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Training Innovators in Interdisciplinary Thinking

Training Innovators in Interdisciplinary Thinking

GUEST POST from Art Inteligencia


The Silo Crisis in Modern Innovation

Organizations today find themselves trapped in a paradox of their own making. We possess more specialized knowledge, more advanced tools, and more data than at any point in human history. Yet, groundbreaking innovation remains frustratingly elusive. The culprit isn’t a lack of talent or capital; it is the rigid, functional silos — R&D, marketing, operations, finance — that slice our organizations into isolated fiefdoms. These departments have developed their own languages, metrics, and subcultures, creating artificial barriers that stifle collective intelligence.

Breakthrough value rarely occurs within the comfortable confines of a single discipline. Instead, it ignites at the messy, unpredictable intersections where disparate fields collide. When we look at the most transformative shifts in business and society, they are inherently interdisciplinary. To thrive in a landscape defined by accelerating technological disruption and shifting human expectations, organizations must move away from training hyper-specialized cogs. We must instead cultivate “T-shaped” innovators — professionals who possess deep domain expertise but excel in the art of collaborative translation.

Training innovators in interdisciplinary thinking is not an academic exercise in multi-tasking; it requires a fundamental rewiring of organizational culture. It demands that we move beyond standard skill acquisition to intentionally foster a mindset rooted in deep empathy, cognitive flexibility, and visual collaboration. If we want to build a future-ready enterprise, we must first build the connective tissue that allows our people to think, create, and change across boundaries.

The Core Pillars of the Interdisciplinary Mindset

To build a workforce capable of breaking through functional silos, we must first define the mental architecture of an interdisciplinary thinker. Interdisciplinary capability is not merely an accumulation of diverse facts; it is a distinct cognitive framework built upon three foundational pillars that allow individuals to navigate, translate, and synthesize complex ideas across boundaries.

1. Human-Centered Empathy as a Universal Translator

In a siloed organization, departments often protect their own turf by retreating behind specialized jargon and insular goals. Human-centered empathy serves as the ultimate antidote to this fragmentation. When we anchor the innovation process deeply in the lived experiences, unmet needs, and emotional realities of the end-user, we create a common purpose that transcends departmental politics.

Training innovators in this pillar requires shifting their primary question from a technology-first or finance-first perspective (“What can we build or sell?”) to a human-first perspective (“Whose life are we improving, and why?”). When an engineer, a marketer, and a financial analyst all focus intensely on the same human persona, their disciplinary differences melt away, replaced by a shared vocabulary of human value.

2. Cognitive Agility and Perspective-Shifting

True innovators do not look at a business challenge from a single stationary point. They possess the cognitive agility to rapidly shift perspectives, viewing a single problem through multiple distinct lenses in quick succession. Interdisciplinary training must deliberately cultivate this mental flexibility.

An agile thinker must learn to adopt the healthy skepticism of the scientist, the deep empathy of the designer, the practical execution focus of the operator, and the long-term vision of the futurist. By intentionally practicing these mental pivots, innovators learn to appreciate the validity of other departments’ constraints rather than viewing them as arbitrary roadblocks to progress.

3. Comfort with Ambiguity and the “Magic Maker” Persona

Linear, predictable processes are comfortable, but they rarely yield disruptive breakthroughs. The intersection of multiple disciplines is inherently messy, chaotic, and non-linear. Therefore, a core pillar of the interdisciplinary mindset is a high tolerance for ambiguity — the ability to operate effectively when the destination is not yet clear and the rules have not yet been written.

In our innovation frameworks, we often reference the concept of the Magic Maker — the individual who thrives in this unstructured middle zone, turning abstract, cross-functional concepts into tangible reality. Training innovators means pushing them out of the comfort of rigid checklists and teaching them to embrace iterative experimentation, prototyping, and the fast-cycle learning that occurs when different fields collide.

Overcoming the “Language Barrier” of Separate Disciplines

Even when professionals possess the right mindset, interdisciplinary collaboration often grinds to a halt because teams simply cannot understand one another. Decades of corporate specialization have created distinct tribal dialects within organizations. To build a cohesive engine of innovation, we must dismantle these communication barriers and establish shared structures for value creation.

