Youthsourcing focuses on innovation with youth as a part of ongoing co-created product development - part of the 101 series http://www.mobileyouthreport.com/101

1. Youthsourcing Graham BrownmobileYouth

2. #89 In every generation it is the Cultural Hackers who explore the bounds of technical possibility Their Positive Deviance helps us understand the potential roles technology can play in our lives Graham BrownmobileYouth

3. How to download the slides… www.MobileYouthReport.com/101 Graham BrownmobileYouth

4. The Social Thinking Pyramid Innovation & Influence Cultural Hacking & Youthsourcing Change PositiveDeviance Optimization of products and marketing Day to day brand interaction Value derived from products Social Currency Fundamental drivers, mirror neurons Social Survival Graham BrownmobileYouth

5. #90 TraditionalTop-Down Innovation Youthsourcing Bottom-Up Innovation driven by focus group insights and product development department driven by front line insights, usage ethnography and youth dialogue Graham BrownmobileYouth

6. #91 Positive Deviance: Youth are blessed with an innate sense of play A hunger to explore and pushlimits In this environment they are fearless their deviance is a force for positivechange Graham BrownmobileYouth

7. #92 This is where innovation is happening Graham BrownmobileYouth

8. …and here Graham BrownmobileYouth

9. #93 We fear Youthsourcing because we fear loss of control We think leadership means having all the answers where actual strength derives from simply saying: “I don’t know” Graham BrownmobileYouth

10. Every product has scope to be hacked by youth It just depends on whether the brand will help them or not Graham BrownmobileYouth

11. Every social tool can be hackedEvery technology, product or brand is optimized by youth to derive more social currency:more ways to belong, more ways to be significant Graham BrownmobileYouth

12. That’s why this could never happen… Graham BrownmobileYouth

13. #94 If you want to know what executives will be doing with their Blackberries and iPhones tomorrow , take a look at how youth are using them today Graham BrownmobileYouth

14. Let’s face it… youth “get it” a lot quicker than adults so why do we continue to look to adults for the answers? Graham BrownmobileYouth

15. #95 Innovation is being held back by a pervasive myth that you need to be qualified to do it whereas the reality is the opposite is true Graham BrownmobileYouth

16. Design vs Social Thinking Graham BrownmobileYouth

17. Research shows that many decisions with disastrous consequences (e.g. air crash, surgery) can be avoided if those involved removed the “Authority Gradient” The same is true of such decisions made about innovation Graham BrownmobileYouth

18. #96 Cultural HackersOut there is your department of great ideas They are happily hacking and perverting your product and brand to generate more social currency Graham BrownmobileYouth

19. #97 Co-created product development done well becomes your best marketing strategy. Involve them in the story and they will tell all their friends Graham BrownmobileYouth

20. The 3 Market Levers Graham BrownmobileYouth

21. #98 Cashless Innovators 18-24 yr old Male Student More time than money Few status symbols Seeks significance from modding the product e.g. rooting Android phones Graham BrownmobileYouth

22. #99 Teenage Pirates 13-18 yr old Key drivers: belonging School students Little respect for Control Ecosystems Hand-me-down Out of warranty Iphones Graham BrownmobileYouth

23. #100 Disruption Divas 20-29 yr old Female Career Oriented Admires status symbols of previous generation e.g. Blackberry – sign of “arrival” Graham BrownmobileYouth

24. #101 Innovation is not born of someone with innovation in their title but countless interactions by day-to-day innovators – normal people looking for a better way of doing things Graham BrownmobileYouth

25. Graham Brown mobileYouth Since 2001, mobileYouth has been helping companies build bridges with the youth market.Graham is a regular industry commentator on youth media and marketing and has appeared on CNN, CNBC and in the FT, WSJ and Sunday Times Graham BrownmobileYouth

26. How to download the slides… www.MobileYouthReport.com/101 Graham BrownmobileYouth