In this Morgenbooster Jens Bjørn Koustrup Nielsen, CCO at 1508, and Hjørdis Thorborg, Brand Experience Director at 1508, will address some of the fuss and buzz about purpose and innovation and will share their own reflections on how you can drive impactful design- and innovation processes through a strong sense of purpose.

1. Morgenbooster #90
Oktober 2018 – ved Jens Bjørn og Hjørdis Thorborg
Purpose-Driven
Innovation

2. AGENDA
• Why?
• Purpose
• Innovation
• Purpose-Driven
Innovation

3. Hjørdis
Thorborg
Brand
Experience
Director

4. Jens
Bjørn
Koustrup
Nielsen
CCO

5. TEAM

6. Why?

7. Why?

8. Companies with a strong sense
of purpose are able to transform
and innovate better
A global survey of 474 executives - Harvard Business Review Analytic Services & The EY Beacon Institute

9. 4 observations

10. 1.
Too much buzz and too little
common understanding
Let’s save
the world!
Let’s make a
lot of money!

11. 2.
Too much focus on short sighted
KPI’s, click-rates and ROI

12. 3.
Innovation is driven from a too
narrow business perspective

13. 4.
Lack of integrity in a
user-acentric approach

14. Purpose

15. Your aspirational reason
for being and doing

16. WHAT
Simon Sinek – The Golden Circle
WHY
HOW

17. Purpose provides activation
energy for living
Mihaly Csikszentmihalyi, psychologist, author of the book, “Flow”

18. PASSION

19. PURPOSE

20. The urge to do what we do
in the service of something
larger than ourselves
Daniel H. Pink – Drive, The Surprising Truth about what Mitivates Us

21. Internal quest
External problem
PURPOSE
Wolff Olins – Butterfly Model

22. FIT EXPERIENCEPURPOSE

23. Innovation

24. Creating value through
something that is
new, useful and utilized

25. DESIRABILITY
VIABILITY
FEASIBILITY
INNOVATION
IDEO

27. EXTERNALINTERNAL
Look for internal drivers
from an external point of view
(What value would our new “…” generate for our users?)
Look for external drivers
from an internal point of view
(What would their new “…” mean, seen from our perspective?)

28. UNDERSTANDING
PEOPLE
HYPOTHESIS
DRIVENPROTOTYPING
COLLABORATIVE
PROOF BY DESIGN™

29. TEST
&
LEARN
PROTO
TYPE
INSIGHTS & HYPOTHESIS BUILD & OPTIMIZE
Proof of
Problem
Proof of
Concept
Proof of
Solution

30. Purpose-Driven
Innovation

31. BRANDINNOVATION BRANDINNOVATION

32. BRANDINNOVATION PURPOSE

33. You need to connect to your purpose
to innovate in a meaningful way
Erik Roscam Abbing, Brand-Driven Innovtion – Strategies for development and design

34. and…
Erik Roscam Abbing, Brand-Driven Innovtion – Strategies for development and design

35. Innovation is required to bring your
purpose and your promise to life
Erik Roscam Abbing, Brand-Driven Innovtion – Strategies for development and design

36. STORY TELLING

37. STORY DOING

38. SPECIFIC
VALUE PROPOSITION
SPECIFIC
VALUE PROPOSITION
SPECIFIC
VALUE PROPOSITION
SPECIFIC
VALUE PROPOSITION
SPECIFIC
VALUE PROPOSITION
SPECIFIC
VALUE PROPOSITION
PURPOSE
A1 A2 B1 B2 C1 C2
HIGH LEVEL
VALUE PROPOSITION
HIGH LEVEL
VALUE PROPOSITION
HIGH LEVEL
VALUE PROPOSITION
A CB
PURPOSE

39. PURPOSE

40. A global survey of 474 executives
Harvard Business Review Analytic
Services Report - in collaboration
with The EY Beacon Institute

41. Companies who clearly articulate
their purpose enjoy higher
growth rates and higher levels
of success in transformation and
innovation initiatives
A Harvard Business Review Analytic Services Report – The Business Case for Purpose

42. Purpose-driven companies
are more likely to have:

43. 1. More innovative power

44. 84%
HBR Analytic Services Report: 84% said it can affect an organization’s ability to transform

45. 2. More motivated employees

46. Generation
Y

47. 3. More loyal customers

48. 33%
Marty Neumeier, The Brand Flip: Loyal customers spend 33% more than new customers

49. 4. Better business outcomes

50. Purpose fuels
profitinnovation

51. Purpose fuels
profitprofits

52. 1
-
2
46% articulated a strong sense of purpose and used it as a way to make decisions and strengthen motivation

54. Can you
prove it’s
viable?
Is it
feasible?
Is it
desirable?

55. EXPERIENCEPURPOSE BIG IDEA

56. External problem
Internal quest
External offer
Internal abilities
PURPOSE
External offer
Internal abilities
EXPERIENCEBIG IDEA

57. B2C

58. H2H

61. TEST
&
LEARN
PROTO
TYPE
INSIGHTS & HYPOTHESIS BUILD & OPTIMIZE
Proof of
Problem
Proof of
Concept
Proof of
Solution
Proof of
Purpose
Proof of
Promise
Proof of
Experience

62. There is no mind
without emotion
Antonio Damasio, Neuroscientist - What Role do Emotions Play in Consciousness? 2010

63. DESIRABILITYDESIRABILITY
VIABILITY
FEASIBILITY
INNOVATION
IDEO

64. MVP
Brian Collins, COLLINS

65. Brian Collins, COLLINS
MVP+MFL

66. Take Away no.1:
Start with ”why”
and keep your purpose,
in focus through your
innovation process

67. Take Away no.2:
Design for people!
Both your organization
and your market is run by
human drive and desire

68. Take Away no.3:
Minimize consensus
around your core purpose
and simple patterns to
allow for innovation

69. Thanks!
Jens
Bjørn
Koustrup
Nielsen
CCO
Hjørdis
Thorborg
Brand
Experience
Director