mark earls - copy, copy, copy
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Copy Copy CopyMaking more from other people’s ideas
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
Mark Earls
16 April, 2015
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
GreenBook
Schlesinger Associates
ASKING
A DIFFERENT KIND
OF QUESTION
2
@HERDmeister NEWMR Webinar April 2015
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
3HELLO. IT’S ME AGAINPIC: JOHAN STRINDBERG
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
4Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
5Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
6Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
7
BETWEEN THE EARS BETWEEN THE KATS
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
8
INDEPENDENT COPYING
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
9Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
10Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
11
BUT NOT ALWAYS…
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
12Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
“ORIGINALITY IS
FOR PEOPLE
WITH SHORT
MEMORIES”GRAYSON PERRY
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
COPYING CREATES ERROR
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
“AN ORIGINAL
IN A FIELD OF
COPYCATS”MICK JAGGER
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
17Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
18Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
COPYING FROM FAR AWAY
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
15
“ K N OW I N G W H O TO COP Y I S ESSEN TI A L TO OU R SU CCESS,
A S I N D I V I D U A LS A N D A S A SP ECI ES”
Sa m u e l B ow le s, Ev olu t ion a r y Econ om istCopy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
HEROES OF THE SINGULARITY
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
22
THE WRONG
KINDS OF
QUESTION?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
HOW BIG?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
24
LOOK CLOSER
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
25
DIG DEEPER
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
WHAT KIND OF THING?Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
27
WHAT KIND OF PROBLEM?
WHAT KIND OF SOLUTION?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
28
“IS THIS A THING?
OR, IS IT NOTHING?”
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
29Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
WHAT ARE
THE MAIN WAYS
IN WHICH
WE THINK
ADS WORK?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
32
WHAT KIND OF THING?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
Independent
Uninformed
Copying
20
Adapted from Earls, CopyCoyCopy, Wiley 2015
CONSIDERED
QUALITY IS CLEAR
PRODUCT, FEATURES,
FUNCTION & COSTS
BETTER MOUSETRAP
GUESSWORK
HARD TO SEE DIFFERENCE
HABIT, AVAILABILITY, SALIENCE,
OFFERS
EXPERTS & AUTHORITIES
QUALITY OFTEN HARD TO SEE
RECOMMENDATIONS & USAGE
BY EXPERTS & AUTHORITIES
TRADITIONS & SOCIAL NORMS
SOCIAL IDENTITIES & STRUCTURES
COPYING PEERS
HARD TO SEE DIFFERENCE
W HAT’S POPULAR HERE/NOW
W HAT FAMOUS PEOPLE USE
W HAT I HEAR MORE ABOUT
NOWADAYS…
Informed
35
Independent
Uninformed
Copying
20
Adapted from Earls, CopyCoyCopy, Wiley 2015
CONSIDERED
QUALITY IS CLEAR
PRODUCT, FEATURES,
FUNCTION & COSTS
BETTER MOUSETRAP
GUESSWORK
HARD TO SEE DIFFERENCE
HABIT, AVAILABILITY, SALIENCE,
OFFERS
EXPERTS & AUTHORITIES
QUALITY OFTEN HARD TO SEE
RECOMMENDATIONS & USAGE
BY EXPERTS & AUTHORITIES
TRADITIONS & SOCIAL NORMS
SOCIAL IDENTITIES & STRUCTURES
COPYING PEERS
HARD TO SEE DIFFERENCE
W HAT’S POPULAR HERE/NOW
W HAT FAMOUS PEOPLE USE
W HAT I HEAR MORE ABOUT
NOWADAYS…
Informed
36
WHAT KIND OF
SOLUTION? Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
37Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
38
1. HOW - IN GENERAL - SHOULD RESEARCH PRACTICE
CHANGE TO REFLECT WHAT INNOVATION NEEDS?
2. WHAT DO YOUR CATEGORIES OF “KINDA THINGS”
LOOK LIKE?
3. WHAT RESEARCH METHODOLOGIES WILL
HELP YOU FIND AND CALIBRATE THESE CATEGORIES?
4. WHO CAN WE LEARN FROM?
QUESTIONS
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
MEET MARTIN (AND THE TEAM)
39Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
K Catchpole et al (2007) Patient handover from surgery to intensive care: using
Formula 1 pit-stop and aviation models to improve safety and quality, Paediatric
Anaesthesia
40Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
41
BUY THE BOOK AND THE CARDS
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
THANK YOU
42
@HERDmeister @copycopycopyme
HERDHQ.com, copycopycopy.co
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
Q & A
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
GreenBook
Schlesinger AssociatesRay Poynter Mark Earls