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  Processes, information and communities should be integrated as three key ingredients for innovation  Innovation success requires internal communications Page 2

Internal Innovation Foundation Page 3

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the information they need  Innovators work in isolation Harvard Business School: Traditional innovation approaches are outdated – firms must develop the ability to collaborate Page 4

An Innovation Ecosystem  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the information they need  Innovators work in isolation Harvard Business School: Traditional innovation approaches are outdated – firms must develop the ability to collaborate Page 5 Innovation Activities Get the right information within the right time Capture & reuse expertise & new intellectual capital Work collaboratively with repeatable & effective methods

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

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

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

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

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

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

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

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

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 Page 14

Thank You! Jeff Boehm Chief Marketing Officer Invention Machine x3235 Page 15