1. Demolishing the Jargon Wall

Specialized vocabulary is a double-edged sword. While it allows deep experts to communicate efficiently with their peers, it acts as an exclusionary wall to outsiders. When an agile developer talks about “story points,” a marketer discusses “attribution models,” and a finance lead focuses on “amortization,” collaboration gives way to confusion and alienation.

Overcoming this requires an intentional effort to establish a shared organizational lexicon for innovation and change. Interdisciplinary training must teach experts to translate their specialized insights into plain, outcome-oriented language. The goal is not to dumb down the expertise, but to democratize it, ensuring that ideas are judged on their strategic merit rather than the eloquence of their departmental slang.

2. From SLAs to XLMs (Experience Level Measures)

Traditional corporate structures rely heavily on Service Level Agreements (SLAs) to govern cross-departmental handoffs. However, SLAs are inherently siloed and transactional; they measure operational efficiency (e.g., system uptime, response times) rather than holistic value. When every department hits its individual SLA targets but the final product still fails the customer, the organization is suffering from a systemic breakdown.

To train interdisciplinary innovators, we must shift our metrics from SLAs to XLMs (Experience Level Measures). XLMs capture the qualitative, cross-functional impact of business processes on human beings — whether they are customers or employees. By measuring success based on the end-to-end experience rather than isolated operational outputs, we force disparate disciplines to align their efforts toward a singular, cohesive human outcome.

3. The Power of Visual Collaboration and Canvases

When communication fails, visual tools can bridge the gap. Human beings are inherently visual creatures, yet corporate documentation remains overwhelmingly text-heavy, buried in dense slide decks and multi-page requirements documents that invite misinterpretation.

Interdisciplinary training should champion the use of collaborative, visual frameworks, such as dedicated change planning and project canvases. These tools act as a democratization layer. By mapping out problem spaces, stakeholders, risks, and value propositions on a single, shared visual canvas, engineers, marketers, and executives can literally see where their work intersects. Visual collaboration strips away corporate hierarchy and linguistic barriers, allowing teams to co-create rapidly and iteratively in real time.

Designing the Interdisciplinary Curriculum

Developing interdisciplinary innovators requires moving past passive learning models. We cannot simply lecture employees on the value of collaboration and expect them to transform. Instead, organizations must deploy an experiential curriculum that forces cognitive friction, sharpens foresight, and builds practical collaboration skills through deliberate practice.

1. FutureHacking™ and Signal Picking as Training Tools

To think across boundaries, innovators must learn to anticipate how shifts in one domain will spark ripples in another. We train individuals in this capability through our FutureHacking™ methodology, specifically focusing on the practice of cross-industry “Signal Picking.” Trainees are taught to actively scan the horizon for weak signals of change — technological, cultural, economic, or regulatory — outside of their primary industry.

A core curriculum exercise involves the use of a cross-impact matrix. Trainees are given a set of seemingly unrelated signals — for instance, a breakthrough in biosynthetic materials and a shift in urban millennial housing trends — and tasked with mapping their intersection. This forces the brain out of linear thinking and trains innovators to uncover hidden opportunities and systemic threats long before they manifest in the mainstream marketplace.

2. Experiential Rotations and Deep Shadowing

Empathy cannot be taught entirely via a slide presentation; it must be felt. An effective interdisciplinary curriculum incorporates short-term, high-impact experiential rotations and “deep shadowing” programs. This is not about training an engineer to become a marketer, but rather allowing them to sit in the marketer’s chair during a critical campaign launch or customer research cycle.

By immersing themselves in the daily realities, operational constraints, and pressures of another department, trainees build firsthand emotional intelligence. They witness the unintended friction that their own department’s outputs might cause down the line, fundamentally changing how they approach cross-functional solution design when they return to their primary roles.

3. The “Nine Innovation Roles” Alignment Exercise

Every successful innovation initiative requires a diverse ecosystem of mindsets, but teams often fail because they do not understand their internal dynamics. In our training programs, we leverage the Nine Innovation Roles framework to help individuals identify their natural innovation archetypes and learn how to collaborate intentionally with complementary profiles across the organization.

During this alignment exercise, trainees discover whether they lean toward being a strategic guide, an institutional anchor, or roles like The Conscript (the reluctant but vital operational realist) or The Magic Maker (the creative synthesizer who thrives in unstructured ambiguity). By mapping these roles transparently across a cross-functional team, trainees learn to value the cognitive diversity of their peers, transforming potential friction points into collaborative strengths.

