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This is not a book about web 3.0! If it were the
case, I would not have written a book, but a blog. Imagination
3.0 deals with innovation [the Web is only the tip of the iceberg
and one of its tool].
It is called ''3.0'' because 3 different profiles are involved
here :
- the first and most obvious are insiders [experts coming from
your company, colleagues of all grades and functions],
- the second profile deals with partners : complementary brands
or experts coming from outside your company in order to improved
the innovation added value,
- and the third one - a resource still mostly under exploited
these days- are clients and customers [i.e. the ultimate target
of your innovation efforts] who also want to have their say
in the invention of new offers. Instead of asking them what
needs they may have [do they still have any in our Society of
plenty?], why don't you invite them to join you in your innovation
process?
This 3.0 team could be the magical team for the invention of
new futures, new offers, new reasons to be proud to belong… Another
reason why we named it Imagination 3.0 is that the book
describes the third step in the maturity of the innovation process
:
- the first step was about R&D guys only (not that long ago,
they were the only ones allowed to be involved in the process),
- step two was about opening the innovation doors to the whole
company through multi-functional teams,
- now comes step number 3 by inviting also everybody outside
of the box.
After ''Reinventing Innovation", then ''Les Clés pour Innover'(Keys
to innovation)' and ''L'Innovation Collective' (Collective Innovation)
, this book is volume 4 of the magical saga of innovation. The
third volume explained why and how - with the advent of the new
millennium- it could be useful to allow a larger number of your
employees to contribute in the generation of new initiatives.
Imagination 3.0 is our latest opus and aims at encouraging
you to open your company's box to creative members of the public
who have imaginative and diverse outlooks. We've called this CACO
: Conception Assisted by Co-workers and Consumers.
5 recent events led us to believe that openness is not only possible
but highly recommended. 2006 was a crucial year. Crucial because,
from our point of view the classic logic of supply and demand
was redefined: on the supply side, after a few sound years spent
on going back to basics, suppliers seemed to rediscover the virtues
of innovation - by that I mean true innovation. And as
for demand, given the current surfeit of goods on offer, consumers
mainly concentrated themselves on two simple things:
- what brands really have to offer them that they were not expecting
[in other words, positive surprises],
- and especially since 2006, we have witnessed that consumers
wanted to participate in the very development of the products
that they intend to buy.
In the following pages of this article I will describe these
5 events as if they were as many acts in a play which is unfolding
before our eyes. These 5 acts will be setting the scene for the
world of business and innovation in 2008.
continued on part two
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about Brice Auckenthaler and experts-consulting
Brice Auckenthaler from Experts-consulting is undoubtedly
our best expert in innovation. His team’s ability cover
the entire spectrum of innovation, from creativity to making
the rubber meet the road.
Their references encompass major players as Nestlé
and Thalys, Maserati, Mc Donald’s, Ferrari, Kraft,
Coca Cola, Société Générale
and others. Their footprint is International (Europe, USA,
Asia, South America, China, Australia etc.) and their teams
multi-cultural.
Their capabilities extend from benchmarking, interviews
and research, scenario planning [brand architecture and
brand stretching], to brand & innovation committees
on the new brand assets, new initiatives for product launches.
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a few links about Experts Consulting:
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ution
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