Conference Day Three: Stepping into the Future of Innovation
WEDNESDAY, NOVEMBER 2, 2011
“What should I do tomorrow?”
Organizations that are continuously reinventing processes and practices must experiment with radical new approaches to PIM and lead the way. Organizations understand that not everything that they try will pay off – however, when an organization strikes it, they strike it big.
Day Three Next Practice presentations will feature fast-paced, 15-minute presentations and a moderated question and answer session with the audience. Presentations will focus on Organizing for Innovation and The Emerging Economies of New Product Development.
Schedule At-A-Glance
| 7:00a.m.-12:45p.m. | Registration Open | |
| 7:00a.m.-1:00p.m. | Exhibit Area Open | |
| 7:00a.m.-7:45a.m. |
Eye-opener Coffee & Birds of a Feather Networking Activities (located in the Exhibit Area) |
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| 7:45a.m.-8:45p.m. |
Visionary Keynote: Rebuilding LEGO - How LEGO Reinvented Innovation and Conquered the Toy Industry David Robertson, PhD, The Wharton School, University of Pennsylvania |
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| 8:45a.m.-9:05a.m. |
Ethnographic Animation: 3D design for Marketing and Education Kate Ertmann, Animations Dynamics |
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9:05a.m.-9:25a.m. |
Habits are the Key to Product Innovation Success… and Failure Neale Martin, author of Habit: The 95% of Behavior Marketers Ignore |
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| 9:25a.m.-9:50a.m. |
Moderated Q&A: Lessons Learned Kate Ertmann and Neale Martin |
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| 9:50a.m.-10:00a.m. | Break | |
| 10:00a.m.-11:00a.m. |
Visionary Keynote: Five Ways Enterprise Co-creation will Rock New Product and Service Development Francis Gouillart, Experience Co-creation Partnership |
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| 11:00a.m.-11:45a.m. |
Less is More: Managing Vitality Rates in a Growing Category Kent Owens, Bosch |
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| 11:45a.m.-12:30p.m. |
New Products and Services for the Next Billion Customers Derrick Kiker, McKinsey |
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| 12:30p.m.-1:00p.m. | Moderated Q&A: Lessons Learned | |
| 1:00p.m. | Conference Adjourns | |
| 6:00p.m. | Board of Directors Dinner | |
Visionary Keynotes
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Rebuilding LEGO – How LEGO Reinvented Innovation and Conquered the Toy Industry |
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| David Robertson, PhD, The Wharton School, University of Pennsylvania |
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| Remember the fun of playing with LEGO® blocks while growing up? Although a household name, just five years ago The LEGO Group was near bankruptcy. Many of its innovation efforts were unprofitable or had failed outright. But today, LEGO’s revenues and profits are soaring despite a declining toy market. While at Switzerland’s Institute for Management Development, Dr. David Robertson studied The LEGO Group and discovered how its managers embraced a broad view of innovation. In this interactive lecture, Dr. Robertson will explain how LEGO turned its business around, why systems are necessary to promote innovation across the company and LEGO’s strategic model for innovation success. | |
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Five Ways Enterprise Co-creation will Rock New Product and Service Development |
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| Francis Gouillart, co-author of The Power of Co-creation |
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In your professional life, have you thought about how product development will change in the future? Many are familiar with the term co-creation and most view it as generating new product and service ideas with communities of customers, usually enabled by some kind of social networking technology. Drawing on research from his latest book, Francis Gouillart will show why co-creation is more revolutionary than evolutionary when applied on an enterprise level and the profound implications it will have on product development as we know it. |
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The Emerging Economies of New Product Development
| Kent Owens, President, Measuring Tools, Bosch |
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Picture a business that is experiencing high growth in a category that is relatively new to the market. The young team is passionate about what they do and eager to life cycle-manage the product segments, perhaps faster than presents the best ROI. How does a company balance the use of sales stimulation through faster innovation cycles with the management of resource capacity limitations and the need for elongated life cycles to get a proper return on investment? Hear how one company has succeeded in accomplishing this goal. |
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Organizing for Innovation
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Ethnographic Animation: 3D Design for Marketing and Education |
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| Kate Ertmann, Owner, Animations Dynamics | |
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Learn how animation can be leveraged as a key strategy in communicating human-centered research to decision makers, venture capitalists and customers. Animation has proven to be effective at appealing to diverse consumers because studies have shown that people have a heightened emotional response to animation. Get a comparison breakdown of the advantages of using animation visualization versus video when explaining complex UX data and results, as well as Best Known Methods for the process itself. |
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| Derrick Kiker, Associate Principal, McKinsey & Company |
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Companies today are positioning themselves for product innovation in emerging markets, in particular targeting the biggest segment of growing middle classes that possess increased purchasing power and a desire for offers that meet their needs. These new customers are not willing to settle for less but will expect 70% of the features at 30% of the cost. In this moderated discussion, a panel of innovation leaders from several companies will share their cases and discuss what is working, and what is NOT working, as they stretch their corporate muscles from concept to commercialization in emerging markets. Additionally, hear more about what is different about these new markets and the approaches companies are using to discover latent needs, to create and test concepts and to develop and commercialize in the local environment. The panel also will explore if there are some common “no-brainers” that everyone needs to get right to even have a chance at success. |
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Habits are the Key to Product Innovation Success… and Failure |
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| Neale Martin, PhD., Author of Habit: The 95% of Behavior Marketers Ignore | |
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Consumers have one brain, but two minds—and products need to be designed for both. To have a chance of becoming part of a consumer’s daily habits, products must work logically with the rational, conscious mind while also intuitively communicating with the emotional, unconscious mind. But logical and intuitive design is not the sole driver of success. The product design cycle, from ideation and design to commercialization and launch, should be viewed in terms of habit adoption: what are the behaviors required to use the product and how do those behaviors fit into the consumer’s current habitual routine? Attendees will walk through project case studies of products that both succeeded and failed at understanding the consumer’s unconscious mind and learn about an innovative approach to studying the landscape and inertia of their consumer’s current habits. |
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