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@NICKWECREATE

DUBLIN AIRPORT AUTHORITYMARCH 2012

HOW TO COLLABORATIVELY INNOVATE A RADICALLY BETTER... FUTURE

NICK JANKEL, WECREATE

INNOVATE DISRUPTIVELYCOLLABORATE AMBITIOUSLYDO IT ALL PURPOSEFULLY

SWITCH ON

WHAT ATTRACTS YOU MOST TO THIS SESSION?

HOW DOES THIS TOPIC CONNECT WITH YOUR GOALS?

WHAT ARE THE TIMES IN YOUR LIFE THAT YOU FEEL MOST ENERGIZED AND VITAL?

INNOVATIONINTUITIVE HUMAN CAPACITY TO SOLVE PROBLEMS

100 WATTS / DAY + 10 TOOLS

10,000 WATTS / DAY + 10 TOOLS

5 MILLENNIA10

INNOVATION IS IN OUR DNA AND MAKES US HUMAN

IMPACTFULLEVERAGE OF IDEAS

INCREMENTALEVOLUTIONARY

DISRUPTIVEREVOLUTIONARY

“You can never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.”

BUCKMINSTER FULLER

DISRUPTIVEINNOVATIONS

DESTABILISESTATUS QUO

CREATETHE FUTURE TO OUR ADVANTAGE

CREATIVEDESTRUCTION

EDGEOF CHAOS

(MAXIMUM RATES OF GENERATION / EVOLUTION)

CORE BUSINESS DRIVEN BY OLD MARKET

INNOVATOR’S DILEMMA

“The innovator's dilemma [is] that 'good' companies often begin their descent into failure by aggressively investing in the products and services that their most profitable customers want.”

CLAYTON CHRISTENSEN

FAIL

FINISH THESE SENTENCES...

STATUS QUOMAINTAINED BY OUTDATED ASSUMPTIONS

BIASESHELP WITH SURVIVING

PREVENTUS THRIVING

SHARE AN ASSUMPTION THAT NO LONGER SERVES YOU

SURFACEASSUMPTIONS IF WE WANT TO BREAKTHROUGH

SWITCHTHE BUSINESS

CHANGETHE RULES FOREVER

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH

BREAKTHROUGH INSIGHT(S)

KODAK INVENTED DIGITAL CAMERA BUT COULDN’T GET WHERE VALUE RESIDES FOR

THE NETWORKED CONSUMER

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: IMAGING

BREAKTHROUGH INSIGHT(S)

People are no longer using photographic film or

paper.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: IMAGING

BREAKTHROUGH INSIGHT(S)

We enable people to print out and store their photos. We leverage the scarcity

and unique quality of tangible artifacts.

People are no longer using photographic film or

paper.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: IMAGING

BREAKTHROUGH INSIGHT(S)

We enable people to print out and store their photos. We leverage the scarcity

and unique quality of tangible artifacts.

People are no longer using photographic film or

paper.

People use photos to commemorate special

moments. They are scarce.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: IMAGING

BREAKTHROUGH INSIGHT(S)

We enable people to print out and store their photos. We leverage the scarcity

and unique quality of tangible artifacts.

People are no longer using photographic film or

paper.

People use photos to commemorate special

moments. They are scarce.

People use photos as a form of instant expression,

identity and communication. They are

abundant.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: IMAGING

BREAKTHROUGH INSIGHT(S)

We enable people to print out and store their photos. We leverage the scarcity

and unique quality of tangible artifacts.

People are no longer using photographic film or

paper.

People use photos to commemorate special

moments. They are scarce.

People use photos as a form of instant expression,

identity and communication. They are

abundant.

We enable people to take photos instantly on their phone - and then share, enhance and remix

them together. We leverage abundant flows of digital

creativity.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: IMAGING

BREAKTHROUGH INSIGHT(S)

We enable people to print out and store their photos. We leverage the scarcity

and unique quality of tangible artifacts.

