Page 3 - Exclusive Interview with Don Strickland | CSA Celebrity Speakers Poland
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DON STRICKLAND
implementing innovation favor and was replaced by “the “ethnographic” approach to
programs for years. In the next big thing.” Innovation has consumer product innovation
beginning, these innovation been a strategic fad for the – observe the customer, create
processes were novel and last fifteen years. Like previous a “Day in the Life” video of
produced some impressive strategic fads, innovation has the customer, really get to
results. Innovation was hailed run its course and the world understand the customer,
as the next great strategic tool, is moving on. I think that is a etc. These kinds of customer
and everyone claimed to be a good thing. Time to move on! research projects typically
leader in innovation. took months and were costly.
QIs there anything new And if you are an international
This had the effect of diluting and exciting in the company and need to do this
the meaning of the word field of innovation that in multiple countries, the cost
to the point where now it will change the innovation quickly becomes prohibitive.
means next to nothing. landscape or is it just another
Think of past strategic fads fad and, like you said, has In Data Driven Innovation,
such as “management by run its course? If innovation you combine data sources
objectives,” “business process has run its course, what is the with analytical software and in
reengineering,” “one minute next big thing? real time you can predict what
manager” and “management by someone is going to buy, how
walking around.” Each of these AInnovation will continue much they will pay and where
was popular for ten to twenty at a rapidly accelerating they will buy it. You profile the
years and then they fall out of pace, but it will not customer at an individual level
be driven by the traditional from their data exhaust. You
innovation programs and tools. don’t need proximity to the
The new driver of innovation is customer; you just need the
data. “Data Driven Innovation” data and analytical tools. I can’t
is the next big thing. We live in think of a single industry sector
a “New World of Data” caused or government service that will
by the rapid expansion of social not be transformed by Data
media, the Internet of things, Driven Innovation.
mobile connectivity, video
downloads, online transactions QHow is this “New World
and many other data producing of Data” transforming
activities. None of us can escape consumer marketing?
creating large quantities of data.
AWe all leave data exhaust
It is estimated that the average everywhere we go and
American office worker produces in everything we do. In
about 5 gigabytes (that’s with fact, we leave so much data
9 zero’s) of data a day. All exhaust that companies can
total, the world stored several identify and connect individual
exabytes (21 zero’s) of data customers with life styles,
in 2014, and that amount will interests and activities - such
double every two years. This as getting married, buying a
“data exhaust” is revolutionizing car, and personal interests such
innovation processes and tools. as sports, movies and travel.
Think about the traditional Acxiom, a data broker, holds
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