drew boyd - the three voices of innovation
TRANSCRIPT
The Three Voices of
Innovation
Drew BoydAssistant Professor of Marketing & Innovation
University of Cincinnati
November 17, 2011
• Voice of the Product• Voice of the Brand• Voice of Serendipity
The Method
• Systematic Inventive Thinking is a new innovation method developed by Dr. Jacob Goldenberg (Columbia University).
• Innovation follows a set of patterns that can be re-applied to any product, service, or process.
Surprisingly, most innovative products follow one of only five patterns….
The assignment of new tasks to an existing resource within the vicinity of the problem
Task Unification
A multiplication of elements already existing in the product along with a qualitative change
Multiplication
The division of a product and/or its components either physically or functionally
Division
The creation/removal of dependencies between existing product properties.
Attribute Dependency
The elimination of core components rather than an addition of new systems and functions
Subtraction
Voice of the Brand
The Master of Science in Marketing
• Flexible Program for Full or Part Time Students– 48 credits, all marketing!!– 9 months– Start any quarter
• Graduate Certificate in Marketing– 16 credits– Strategy, innovation, brand, social media, innovation