Structural Support: Building the Infrastructure for Interdisciplinary Growth

Training individuals in interdisciplinary thinking is only half the battle. If you drop a highly collaborative, T-shaped innovator back into a rigid, traditional corporate hierarchy, the system will eventually reject them. To sustain a culture of cross-pollination, organizations must build the structural scaffolding and governance models that allow interdisciplinary capabilities to take root and flourish.

1. The Role of the Experience Management Office (XMO)

To prevent interdisciplinary insights from getting trapped in organizational vacuums, companies need a dedicated champion at the structural level. This is the primary function of an Experience Management Office (XMO). Unlike a traditional Project Management Office (PMO) that focuses primarily on timelines, budgets, and operational task execution, the XMO acts as the organization’s connective tissue.

The XMO is tasked with overseeing cross-functional training, managing the deployment of visual collaboration methodologies, and ensuring that qualitative customer and employee insights are shared transparently across all departments. By acting as a centralized hub for decentralized thinking, the XMO helps scale interdisciplinary training from an isolated HR initiative into a core business capability.

2. Rewarding the “In-Between” Spaces

Human behavior follows incentives. One of the greatest barriers to long-term interdisciplinary innovation is the traditional Key Performance Indicator (KPI) framework. When employees are evaluated solely on vertical, siloed achievements — such as lines of code written, leads generated, or calls closed — they have zero professional incentive to step outside their comfort zones and collaborate across boundaries.

Organizations must intentionally redesign their performance management systems to reward the “in-between” spaces. This means establishing shared, cross-departmental goals, recognizing individuals who actively facilitate cross-pollination, and carving out dedicated time for collaborative experimentation. When people see that bridging disciplines is actively incentivized and celebrated by leadership, the structural walls that separate them begin to crumble naturally.

Conclusion: The Future Belongs to the Connectors

The challenges facing the modern enterprise are too complex, too interconnected, and too fast-moving to be solved by any single department or discipline. When we restrict our thinking to functional silos, we don’t just limit our operational efficiency; we starve our organizations of the diverse perspectives required to create truly breakthrough value. Training innovators in interdisciplinary thinking is the ultimate antidote to this stagnation.

Innovation is not a distinct department on an organizational chart — it is a pervasive organizational capability driven by individuals who can confidently bridge worlds. By intentionally cultivating an interdisciplinary mindset, breaking down communication and language barriers, deploying experiential learning frameworks, and reinforcing these efforts with robust structural governance like an XMO, we do more than just optimize our product development pipeline.

We build highly agile, deeply empathetic organizations capable of shaping the future rather than merely reacting to it. In the next era of business, the ultimate competitive advantage will not belong to the organizations that possess the most data or the deepest pockets, but to those that can connect the dots between disparate fields to deliver cohesive, human-centered value.

Frequently Asked Questions

Why is interdisciplinary thinking critical for modern innovation?

Modern business challenges are too complex to be solved within functional silos. True breakthrough innovation occurs at the intersections of different fields. By training teams in interdisciplinary thinking, organizations dismantle communication barriers, leverage cognitive diversity, and design holistic, human-centered solutions rather than fragmented, isolated outputs.

What is the difference between an SLA and an XLM?

Service Level Agreements (SLAs) are traditional, siloed metrics that track transactional and operational efficiency, such as system uptime or response rates. Experience Level Measures (XLMs), on the other hand, measure the qualitative, cross-functional impact of business processes on the actual human experience. XLMs force disparate departments to align toward a singular, shared human outcome.

How does an Experience Management Office (XMO) support innovation?

An XMO acts as the organizational connective tissue that prevents cross-disciplinary insights from being lost in functional vacuums. Unlike a PMO focused strictly on project timelines and budgets, the XMO manages the scaling of interdisciplinary training, champions the use of visual collaboration tools, and ensures that human-centered insights are shared fluidly across the entire enterprise.


SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

“The Problem Finding Canvas should help you investigate a handful of areas to explore, choose the one most important to you, extract all of the potential challenges and opportunities and choose one to prioritize.”

Image credit: Gemini

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Are You Lying to Your Customers?

Are You Lying to Your Customers?

It seems like every company these days is trying to claim that they are innovative, trying to claim that they are customer-centric, trying to claim that their employees are important to them. But are they?

Can all this be true?

Or, are all of these companies lying to their customers, lying to their employees, and lying to their shareholders?

