1. BIG DEAS
A D I F F E R E N T K I N D O F G L O B A L I N N O VAT I O N F I R M
2. The following pages are just a quick glance
at the approaches that we at Skyscraper, Inc.
believe can help your organization achieve
breakthroughs in innovation. Our techniques,
grounded in the science of creativity, will help
you and your team to see your innovation
opportunities differently. Very differently.
Skyscraper, Inc. ideas are always on-strategy
and actionable. And, the process ignites
passion among your team members to solve
the consumer’s toughest problems.
Skyscraper, Inc. can help you innovate, stay
relevant, gain market share and strengthen
your brand’s equity.
Let’s start Creating What’s Next together!
PAGE 2
GROUNDBREAKER
Prioritize opportunity areas for insights mining
and new idea creation.
BUILDER
Create breakthrough product ideas that are rooted
in insights and drive category change.
DESIGNER
Design holistic prototypes that delight, drive product
satisfaction and increase loyalty.
O U R S O L U T I O N S
4. Re-wiringyourbrain
totackleInnovationChallenges
Skyscraper focuses on the Psychology of Creativity to create and
build breakthrough ideas and opportunities. Skyscraper utilizes
interpretive methods, visualization and musicality to stimulate the
minds of the client team and push the boundaries of how we
understand our consumer insights, identify opportunity areas and
build truly breakthrough product concepts and prototypes.
PAGE 4
NEW
CONSUMER
INSIGHTS
EXISTING
RESEARCH & DATA
INTERNAL TEAM EXPERTISE
CREATIVE TOOLS
CREATIVE
STIMULI
5. Re-wiringyourbrainto
tackleInnovationChallenges
Skyscraper emphasizes working with the internal client team to push the boundaries of
their thinking and creativity to achieve breakthrough ideas and innovation. This ensures
a rich pipeline of platforms and concepts with the client team to implement and create
the breakthrough products that drive revenue growth and profitability.
PAGE 5
CONSUMER
INSIGHTS
CONSUMER
INSIGHTS
EXISTING
RESEARCH & DATA
EXISTING
RESEARCH & DATA
CREATIVE STIMULI
YOUR ORGANIZATION NOW... THE SKYSCRAPER DIFFERENCE...
INTERNAL TEAM
EXPERTISE
INTERNAL TEAM
EXPERTISE
CREATIVE
TOOLS
MUSIC
CREATIVE
WRITING
⌘
⌘
*
*
*
6. OurProprietaryMethodology
TapsIntoThePsychologyofCreativity
A paradox: scientists should
be slaving at the bench, not
playing the violin or
perfecting metal working on
the side. But genius is linked
to a process called blind-vari-
ation and selective retention.
Simply, the mind receives
input from all experiences,
scientific or not. If left to per-
colate, those combine, blindly
and at random, to fuel truly
ONE-OF-A-KIND IDEAS that
everyone wants to emulate.
– Dean Keith Simonton, Ph
Author, Genius 101
”
”
Sources:
Hobbies: The Personal Path to Creativity; Michele and Robert Root-Bernstein, Psychology Today, December 2008
Arts and Crafts: Keys to Scientific Creativity; Michele and Robert Root-Bernstein, Psychology Today Mar 2009
Biographies of all of the Nobel prize winners from 1901 to the present: http://nobelprize.orgThe Gene-ius Pool;
Trisha Gura, Ph.D.; Psychology Today May 2011
Client
Team
Expertise
Re-
Visualization
with Creative
Tools
Skyscraper
Deeper
Insights
RESULTS
that BREAK
THROUGH
PAGE 6
7. Skyscraper,Inc.–
HowWe’reDifferent
PAGE 7
Our Proprietary Methodology
Taps Into The Psychology of Creativity...
Client Team Expertise
Re-Visualization
with Creative Tools
Skyscraper
Deeper
Insights
»
»
»
Skyscraper Deeper
Insights
Our approach to insights goes
way, way beyond the focus
group. Skyscraper insights
stand on 3 pillars - previous
research, personal experi-
ences, and in-field research.
Combined, they give our team
and yours a comprehensive
and innovative view of the
consumer that we can use
to start creating big ideas.
Re-Visualization with
Creative Tools
We train teams to document
sensory, emotional, and needs-
based consumer insights using
creative tools like illustration or pho-
tography - far better than the bullet
point summaries you’re
using for innovation today.
Studies in psychology show that
non-related creative pursuits are the
key to being more professionally
creative. We’re literally re-wiring
your brain to create breakthroughs.
