The Collision Of The Old School & The Agile: There’s no Standard Template To Optimise Innovation
In this guest piece, Daniel Bluzer-Fry (pictured below), a freelance researcher and strategist in New York, and head of strategy at Live Safe, discusses how businesses can create an infrastructure that ensures great innovation practice.
As with most innovation conferences today, a focus on agility and design practices was pertinent at Northside Festival in 2017. There were plenty of sessions with people in roles as varied as product managers through to design consultants and CEOs sharing their perspectives and philosophies on the best innovation practices for today.
It’s curious to note that a large proportion of speakers on these topics tend to come from similar backgrounds. Plenty of the emergent thought on ‘design thinking’ and ‘user-centric innovation’ seems to often be championed by people who work in more tech-centric functions or indeed tech companies, which makes for some interesting musings on the apparent tensions between more traditional approaches to research and innovation relative to the buzzing ‘agile’ revolution we see today.
We’re living in a time in which there has never been a more diverse cohort of people finding their way into the world of innovation. Today, we see all kinds of people from different backgrounds finding their way into R&D, from graphic designers and developers through to psychologists, anthropologists and marketers. Upon realising the importance on placing people at the heart of growing a business, it’s unsurprising that more and more folks are coming to the conclusion that knowing how to capture and harness great data is a really important fundamental in our contemporary business landscape.
Yet, perhaps the biggest challenge today lies in cultivating a rounded perspective on how to balance more traditional tools and approaches to developing insights and strategy with the latest shiny tools and frameworks to innovate at pace. And there has never been a greater imperative for decision makers to be discerning with the methodologies and philosophies they apply given the business contexts they find themselves in.
For instance, one of my pet hates is when a ‘design thinker’ takes a podium to package up a one-size-fits-all tool for innovation (i.e. a formula for a design sprint) – “You need to study your user/customer, then test, and iterate etc”. Now, don’t get me wrong – I think there’s a shedload to be learnt from studying the philosophies that emerged on design thinking out of Stanford Design School many years ago, but when innovators present the notion that there is one customer/user to an audience within a cookie-cutter formula to innovation, at best it feels somewhat misleading and at worst it paints them out to be naive. More than ever, in many different verticals, there remains a strong argument that the value in employing a good old customer segmentation can add substantial value to a business’s conceptualisation of their audience, so they can they prioritise different segments, and tailor touch points and messaging in a way that will deliver them a far greater ROI than simply treating consumers as a more homogenous blob (or using shallow delineations like age and gender in an attempt to create some depth and nuance).
Another contextual factor that decision-makers need to be aware of is the internal workings of their business, and how sophisticated the organisation is when it comes to thinking about insights and innovation. One of the great presentations of Northside was actually delivered by Thor Ernstsson, the CEO of Alpha – a company that is doing some very cool things with tech to give other companies the capability to rapidly test product ideas along with a host of different concepts. Its platform allows teams to get feedback on ideas within 72 hours, and having worked with names like AOL, Verizon, Capital One and Cardinal Health to name a few, the platform is proving to be quite useful.
Chatting with Alpha’s co-founder and head of content, Nis Frome, it becomes apparent that Alpha also think very differently about the way businesses need to approach innovation.
“In a lot of ways, we feel like we’re the antithesis of the design sprint” he notes. “We do see the value of the design sprint in an organisation not conducting any research at all, as it’s a great way to get stakeholders into a data driven decision making mindset”.
The challenge of what a business is going to get out of a typical five or 10-day design sprint though is simple for Alpha.
“The problem is that you’re going to run a two-week sprint without knowing what you’re actually going to learn, then get everybody in a room to analyse data on what to do next, and try to fit that into broader planning,” Frome said. “Often when data comes out, it can be inconclusive, which makes it difficult to plan around these sprints”.
Nis went on to raise the challenge that clients may face when testing a hypothesis, only to realise there’s actually a very different problem that needs to be prioritised and reconciled – such as when a financial brand realised that its consumers don’t understand the jargon and language they employ to communicate on their website having gone in to test a raft of design features. To that end, Alpha’s philosophy champions shorter iteration cycles, baking insight discovery into ongoing workflows to give organisations the agility (as opposed to setting ad-hoc meetings with expected outcomes).
So, what’s the best way to create the infrastructure within one’s business to ensure great innovation practice? If anything has really calcified in my mind over the last few days, it’s that trying to answer this question with a confident broad brushstroke answer is trivial. More than ever, marketers and decision-makers at all levels need to be aware of not only the category they’re operating in and what information is valuable, but have an eye across adjacent categories to keep abreast of both the traditional and latest approaches being harnessed to drive innovation. And, perhaps most importantly, there is an imperative to be aware of other key stakeholders within the business, and the overall level of development around being both a data and insight-centric organisation.
Please login with linkedin to comment
Daniel Bluzer-Fry Designworks Northside Festival reno rumble YellLatest News
Cairns Crocodiles The Work: Healthcare Sponsored By Alternaleaf
There is just under a month to go until the inaugural Cairns Crocodiles Awards presented by Pinterest! Today, as our judges deliberate over a year’s worth of hard work, we celebrate some of the incredible entries in the Healthcare category sponsored by Alternaleaf. The Cairns Crocodiles Awards celebrate the best examples of creativity in marketing […]
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.
Coles’ FightMND Fundraiser Takes Off For Big Freeze 10
As much as B&T applauds Coles on this charity initiative, we do ask for less 'Locomotion' through the in-store stereo.
IAB Australia Calls For Submissions To MeasureUp 2024
The IAB's calling for speaker submissions for its MeasureUp conference. Also looking to loan an overhead projector.
Drive TV & Kia Puts EV9 To The Ultimate Test In New TV Special
Have trepidations about purchasing an EV? This eight-part TV show's for you. Simply can't afford one? Watch on, anyway.
WPC Group & NextGen Jobs Recruit InsideOut For PR Account
As much as you love adland, do you often think you'd be better off had you become a plumber? Prove mum was right here.
“She’s A National Treasure For Australia And A Human Treasure For The Planet” – Warner Bros’ Josh Goldstine on Margot Robbie, Barbie And Marketing
Barbie was undoubtedly the marketing success story of 2023. B&T still leading the 'Margot for PM' calls into 2024.
M&C Saatchi Group Invite Emerging Artists To Create Visions Of A Better Future
Does the bowl of fruit on your kitchen bench need immortalising? Top news as M&C Saatchi's art initiative returns.
Thorpie & Matildas Superstars Join The Amazing Race Australia: Celebrity Edition.
Thought to yourself "that Ian Thorpe fellow's been quiet of late"? 10's celeb edition of Amazing Race is where it's at.
Greenpeace Launches Heartbreaking Call To End Deforestation Via Dropbear
As much as B&T applauds Greenpeace, its ads leave you feeling like you got the gas, water & phone bill on the same day.
Smith’s Unveil New ‘Joy is a Simple Recipe’ Brand Platform Via Goodby Silverstein & Partners
The only thing better than a round of beers arriving is the sight of a bag of Smith's between the drink carrier's teeth.
ABC Launches Two New Channels Combining Kids, Family & General Titles
Among the many joys of having young children is that they will seriously watch any old shit on TV.
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The question has to be asked - do Tigers play on an ancient Indian burial ground given their ongoing spate of bad luck?
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.