Many companies say that they are committed to innovation, but employees know the truth. If employees’ experience around the innovation efforts of the company (and its outcomes) isn’t consistent with the innovation messages being communicated, then not only will innovation participation and outcomes be low, but ongoing trust and loyalty will be further eroded in the organization.

Employees can see the Lucky Charms on your face when you say you’re committed to innovation publicly, but behind the scenes your actions demonstrate that you really are not.

And don’t be fooled, customers will start to see the Lucky Charms show up on your face, no matter how hard you try and convince them that the marshmallow goodness is not there.

If you aren’t going to define what innovation means to your company, if you aren’t going to create a common language of innovation, if you aren’t going to teach people new innovation skills and support innovation at all levels by making limited amounts of time and capital available to push their ideas forward, then don’t say you’re committed to innovation. You’ll tear the organization down instead of building it up.

Lying to CustomersIf customers don’t see you increasing your level of value creation, improving your level of value access, and doing a better job at value translation (see Innovation is All About Value), especially when compared to the competition, then they too will become disillusioned, frustrated, and start to look for other alternative solutions that deliver more value then all of your offerings.

Meanwhile, shareholders behave like customers on steroids. If you are being rewarded with an innovation premium by the market, you can’t be “all hat and no cattle” for very long, meaning you have to deliver compelling inventions on a repeated basis with a strong potential to become the innovations that drive the future growth of the company. This is hard to do once, let alone on a repeated basis. We will likely see Apple be the latest victim in the next twelve months.

Why? Because AAPL is at an all-time high based on the likely high percentage of people that are likely to upgrade from an iPhone 4 or 5s to an iPhone 6 or 6 Plus. What about after that? Well, the smartphone industry is about to enter the same place that the PC industry hit a few years ago, when replacement cycles began to lengthen, reducing revenues, and forcing prices (and margins) lower. Simultaneously carriers will seek to extract more of the margin from the overall equation, and if Google/Motorola/Lenovo, Nokia and others start to bring $99 smartphones developed for India and other places to the richer economies that will in their next generation likely be “good enough” compared to the high end $699 handsets, more people will choose to wait longer between upgrades, or trade down with their next purchase, much as they did when $400 laptops started to become the rage.

So, what are we to learn from Apple’s pending share price collapse about the middle of next year?

Well, the first thing we will learn is that continuous innovation is hard. Now I’m not saying that Apple is going to go away, HP and Dell haven’t gone away, but Apple’s share price in Q2/Q3 2015 will struggle, they will face employee defections, and it will become more like Dell, HP and Microsoft than Facebook or Google. Not because those companies are any more or less innovative than any of the others, but because the growth paradigms are different and those companies are still in a different place on their growth curves.

We can also learn that continuous innovation requires consistency, commitment, the ability to recognize and prepare for the inevitable peaking of any growth curve, the organizational agility necessary to change as fast as the wants and needs of your customers and your environment, and the ability to understand what your customers will give you permission to do (so you know where to go next when your most profitable growth curve begins to peak).

You should see by now that continuous innovation is about far more than technological innovation, but instead requires not only continuous commitment, but also a continuous willingness and ability to change, and a continuous scanning of your environment using a Global Sensing Network.

Do you have one?

What is yours telling you about your company’s future?

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Let’s Chat About the Language of Innovation

Let’s Chat About the Language of Innovation

It was bound to happen sooner or later…

What is it you might ask?

Well, it is the recognition that the language we use (and more importantly, having a common language) when it comes to innovation, to change, or to pretty much any other aspect of business is just as important as it is in our personal lives.

Who does the recognition come from?

Well, none other than the innocats, a cool group of people who host a twitter chat at #innochat every Thursday at 5PM GMT (that’s 9AM for those of you on the west coast of the USA, Noon on the east coast, and well, 5PM for those of you in the UK).

Personally I tend to use Tweetchat.com to participate in twitter chats like this because it makes it easy to follow along real-time. If you go to the Tweetchat.com web site, just enter the hashtag #innochat as the room you’d like to enter.

So, come join me tomorrow (October 9, 2014) for an #innochat on the language of innovation. You can find the introductory post for the session here:

Sorry, link expired

UPDATE: Sorry, link to transcript expired

On that page you’ll also find links to my latest article on the topic and my latest white paper (commissioned by Planview).

