reach out workshop:

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reach out workshop

• reaching out
• Day 1
• Manchester, 15-19 January 2007

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1. Published workshop objectives

• i) To build the ____a.____ of the reach out
  network to be self-sustaining by
• - Equipping members with the skills and
  ____b.____ to develop and manage their own
  projects (training and development)
• - Raising self-awareness of participants in
  order to equip them as young ____c.____ (training
  and development)
• - Providing members with the opportunity to
  ____d.____ with UK and international partners
• ii) ____e.____ the success of the reach out
  network to date 
• - Running an ____f.____ with strategic partners
  and British Council representatives

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2. Personal workshop objectives

• - Think of your main dream, goal, ambition, aim
  or hope for this workshop (just one!).
• - You will now be given a Post-It note with a
  number on it to represent your personal
  objective.
• - Mingle with the other participants and exchange
  your personal objective with theirs.
• - The facilitator (Adam) will help you with
  clustering, agreeing and sharing personal
  objectives.

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3. What sort of innovator are you?

• Complete the multiple choice diagnostic task to
  find out what sort of innovator you are.
• Then consider the following questions
• a. Do you agree with the result of the task?
  Why?
• b. If you dont agree with the task, what type
  of innovator would you prefer to be and why?
• c. What type of innovator would you not like to
  be? Why?
• d. Can you guess what types of innovator the
  other people in your group are?
• e. Do you prefer working with people who are
  like you? Why?
• f. Is it better for a team to have a mix of
  innovators or all the same? Why?
• The facilitator will now ask you to organise
  yourselves into new groups.

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4.1 Famous innovators

• Apple and the iPod nano
• Body Shop and Anita Roddick
• Cockerell and the hovercraft
• Dyson and the centrifugal vacuum cleaner
• Edison and the lightbulb
• Mohamed Al Fayed

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4.2 Famous innovators behaviours

• Spotting an opportunity
• Reflective, complex and inspired, but seemingly
  whacky
• Eccentric tinkering, with very limited resources
• Self-belief and willingness to put money where
  mouth is
• Willingness to take personal and professional
  risk
• Accidental discovery
• What do the people involved all have in common?
• What about market research in all this?

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5. What stops you from being creative?

• Is it
• - the political system
• - your age and gender
• - society and culture
• - your education or job
• - culture or race
• physical environment?
• Try the pyramid discussion your facilitator will
  give you.

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6. Approaches to creative thinking and the
development of innovative products

• You are going to see two slides on the above
  topic. Take a few notes as you listen under the
  following subtitles
• Endorsement/Agreement
• Clarification/Question
• Challenge/Disagreement

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6.1 Principles to support creative thinking

• i. Working with mixed teams
• - different types of thinkers and skills
• ii. Problem-solving
• - different types of learners and tasks
• iii. Comfort zones
• - different types of environment and stimuli
• iv. Taking risks
• - different types of speech and behaviour

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6.2 An innovations methodology
Filtering and selection of ideas
Development of selected ideas
Facilitated ideas generation

• Quantity
• Creative thinking outside comfort zones
• Various stimuli for different thinkers

• Two approaches
• The Rough
• The Smooth

Tools
CONVERGENCE
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6.3 Approaches to developing ps

• a New Markets (45 of ps development work)
• - Selling existing ps to new markets
• - Market research, increased sales overall
• b Product Extension (45)
• - Developing existing ps for existing audiences
• - Customer research, incremental innovation
• c The Next Big Thing (10, extra RD resource
  often)
• - Developing completely new ps, radical
  innovation
• - Professional expertise and insights into
  customer behaviour

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6.4 Developing the Next Big Thing

• Traditional customer market research (surveys,
  focus groups) cannot tell you what the Next Big
  Thing is
• Specifying the Next Big Thing on traditional
  customer market research produces a much higher
  risk of failure
• Big UK companies like Tescos dont conduct
  traditional research anymore they observe
  customer behaviour instead
• They generate customer insight and then either
  better fit current ps to those behaviours,
  extend their current ps, or develop the Next Big
  Thing
• The process of generating an insight values the
  professional expertise of staff, particularly
  staff close to the front-line

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7. Myths that block innovation

• Every society has a set of shared social beliefs.
  Those beliefs create stereotypes of people, and
  myths about people. Every individual stereotypes
  every other person and every group of people.
  Some people even stereotype themselves.
• Societies inhibit/limit the creativity and
  innovation of individuals.
• Professor Kendal, Truthorpe University
• But why? Whats your insight?

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8. Leaders, leadership, leading innovation

• i) Think of a famous leader that everyone knows
  about (sport, media, business, acting, politics,
  etc) and write down 6 adjectives to describe
  them. Then read your adjectives to the rest of
  the group to see if they can guess the leader.
• ii) What are the common and unique adjectives in
  the room?
• iii) From all the adjectives, which 6 would
  describe someone good at making presentations to
  people? What about negotiating a contract?
• iv) Choose the most suitable adjectives to
  describe yourself as a leader. Compare those
  adjectives to others in your group.
• v) Now look at the set of tasks the facilitator
  gives you. Who is most suited in your group to
  lead on those tasks?

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9. Insights and ideas generation

• RingWell, a mobile phone company, needs YOUR
  help!
• RingWell has realised that it is not selling many
  mobiles to older parents (45-60 years old). In
  fact, not many companies do. Ringwell wants to
  move into this new market before the competition.
  
• In your group, discuss older parents to discover
  some insights into their behaviour and (non-)use
  of mobile phones. Then, develop your product idea
  and explain the benefit to the customer.
• Insight Product Idea Customer benefit