A roadmap to creativity and innovation
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Lucy Gower, fundraising and innovation consultant Innovations and trends in communications, brand and fundraising conference www.charitycomms.org.uk/events
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A roadmap to creativity and innovation
- 1. Innovations and trends in communications, brand and fundraising Conference 30 January, 2013 London #CCinnovations
- 2. A roadmap to creativity and innovation Lucy Gower @lucyinnovation
- 4. Innovation = Problem x Solution x Execution
- 5. Innovation “What you need to do differently to get to where you said you would go”
- 6. Incremental
- 10. “If I had one hour to save the world, I would spend the first 55 minutes analysing the problem and then 5 minutes on the solutions” Einstein
- 12. Technique for producing ideas 1. Gather raw material 2. Order and catalogue your thoughts 3. Incubation 4. Out of nowhere the idea will appear 5. Shaping and development of the idea
- 15. “Part of what made the Macintosh great was that the people working on it were musicians, and poets, and artists, and zoologists, and historians who also happened to be the best computer scientists in the world.” Steve Jobs
- 18. P&G – Connect and Develop
- 20. 2. Order and catalogue your thoughts
- 21. 3 and 4. Incubation and the idea will come
- 22. 5. Shaping and development of the idea
- 23. “ A new idea is delicate. It can be killed by a sneer or a yawn; it can be stabbed to death by a joke, or worried to death by a frown on the right person’s brow” Charles Brower
- 25. The F Word “I have not failed. I've just found 10,000 ways that won't work.” Thomas Edison © lucyinnovation
- 28. © lucyinnovation
- 29. Have a process to manage risk What are you setting out to achieve? FOCUS FOCUS Seek to understand your audience INSIGHTS INSIGHTS Only then generate ideas based IDEAS IDEAS around your strategic objective and understanding of your audiences
- 30. Have a process to manage risk Make it real, draw it, role play it, PROTOTYPE PROTOTYPE say it Small scale – one geography one PILOT PILOT audience type LAUNCH LAUNCH Refine make changes and launch
- 32. Every employees job Deliver wow through service
- 34. • Resources books and blogs
- 35. The roadmap to creativity • Generate ideas around a strategic need • Get good insight • Deliberately make connections • Take time to relax • Aim for lots and lots of ideas • Use criteria to select the best ideas • Greenhouse the best ideas • Do something
- 36. Find out more www.sofii.org Innovation still rules Joe Saxton and Lucy Gower Where good ideas come from Steven Johnson Switch and Made to Stick Chip and Dan Heath Sticky Wisdom ?What if! The Innovation Company Business beyond the Box John O’Keefe Linchpin and Purple Cow Seth Godin Enchantment Guy Kawasaki The Art of Woo G Richard Shell and Mario Moussa Making ideas Happen Scott Berkun Good to Great Jim Collins Speed of Trust Stephen Covey
- 37. Questions @lucyinnovation lucy@lucyinnovation.co.uk lucyinnovation.co.uk
Notas do Editor
- The foundations of the innovation engine are your vision, mission, culture and strategy. Innovation consultant Lucy will focus on how we can encourage, nurture and build a culture of innovation and how to balance and manage risk. She’ll outline what this might look like on a day-to-day basis and how we can inspire all staff to contribute and grow effective ideas. How we can encourage, nurture and build a culture of innovation at our organisations -What this might look like on a day-to-day basis -How to balance and manage risk -How we can inspire all staff to contribute and grow effective ideas -Examples of charities being innovative in the areas fundraising, brand and comms LG introduce – who I am what I do
- All the creative people put their hands up All the innovators put their hands up Challenge is that we are all creative 0 but its what we do with it that matters. How we turn it into innovation.
- Business strategy to help you achieve your organisations mission Innovation is a business strategy – this is the hard bit – refer to survey – we are good at having ideas – but not so good at making them happen Innovation is a business strategy – not bean bags and creative sessions – its not just the fun creative bit Innovation is crucial to survival Its about cutting through the noise – no matter that your message – fundraising / campaigning
- Small steps – incremental changes – changing a process/product – NSPCC example
- New product development – changing your DM pack New products to current audiences – or new audiences – introducing something new to your portfolio
- Giant leap – radical – changes the way we do things – e.g. the internet – disruptive innovation. More risk involved in this and not any chariries are really operating in this space
- Charities very existence is to drive change – why innovation is important World changing Way we communicate is changing Real time feedback Everyone is an authour – broadcaster
- Work out the problem you need to solve Have you ever followed someone elses plan – or your plan but the world has changed – Pen in space – funnel of focus. Ask why x5
- A simple tactic is to ask why x5
- 1965 – James Webb Young – advertising guru – simples
- Stephen Johnson in his book where do good ideas come from – ideas are a series of connections put together in a new way Advertising guru James Webb Young in 1965 ‘A technique for producing ideas’ – specific – e.g. getting under the skin of your supporter/audience and general
- Steve Jobs commencement speech Therefore we must get raw material for innovation by expanding experience – a culture of innovation is just that. Staff have time
- The very start is with the people that you employ – people who are experts in the roles you are employing them to do – but curious people – mavericks that bring networks and connections
- Innocent smoothies old offices fruit towers – hot desk – sit in different teams – open spaces to encourage water cooler moments encouraging people to talk share ideas – problem solve together
- Southwest recently gathered people from its in-flight, ground, maintenance, and dispatch operations. For six months they met for 10 hours a week, brainstorming ideas to address a broad issue: What are the highest-impact changes we can make to our aircraft operations? The group presented 109 ideas to senior management, three of which involve sweeping operational changes. One solution about to be introduced will reduce the number of aircraft "swaps" -- disruptive events that occur when one aircraft has to be substituted for another during mechanical problems. Chief Information Officer Tom Nealon says the diversity of the people on the team was crucial, mentioning one director from the airline's schedule planning division in particular. "He had almost a naive perspective," says Nealon. "His questions were so fundamental they challenged the premises the maintenance and dispatch guys had worked on for the last 30 years."
