Hot Topic: How to Drive Innovation - Digiday Agency Summit, March 2015

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Digiday

Sophie Kleber from Huge's presentation from Digiday Agency Summit in New Orleans on March 3, 2015.

Marketing

March 3, 2015
Digiday Agency Summit
45 Main St #220 BKLN / 718 625 4843 / hugeinc.com

How to drive
Innovation.
March 3, 2015
Sophie Kleber - @bibilassi

Innovation can only be driven by genius.

Key stats
98%Of all “innovation” projects in large
companies fail.

Time
TechnologyNeed
Infliction point Mass
Adoption
Development

MP3Development
MP 3 Technology
Time
1979
Psychoacoustic
masking codec
1994
MP3 goes public
Fraunhofer Institute
1993
MPEG 1
1989
Karlheinz Brandenburg
University Erlangen

MP3Development
MP 3 Technology
Time
1993
Seahan Info
MP3 Player
1994
Winplay
1987
Tom’s Diner
Application

MP3Development
MP 3 Technology
Time
1993
Seahan Info
MP3 Player
1994
Winplay
1987
Tom’s Diner
Application
1999
Napster

MP3Development
Application
MP 3 Technology
Time
Distribution
Technology

Fail early and fail big.
Fosteracultureof

Fail early and fail big.
Practice.
Fosteracultureof

”It took 3 years for the iPod to become an
overnight success.”
Bill Buxton

A disciplined process of exploration and synthesis.

3 steps
1. Start with the problem.
2. Design for “of course”.
3. Embrace practice.

Thank you.
Sophie Kleber
Executive Director of Product and Innovation at Huge
@Bibilassi

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