Wired Business Conference: Disruptive by Design Part III

This is the third post of Wired Business Conference: Disruptive by Design highlights and tweets (using #wiredbiz hashtag): What a great conference so far!

Speed to Genius: Disrupting the Speed Creativity Paradigm: (Panel)
Lori Senecal, President & CEO, kirshenbaum bond senecal partners
Mick McCabe, Chief Strategy Officer, kbs p
Faris Yakob, Chief Innovation Officer, MDC Partners/kbs p
Ed Brojerdi, Chief Creative Technologist, kbs p

Ideas are only great if they’re delivered on time and in real time. Gross Domino’s Pizza video spread really quickly and brought the company into crisis – the cost of waiting has gone up. Domino’s quickly responded with innovation to this video. Actions are measured in minutes, not months. Ideas must be fast enough to matter and gain competitive advantage. We find shortcuts – do business in 140 characters or less. Lonely Planet offered its services free during recent volcano – endeared people to them. How can we accelerate ideas? Existing model is speed or creativity, fast or great. We need to change the model to AND – speed and creativity. It’s called ‘speed to genius’ – collection of practices that disrupt conventions: (a) How much time do we give ourselves to come up with ideas? – we need less time, but more productive time. “If you want to get it done, give it to the busiest person.” (b)delegation – need to disrupt this also. Delegation leads to questions and chains of inefficient communication. If you want to get it done, just do it yourself. Need multi-model people for this (think across disciplines) and people who make things (in addition to concept people).

Speed to insights: Customer intimacy is #1 chosen reason to realize company strategies. The most dominant research to get us there are things like this conference, but it doesn’t always work. John Mayer’s Focus Group video shows this.

If you want to get insights into someone, look at their texts. What do we do with surveys? (How satisfied are you with xx? How happy are you with xx?) – surveys don’t always show useful data. Embrace extremism. Embrace the margins. Find actionable ways to profile people who love and hate your brand.

Co-creation: more efficient, shortens timelines. Allow customers to play with new concepts and products.

Attitude bias: Look at behavior and not attitudes. Attitudes are mis-leading – we don’t perceive and act in the same way. Find people already indicating behaviors that tell you they are a buyer.

Summary: Create intimacy, co-create, embrace extremism, obsess about behavior.

Ideas begin with a problem. Most problems exist at a certain level of scale – finding the right scale to address the issue is important (global, regional, personal, other). Myth of originality: Things new must come from no where – this isn’t correct. The only new idea is the big bang. Look for other things and build on those. (Steve Jobs: Good artists copy, great artists steal) Key is to expose yourself to broad inputs and take from those. Ideas are new combination of things.

Diversity is key (Tom Peters – hang out with dull and become dull).

Innovation and imitation: According to HBR, more than 97% of innovation comes from imitation. Apple didn’t invent the MP3 player, they improved on it and added innovations.

Some say interruptions are the enemy of innovation and creativity. This may not be true-we all rely on information. Interruptions can help creative people to find solutions or reshape a problem. Twitter and Facebook make us more productive. If don’t have time to take a walk or other interruption, go to Twitter and let information wash over you like a stream. Interruptions are crucial. Visualization of the Grammy Awards by fans.

Implementation: How to execute on ideas quickly? Things look prettier now to consumer. We went to open source and now APIs – many changes under the hood. Let’s take these tools and build on them. Sony: We don’t ask consumers what they want – they don’t know. If we see people looking at video, we should look at video.

Almost perfect: It’s OK to release things that are almost perfect. It’s OK to be in perpetual beta. (Google Docs was like this for years). NBC launches new website today – it’s in beta, and that’s OK. Twithit submitted to App Store today – bump your phone and auto-follow the person – great new way to exchange contact information. wired@kbsp.com

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