1. Hello A point of view for thinking differently
So we called it Co-creation and lateral design opportunities for today…
Hello, and introductions.
We’re here to share our thoughts on Co-creation and lateral design opportunities. Our professional experience is very much based around User Centred Research and Design Thinking.
RESEARCH WITH IDEAS (CREATIVITY) - YOU CAN HAVE CREATIVE RESEARCH, BUT THAT DOESN’T MEAN YOU’LL HAVE CREATIVE IDEAS

2. Innovation, it’s that word again
SO THIS SHORT TALK IS OUR POINT OF VIEW ON ATTITUDES AND APPROACHES TO MAKING ‘INNOVATION’ HAPPEN,
WHAT WE’RE SHARING IS NOT ROCKET SCIENCE! – ITS MORE LIKE COMMON SENSE

3. Looking for Sizzle!
Wanted radical world beating Innovation to help transform my offer with a silver bullet. Not looking for long-term relationship, never been good at sharing or collaborating due to limited time availability and unwillingness to invest in thinking differently.
Apply hearted commitment.
HAVING BEEN AROUND THE BLOCK A FEW TIMES THIS ISN’T FAR FROM THE TRUTH - FINDING THE PERFECT FIT
Would you apply?

4. The consumers’ job is to consume!
BUT WE FIND OURSELVES IN UNREWARDING RELATIONSHIPS. MARKET RESEARCH CAN KILL INNOVATION – I MIGHT NOT HAVE A MARKETING MBA – BUT I KNOW A LOT ABOUT USER CENTRED DESIGN AND I AM A CONSUMER
Are we really paying attention to thinking differently
Or just adding to the sea of sameness…

5. Innovation means change… not being a ‘me too’
Oh change – that’s a bit trickier,
WORDLES….IT’S EASY TO LOOK AT START UPS AND SAY THEY ARE INNOVATIVE BECAUSE IT’S HARDER FOR ESTABLISHED COMPANIES TO KEEP CHANGING.
WITH OF COURSE EXCEPTIONS – THESE ARE THE ONES WHO CREATE IDEAS THAT CAN EVOLVE – THEY CAN LOOK BEYOND THE COMPETITION
THIS COULD BE INTERNAL FACING OR EXTERNAL FACING

6. From - being concerned about wasting time…
Starting with a change in attitude…Yours
From - being concerned about wasting time…
From - running all
over the place
From - a disjointed
and siloed approach
To making time
To – focusing efforts
To – joined up thinking
WE LIVE IN A WORLD WHERE WE EXPECT ANSWERS AND SOLUTIONS IMMEDIATELY – AND WE GET FRUSTRATED WHEN THINGS DON’T WORK FIRST TIME
TOO OFTEN WE JUST LOOK FOR THAT KILLER INSIGHT TO BASE A PIECE OF COPY BEHIND
WE DON’T MAKE TIME – AND WE DON’T SPEND MONEY ON INNOVATION WHEN WE SHOULD BE

7. Change happens by seeing things differently
I’M VERY WARY ABOUT RESEARCH AND DESIGN AGENCIES WHICH SAY WE’ ARE STRATEGIC CONSULTANTS – YOU HAVE TO WIN TRUST BY DELIVERING GOOD WORK
THAT CAN MEAN TAKING CLIENTS OUT OF THEIR COMFORT ZONES
Good consultants support, inspire and empower internal teams

8. What are we good at today?
Literal and lateral thought starters
The Company
The Market
The User
Barrier or Driver?
Barrier or Driver?
Pro – active
Re – active
What are we good at today?
What could we do?
Established
Evolving
Shrinking
Local
Global
What’s missing?
More choice
Less loyalty
Attitudes
Behaviours
What do they want?
WE NEED TO GROW OUR BUSINESS – WE NEED TO ATTRACT NEW CLIENTS
WHAT DO YOU THINK YOU ARE MAKING AND WHAT IS THE CONSUMER TAKING AWAY
WHAT ARE WE PROVIDING
WHY ARE WE PROVIDING IT
HOW COULD WE BE BETTER

