The Art of Innovation in Financial Marketing

20th October 2013

Guy Kawasaki, former chief evangelist of Apple, was one of the keynote speakers at this year’s BAI’s Retail Delivery Conference.

Here is an at a glance summary of “The Art of Innovation” highlighting how Financial Marketers can make a difference:

Make Meaning
Banks should stand out by standing for something – and the money is more likely to follow.

Make a Mantra
Bland, me-too mission statements serve no one but the consultant brought in to develop them.

Jump to the Next Curve
Innovating is harder than merely staying a little bit ahead of competitors on the same curve.

Roll the DICE
An acronym – “D” is for deep, “I” is for intelligence, “C” is for complete, E” is for elegance and emotive.

Don’t Worry, Be Crappy
This doesn’t mean ship a bad product but means ship it fast, even if it has flaws.

Let 100 Flowers Blossom
Chairman Mao said you never know where the flowers will emerge, so let them grow.

Don’t Be Afraid to Polarise People
Great products have people who love the product (and a few who may hate it). Don’t wait for consensus.

Churn, Baby, Churn
Improve continuously by constantly listening to customers for ideas.

Be Unique and Valuable
This intersection is where meaning is made, it’s where money is made, it’s where history is made.

Perfect Your Pitch
The ’10, 20, 30 rule’ where innovators use 10 slides, presented in 20 minutes using a 30 point font.

Don’t Let the Bozos Grind You Down
Ignore the advice of naysayers.

Financial marketing