People are no longer using photographic film or

paper.

People use photos to commemorate special

moments. They are scarce.

People use photos as a form of instant expression,

identity and communication. They are

abundant.

We enable people to take photos instantly on their phone - and then share, enhance and remix

them together. We leverage abundant flows of digital

creativity.

Flickr, Photoshop, Shutterfly, iPhone, Zeiss

lenses etc.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: IMAGING

BREAKTHROUGH INSIGHT(S)

IN 1983, ONLY THOSE WHO

COULD USE A COMMAND LINE

COULD USE A COMPUTER

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: THE PC

BREAKTHROUGH INSIGHT(S)

Everyday people are not buying or using computers

as much as they should.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: THE PC

BREAKTHROUGH INSIGHT(S)

We design computers as productivity

maximers that can help businesses win.

Everyday people are not buying or using computers

as much as they should.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: THE PC

BREAKTHROUGH INSIGHT(S)

We design computers as productivity

maximers that can help businesses win.

Everyday people are not buying or using computers

as much as they should.

Productivity is the goal of life. Technology helps us be more productive cogs in the machine (growing profits,

GDP etc.)

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: THE PC

BREAKTHROUGH INSIGHT(S)

We design computers as productivity

maximers that can help businesses win.

Everyday people are not buying or using computers

as much as they should.

Productivity is the goal of life. Technology helps us be more productive cogs in the machine (growing profits,

GDP etc.)

Creativity is the goal of life. We are all here to

express not produce and possess.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: THE PC

BREAKTHROUGH INSIGHT(S)

We design computers as productivity

maximers that can help businesses win.

Everyday people are not buying or using computers

as much as they should.

Productivity is the goal of life. Technology helps us be more productive cogs in the machine (growing profits,

GDP etc.)

We design computers to be a force for amazing human

creativity - delightful, usable, empowering.

Creativity is the goal of life. We are all here to

express not produce and possess.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: THE PC

BREAKTHROUGH INSIGHT(S)

We design computers as productivity

maximers that can help businesses win.

Everyday people are not buying or using computers

as much as they should.

Productivity is the goal of life. Technology helps us be more productive cogs in the machine (growing profits,

GDP etc.)

We design computers to be a force for amazing human

creativity - delightful, usable, empowering.

Think different with a Mac... (and its

ecosystem)

Creativity is the goal of life. We are all here to

express not produce and possess.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: THE PC

BREAKTHROUGH INSIGHT(S)

GM ‘INVENTED’ 20TH C MANAGEMENT

TECHNIQUES YET WENT BUST IN THE

21ST C

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: MOTORING

BREAKTHROUGH INSIGHT(S)

Our customers don’t want our cars and our employees

won’t make them effectively.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: MOTORING

BREAKTHROUGH INSIGHT(S)

We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to

manufacture our designs with maximum efficiency.

Our customers don’t want our cars and our employees

won’t make them effectively.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: MOTORING

BREAKTHROUGH INSIGHT(S)

We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to

manufacture our designs with maximum efficiency.

Our customers don’t want our cars and our employees

won’t make them effectively.

Consumers and employees will suck up whatever we

think they should have.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: MOTORING

BREAKTHROUGH INSIGHT(S)

We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to

manufacture our designs with maximum efficiency.

Our customers don’t want our cars and our employees

won’t make them effectively.

Consumers and employees will suck up whatever we

think they should have.

Consumers wants cars that match their values.

Employees want to work in companies that have values.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: MOTORING

BREAKTHROUGH INSIGHT(S)

We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to

manufacture our designs with maximum efficiency.

Our customers don’t want our cars and our employees

won’t make them effectively.

Consumers and employees will suck up whatever we

think they should have.

Consumers wants cars that match their values.

Employees want to work in companies that have values.

