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3. Service Creativity & Innovation:
An American Scholars Perspective
Customers
Presented by
Raymond Fisk
Professor and Chair of Marketing
Texas State University - San Marcos
Ray.Fisk@txstate.edu

4. Topics
p
1.
1 Scarcity of Service Creativity & Innovation
2. Desperate Need for Service Creativity &
Innovation
3. Technology for Service Creativity &
gy y
Innovation
4.
4 Broadening Our Perspective on Service
Creativity & Innovation
5. Strategies for Personal Creativity &
Innovation

5. 1.
1 Scarcity of Service
Creativity & Innovation
y

6. What is Creativity?
y
• Creativity is finding new ideas
ideas.
• Creativity is the source of Invention and
Innovation.
• Invention is the creation of new things
things.

7. What i I
Wh t is Innovation?
ti ?
• Innovation is b g g
o at o s bringing
new ideas to market.
• The ideas have to be new
to the market, but not
necessarily the world
world.

8. No One is Born Creative or
Innovative
I ti
• Al
Almost all h
t ll human b h i
behaviors are l
learned
d
behaviors.

9. Creativity and Innovation
y
are Temporary!

10. The first
Port Wine
could only
be made
once!

11. The Ponte Dom
Luis was once the
longest single span
bridge!

12. Good Id
G d Ideas Are Always Scarce
A Al S

13. 2. Desperate N d f S
2 D t Need for Service
i
Creativity & Innovation

14. “New id
“N ideas are easy,
getting rid of the old
tti id f th ld
ones i hard.”
is h d ”
- Edwin Land, Founder, Polaroid
Corporation
C ti

15. Service
• The word originates in Latin:
– Service is from the Latin servus
servus,
which means “slave, servant or serf”.

17. What are the Essentials of
Human Civilization?
• Stuff – Food, water, clothing, and shelter
• Interaction – Human interactions are the
essence of civilization.
•S i l i t d
Sociologists describe fi key institutions
ib five k i tit ti
of human society:
• Family The f il i th
Th family is the
• Education most essential
• Government service
• Economy y organization in
• Religion human history!

18. Slow Progress of the Human
Species
• Human history is full of bloodshed,
mistreatment or neglect.
• Progress
–hhappens d despite these d
i h destructive f
i forces.
– is a function of creativity and innovation.
• Innovations offer new solutions to ancient
human problems
problems.

19. Inverting the Power Pyramid
Dominance
Culture
Service
Culture

20. Four Service Areas Where We
Need Service Creativity &
Innovation

21. Global Health Care (including the
Swine Flu Pandemic) is a service
problem!

22. Global Warming is a service
problem!
bl !

23. Global Poverty is a service
problem!

24. Global Ignorance is a service
g
problem!

25. 3. Technologies for Service
Creativity & I
C ti it Innovation
ti

26. Technology Has Become More
Interactive
Phase 1: One Way Marketer Customer
Phase 2: Partially Interactive Marketer Customer
Customer
Phase 3: Fully Interactive Marketer
Customer
Source: Fisk, Grove and John (2008)

27. Social Networking Is Changing
Economies (and Elections)
• The Internet vastly reduced barriers to
customer collaboration.
– Customers are talking to each other.
– Customer communities are forming.
– Customers are raising their voices in unison.
• Crowds can become mobs or movements!
• Example - FlyersRights.org

28. Era of Portable Services
• GPS Enabled Smart Phones
– Where Am I or Where Is it?
– How Do I Get There?
– Who Is There?
– What Is Happening?
– When Does it Start?
– Why?

29. Two Examples of Service
Creativity and Innovation

30. A Global Example
p
• IBM began as a business machines
company, then became a computer
company, and now they are a global
p y
service company.
• IBM’s Service Innovations
– Service Knowledge Advocate
• Service Science, Management, Engineering and
Design (SSMED)
– Smarter Planet

32. AP t
Portuguese E
Example
l
• Yd
Ydreams – A i t
An interactive experience
ti i
designer.
• Educational experiences – Braganza
Science Center
• Promotional experiences - TMN Bluestore

33. 4. Broadening Our Perspective
on Service Creativity &
Innovation

34. We Are Limited by Our Existing
y g
Knowledge & Skills
• Like the blind men and elephant parable,
our understanding of services is limited
limited.
• Disciplinary training can weaken one’s
ability to perceive problems from other
perspectives!
• Problems don’t know academic disciplines.

35. Typical Silos of Knowledge
yp g
Service Service
Science Management
Service Service
Arts
At Engineering
E i i

36. A Unified Perspective
p
Service Service
Science Management
Serving
Customers
Service Service
Arts Engineering

37. Service Collaboration
• Our modern communications vastly
y
reduces the barriers to collaboration.
– We need worldwide multidisciplinary
social networks.
– We need to move from silos of
knowledge to webs of knowledge.
– We need to include customers in the
conversation!

38. 5.
5 Ten Strategies for Personal
Creativity and Innovation
y

39. 1. Question Assumptions
Q p

40. 2. Dream Big
g

41. 3.
3 Be Flexible

42. 4. Study Successful Creativity
and Innovation

43. 5. Experiment - Expect and Learn
from F il
f Failures!
!

44. 6. Practice, Practice, Practice!
, ,

45. 7. Gradual Change Is Always
Better than No Change

46. 8. Have Fun

47. 9. Dare to Be Different

48. 10. Take Action

49. Five Rules for Serving
g
Customers in the 21st Century
1. Be Respectful
2. Be Engaging
3. Be Collaborative
4. Design for Humans
5. Be Technologically Sophisticated

50. Creativity-Innovation-Change
y g
Innovation
Creativity
y Change
g

51. Thank You!

53. 2009-2010 Common E
2009 2010 C Experience
i
at Texas State University
The Whole New Mind:
Crossing Boundaries of
Disciplines

54. Dan Pink’s A Whole New Mind
• Four Major Ages:
1. Agricultural Age (farmers)
2. Industrial Age (factory workers)
3. Information Age (knowledge workers)
4. Conceptual Age (creators and
empathizers)

55. Pink’s Six Essential Senses:
1. Design - Moving beyond function to
engage th sense.
the
2. Story - Narrative added to products and
services
ser ices - not just argument. Best of the
j st arg ment
six senses.
3.
3 Symphony - Adding invention and big
picture thinking (not just detail focus).
4.
4 Empathy - Going beyond logic and
engaging emotion and intuition.
5. Play - Bringing humor and light-
light
heartedness to business and products.
6. Meaning - Immaterial feelings and values
g g
of products.