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INNOVATION & LATERAL THINKING … CRUSH YOUR COMPETITORS
Paul Sloane Tips...
Use innovation & lateral thinking to Crush Your Competitors
To be an effective marketer use both left brain and right brain tactics
The purpose of your prototype is not fast payback, but fast feedback
To be innovative Don't try just one big idea, don't bet the company on one huge experiment. Try lots of little things if you can.
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SHARE THIS EPISODE: - Innovation & Lateral Thinking – [just click to tweet]
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Doug: Well, welcome back listeners, to another episode of Real Marketing Real Fast. Today in the studio I've got joining me Paul Sloane, he is the author of 30 books. A few of his books are Think Like an Innovator: A Guide to Open Innovation and Crowdsourcing, How to Be a Brilliant Thinker, The Innovative Leader, and A Leader's Guide to Lateral Thinking. In addition, Paul has about 43,000 followers on Twitter, and he's been described by Klout as one of the leading experts on social media with regards to innovation. Paul has spoken on lateral thinking, creativity, and innovation to over 100 corporate clients in Europe, the US, South Africa, the Middle East, and Asia. His talks combine humor, stories, tips, and examples, and challenge to provoke, amaze, and entertain his audiences. He is recognized as one of the leading professional speakers on lateral thinking and the leadership of innovation in the UK.
Paul studied engineering at Cambridge University, he worked for IBM in manufacturing, sales, and marketing, and he's been the marketing director and then marketing director of database at Ashton-Tate. He went on to become the vice president of operations and CEO of several software companies. Paul now focuses his time to help organizations improve innovation. Welcome to Real Marketing Real Fast.
Paul Sloane: Thank you, Doug.
Doug: I've had a chance to do a little bit of background research, and I'm always looking for excellent guests, and I came across your profile and I spent a lot of time looking online at the various things you've done and the books that you've written on innovation and lateral thinking, and really loved your podcast. I was hoping you would share with us today with our listeners just a couple stories and a little bit of background on what you do and the advice and the direction that you take your clients on.
Paul Sloane: Yes, well I believe that marketing professionals, well all professionals really are in marketing and creative services these days, I sometimes start my talks by saying, "Who's in the creative services sector?", and a handful of hands go up, and I say, "No, you're all in creative services nowadays, because the opportunities for you to be creative are unbounded, and in fact if you're not creative, you're missing a trick because the opportunities are really significant, and the smaller guys will run rings around you if you just use conventional methods." The key to being different is to use some lateral thinking, to approach problems from a different direction, that's what lateral means, and I help people do that.
Doug: Could you give us an example of how you helped somebody do that, to approach a problem from a different point of view?
Paul Sloane: Well, what I do is I run workshops and I get groups of people from diverse backgrounds to look at serious issues, like how can we surprise and delight customers, how can we double our average order value, how can we break into new markets, and they come up with all sorts of creative ideas using lateral thinking techniques, random stimuli, displacement techniques where you deliberately move people out of their comfort zone and think about things in new ways. The results of that, pharmaceutical companies have found new ways to launch products and ne...
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By Doug MorneauPaul Sloane Tips...
Use innovation & lateral thinking to Crush Your Competitors
To be an effective marketer use both left brain and right brain tactics
The purpose of your prototype is not fast payback, but fast feedback
To be innovative Don't try just one big idea, don't bet the company on one huge experiment. Try lots of little things if you can.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
SHARE THIS EPISODE: - Innovation & Lateral Thinking – [just click to tweet]
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Doug: Well, welcome back listeners, to another episode of Real Marketing Real Fast. Today in the studio I've got joining me Paul Sloane, he is the author of 30 books. A few of his books are Think Like an Innovator: A Guide to Open Innovation and Crowdsourcing, How to Be a Brilliant Thinker, The Innovative Leader, and A Leader's Guide to Lateral Thinking. In addition, Paul has about 43,000 followers on Twitter, and he's been described by Klout as one of the leading experts on social media with regards to innovation. Paul has spoken on lateral thinking, creativity, and innovation to over 100 corporate clients in Europe, the US, South Africa, the Middle East, and Asia. His talks combine humor, stories, tips, and examples, and challenge to provoke, amaze, and entertain his audiences. He is recognized as one of the leading professional speakers on lateral thinking and the leadership of innovation in the UK.
Paul studied engineering at Cambridge University, he worked for IBM in manufacturing, sales, and marketing, and he's been the marketing director and then marketing director of database at Ashton-Tate. He went on to become the vice president of operations and CEO of several software companies. Paul now focuses his time to help organizations improve innovation. Welcome to Real Marketing Real Fast.
Paul Sloane: Thank you, Doug.
Doug: I've had a chance to do a little bit of background research, and I'm always looking for excellent guests, and I came across your profile and I spent a lot of time looking online at the various things you've done and the books that you've written on innovation and lateral thinking, and really loved your podcast. I was hoping you would share with us today with our listeners just a couple stories and a little bit of background on what you do and the advice and the direction that you take your clients on.
Paul Sloane: Yes, well I believe that marketing professionals, well all professionals really are in marketing and creative services these days, I sometimes start my talks by saying, "Who's in the creative services sector?", and a handful of hands go up, and I say, "No, you're all in creative services nowadays, because the opportunities for you to be creative are unbounded, and in fact if you're not creative, you're missing a trick because the opportunities are really significant, and the smaller guys will run rings around you if you just use conventional methods." The key to being different is to use some lateral thinking, to approach problems from a different direction, that's what lateral means, and I help people do that.
Doug: Could you give us an example of how you helped somebody do that, to approach a problem from a different point of view?
Paul Sloane: Well, what I do is I run workshops and I get groups of people from diverse backgrounds to look at serious issues, like how can we surprise and delight customers, how can we double our average order value, how can we break into new markets, and they come up with all sorts of creative ideas using lateral thinking techniques, random stimuli, displacement techniques where you deliberately move people out of their comfort zone and think about things in new ways. The results of that, pharmaceutical companies have found new ways to launch products and ne...