And, it’s FUN!
Our ideation sessions are designed
to take advantage of this rich of
stimuli. We allow everyone to con-
sider unseen possibilities across a
wider range of insights - possibilities
your competitors aren’t considering.
Client Team Expertise
Let’s face it: No one knows
your business, capabilities, and
brands better than you and
your team. The foundation of
SUCCESSFUL innovation
projects is built by allowing
the people with this expertise
to be more creative and
discover innovation
opportunities differently.
To be successful, innovation
must start by building on your
team’s experience and passion.
8. CreativeToolsHelpToExplore
TheConsumer’sChallengesInAWholeNewWay
Top models must eat like
mosquitos - they can’t stick their
noses into any meal for too long,
because the flyswatter of fatness
would get them.
(Feminine Care Category)
We treat indulgence like it’s about
ingredients, rich flavors, or cheating on a
diet. It’s not. Indulgence is about the feeling
of delight you get when you forget about
all of that other stuff and can just enjoy like
you’re a kid all over again!
(Snack Foods Category)
Me
I accept myself for who I am inside and out
I am comfortable so don’t think that I will pout
Even at times when I am uncomfortable
I will be confident in my own skin
I am me
(Personal Care Category)
Actual Client Examples of Insights Re-envisioned Through Creativity
I l l u s t r a t i o n P h o t o g r a p h y C r e a t i v e W r i t i n g
PAGE 8
9. PlatformsDriveStrategyandAlignment
Innovation Platforms provide a starting point for new
and incremental idea creation.
They represent a synthesis of in-market insights and
provide guidance on creating unified, benefit-centric
innovation across the markets and product categories
under consideration.
Once alignment has been achieved on platform
strategy, multiple concepts can be created and tested,
creating a unified and strategic product pipeline.
Capabilities Required
Platform
Concept
Platform
Concept
Platform
Concept
Platform
Concept
Platform
Concept
The Story
Capabilities
Channel
Fit
Benefit
Realization
PAGE 9
10. PAGE 10
13 Years Marketing,
Consumer Research, Strategy,
and Innovation Experience. US
and Global, CPG and Technology
Hershey’s, Reese’s, Classico,
Smart Ones, Bagel Bites, More
BS Computer Science, MBA,
Guitarist, Photographer,
Competitive BBQ’r
15 Years Marketing and
Innovation Experience
Global Marketing Director,
Motorola
Director Brand and Product
Marketing, Disney
Gardener and Storyteller
18 Years General
Management, Marketing,
Sales, Investment Banking.
CMO, Heinz N.A.
Heinz South Africa, Procter &
Gamble, Bank of America
BBA Texas A&M,
MBA University of Chicago
Golfer, Basketball Player,
Father of 4
Founder – Trek Solutions
Qualitative consulting group
Divisional VP – Elder Beerman
Sr. Research Manager –
Procter & Gamble
BS Accounting and
Marketing, MBA
Global Traveler
Extraordinaire
24 Years Marketing,
Innovation and
Retail Experience
VP Marketing and
Merchandising, Sunglass Hut
Heinz, Frito-Lay, Dillards,
Booz Allen
BS Media Management,
Ross MBA
Athlete and Pop
Culture Collector
20 Years
Integrated Marketing,
Strategic Branding and
Innovation Experience
Euro RSCG VP Consumer, WebMD
Director Strategic Partnerships
Princeton Partners
VP Strategic Branding,
Johnson & Johnson Brand
BA Child Psychology, MBA,
Active Outdoorswoman
15 Years Graphic Design
and Commercial
Art Experience
MS Communication
Design – Pratt
Adjunct Faculty – PA College
of Art and Design
Muralist, Painter,
Designer
10 Years Industrial Design
and Conceptual Artist
Sustainability Integration and
Biomimcry Specialist
Board Member for Goodwill
Workforce
Rotarian
Rock climber and
avid Outdoorsman
Founder, OvreArts
classical music education
and performance group
BFA Music Composition,
Recording Artist, Writer,
Urban Farmer
Certified Yacht master
MICHAEL MURPHY
President and CEO
JILL BOHABOY
Research Director
CHRISTINE SHEA
Senior Principal
ROBERT IRWIN
Industrial Design Director
TAMMY DeMARCO
Senior Principal
JASON WEST
Vice President and
General Manager
JULIA HOLLAND
Principal
MICHELLE SHUFF
Design Director
BLAKE RAGGHIANTI
Creativity Director
Skyscraper,Inc.ProfessionalandCreativeTeam
12. STEP 2
Personal
Immersions
Just as important as
talking to the end
users, we need to
discover what it's like
to be them - how they
think and what they
do what they do.
