prototyping culture: talk is cheap - sxsw 2017
TRANSCRIPT
PROTOTYPING CULTURE: TALK IS CHEAP
WHO WILL BE THE SMILING FACES?
Ryan LindholmDirector of Digital Experience
Clif Bar
Eric TodaGlobal Head of Social
Marketing and Content
Airbnb
Melissa PainterCreative Director and Innovation Strategist
MAP Design
Sam JosephAssociate Director of Strategy
AnalogFolk
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Talk Is Cheap
PANEL PARTICIPANTS
WHAT IS THE SITUATION?
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Talk Is Cheap
THE SILOED APPROACH TO INNOVATION
Source: Accenture, 2015 Us Innovation Survey
Organizations often try to become more
innovative by hiring someone with a fancy title
to give the occasional trends presentation, or
by sectioning off innovation to a select
number of people focused on a single
innovation. In other words, they are hoping
someone else finds the silver bullet.
WHAT IS THE SOLUTION?
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Talk Is Cheap
CULTURE CREATES SHARED OWNERSHIP
“More important than any of the individual
elements, however, is the role played by
corporate culture — the organization’sself-sustaining patterns of behaving, feeling,
thinking, and believing — in tying them all
together (for the sake of innovation).”
– The Global Innovation 1000:Why Culture Is Key.
But more important than expensive hiresand segmented initiatives is fostering a
company-wide culture of doing, makingand creating. Rather than throwing
money at innovation, success comes
from throwing yourself, your co-workers
and your company into it.
WHAT WILL YOU HEAR?
9Prototyping Culture
Talk Is Cheap
MARKETERS AS CULTURE ADVOCATES
Marketers – being the storytellers rooted in
consumer insight – play a special role in
supporting this culture. Bringing together
their first-hand experience, our panel will
discuss how they crafted and inspired
widespread cultures of innovation through
doing rather than talking.
Prototyping Sprints
World Building
Planning Real-Time
WHAT WILL WE DISCUSS?
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Talk Is Cheap
QUESTIONS TO COVER
In ten years, how do you believe organizations will talk about innovative cultures?
When collaborating with co-workers who are not tech-savvy, what methods do you use to engage them?
How do you avoid the common pitfalls in shifting arisk-adverse culture to a culture of doing and making?
With culture being often undefined and intangible, how do you assess the opportunity for change?
How do you balance being transparent when it can be both an enabler of open education and unneeded bureaucracy?
How do you balance providing value to real-timeconsumer needs with the desire for perfectionism?
Where does learning play a role in keeping pacewith technology and how do you encourage it?
How important is it to hire people willing to think and act differently and is it possible to hire too many of them?
What would be a quick win you would suggest to anyone trying to embrace a doing-and-making culture?
THANK YOU