If you’d like to commission a white paper, webinar, or keynote speech on innovation, social business, inbound/digital/content marketing or some other topic you think I can help people make sense of, contact me.

Otherwise, come join me for a lively Twitter discussion of the importance of a common language of innovation.

Oh, and if you’re curious what my current definition of innovation is, here you go:

“Innovation transforms the useful seeds of invention into widely adopted solutions valued above every existing alternative.” – Braden Kelley

Keep innovating!

Please note the following licensing terms for Stikkee Situations cartoons:

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Think Like a Tech Company or Go Out of Business

Think Like a Tech Company or Go Out of Business

by Braden Kelley and Linda Bernardi

Even in 2014, there are business sectors who feel they are not ‘tech companies’. News flash: Whether you are a consumer products company, an insurance company, a hotel, or a pharmaceutical company, your business is a technology business. Why?

Technology is the link between any business and its customers. To say technology is not core to your business strategy, means you think customers are not the key to your business success. So, your business is a technology business whether you want it to be or not.

Today technology is how you market and sell your products, make your business more efficient, and most importantly, how you stay connected to your customers. Some companies mistake the importance of technology to mean that they need to open a twitter account and monitor social media, put in an ERP and CRM system, and revamp their web site. But the importance of technology in today’s business environment is more than that.

ERP and CRM are common tools, a requirement to remain competitive, and while social media and the internet are important to sales and marketing success, they are becoming yesterday’s news as customers develop deeper connections to their mobile devices. If you aren’t on their devices and interacting in a meaningful way with them there in real-time, you won’t stay connected to them in the long run.

Let’s look at the impact on a few different industries whose members tend not to see themselves as technology companies:

1. Fortune 100 consumer product goods (CPG) companies
2. Hotel Chains
3. Big Box Retailers

1. Fortune 100 CPG companies typically manufacture large quantities of consistent products and have visually pleasing (static) web pages for consumers. But they don’t use technology well enough to detect what the market wants before it knows it, often fail to personalize or customize products to customer needs, and usually lack the online networks that could help connect other customer product needs together into new potential product ideas that the company could co-create with their customers. Often connection means post mortem analytics on data collected in the past, or, analyzing previous customer interactions with static web pages. Creating authentic customer connections requires online and mobile technology these companies usually don’t possess. I don’t mean apps (which often are pretty much the same as a website), but new physical/online/mobile engagement models that inspire customers to stay connected to the company (and each other) in a dynamic, evolving community. Rethinking is needed here. The customer is not just a buyer but an influencer. If CPG companies want to sell that next bottle of $300 facial cream, they better consider delighting, and not just marketing to, their customer base.

2. AirBnB has proven to be a major disruptive force in the hotel and hospitality business, grabbing a massive foothold in a market that the Homeaway.com member companies created and should have dominated. Resistance to AirBnB is massive and lawsuits are abundant, but for a moment let’s go beyond the hype and explore the angst of traditional hotels. AirBnB created a highly connected, effective community of property owners and property renters. This bi-directional ecosystem can only thrive if they are both happy and satisfied. To experience what they’ve created, first go to a traditional hotel website (pictures of room, building, lobby) and then go to AirBnB and browse the hundreds of customer experiences their property owners offer. On the hotel site you’ll see they’ve created the mechanics of paying to rent a hotel room, while on AirBnB you’ll see that they’ve created both an ecosystem and an experience.

3. Big box retailers have done a poor job of seeing themselves as technology companies capable of fending off challenges from online-only retailers. Target made the mistake of seeing themselves as a retailer, not a technology business, and so they outsourced their ecommerce to Amazon in the beginning, only to regret doing so because Amazon was able to learn which 20% of their inventory drove 80% of their profits, and when.

Meanwhile, Costco and Walmart, despite being two of the most successful retailers in the world, have struggled to find success online because they can’t get beyond their brick and mortar heritage to see themselves as a technology business with an integrated online/offline ecosystem. Seriously, it is 2014, do we still need to get our Costco circulars in the mail? Nothing has changed about Costco’s interaction with its customers. Walmart exacerbated the disconnection between the two sides of their business by creating a separate online division and exiling it to Silicon Valley. Costco sells different products online than offline. The results of both of these approaches have been far from stellar.

