Blogging Fusion

Since a lot of time, here I am again... =) ...today I was thinking about innovation and costumers behavior... 

Did you ever put a lot of energies, passion and time in doing something, and when finished did you ever watched your creation with a lot of love and satisfaction, waiting for someone to give you a feedback and to acclaim you? ...and when you found this "someone", did he/she said you that your creation can be done a "bit better"?

Ok, now imagine all the people that is working all day long in order to realize your next acquisition, your next object desire... They are probably close all day in their workspace, interacting and sharing ideas sometime with their neighbouring worker... these people are a bit as us when working deep on our creation, they are concentrated in what they are doing, but loosing their real connection with the world.

How many times as consumer did you find something on a shelf and thought "How useless is that object"? ...or something like "yes is pretty cool, but I prefer something similar to it but with this function also"?

Increasingly innovating technologies are "progressively giving birth to new consumers, ones who are more intelligent and therefore better informed and more demanding, who are freer and show greater strenght in their dealings with distributor and brands. Consumers are becoming actors in their own consumption. This is a rapid mutation, the new world in which generations operate from day one" (source: "Le new consumer" on blogspot, no more online)... I don't now if technologies really "give birth to" or only if consumers finally found a tool to get informed easily and better, but for sure since mid-2000s are rising many collaborative marketing approaches (Prahalad and Ramaswamy, 2004) carried by a new dominant logic of marketing (Lusch and Vargo, 2004 and 2006) based on the emergence of creative consumers (Cova B. and Cova V. 2009)... the new consumers that are also marketers. This brings to the co-creation of value, where strategic marketing's aim changed from "market to" consumers to "market with" consumers (Prahaland and Ramaswamy, 2004). 

These new approaches are a way to innovate companies and products, reducing the risk usually related to innovation, but also a way to engage company's costumers and helping grow their satisfaction, loyality and the buzz on the related product/company. Is important also to keep in mind, exemplified by the case of the pasta-cooking experience (Dalli and Romani, 2007), that consumption is secondary to preparation or production and immersion and transformation are privileged outcomes of a commercial experience (Arnold, 2007)... the more the customer is involved in the process of service production and delivery, the greater the perceived value and satisfaction (Cova and Dalli, 2009).

Yep, until here everything is known (more or less)... now, what is under study and construction (from what I know) are the phases in which this process develops itself...

About the phases and the steps I would like to go deeper in another post, now I want only to write about my thoughts regarding the last step: the "revenue" for the "worker customer".

A worker customer is not paid (because of this we can't call them producers), and is a person that developed some skills related to acquisitions, product analysis, shopping,... now, what happen when these customer gived their ideas and add a value to the product? And when the company accept and include the value produced by it customers? ...At first they/us feel proud and recognized about theirself/ourself, of their/our success in give a good idea, but next they/us feel exploited from the company (Cova et al, 2007)... I will say that we feel something like diddled and forgotten...

People, in my opinion, needs ever a return, a revenue on what is doing... if someone is doing philantropy, probably is because he/she feesl better, or he/she feels as doing right (so proud), in doing it... if someone is working as volunteer is because he/she is feeling well in doing what he/she thinks is right... and so on... at the same probably if someone is participating in a co-value creation is because he/she wants something in return, probably a recongition from the company, or from the tribe, or from the society, and when he/she have nothing in return, neither a discount, he will feel betrayed... what I see is missing, from my experience, in many of these innovation/co-creation initiatives is this last recognition to the consumer: as said by the Ninja's (LINK) during the course in Non-Conventional Marketing, analyzing the campaign ideated by them for Mulino Bianco ("Il Mulino Che Vorrei"), and giving themself a feed-back, a coupon, a discount, a supply of the product, maybe could be enough to satisfy the people involved in the process and could demonstrate them a bit of recognition.

What do you think about it? Which are your exceptions? Which is your experience?

I'm here with Francesco Giusiani, one of the italian movie directors with most potential at national and international level.
I would like to let you know that he promised me he will answer your question/comments in this post. =)

First of all I'm going to present him:

Born in 1985, in Pisa, he made his first movie when he was 13 years old. His movie has been immediately appreciated from the national scene. He took  the Bachelor and Master degree in "Literature - Cinema, Music and Theater" in Pisa, speeding up the regular times. After his Master Degree he has been admitted to the "ACT Multimedia, school of cinema and television". While in, one of his short film (made without any kind of production and money) was projected at Cannes Festival in the Short Film Corner section, and this year his shortcut has been accepted for running at Donatello's David cinema prize competition. Waiting to know how will go to the Donatello's David he is writing a script with Cristiano Bortone winner of David Prize for Juniors in 2007.

Going to the first question:

I ever start from a subject in which I find an interesting issue, and then I start to create, develop, think until I find a block halt. At this time, it depends from the kind of block halt. I can ask myself particular questions, different from the questions directly linked to the block, and think about these, or I can try to don't think at all, in order to shout out rationality (at a first stage), and later check the answers that I (or better WE!) gived... aslo absurd answers. =)

I use this kind of 2 techinques in particular for problems related to plot.

For how much concerns "characters blocks" I usually try to draw on my knowledge about myself tring to empathize with the character and deepen on this, approaching this way genuininess. Genuininess brings credibility, is because of this that I use this technique.

There is also another important factor, that is needed to keep in mind: knowledge, that is equivalent to a structure in which channel creativity.

I will explain myself better explaining the creation phases:

...This is the generating station, the powerbridge, projected by Francesco Colarossi, Giovanna Saracino and Luisa Saracino.

2 Days ago I was thinking to what I would like to write here today... and here my idea: 2 ways to capitalize on something already existing. 2 Ways to don't waste assets...

The first, founded some months ago on Ninjamarketing is about the bridge abovementioned. The idea was: bridge are ever hit by sun and wind so why don't use them as generating station? I find this an excellent example of implementation of something that can be implemented but nobody do it!

What this bridge have of fantastic is that is planned for energy creation through wind and solar energy, while being a wonderful art sight... and with a cool panoramic view from the road. ...providing energy to something like 15000 houses with a very reduced enviromental impact! 

As you can se, is something that everybody could think, but nobody did it, and here we can see the brilliance... also us can exercise ourseleves thinking of everything we waste, so let's do it(!), at the end a lot of successful (and sustainable) ideas, and businesses, strated answering in a simple way to a question... (with the idea responding to a need)

Another thing that I wanted to report is about this phone box. As we know phone box are ever less useful, because of the ever growing spread of mobiles. So here a creative idea of redesign in a smart way this poor, lonely phone box: 

as acquarium!

This happened in Paris... i founded about it in a blog, but I don't remember which is, so sorry if I'm not linking it.

This are 2 smart ways to redesign something in order to create something useful, what do you thing about it?

Which is your idea? Did you ever think about redefining something? Did you ever work in order to see something different from it's original being?

At the end this is a kind of intelligence: to see in something what other people don't see (in artistic or business sense makes no difference)

So let's try to give us 5 minutes a day in redefining things differently!

And let's check the results... brain can be trained!! 

Do you see this picture (on the left)? ...these are a group of single person... 

person+person+... = people

and because of uniqueness of each person, imagine what can come from the addition of each brain, imagine the completeness of infos, experience,... to build on...

in "Le fabuleux destin d'Amélie " it's said that there are more synapsis in one brain then atoms all over the universe, probably isn't true (synapsis are made by atoms? ...I don't know, I'm ignorant) but gives the idea of the potential of one brain.

"None of us knows everything, everyone knows something, the whole knowledge resides in the whole humanity".