9. Create with the user – deliver for the business
It’s an approach to set you up for success
Explore
Ideas
Idea to Market
Engaging on the right questions and using them to find inspiration
Co-create with this inspiration to create concepts and ideas
Refine the actionable ideas that will make a meaningful difference
CONSULTANTS DO THE HEAVY LIFTING – BUT EVERYONE HAS TO GIVE SOME TIME – IT’S NOT ABOUT TA DA MOMENTS
INVESTING TIME HERE WILL SAVE MONEY FURTHER DOWN THE LINE AND STOP COSTLY INCREMENTAL TWEAKING (SPLENDA)
The Company
The Market
The User

10. Look backwards to go forwards
Knowns for
sharing
Unknown Unknowns
Explore
CURIOSITY TO EXPLORE AND MOVE FORWARD – WE’RE NOT DESIGNING FOR OURSELVES
TOO OFTEN WE EXPECT THE ANSWER BEFORE WE’VE FIGURED OUT THE RIGHT QUESTIONS
I’VE ASKED THE SAME QUESTION TO FOUR DIFFERENT PEOPLE IN A BUSINESS AND GOT FOUR DIFFERENT ANSWERS
Knowns for
ignoring
Knowns Unknowns

11. Share to work – work to share
Give the pen to the consumer
So they can show you what they think, feel, say and are prepared to do
Ideas
DON’T EXPECT THE CONSUMER TO DELIVER THAT KILLER IDEA – BUT ON REFLECTION IT WILL BE THERE
TO OFTEN WE GET CAUGHT UP IN WHAT THE BRAND STANDS FOR – CO-CREATION SHOWS WHERE THE BRAND HAS PERMISSION TO CHANGE

12. Fix today – win tomorrow
Setting the ideas up for success - Desirable – Viable - Feasible
Idea to Market
DISRUPT
PLAY
BEING CONFIDENT THAT YOU HAVE IDENTIFIED A CONSUMER NEED AND THAT YOU HAVE A IDEA THAT MEETS THIS NEED AND FITS WITH YOUR PURPOSE.
YOU CAN CREATE DESIGN PRINCIPLES – HAVE KEY INSIGHTS/LEARNINGS/ GOOD IDEAS AND PROVIDE CLEAR DIRECTION IN ORDER TO TAKE AN IDEA TO MARKET
FIX

13. Thinking differently can make and save you money…
W.L. Gore
Innovation Center
SPLENDA IS A LOW CALORIE SWEETNER – THE COMPANY WAS IN THE PROCESS OF CREATING ‘COMPLEX’ PACKAGING BECAUSE THEY THOUGHT THEY NEED TO MAKE THEIR PRODUCT LOOK MORE DESIRABLE – LIKE COSMETICS TO INCREASE SALES…THE REAL ISSUE WAS NOT TO MAKE CONSUMERS FEEL BAD ABOUT USING THEIR PRODUCT – SO A SIMPLE LABEL CHANGE – DOUBLED SALES.

14. Thinking differently can make and save you money…
Campanile
Creating experience blueprints for re-inventing the budget hotel experience
W.L. Gore
Innovation Center
CAMPANILE IS A CHAIN OF BUDGET HOTELS IN FRANCE AND EUROPE – THEIR OFFER WAS LOOKING TIRED AND AN AGENCY WANTED TO REBRAND THE FRANCHISE AND TOTALLY UP GRADE THE ROOMS – THIS WOULD BE BE VERY EXPENSIVE – EMOTIONAL COMFORT AND SIMPLICTY WAS THE REAL NEED AND BY TAKING THINGS AWAY THE EXPERIENCE WAS IMPROVED – TO SUCH APPOINT REGULAR CUSTOMERS WERE PREPARED TO PAY MORE FOR A ROOM.

15. Thank You Iain Acton iain@disruptivelemonade.com Steve Heron