WiSEED a besoin de nouvelles compétences #marketing pour grandir ! #Paris #Toulouse

J’ai toujours été un défenseur de l’innovation ouverte et de la co-création. Chez WiSEED, acteur référent et leader de l’investissement en France, nous avons aussi pour habitude d’impliquer nos clients et partenaires dans la création de valeur. Historiquement, tout d’abord, ou plus récemment, que ça soit pour des fonctionnalités nouvelles, par la création d’un club de clients particulièrement engagés ou pour l’amélioration de services existants. Cette “main tendue” est extrêmement bénéfique, sachant qu’il faut toujours donner en retour. Continue reading →

My Favorites in October: LVMH and Cycling, Derek Black’s Story & Donald Trump’s Revolutionaries

Image via Bettmann Archive

Derek Black’s father, 1982 (via Bettmann Archive)

This month again, a bunch of great articles about marketing, management, sports sponsoring or financial innovation. The usual suspects. But, in the wake of the U.S. election, also two long, important articles about U.S. nationalism in the broad sense. The first is a lengthy article about Derek Black, who turned his back to white nationalism as he met co-students from other cultures and beliefs. The second is about the follower crowd of Donald Trump, depicted as a heterogeneous – and sometimes sympathetic – group of people opposing a variety of contemporary realities (from immigration to media) with little alternatives to offer. May these two be as interesting to you as they were to me.
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My Favorites of September: Finding Your Purpose, Pope Francis & Recruiting Product Managers


Dario Grandinetti’s brilliant role of Pope Francis

It’s been two-and-a-half years (first was in April 2014) now that I am doing these monthly posts, and I find them very useful to sort the best out of the daily reads, tweets and other activities that fills our lives. I hope they are equally useful for you, reader.

We had a nice month of September in Paris, with warm weather and lots of sunshine. While the sun was shining, I read & watched a number of things that I want to share with you : ads, movies, comics, articles and more.
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« Title Heroes » – The Benefits Of Doctoral Studies To Boost Corporate Careers

titel helden handelblatt karriere artikel

The article in “Karriere” which is a “Handelsblatt” magazine. Illustrations by Anja Stichler

This article is a translation of an article I read in the German magazine Handelsblatt Karriere recently (issue nb 4, year 2014), called “Titel-Helden” (Title Heroes) written by Eva-Maria Hommel. The article addresses the interesting question of working on a PhD early in a corporate career, and I felt it was interesting enough to be shared with an English-speaking audience, beyond the relatively small number of people who speak German in this world. I believe it is an insightful article that shows the German specificity of valuing the PhD beyond academia, which is the case in France or the US, and bridging the gap between both worlds. Note that the translation is an exact translation, which I tried to make as easy to read as possible, just removing a very few passages. Illustrations, links, emphases or bold passages have been added by myself. Continue reading →

My Short Review of “Crowdsourcing, One Step Beyond”

crowdsourcing book one step beyond lebratyThis is by far not the first book I read about crowdsourcing (the last is Daren Brabham’s Crowdsourcing at MIT Press) but it’s an interesting one. Why? Because, to my knowledge, it’s the first piece in English by the French crowdsourcing researchers Katia Lobre-Lebraty and Jean-Fabrice Lebraty, whose work I already blogged about – in English. Their paper Créer de la valeur par le crowdsourcing: La dyade Innovation-Authenticité (in French, but here is a summary) is one I liked because it really resonnated with my own experience of crowdsourcing. Now, this book finally brings their research to English-speaking audiences, which I think is great to feed the literature and discussions around this field of research. Continue reading →

Management dans les industries créatives : pas si collaboratif que ça !


La créativité est une des soft skills très prisées aujourd’hui, puisqu’ il s’agit d’un des principaux moteurs d’innovation dans nos sociétés post-industrielles où l’avantage comparatif vient des compétences et des idées. Le livre Manager la créativité, ne traite pas vraiment d’innovation industrielle, mais se penche sur la gestion de la créativité dans les industries créatives (cinéma, édition, gastronomie etc.). Cet ouvrage nous donne un observe de manière rigoureuse la manière dont les entreprises gèrent la créativité, et contourne donc l’effet de halo dans lequel on a tendance à tomber quand on parle de grands noms comme Pixar, Hermès ou les Ateliers Jean Nouvel… Continue reading →

The Designful Company, by Marty Neumeier

Marty Neumeier is president of a consulting firm called Neutron and based in San Francisco, CA. He began his career as a designer and nowadays also writes about innovation and corporate culture, his two previous books The Brand Gap and Zag (“When other Zig, Zag”!) dealing about radical differentiation and business strategies regarding innovation. In this book, published very recently, the American defends a corporate culture based on design thinking, in which innovation is driven by a new approach : radically new creation, fuelled by designer’s minds.

In his survey led with Stanford University, Neutron’s CEO revealed that top executives’ most “wicked problems” to solve in their daily business life is :

  1. Balancing long-term goals with short-term demands
  2. Predicting the returns of innovative concepts
  3. Innovating at the increasing speed of change, and so on…

You would probably argue that these challenges, even if he calls them “wicked problems” (expression first used by the German design theorist Horst Rittel), aren’t new to companies since they always needed to be competitive by innovating. This is actually true, but Marty Neumeier tells us he has found the best way to conciliate these problems with company benefits is to adopt design thinking : using empathy, creativity and rationality of designers to fuel innovation, and thereby drive business success.

The mistake would be to say what I just said : “of designers“! But with designers, I don’t (only) mean a weirdo who draws sketches all day long, but the whole creative class (Richard Florida, 2002) made of entrepreneurs, scientists, engineers, artists etc. which thinks like designers. One example is given by railroad baron Collis P. Huntington, who once said “Your Eiffel Tower is all very well, but where’s the money in it?” when a journalist asked him about a critique, just after the completion of the monument. According to Neumeier, the  designer’s reaction would more likely sound like this : “What a stirring symbol of achievement! From now on, people will never forget their visit to Paris“. The designful company will have to “think […], feel […], work like designers“.

Antother idea that Neumeier defends is that design is change. Therefore, whether you find a situation worth improving or not, innovation should be design-driven because it focuses on imagining what could be. An example regarding this is the Freestyle dispenser imagined by Coca-Cola : making drinking Coke a whole new experience. They are designing the drinking experience in a whole new way, check it out yourself ! Together with other marketing & branding tools like storytelling, and management tools like branded training, your company will build-up a culture of nonstop innovation, according to him. Let’s not forget that it’s actually his business to fuel change in companies, by consulting and training services offered by Neutron !

A phrase I loved in the book is the following one : “Companies will create wealth from the conversion of raw intangibles -imagination, empathy and collaboration- into finished intangibles -patents, brands and customer tribes“. As synthetic as this quote is his book, designed to be read and understood very easily, but also to give useful tools to implement change in your very own company !

If you want another review of the book, check this post from Designdroplets.com