Conference given at ESADE Business School on 26th April, 2012
People often ask, “What drives innovation in an organization…?” While this is a complex issue, one key factor is that some organizations seem to create more opportunities to innovate. The presentation examines how they are able to do that.
2. GOAL
To share a new approach for innovation
based on people.
OUTPUT
To inspire and stimulate participants to
approach innovation with new methods
and engage to apply what you have learned.
A Piece of Pie • ESADE 2012
3. CONTENTS:
1 Understanding customer experiences
2 Transforming insights
A Piece of Pie • ESADE 2012
4. The only true is reality.
Aristotle
A Piece of Pie • ESADE 2012
8. “The world has changed, but our methods
for understanding consumers have not.
We keep relying on familiar but ineffective
research techniques… The products
we create based on those techniques simply
are not connecting with consumers…”
Gerald Zaltman, G. 2003, How Customers Think
A Piece of Pie | April 2011
A Piece of Pie • ESADE 2012
9. “To broaden the lens of opportunity, it is
important to look beyond the direct use
of a company’s product or service”
A Piece of Pie • ESADE 2012
10. 5% conscious FORMAL / articulated
95% unconscious TACIT / unarticulated
A Piece of Pie • ESADE 2012
18. Exercise #4
Valira, how you will
innovate the Tupperware?
A Piece of Pie • ESADE 2012
19. Valirade la etnografía en el crecimiento user not the “tupperware”:
Impacto
case. Observing the orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012
20. Valirade la etnografía en el crecimiento user not the “tupperware”:
Impacto
case. Observing the orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012
21. Exercise #4
Intel, how you will innovate
applying technology for the seniors?
A Piece of Pie • ESADE 2012
22. Intel case. Looking at the “big picture”
Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012
23. Intel case. Looking at the “big picture”
Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012
24. Intel case. Looking at the “big picture”
Impacto de la etnografía en el crecimiento orgánico | mayor diferenciación en las innovaciones
A Piece of Pie • ESADE 2012
40. CONNECTING: the empathic lenses
Build Emphatic and deep understanding of customer
Understand the importance of “contextual” knowledge
Develop fresh perspectives
Look beyond product, categories and industries
Observe how customers think and behave
Link the conscious and unconscious of customers
A Piece of Pie • ESADE 2012
41. CONVERSATIONS: the value of co-creation
Develop inspirational stimuli
Build Strategic and “tangible” visualizations for new
directions and innovation paths
Create interdisciplinary alignment & engaging “first feel”
to share insights for inspiring innovation
Stretch your thinking beyond the conventional
Remove barriers between you & customers
A Piece of Pie • ESADE 2012
43. Are you starting with the same facts,
dogmas and old perceptions ...?
Are you looking beyond your industry...?
Are you connecting with your customers...?
Are you enabling conversations
with your customers...?
A Piece of Pie • ESADE 2012