Build a Common Language of Innovation on your team

Technology Lowers Barriers to Entry

In the history of the world, it has never been easier to start and scale a business to a global footprint, not in a matter of decades or years, but in months. And it is not just the other companies in your industry and technology-driven startups that you have to worry about if you choose not to view yourself as a technology company and move as fast as they do. You have to worry about competition from established technology players like Google and Amazon too, because one day they (or people that used to work for them) might decide that your market is attractive enough to enter and come disrupt your industry. For example, Amazon has become a book publisher and a financial services company.

Technology Enables Experiences

Technology enables the creation of customer experiences. I am going to choose my insurance company based on my experience. At the end of the day if all prices are comparable, then how the businesses you interact with make you feel, and the connections you’ve built with them will matter more. Without an emphasis on using technology to make your business a social business, you will find your company displaced by others that do. You must lead your industry in identifying opportunities to use technology to get closer to your customers. The future of business will be all about delighting customers and making their experience more personal.

Technology is not just a tool, but central to everything you do in today’s always on, always connected digital age.

Here are ten ways that technology can help you become a more social business:

  1. Building Connections
  2. Developing Networks
  3. Global Sensing and Prediction
  4. Sharing Recommendations
  5. Creating Experiences
  6. Personalization
  7. Customization
  8. Co-Creation
  9. Crowdsourcing
  10. Open Innovation

To give you an example of what things will look like in the future, the forward thinking health insurance company will leverage the mobile device for virtual ID cards, drug interaction warnings, personal triage, mobile care, wellness, cost sharing calculations, FSA/HSA administration, diagnostics, and more.

Conclusion

In conclusion, no matter what business you are in, it is very dangerous not to see technology as a competitive differentiator and a core driver of your business. Instead, you must constantly look at how you can become more of a technology company in order to enable deeper customer connections and more meaningful experiences. Today if you don’t connect with, understand, delight and start predicting your customer’s needs/wants, you may not thrive in your industry and your competition and new entrants who do embrace technology will replace you.

This article is brought to you by Linda Bernardi and Braden Kelley. Collectively, we have over 30 years of experience working with large, global multi-disciplinary enterprises. We write this with care and passion as we want your enterprises to succeed. We would love to hear your thoughts.


Guest Collaborator:

Linda BernardiLinda Bernardi is a Technology Strategist, Investor, and Founder & CEO at StraTerra Partners, The Bernardi Leadership Institute and a Strategic Advisor at Cloudant Inc. She is also the Author of Provoke, Why the Global Culture of Disruption is the Only Hope for Innovation. Learn more here about Linda’s work on disrupting large enterprise analytics.

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Where Does Value Come From?

Stikkee 50 Dollar T-shirt

Where does value come from?

What makes people willing to pay $50 for a t-shirt that’s just like the one that ten other people are wearing in the club?

What makes people pay a premium for Apple products with features introduced by other companies months or years before?

If you are truly trying to be innovative, instead of creative or inventive, you MUST understand how your prospective customers assign value for the new solution you are about to introduce. This may require lots of customer interviews, ethnography, forced choices, and other upfront research, but it’s worth it, because if you don’t build your potential innovation on a new, unique insight then it has no chance of succeeding in the marketplace. And as I’ve said before, to achieve innovation you have to focus not just on creating value in the product or service itself, but all three sources of value:

  • Value Creation
  • Value Translation
  • Value Access

So, let’s get back to the $50 t-shirt…

Here in Seattle we are proud of Macklemore and Ryan Lewis, who became a chart topping rap music music act by choosing not to follow the traditional way of making it in the music business so they could not only maintain their creative freedom, but also to make more money. Their mega-hit “Thrift Shop” pokes fun at fashionistas and has helped to make thrift shopping cool instead of embarrassing. Thank you to their combination of skills, they’ve been able to do a lot of the hard work themselves to promote their music, including making this video:

By remaining independent, Macklemore and Ryan Lewis are free to collaborate with whomever they want, when they want, and with sponsors who add value in specific ways consistent with the current project they are working on, instead of a record company extracting a rent from all the artist’s activities (whether they are adding value or not). Here is one such project they undertook with another local artist, Fences, and sponsorship from a company headquartered here locally – T-Mobile USA. It’s a great song and a pretty cool video if you haven’t heard or seen it before:

I for one am grateful that Macklemore and Ryan Lewis didn’t sign a record deal, and record executives have candidly admitted that they would have totally ruined the act by forcing them to change to be more “marketable.” The success of Macklemore and Ryan Lewis (and others) serve to highlight the disruption in the music industry value chain that continues to occur, creating discontinuities that artists like Macklemore and Ryan Lewis can take advantage of. This is of course as long as they have the digital and social skills to get the word out and help their music spread.

