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fido for

Strategic Innovation

APL for

Value Acceleration

Strategic Innovation with fido

Value Acceleration with APL

fearless innovation designed online

Open Innovation Closed IP●© 2011 myfidoworks llc

fido is a collaborative innovation system that enables companies to innovate faster, more economically, and with more immediately actionable results.

“fido practices what I go around preaching.”

Carlos Dominguez, Senior Vice President,Office of The Chairman and CEO, Cisco Systems



Emmy-Winning Producer &Writer, ‘Modern Family’

‘World’s Most Dangerous Gamer’

Chair, India’s NationalSustainability Council

FacebookScholar-in-Residence

Vienna AirportCo-Architect

New York State Fire Chief of The Year

Producer, TEDx Harlem

Fmr R&D Head,M&M Mars

Founder, TRU TV &TRACE Magazine

Engine: A unique, global community of hundreds of brilliant, eclectic minds a company could not normally engage for problem-solving.

fido Approach To Strategic Innovation

fido -- ‘fearless innovation designed online’ -- was created in the APL incubator to liberate value creation opportunities from the limitations of specialization. Powered by an invitation-only community of independent notables from all walks of life, and a proven method that harnesses their ‘intelligent naivete’ and creativity to solve complex challenges reliably, rapidly and efficiently. fido’s original and still flagship application is the Doghouse -- a five-week facilitated process involving nine hand-picked participants who co-create 24/7 on a Cisco-powered online platform to solve a sponsor’s ‘Audacious Challenge’. The Audacious Challenge includes Success Criteria specified by the sponsor, which typically includes commercial as well as strategic performance standards.

The fido Doghouse is distinguished from other strategic innovation processes in several important ways:

• Contributors are validated, independent high-achievers, selected based on the talent chemistry best suited to meeting the client’s Audacious Challenge and Success Criteria.

• Process is collaborative, not crowdsourcing.

• Experience is highly stimulating and emotionally rewarding, not mercenary.

• The online, 24/7 platform enables participants to contribute whenever and wherever they are most inspired and inclined.

• Process is transparent: those authorized by the client will have 24/7 visibility, and ability to inject questions and suggestions via the Certified fido Facilitator.

• It’s proven effective and reliable at creating breakthrough solutions to complex challenges posed by leaders in industries ranging from foods and retailing to financial services and media.

Nine hand-picked independent experts

The right ‘root question’

Five weeks of ‘Curated Chaos’,

online 24/7

fido Doghouse Collaborative Innovation Process



Strategic Innovation with fido

Value Acceleration with APL

Acceleration Partnership LLC

APL specializes in unlocking market leverage and value on behalf of companies seeking rapid growth. We have done this for Verizon (strategy, brand design, and launch of FiOS -- the most successful and efficient product launch in that company’s history), for Ford (late-stage re-design of the original Edge, which became the most successful new model launch in that company’s recent history), for M&M/Mars (revitalizing the Snickers brand through an innovative social media partnership with Sony PlayStation) and for early stage businesses such as Micro Analytical Systems, Inc. (providers of ‘Safe Harbor Seafood Certification’).

APL offers ‘blue chip quality with blue collar sensibilities’. Our Principals are entrepreneurial former senior leaders of top marketing (eg, Ogilvy & Mather) and strategy (eg, Accenture) firms. Our model is to customize small teams of proven expert practitioners tailored to each client’s highest-potential growth opportunity, from product development and strategic partnerships to social media to conventional marketing. The result is unusually high-impact, high-efficiency marketing.

More information about APL’s credentials and case histories may be found at www.accelerationpartnership.com. APL’s proprietary Opportunity by DesignSM methodology is described on the following page.

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Some of the businesses we have helped to accelerate


APL Approach To Marketing Implementation

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Acceleration Partnership’s 5-step Opportunity by Design methodology illuminates non-obvious opportunities to create enduring appeal and rapid awareness among targeted consumers.

The first step involves identifying the brand’s real and perceived influence assets, from the perspective of the targeted consumer. An application of this for Merck revealed the value of packaging as brand media, and the pharmaceutical industry’s first global package design system to which Merck attributed $35 million in value creation in its first year.

The second step involves identifying those assets which have latent or underutilized value for the brand. These are typically outside the normal domain of marketing. An application of this for Micro Analytical Systems, Inc. led to the evolution and positioning of their mercury test into the most comprehensive assurance of seafood safety -- aligning with mothers’ aspiration for confidence and validation as caregiver.

The third step involves identifying and filtering ‘external’ synergies that relate to the optimization drivers from steps one and two. An application of this for Verizon led to the positioning of FiOS as an enabler of online gaming -- through unprecedented partnerships with Alienware, Apple, and Underground Online -- and the most efficient new product launch in company history.

The fourth step involves innovating solutions (such as those described above, and the fifth step involves implementation. APL’s performance standard is to achieve in-market impact within 100 days of project initiation.

APL Opportunity by Design Framework

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fido-APL Solution Paths

Strategic Innovation Marketing Implementation

What does this involve?

Why choose this option?

Why not to choose this?

An actionable breakthrough solution, meeting detailed success criteria (eg, revenue) co-created by nine hand-picked experts from diverse fields in the five-week facilitated fido Doghouse process.

• Desire or imperative for highly efficient breakthrough value creation.

• Leverages patent-pending co-creation method.

• ‘Open innovation, with closed IP’• Unbiased on solution type or

implementation resource.• APL is seamless implementation

option.

• High level of confidence in ROI from other options.

• Unable or unwilling to invest in or adopt innovation.

References Testimonials available from American Express, ESPN, Pinnacle Foods, Time Warner Cable and Weis Markets

Testimonials available from Affinion Group, Merck, Micro Analytical Systems, Inc (‘Safe Harbor Foods’)

We tailor our support to each clients’ requirements. We can create the greatest advantage in the co-creation of breakthrough solutions using the acclaimed fido DoghouseSM, and in the design and implementation of strategic marketing programs using Acceleration Partnership’s proprietary Opportunity by DesignSM methodology. Additionally or alternatively, we often second executives as Acting Marketing Director embedded in client organizations and this may help to further accelerate a client’s mission.

• Desire for strategic brand equity development.

• Preference to pilot-learn-deploy quickly and at minimal cost.

• Preference for accountable, continuous marketing program management.

• fido is on-demand breakthrough innovation option.

Brand development, marketing strategy and turnkey implementation by APL-led customized team. Acceleration opportunities identified using APL’s Opportunity by Design process.

• High level of confidence in ROI from other approaches.

www.accelerationpartnership.comwww.myfidoworks.com

ContactJohn Englehart, Co-Founder & Partner

o: 646-205-3242 c: 917-647-8731e [email protected]

mailto:[email protected]

mailto:[email protected]

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