John V Willshire PHD - He asks how do you socialise the mass production model? Great question. Says social production is blue print for future.
Six examples:
Nelson beer in Australia; product is only crowd sourced.
Moo.com – how it revolutionized business cards. Stop mass production. You can get people to design own packaging – involve the consumers in your product; socialize it.
Shopping – social technology – the chip in the fridge; tells you what you need; the sat nav tells you where to get it quickest/cheapest.
Furnishing that socialise – data about where you can find stuff (didn't quite get this - problems of typing and listening. FAIL).
How we pay for stuff – breaking your phone bill down with pictures of who you talk to. Add games to bills; play phone number bingo (or similar ideas); socialize your bill to win more calls or something. Why be so boring?
How you share – in the future not just music and files, talking about 3D printing. Swedish firm front – printing objects. If you print objects; you can build stuff at home. Didn't quite see the sharing bit here? But like the 3D printing stuff and I suppose you can share stuff you build/co-create.
Says we can carry on, but says don't keep calm and carry on; get excited and make things.
Steve Wilson, ex Diageo head of innovation. Talking guerilla innovation. Talking vodka. Slide of lot of bottles.
Quotes McKinnsey coming to Diageo a few years back and saying it would cost five million pounds to launch a new brand and it might fail. Not anymore.
Talking Swedish vodka brand Svedka and how it came from nowhere and stole market share.
Slide of Richard Branson and how he built his brands over time; but without the new tools. He says Branson is a model and what he has done can now be achieved in a far speedier manner.
He says you don't need (lots of ) cash anymore to build brands. Because of social networking tools. Echoes what others have said: it is out of the control of brands. Use these tools he says to build brands quickly and cheaply. It is what new upstarts are doing.
Shows a slide of (one such upstart) Svedka and its Fembot campaign. Trade campaign. Went nuts. Helped the brand become number seven in the world in two years. It is number three in the States and it has done this in two years in the non traditional way.
Says you need to get an idea and activate it; concept and launch it.
New Amsterdam Vodka in US – a brand that is steeling the sole of competitive brands (Plymouth Vodka?). They have the tools; spend a little on content and activate.
Says if Absolute Vodka works would New Absolute work? There's an idea, go activate it.
There goes the vote and John V Willshire wins. Best of the three innovation speakers. Apologies didn’t get much (anything) on Patrick Cairns.
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Gordon Macmillan
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