Is there disruption happening in your industry’s value chain?

How can you take advantage of the discontinuities?

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What Do You Do When People Say Your Logo Looks Like *#&@?

Stikkee Number 4 - New Hershey Logo

Recently The Hershey Company decided to update their logo and since it’s launch they’ve been getting a lot of negative buzz surrounding the new logo because some people think that part of the logo looks like a steaming pile of *#&@.

The new branding was created in-house by Hershey Global Design, with assistance from goDutch and Alexander Design Associates, and on the one hand for Hershey I imagine all of the pile of excrement comments might be quite concerning, but on the other hand you have the age old mantra ‘all publicity is good publicity’.

Where do you stand on the controversy?

hersheys colorful kissPersonally I would have used the colorful kiss they developed instead in order to reinforce their global confection and snack company positioning and dropped the redundant “The Hershey Company”. In addition, I don’t think the pile of excrement comments will harm their sales or their brand because most people won’t even notice or care.

And after all, when it comes to marketing and advertising, you should really be doing WGAS Marketing anyways.

Not sure what that is?

Check out the article here and follow along! 🙂

Please note the following licensing terms for Stikkee Situations cartoons:

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Is there a market for Smartwatches? Can Apple create one?

Stikkee 3 - Apple Watch

Okay, it’s been a week since the Apple Watch was announced, and do you know what the world’s most popular wearable is likely to be for 2014/2015?

It’s not the iWatch, but the iPhone 6, which is breaking the pre-sales records of the iPhone 5.

No, it’s not an iWatch. Don’t you dare call it that!

We’re Apple and we’ve decided that it’s far too sophisticated and exclusive to be an iWatch.

Oh, and we’ve also decided that you must own at least an iPhone 5 to be privileged enough to wear an Apple Watch.

Okay, so instantly Apple has reduced the potential market size for the Apple Watch from 6 Billion people to about 100 million people (based on statisticbrain’s numbers).

Now, layer on top of this the fact that in a YPulse survey of millenials, only 32% stated that they wear a watch regularly.

$96 million of smartwatches were sold between October and July according to CNet at an average price of $189 (and dropping fast) – often bundled with a phone – and with Samsung wrapping up 78% of the market. If you do the math, that’s just over 500,000 units, less than 1% of the likely iPhone 5 sales over the same period.

The Apple Watch starts at $349.

But wait, we’re not done yet.

Consider that Samsung has become a faster, nimbler innovator in some ways than Apple and are shipping a new version of their smartwatch next month, up to six months before the Apple Watch is expected to be available – oh, and you’ll be able to use their new watch to make phone calls and run lots of wellness apps (including some from Nike). Plus Samsung will probably launch an even more capable version shortly after the Apple Watch starts shipping.

Apple’s already playing catchup in the smartphone market and they haven’t even shipped their first unit.

So if Apple is entering a small market with a declining average unit price against a more nimble competitor, what rabbit do they have up their sleeve to grow the market and increase their stock price?

What will make the Apple Watch a must have?

The iPod was a must have because it allowed you to carry your entire music library around with you after easily organizing it on your PC and syncing it to the iPod. After that you could then easily navigate thousands of songs on the device with the handy click wheel.

The iPhone was a must have because it became the world’s most widely adopted personal, wearable computer. The iPhone disrupted the balance of power in the mobile phone industry and allowed device makers to start offering whatever applications they wanted (unencumbered by the carriers). The iPhone also disrupted the digital camera market, the Flip (super portable, simple video cameras), and the dedicated GPS market.

Other wearables are on the decline.

iPod sales in Q4 2013 were down 52% from Q4 2012.

Google Glasses got a lot of buzz early on, but interest has fizzled.

Fitbits and Nike Fuelbands have lost their luster and momentum.

Even the iPad, which became a must have after Apple solved the Value Translation riddle and properly highlighted its benefits as a more relaxing and accessible computing device, has seen sales fall the past two quarters as the large screen phones have started to become big enough to begin decreasing the need for a separate tablet. If you’re keeping score the iPad disrupted the gaming industry and challenged people to think deeply about their computing device preferences.

