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SDGC15 Friday Afternoon Keynote 3 Jon Campbell and Munib Karavdic

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Published on Nov 12, 2015

Principal Design Strategy | Continuum &
Director of Design & Innovation | AMP Financial Services

Biography Jon:
Jon Campbell is VP, Customer Experience and Innovation Capability, at Continuum. He manages engagements that focus on identifying new growth opportunities and getting them to market to create value for organizations and their customers. As the leader of Continuum’s Innovation Capability practice, he helps organizations develop their internal capabilities for driving repeatable innovation and implementing holistic customer experiences. He has worked in a range of industries including financial services, healthcare, retail and consumer packaged goods.

Biography Munib:
Dr. Munib Karavdic is the Director of Design & Innovation at AMP Financial Services, Australia’s No. 1 retirement savings, life insurance, and financial advice corporation. He has been championing an innovation program at AMP that is underpinned by human-centered design as a key engine for organic growth. Apart from building human-centered design capabilities to transform AMP, his team is a key driver of building and introducing a portfolio of minimum viable offers (MVOs) based on customer insights. He is also a founder of the Innovation centre and MVOs incubator which introduce a new way of working and delivering offers to the market. Prior to AMP he worked as a growth strategy consultant in several Australian and overseas companies. Munib is also a Conjoint Professor in Creativity and Innovation at UNSW Business School. There he teaches innovation in the Master of Marketing and MBA programs. He published one of the first books in e-commerce area as well as several articles in reputable academic journals. Munib holds a PhD in Marketing focusing on innovation in e-commerce.


“The Implementation Dilemma”
Customer-centered insights are becoming more commonplace among across industries as design thinking pervades business today and similar research methodologies are applied to similar business challenges. With large, established organizations shifting to incorporate service design practices and build their internal innovation capability to drive growth, customer-centered ideas are becoming easier to find as well. What continues to be uncommon is the large organization that can effectively get these ideas out to the market in a repeatable and consistent way. Companies are built to be optimized and efficient, making quick and inexpensive development of new ideas challenging to the operation. The winning companies will be those that can effectively evaluate ideas, select the right ones, and get them to market faster than the competition. The single biggest challenge for these large organizations is not identifying customer needs, or coming up with ideas, or hiring a Chief Innovation Officer, but rather the effective building and launching of new growth initiatives. Within an established, core business, there are deliberate approaches to implementation effective in driving incremental change but result in outcomes harmful to getting new customer-driven growth initiatives out to market in the right form. This situation creates the Implementation Dilemma: Should leaders take these customer-focused ideas and apply their traditional way of delivering or should they create a new environment for new ideas delivery? The focus of this talk is on this second approach. That means the real work in innovation is on the back-end: making ideas real.

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