This is a presentation I gave at Miami Ad School in DUMBO to a class on digital product development. It focuses on how digital products are ripe for co-creation, which I think (hope?) will be a key element of the future of agencies.

1. INNOVATION
&
COLLABORATION
POP 535: DIGITAL PRODUCT CREATION
02/19/2011
@SANEEL

2. INNOVATORS
LOVE USING
QUOTES
(so I thought I’d embrace the cliche to set things up)

3. T H E B R I E F
TALK ABOUT
ANYTHING
RELATING TO
INNOVATION
STEVE PECK, digital genius

4. D I S C L A I M E R : P A R T O N E
THE FIRST ONE
FIRED IN BAD TIMES
IS THE GUY WITH
INNOVATION
IN HIS TITLE
AD INDUSTRY ADAGE

5. D I S C L A I M E R : P A R T T W O

6. T H E B E L I E F
AT THE INTERSECTION OF
COLLABORATION
& INNOVATION
MAY JUST LIE
THE FUTURE
OF AD AGENCIES
WISHFUL THINKING

7. T H E D E F I N I T I O N
in•no•va•tion
noun
the introduction of
something new.
Merriam-Webster

8. T H E R E A S O N
THE
FUTURE
COMES
FROM THE
SLIME
RISHAD TOBACCOWALA, Chief Innovation Officer, VivaKi

9. T H E C H A L L E N G E
SOMETHING
NEW IS
REALLY
HARD
ANY ORGANIZATIONAL LEADER THINKING ABOUT INNOVATION

10. T H E O P P O R T U N I T Y
NEW IS EASY FOR
THOSE OUTSIDE
YOUR COMPANY
(that’s where collaboration comes in)

12. COLLABORATION
LANDSCAPE

13. CROWD- GROUP CO-CREATION
SOURCING ACHIEVEMENT

14. CROWD- GROUP CO-CREATION
SOURCING ACHIEVEMENT
DELL IDEA
STORM MY
STARBUCKS
DIGG IDEA
CONNECT
+
DEVELOP

15. CROWD- GROUP CO-CREATION
SOURCING ACHIEVEMENT
DELL IDEA WoW DARK
STORM MY PORTAL
STARBUCKS GROUPON
KICK-
DIGG IDEA STARTER
CONNECT PEPSI
+ REFRESH
DEVELOP

16. CROWD- GROUP CO-CREATION
SOURCING ACHIEVEMENT
DELL IDEA WoW DARK LEGO
STORM MY PORTAL CUUSOO LOCAL
STARBUCKS GROUPON MOTORS
KICK-
DIGG IDEA STARTER
WORD-
CONNECT PRESS DEW-
PEPSI
+ REFRESH MOCRACY
DEVELOP

17. + CONTROL
CROWD- GROUP CO-CREATION
SOURCING ACHIEVEMENT
DELL IDEA WoW DARK LEGO
STORM MY PORTAL CUUSOO LOCAL
STARBUCKS GROUPON MOTORS
KICK-
DIGG IDEA STARTER
WORD-
CONNECT PRESS DEW-
PEPSI
+ REFRESH MOCRACY
DEVELOP

18. + CONTROL
CROWD- GROUP CO-CREATION
SOURCING ACHIEVEMENT
+ COLLABORATION
DELL IDEA WoW DARK LEGO
STORM MY PORTAL CUUSOO LOCAL
STARBUCKS GROUPON MOTORS
KICK-
DIGG IDEA STARTER
WORD-
CONNECT PRESS DEW-
PEPSI
+ REFRESH MOCRACY
DEVELOP

19. + CONTROL
CROWD- GROUP CO-CREATION
SOURCING ACHIEVEMENT
+ COLLABORATION
LEGO
WHERE CUUSOO LOCAL
AGENCIES MOTORS
WORD-
ARE PRESS DEW-
FOCUSED MOCRACY

20. + CONTROL
CROWD- GROUP CO-CREATION
SOURCING ACHIEVEMENT
+ COLLABORATION
WHERE THE
WHERE
BIGGER
AGENCIES
AGENCY
ARE
OPPORTUNITY
FOCUSED
MAY BE

21. + CONTROL
CROWD- GROUP CO-CREATION
SOURCING ACHIEVEMENT
+ COLLABORATION
PLATFORM / COMMUNI-
COMMUNITY CATION
SOLUTIONS SOLUTIONS

22. WILL LIKELY
D I G I TA L BE THE FIRST
PRODUCT FORAY INTO
CREATION CO-CREATION
AT AGENCIES

23. WHY CO-CREATION IS
BECOMING INCREASINGLY
IMPORTANT TO CLIENTS

24. CONSUMERS
USURP PRODUCTS
WITHOUT INVITATION
ANYWAY

25. COLLABORATIVE
CONSUMPTION
IS MAKING
PRODUCT SERVICE
SYSTEMS
A MORE COMMON
BUSINESS MODEL
(in which consumers demand control)

26. SOON THE
DIFFICULTY OF
CONSUMER
OR INDUSTRY
RESEARCH WILL
OUTWEIGH THE
DIFFICULTY
OF CO-CREATION

27. craigslist
CREATING VALUE FROM
EARNING CUSTOMER EFFORT
WILL BE THE MOST
DISRUPTIVE FORCE
IN BUSINESS OVER THE NEXT
FEW YEARS

28. PLATFORMS MAKE
APPEALING BUSINESS MODELS
EVEN FOR THOSE THAT NEVER
SAW THEMSELVES THAT WAY

29. PLATFORMS MAKE
APPEALING BUSINESS MODELS
EVEN FOR THOSE THAT NEVER
SAW THEMSELVES THAT WAY
“You don’t want
your phone to be
an open platform”
2007

30. WHY DIGITAL PRODUCT
CREATION IS AN APPEALING
TYPE OF AGENCY
INNOVATION

31. AGENCIES ALREADY HAVE
PERMISSION TO
IDEATE HERE

32. DIGITAL PRODUCT
CREATION REQUIRES
TALENT THAT
IS AT ODDS
WITH
CORPORATE DARRELL WHITELAW, fo un de r M IR
CULTURE

33. AGENCY REVENUE CAN
STILL COME FROM CLIENT
MARKETING EXPENSES
(unlike core product creation)

34. IT’S AN OPPORTUNITY
TO SERVE AS A
PARTNER
INSTEAD OF A
VENDOR
TO CLIENTS
(betacup was going to happen anyway)

35. CLIENTS DOING
MORE CO-CREATION
+ YOU& ME
AGENCIES MAKING
DIGITAL PRODUCTS = STAYING
+
INCREASING EASE
WITH WHICH TO
EMPLOYED*
C O L L A B O R AT E
OVER CODE & UX

36. CLIENTS DOING
MORE CO-CREATION
+ YOU& ME
AGENCIES MAKING
DIGITAL PRODUCTS = STAYING
+
INCREASING EASE
WITH WHICH TO
EMPLOYED*
C O L L A B O R AT E
OVER CODE & UX
*SEE EARLIER DISCLAIMER
ABOUT WISHFUL THINKING

37. THANKS
(for listening... and fulfilling my pipe dream of the future)