We help consumers and creators develop automobile

services in the spirit of collaboration - sharing risks

and rewards.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: MOTORING

BREAKTHROUGH INSIGHT(S)

We design big American cars to target specific demographics and become obsolete quickly. We expect our employees to

manufacture our designs with maximum efficiency.

Our customers don’t want our cars and our employees

won’t make them effectively.

Consumers and employees will suck up whatever we

think they should have.

Consumers wants cars that match their values.

Employees want to work in companies that have values.

We help consumers and creators develop automobile

services in the spirit of collaboration - sharing risks

and rewards.

Local Motors, Zipcars, RelayRides

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: MOTORING

BREAKTHROUGH INSIGHT(S)

1 CHILD DIES EVERY 5 SECONDS

FROM HUNGER-RELATED CAUSES

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: CHILD MALNUTRITION

BREAKTHROUGH INSIGHT(S)

Children in rural areas are not getting enough

nutrients. Industry can’t access BOP markets.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: CHILD MALNUTRITION

BREAKTHROUGH INSIGHT(S)

Commercial solutions are not feasible (high cost, resource

intensive, low profit). Food aid will have to do.

Children in rural areas are not getting enough

nutrients. Industry can’t access BOP markets.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: CHILD MALNUTRITION

BREAKTHROUGH INSIGHT(S)

Commercial solutions are not feasible (high cost, resource

intensive, low profit). Food aid will have to do.

Children in rural areas are not getting enough

nutrients. Industry can’t access BOP markets.

Poor people are unable to take part in a global, sustainable

economy. Vertically-integrated industries create profit.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: CHILD MALNUTRITION

BREAKTHROUGH INSIGHT(S)

Commercial solutions are not feasible (high cost, resource

intensive, low profit). Food aid will have to do.

Children in rural areas are not getting enough

nutrients. Industry can’t access BOP markets.

Poor people are unable to take part in a global, sustainable

economy. Vertically-integrated industries create profit.

Poor people can be empowered to contribute to

a successful win win win with industry.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: CHILD MALNUTRITION

BREAKTHROUGH INSIGHT(S)

Commercial solutions are not feasible (high cost, resource

intensive, low profit). Food aid will have to do.

Children in rural areas are not getting enough

nutrients. Industry can’t access BOP markets.

Poor people are unable to take part in a global, sustainable

economy. Vertically-integrated industries create profit.

Micro-breweries in rural areas leveraging local talent (goats, workers, salesforce) removing need for refrigeration). Creates jobs and opens up new markets

for industry.

Poor people can be empowered to contribute to

a successful win win win with industry.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: CHILD MALNUTRITION

BREAKTHROUGH INSIGHT(S)

Commercial solutions are not feasible (high cost, resource

intensive, low profit). Food aid will have to do.

Children in rural areas are not getting enough

nutrients. Industry can’t access BOP markets.

Poor people are unable to take part in a global, sustainable

economy. Vertically-integrated industries create profit.

Micro-breweries in rural areas leveraging local talent (goats, workers, salesforce) removing need for refrigeration). Creates jobs and opens up new markets

for industry.

ShoktiDoi the power yoghurt.

Poor people can be empowered to contribute to

a successful win win win with industry.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: CHILD MALNUTRITION

BREAKTHROUGH INSIGHT(S)

SHE PUTS FOOD ON HER CHILDREN’S

PLATE WHILST PUTTING FOOD ON

MANY OTHERS’

“Problems cannot be solved by the same level of thinking that created them.”ALBERT EINSTEIN

PERMISSIONCHALLENGE CONVENTIONAL THINKING

EXPLORE USING THE TOOL ON A CURRENT BUSINESS PROBLEM

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?

WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?

WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?

WHAT DO WE HAVE TO BELIEVE TO UNDERPIN AND VALIDATE THIS THINKING /

PROPOSITION?

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?

WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?

WHAT DO WE HAVE TO BELIEVE TO UNDERPIN AND VALIDATE THIS THINKING /

PROPOSITION?