Now back to the Apple Watch…

Can a smartwatch really unseat the mother of all wearables, the smartphone?

In an era of declining interest in watches, can Apple change people’s behavior and lead a resurgence in watch wearing?

These are all very tough questions, but they are not tough challenges that Apple hasn’t faced before.

It’s easy to forget that the iPod didn’t become a runaway success until two years after its launch (with the launch of the PC version of iTunes), and that it took a year for Apple to really ramp up sales of the iPhone (after the launch of the App Store), or that Apple got killed in the press after the announcement of the iPad but figured out how to translate its value by the time they started shipping it.

So, is Apple up to the challenge this time?

After their recent string of game-changing innovations the pressure is on!

Please note the following licensing terms for Stikkee Situations cartoons:

1. BLOGS – Link back to https://bradenkelley.com/category/stikkees/ and you can embed them for free
2. PRESENTATIONS, please send $25 to me on PayPal by clicking the button 3. NEWSLETTERS & WEB SITES, please send me $50 on PayPal by clicking the button
License for presentations - $25
License for newsletters and web sites - $50

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The Wonderful World of Downsizing

Stikkee Situations - Downsizing Cartoon

In Stikkee Situations we’ll try to take a humorous look at a lot of different serious business topics.

In this episode we poke fun at the wonderful world of downsizing.

Employees hate workforce reductions (aka downsizing), but some CEOs (even in profitable companies) seem to love these traumatic events as a tool to save their job and to drive short-term movements in the price of a company’s stock price, often coming on the heels of a company missing their earnings estimates.

But the positive short term stock price effects of an across the board workforce reduction come with heavy consequences, several of which greatly affect the innovation capacity of the organization, including:

  1. Destruction of trust within the organization
  2. Reduction in collaboration in the organization
  3. Loss of forward momentum on project work
  4. Loss of some of your best talent as they proactively find themselves jobs elsewhere
  5. Reduction in passion, creativity, and engagement among those who remain
  6. Elimination or reduction in the organization’s commitment to innovation

Now of course sometimes workforce reductions are necessary to avoid bankruptcy or for strategic realignment (removing human resources from business areas you are exiting), and they can be potentially healthy for the organization.

But, when downsizing is done purely to please wall street and in an untargeted way, in the long run I would assert that the organization suffers more than it benefits because any reduction in forward innovation momentum is an invitation to competitors and startups to speed past you.

So, keep innovating!

Please note the following licensing terms for Stikkee Situations cartoons:

1. BLOGS – Link back to https://bradenkelley.com/category/stikkees/ and you can embed them for free
2. PRESENTATIONS, please send $25 to me on PayPal by clicking the button 3. NEWSLETTERS & WEB SITES, please send me $50 on PayPal by clicking the button
License for presentations - $25
License for newsletters and web sites - $50

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Do you support #StrikeFastFood or not?

Stikkee Situations FightFor15

Today is the big day for the #StrikeFastFood movement (aka #FightFor15), during which fast food workers will walk off the job in search of a living wage – in this case they are hoping for $15 an hour.

What do you think of this movement?

Do you support it, or do you think the market should decide?

And do you think they’re foolish for changing the hashtag for their movement in the last 48hrs from #FightFor15 to #StrikeFastFood?

(You might notice the title for the cartoon is #FightFor15 because I created it yesterday)

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Announcing Stikkee Situations

Stikkee Situations Number 1

I am proud to announce the launch of my business cartoon series called Stikkee Situations. I will try and do at least one business cartoon a week on the themes of innovation, marketing, management, leadership, strategy, culture, human resources, entrepreneurship, and the occasional political cartoon just for fun.

You may notice changes over time as I take a rapid prototype, Lean Startup type approach to the creation and evolution of this strip.

Please send me your topic ideas if there is a particular cartoon you’d like to see (or leave a comment) and give me your feedback and be part of its hopeful growth and improvement over time!

Please note the following licensing terms for Stikkee Situations cartoons:

1. BLOGS – Link back to https://bradenkelley.com/category/stikkees/ and you can embed them for free
2. PRESENTATIONS, please send $25 to me on PayPal by clicking the button 3. NEWSLETTERS & WEB SITES, please send me $50 on PayPal by clicking the button
License for presentations - $25
License for newsletters and web sites - $50

I hope you enjoy the ‘toons!

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