the Needle: Lean Branding: Aligning Product, Brand & Culture Through Parallel Innovation
- 1. - R E M O V E T H I S B O X - A D D P E A K E R L O G O I N V I E W S L I D E M A S T E R @JEREMIAHGARDNER Practicing Parallel Innovation: Aligning Product, Brand and Culture Through Lean Innovation
- 2. WHAT IS INNOVATION? BUSINESS BUZZWORD BINGO!
- 3. INNOVATION SPECTRUM UNKNOWN PRODUCT LEADS THE WAY UNKNOWN / NEW MARKET PROBLEM NOT UNDERSTOOD INNOVATION IS GAME-CHANGING OPTIMIZED FOR LEARNING KNOWN BRANDING LEADS THE WAY EXISTING MARKET PROBLEM WELL UNDERSTOOD INNOVATION IMPROVES DIFFERENTIATION OPTIMIZED FOR EXECUTION
- 4. LEAN INNOVATION: ELIMINATION OF WASTE IN THE DISCOVERY OF NEW VALUE.
- 5. LEAN INNOVATION IN PRACTICE
- 6. NOT JUST PRODUCT TEAMS… WHOLE ORGANIZATION IS RESPONSIBLE FOR INNOVATION
- 8. THE CHALLENGE AT SCALE •Misaligned / Siloed teams •Long-cycle handoffs •Traditional marketing & branding practices
- 9. PARALELL INNOVATION: ALIGNING PRODUCT, BRAND & CULTURE THROUGH LEAN INNOVATION
- 10. START WITH EMPATHY PARALLEL INNOVATION PRINCIPLE #1
- 11. THE VALUE STREAM
- 12. LEARNING TO INCLUDE YOUR CUSTOMERS IS ONE OF THE MOST INDISPENSABLE SKILLS AN ORGANIZATION CAN HAVE.
- 13. EMPATHY MEANS… •Seeing through the eyes of others •Hearing through the ears of others •Experiencing through the hands of others
- 14. INNOVATION STARTS WITH EMPATHY
- 15. BE FLEXIBLE, ACT RESPONSIVELY PARALLEL INNOVATION PRINCIPLE #2
- 16. BROADCAST vs CONNECTED • People have the ability (and are using it more and more) to respond directly • The company and the customer are now on equal footing • Marketing is a dialogue
- 17. “WHEREAS PRODUCTION, BROADCAST AND VOLUME DEFINED VALUE IN THE INDUSTRIAL AGE; EMPATHY, CONNECTION AND ADAPTABILITY DEFINE VALUE IN THE WORLD TODAY.”
- 18. RAPID EXPERIMENTATION Build the capability of your team to rapidly build, test, and validate (or invalidate) new products, campaigns and tactics.
- 19. IF WE DO X, Y% OF PEOPLE WILL BEHAVE IN WAY Z. HYPOTHESIS-DRIVEN DEVELOPMENT
- 20. INNOVATION =EMBRACE LEARNING OVER EXECUTION
- 21. FOLLOW THE EVIDENCE, NOT THE STRATEGY PARALLEL INNOVATION PRINCIPLE #3
- 22. • “spoken to” not “sold to” • Binge watching • I just needed a night out • It’s all about me • Personal expression • Money is always tight • I give it as a gift • I needed relief now! • Try it before I buy it EVIDENCE = • Must Have Score • NPS • Viral Coefficient • # of Engaged Users • Referral • Daily Net Change • TSM 3% • Activity Heatmap • Activation Rate (1d7s) DATA + INSIGHTS(METRIC) (WHY? WHY? WHY?)
- 23. VALIDATED LEARNING • Build a case over time, using multiple experiments • What level of feedback you need to produce evidence the (product, tactic, etc) should be built?
- 24. AN ORGANIZATION’S ABILITY TO LEARN AND TRANSLATE INSIGHT INTO ACTION RAPIDLY IS THE ULTIMATE COMPETITIVE ADVANTAGE.
- 25. THINK BIG, START SMALL APPLYING PARALLEL INNOVATION
- 26. DIVING IN • What do you need to learn? • What can you build today to start learning? • How will you measure success?
- 27. “VALUE IS NOT REALIZED IN BRILLIANT ASSUMPTIONS, GENIUS STRATEGIES, OR CREATIVE IDEAS ALONE, BUT INSTEAD OCCURS WHERE CREATIVE INSPIRATION MEETS THE RIGOR OF VALIDATION.”
- 28. •Author, The Lean Brand •Principal, Moves The Needle •Startup Mentor & Advisor •Enterprise Innovation Coach @JeremiahGardner www.MovesTheNeedle.com jeremiah@movestheneedle.com We’ve advised the innovation practices of: www.JeremiahGardner.com