WHAT IS A NEW WAY OF THINKING ABOUT THE WORLD?

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?

WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?

WHAT DO WE HAVE TO BELIEVE TO UNDERPIN AND VALIDATE THIS THINKING /

PROPOSITION?

WHAT KIND OF VALUE PROPOSITIONS WOULD EMERGE FROM THESE INSIGHTS?

WHAT IS A NEW WAY OF THINKING ABOUT THE WORLD?

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

WHAT KIND OF VALUE PROPOSITIONS LEAD TO THIS PROBLEM?

WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM?

WHAT DO WE HAVE TO BELIEVE TO UNDERPIN AND VALIDATE THIS THINKING /

PROPOSITION?

WHAT KIND OF VALUE PROPOSITIONS WOULD EMERGE FROM THESE INSIGHTS?

WHAT IS THE BASIC IDEA / STRAPLINE / BRAND?

WHAT IS A NEW WAY OF THINKING ABOUT THE WORLD?

WHAT DID YOU NOTICE ABOUT EACH BREAKTHROUGH INSIGHT?

DISRUPTION ACCESSIBLEUSABLEENJOYABLE

LIBERATINGOPEN VIEW OF HUMAN NATURE / THE WORLD

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

WHAT IS A MORE EMPOWERING, LIBERATING OR ABUNDANT VIEW OF

LIFE?

THE PROBLEM

BREAKTHROUGH IDEA

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH INSIGHTS

BREAKTHROUGH CONCEPTTHE SWITCH

HOW COULD YOU DESIGN A PROPOSITION FOR MAXIMUM ACCESSIBILITY, USABILITY AND

ENJOYABILITY?

WHAT IS A MORE EMPOWERING, LIBERATING OR ABUNDANT VIEW OF

LIFE?

STANDFOR SOMETHING

PURPOSEOF ORGANIZATION

SEA CHANGEPROFIT TO PURPOSECONTROL TO EMPOWERMENTWEALTH TO WELLBEING HIERARCHY TO NETWORKSSURVIVING TO THRIVING

REVOLUTION 2.0

WITH LONGER-TERM & FURTHER-REACHING IMPACTS THAN THE

POLITICAL REVOLUTIONS THAT HAVE SHAKEN THE

WORLD

BY THE WEB

DRIVEN

“Predicting the future of the Internet is easy: anything it hasn’t yet dramatically transformed, it will. People, companies, investors and even countries can’t stop this transformation. The only choice you have is whether you join the side of innovation and progress or you don’t.”

CHRIS DIXON

INTRINSIC HUMAN NATURE TO CREATE, SHARE, CONNECT

LIBERATING

HIERARCHIES ARE BEING DISSOLVED IN A

GLOBALISED PARTICIPATORY

NETWORKED SOCIETY

OF MASSIVE CHANGE AT THE HEART OF HOW THE OS OF THE WORLD

ERA

TRIBES / CLASS

HIERARCHIES / BUREAUCRACIES

MARKETS

NETWORKS

LIES INCREASINGLY AT THE EDGES

POWER

TO VALUE AND VALUES OUTSIDE

OPEN UP

OPENINNOVATION

IMPACTFULLEVERAGE OF IDEAS TOGETHER

THE AMBITIOUS KNOW THEY

NEED TO COLLABORATE

SHARERISKS & REWARDS

AS UNUSUAL

BUSINESS

COLLABORATION TAKES A SIGNIFICANT

INVESTMENT OF ENERGY

AND A DIFFERENT WAY OF WORKING

TO CO-CREATE

CONTROL

TO KNOW WHO, WHAT, WHEN & WHY

KNOW HOW

TO GET

GIVE

THEN RELATIONSHIPS, THEN TRANSACTIONS

TALK

“Innovation is a by-product of productive and engaged networks.”

VERNA ALLEE

TO CIQ

IQ

BACTERIA BETTER ABLE TO

COLLABORATE THAN MOST OF US!