- Not all the smartest people work for them Companies tend to have specific teams and structures that focus on research and development. They have budgets that do not have a guaranteed income attached to them. They may have strategic metrics in place. Success from 35% - 50% Outside firm 15% - 35% Talk about P&G Connect and develop programme – expenditure set at a %of sales. This is common. Apple is said to be low at 2% of sales – its success due to a culture of innovaiton as well as investment. Just having a testing budget alone will not be enough.
- Examples of innovative – fundraising brand comms – and why the culture supported it – open and collaborative Nesta open innovation programme – examples of some of the partnerships The Big Dig
- Where are you sharing info –giving everyone a notebook - intranet – big bit of wall – team meetings – a channel that works foro you… Interface, the world’s leading designer and manufacturer of carpet tiles to team up with the Zoological Society of London to develop an innovative approach to tackling the problem of discarded fishing nets in developing countries. This partnership is known as Net-Works and aims to work with local experts and coastal communities to develop a community-based supply chain for discarded nylon fishing nets. This will improve the coastal & marine ecosystem, create livelihood opportunities for those communities and demonstrate that cross-sector collaboration can create sustainable business models with commercial, environmental and social benefit. a global innovation community. The Net-Works programme will be challenging to implement – both in reaching remote and poor rural communities and in establishing a business model that is viable in the long term. Interface and ZSL will be working together over the next 6 months to develop and pilot this concept on Danajon Bank in the central Philippines, a centre of biodiversity, but one of the most degraded coral reefs in the world. A scoping trip in January this year estimated that the quantity of nylon fishing net discarded each year is sufficient to cover the length of Danajon Bank (140km) more than 400 times. If successful the pilot could be replicated in other communities in the Philippines and beyond.
- Then no 4 out of nowhere the idea will come – once you have stopped straining for them and have passed through a period of rest and relaxation from the search. The expression ‘sleep on it’ isn’t accidental. It is the process of your subconscious mind processing your thoughts.
- This is when ideas get killed – they don ’ t get given a chance – creating a safe environment
- This bit is so hard – we are ell euphoric about the great energy filled idea workshop we went to – now its serious – neck on the line of you fail.
- Got to share the success and failure Examples - Cut the crap Cock up club Fail yea
- Zappos –Built the brand to be about the very best customer service and the very best customer experience. Customer service isn’t just a department, it is the entire company. 1.Deliver WOW Through Service 2) Embrace and Drive Change 3) Create Fun and A Little Weirdness 4) Be Adventurous, Creative, and Open-Minded 5) Pursue Growth and Learning 6) Build Open and Honest Relationships With Communication 7) Build a Positive Team and Family Spirit 8) Do More With Less 9) Be Passionate and Determined 10) Be Humble There is a famous story of someone calling Zappos for a pizza,(the hotel room service stopped serving hot food after 11 pm). She ended up calling customer service at Zappos and asked if they could help her get a pizza (Zappos don’t make or deliver pizza). The end of the story was that the person at customer service located all the open pizza restaurants close to the location where she was at and sent them to her. ----- Meeting Notes (26/11/2012 07:30) ----- In the corporate world - successful companies drive business through delighting customers - without customers they don't have a business. Without your donors how is your charity going to achieve its mission? Famous Zappos story - a customer in a hotel room - room service was closed - they phoned zappos to help them order a pizza. Zappos sell shoes The Zappos person found all the numbers for pizzas for the person
- People were in charge of making their own decisions on how they delivered wow serive ----- Meeting Notes (26/11/2012 07:30) ----- Customer service - or selighting customers at zappos is everyones job - there is a charter about delivering wow through service amongst others of zappos core values delighting the donor starts with a mindset.
- We are all broadcasters – give your service teams/volunteers permission to tell their stories – and work hard to understand them.
- Acted quickly – not just watching – that was the point – they did something.