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Marketing Innovation Keys to Open Innovation Success

Marketing Innovation Keys to Open Innovation Success. Jeff Boehm Chief Marketing Officer Invention Machine. Key Points. Successful open innovation requires a strong internal innovation framework

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Marketing Innovation Keys to Open Innovation Success

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  1. Marketing InnovationKeys to Open Innovation Success Jeff Boehm Chief Marketing Officer Invention Machine

  2. Key Points Successful open innovation requires a strong internal innovation framework Processes, information and communities should be integrated as three key ingredients for innovation Innovation success requires internal communications

  3. Internal Innovation Foundation

  4. Innovation Challenges • Innovation remains an ad-hoc process • Forrester: CEO’s are clamoring for continuous vs. ad-hoc innovation to stay ahead of competition • Knowledge is hidden in plain sight • IDC: Knowledge workers are failing in their quest to obtain the information they need • Innovators work in isolation • Harvard Business School: Traditional innovation approaches are outdated – firms must develop the ability to collaborate

  5. Information An Innovation Ecosystem Get the right information within the right time Capture & reuse expertise & new intellectual capital Communities Innovation Activities Work collaboratively with repeatable & effective methods • Innovation remains an ad-hoc process • Forrester: CEO’s are clamoring for continuous vs. ad-hoc innovation to stay ahead of competition • Knowledge is hidden in plain sight • IDC: Knowledge workers are failing in their quest to obtain the information they need • Innovators work in isolation • Harvard Business School: Traditional innovation approaches are outdated – firms must develop the ability to collaborate

  6. Deploying Innovation Internally X MANDATE Commencing today, you will INNOVATE! • Positioning • Make it relevant • Show success • Promotion • Make it obvious • Calls to action • Make it easy • Sustaining momentum • Make it stick

  7. Positioning – Make it Relevant Audiences • Value • Costs • Timeline • Results • … • What does it mean to me? • How does it fit into my current role? • Who else is on-board? • … Executives User Communities

  8. Positioning – Make it Relevant (examples removed due to confidentiality) In context Meaningful

  9. Positioning – Make it Relevant (examples removed due to confidentiality) Voice of the user

  10. Promotion – Make it Obvious (examples removed due to confidentiality) • Use all available channels • Drumbeat – not one-off • A rolling roadmap/ project plan

  11. Promotion – Make it Obvious LCD Displays Newsletter Tech fairs Blogs Tent cards Staff meetings Email Magazines Intranet Posters Tchotchkes Wiki Badges • Use all available channels • Drumbeat – not one-off • A rolling roadmap/ project plan

  12. Calls to Action – Make it Easy (examples removed due to confidentiality) Clear instructions to learn more and engage

  13. Sustaining Momentum – Make it Stick • User Communities • Regular communications (examples removed due to confidentiality)

  14. Key Points • Successful open innovation requires a strong internal innovation framework • Processes, information and communities should be integrated as three key ingredients for innovation • Innovation success requires internal communications • Positioning – make it relevant & show success • Promotion – make it obvious • Calls to action – make it easy • Sustain momentum – make it stick

  15. Thank You! Jeff Boehm Chief Marketing Officer Invention Machine jboehm@inventionmachine.com +1.617.305.9250 x3235

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