SWITCH ONINNOVATE DISRUPTIVELYCOLLABORATE AMBITIOUSLYDO IT ALL PURPOSEFULLY

RISKYBUSINESS?

HOLDING ONTO THE OLD IDEAS IS

FAR MORE DANGEROUS

THAN RISKING NEW ONES

$85 BILLIONTO $0

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: HOME ENTERTAINMENT

BREAKTHROUGH INSIGHT(S)

People take out too few movies, too infrequently

from the rental store (which are expensive to

run).

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: HOME ENTERTAINMENT

BREAKTHROUGH INSIGHT(S)

Video rental is a high-cost event. Come to our stores

and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our

benefit).

People take out too few movies, too infrequently

from the rental store (which are expensive to

run).

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: HOME ENTERTAINMENT

BREAKTHROUGH INSIGHT(S)

Video rental is a high-cost event. Come to our stores

and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our

benefit).

People take out too few movies, too infrequently

from the rental store (which are expensive to

run).

Videos are scarce and special and we decide which ones

they should see. Consumers must suck up the deal if they

want to access them.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: HOME ENTERTAINMENT

BREAKTHROUGH INSIGHT(S)

Video rental is a high-cost event. Come to our stores

and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our

benefit).

People take out too few movies, too infrequently

from the rental store (which are expensive to

run).

Videos are scarce and special and we decide which ones

they should see. Consumers must suck up the deal if they

want to access them.

Movies are abundant so we should be able to choose what to watch instantly, learn from each other’s

tastes and not be punished for our mistakes.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: HOME ENTERTAINMENT

BREAKTHROUGH INSIGHT(S)

Video rental is a high-cost event. Come to our stores

and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our

benefit).

People take out too few movies, too infrequently

from the rental store (which are expensive to

run).

Videos are scarce and special and we decide which ones

they should see. Consumers must suck up the deal if they

want to access them.

Movies are abundant so we should be able to choose what to watch instantly, learn from each other’s

tastes and not be punished for our mistakes.

A flexible, simple, enjoyable peer-powered online

community where we can all see, rate and explore movies

together.

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: HOME ENTERTAINMENT

BREAKTHROUGH INSIGHT(S)

Video rental is a high-cost event. Come to our stores

and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our

benefit).

People take out too few movies, too infrequently

from the rental store (which are expensive to

run).

Videos are scarce and special and we decide which ones

they should see. Consumers must suck up the deal if they

want to access them.

Movies are abundant so we should be able to choose what to watch instantly, learn from each other’s

tastes and not be punished for our mistakes.

A flexible, simple, enjoyable peer-powered online

community where we can all see, rate and explore movies

together.

LoveFilm, Netflix, Amazon

THE PROBLEM

BREAKTHROUGH PROPOSITION

CONVENTIONS /ASSUMPTIONS

CONVENTIONALPROPOSITION

BREAKTHROUGH CONCEPT

THE SWITCH: HOME ENTERTAINMENT

BREAKTHROUGH INSIGHT(S)

PEER POWERED (RATINGS)

PEER EMPOWERED

(NO LATE FEES)

“All power is a trust; we are accountable for its exercise; that from the people, and for the people all springs, and all must exist.”DISRAELI

IN THIS SESSIONINNOVATE: LET GO OF THE OLD TO BREAKTHROUGHCOLLABORATE: TO ACHIEVE AMBITIONSPURPOSEFULLY: EMPOWER & ENABLE THE NETWORKED WORLD

“In the long history of humankind (and animal kind, too) those who learned to collaborate and improvise most effectively have prevailed.”CHARLES DARWIN

Find out more about this and our

innovation and leadership training at

www.wecreate.cc

The pioneering creative leadership

& collaboration coaching

programme

CONNECTNICK@WECREATE.CC

WECREATE.CC100OPEN.COMNICKJANKEL.COM