Jake talks with Michael Stich, General Partner and CEO of the Services business at Court Avenue.

There are periods in time when multiple forces converge in such a way that monumental change is bound to occur. This is one of those moments.

Of course, we’ve seen huge changes over the last couple of years from the COVID pandemic – shifts in human behavior, commerce, employment, consumerism, on and on. And, at the same time, a number of new technologies and capabilities have emerged from being promising futures to becoming viable mainstream opportunities – things like 5G, AI and Augmented Reality. That’s a powerful combo, especially when we think about the secondwave of change, the innovation that’s springing from the first.

Michael Stich is an expert in marketing big ideas and bringing big ideas to marketing. There are lots of areas Jake and Michael could explore, but Jake zeroes in on FIVE:

 Jake’s FIVE List:

  • Starting with people… The culture of innovation
  • What innovation is… and isn’t
  • Innovation, beyond products
  • The impact of COVID
  • And the lifecycle of innovation

“At its base, innovation is around creating something that doesn’t exist yet, and that the world hasn’t seen yet.”

Host Jake Moskowitz and guest Michael Stich set the stage for the new season with a big picture discussion about innovation for marketers. The conversation covers lots of ground, from value creation to advertising’s new creative renaissance. Along the way, Michael makes tons of interesting observations, including some gems about the booming restaurants in the suburbs, the rise of QR codes and keeping camping cool with Kia electric cars. Michael also touches on the new need for entertainment and human connection, the importance of human centered design at the point of purchase, and innovation that’s occurring across the marketing funnel.

Additionally, Michael brings his own FIVE list to the conversation – a compelling framework for understanding the lifecycle of innovative solutions: “At its base, our five phases of innovation are coalescence, catalyzation, expansion, normalization and entropy.”

Additional Episode Resources:

Learn more about Ericsson Emodo and the Emodo Institute: https://emodoinc.com

Court Avenue: https://courtavenue.com

Michael references the innovative Dell Universe Campaign: https://youtu.be/5plQHruWB3Y

Michael references Taco Bell’s innovative mid-funnel marketing: https://tiktok.com/@tacobell


Transcript of S3 E1: Winning Both Today and Tomorrow

Michael:

You have to win today and win tomorrow at the same time, and being able to plan for the season ahead, while also creating a great long term, multi generational organization. I don’t care if it’s football or if it’s corporate management, you got to do that.

Jake:

Let’s talk innovation. Welcome to FIVE, the podcast that goes deep into marketing innovation, the big ideas in marketing and the marketing of big ideas. We start our third series right here, with Episode One, Winning Both Today and Tomorrow, I’m Jake Moskowitz.

There are periods in time when multiple forces converge in such a way that change, monumental change is bound to occur. This is one of those moments. Of course, we’ve seen huge changes over the last couple of years from the COVID pandemic, shifts in human behavior, commerce, employment, consumerism, on and on. And at the same time, a number of new technologies and capabilities have emerged from being promising futures to becoming viable mainstream opportunities, things like 5G, AI, and augmented reality. That’s a powerful combo. Especially when we think about the second wave of change, the innovation that’s springing from the first.

My name is Jake Moskowitz. I’ve studied and lead advancements and marketing for nearly 20 years. Today, I run the Emodo Institute, an organization with an Ericsson Emodo that helps marketers achieve better outcomes by thinking differently, adopting new methods and applying new technologies. FIVE is a podcast for marketers and innovation as part of our continuing story arc for marketers. We began with our series on 5G and how we would shape the future of marketing. We’re seeing much of that playing out now.

Season two picked up from there with a deep dive into artificial intelligence, and how AI is starting to change the tools, capabilities and outcomes for marketers, and how we can all be smarter about AI. Those were the seeds. Now, Season Three explores the rows of incredible marketing innovation that are sprouting, growing and blooming at the intersection of humanity and technology. We’ll look at problems in need of solutions, the process of developing fresh ideas into transformative solutions, the hurdles that stand in the way and the learnings that come from trying something new. But mostly the new season of FIVE is about people, people making a difference with big ideas, new ideas that distinguish brands, influence consumers and spark imagination.

So let’s talk about what we’re talking about. Usually, we think of innovation in terms of products and technologies. Often product innovation has some really clear benefits for brand marketing. For example, if you’re known as an innovator in automobile safety, that’s a mess