Personal Immersions
allow the project
team to walk a mile
in their shoes.
»
STEP 1
STEP 3
Previous Research
Immersions
We believe that good
research always starts
with what we already
know. But more
importantly, we need
to think about our
previous learnings
very differently
in order to discover
what we might
have missed.
»
»
In-Field Research
Immersions
They say there's no
substitute for being
there. In-field
Immersions put us
face-to-face with our
consumers using a
combination of
traditional and
custom-created
qualitative methods.
Expert/Leading
Consumer
Directed Tasks
Analogous
Situations
D o c u m e n t i n g w i t h C r e a t i v e T o o l s
PAGE 12
InsightsTechniquesthat
DigDeeper
Expert/Leading Consumer
Experts, thought leaders and leading-edge
consumers open our eyes to ‘what’s next’ for
the mainstream and how we might get there
at the right time.
Directed Tasks
Giving typical consumers category-spe-
cific challenges to solve forces them to
reveal their thought process and sensory
preferences. This yields insights into how
purchase decision-making is done and
opens our minds to new possibilities.
Analogous Situations
Inspiration can come from lots of
places. Often, there are other consumers
or market segments that have solved
similar problems in not-so-similar ways.
These analogies can give us the keys to
unlocking breakthroughs.
13. Groundbreaker
Prioritize opportunity
areas for insights mining
and new idea creation.
Builder
Create breakthrough product
ideas that are rooted in insights
and drive category change.
Designer
Design holistic prototypes that
delight, drive product satisfaction
and increase loyalty.
Innovation
Strategy
Platform and
Idea Creation
Prototype
and
Launch
»»»
3ProprietaryProcessesto
DriveBreakthroughs
Skyscraper, Inc. processes are robust and
designed to yield results that align with
your organization’s needs at every stage
in the innovation pipeline. But, they are
malleable enough to be applied to product
and service innovation challenges in a wide
range of industries.
PAGE 13
Y O U R I N N O V AT I O N
P I P E L I N E
14. Groundbreaker
Prioritize
opportunity
areas for
insights mining
and new idea
creation.
The
GroundbreakerProcess
What it is
» Skyscraper, Inc.’s process for creating early-stage
consumer insights, attitudinal segmentation and
strategic growth opportunity assessment.
When to use it
» Early in the innovation process.
» When you need to better understand your consumer
and the competitive landscape prior to developing
new ideas.
» When you must create multiple innovation
workstreams.
What you get
» Strategic alignment on innovation opportunity areas.
» Segmentation and targeting tools to be used
throughout the innovation and product launch process.
PAGE 14
15. Builder
Create
breakthrough
product ideas
that are rooted in
insights and drive
category change.
The
BuilderProcess
What it is
» Skyscraper, Inc.’s proprietary process for creating
breakthrough ideas, product concepts and customer
experiences.
When to use it
» Front and Mid-funnel Innovation Stages, where
creating winning ideas is critical.
» When you need new product, process,
communication or customer experience innovation.
What you get
» Unlock the creative potential of your entire cross
functional team.
» Concepts appropriate for qualitative
PAGE 15
16. 3.27in
0.83in
Designer
Design holistic
prototypes that
delight, drive
product
satisfaction
and increase
loyalty.
The
DesignerProcess
What it is
» Skyscraper, Inc.’s proprietary process for creating
WINNING PROTOTYPES!
When to use it
» When you have a validated concept, and need to
create a finished, holistic prototype.
» When you want every attribute of the proposition
to fulfill the consumer benefit and DELIGHT
CONSUMERS to DRIVE REPEAT.
What you get
» Unlock the creative potential of your entire cross
functional team.
» Understanding of product attributes that delight.
» Final full-product prototypes, ready for confirmatory
PAGE 16
17. PAGE 17
Insights-driven
DesignCapabilities
Strategic Marketing and Innovation Process Consulting
Qualitative and Ethnographic Research
Industrial, Packaging and Communication Design
Creative Facilitation and Ideation
Branding and Identity Development
18. We want to hear about your innovation
challenges – call us when you have them!
Michael Murphy, President and CEO
Skyscraper, Inc.
mmurphy@skyscraperinc.com
Ph: 717-746-8774
Jason West, Vice President and General Manager
Skyscraper Inc.
jwest@skyscraperinc.com
Ph: 412-973-0953
www.skyscraperinc.com
twitter: @skyscraperinc
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