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Session A - Pre-Conference Session
Wednesday, June 7th, 9am-12pm

"I DON'T know" is where innovation begins
Presented by Bill Cummins

Format: Workshop
Primary Focus: Innovation
Secondary Focus:
Tools & Processes

   
 

Description: Innovation requires a reframing of mind.  We need to “get out of our boxes” in order to innovate.  One limiting drawback of our boxes is our assumption that we “know” how to pursue innovation.  We think that we know:

  • When to innovate
  • Why we should innovate
  • What the idea should look like
  • Where to look for new idea catalysts
  • How to create the new idea
  • Who to consult along the path to innovation

In fact, we rarely “know” these things.  In this workshop, we will learn how to produce the best possible path to innovation. This will be done through an “escape” from our assumptions and a diligent exploration of new frames of thinking.  You will experience a “hands on, mind-stretching” workshop in which we will actually generate innovative ideas that are beyond the limits of what we thought we “knew”.

Target Audience: Those seeking to expand their perspective on innovaion.

Organizational Issues:
innovation is fundamental to survival of all organizations.

Objectives:
How to use a way of thinking, borrowed from another profession, to innovate.

Cost:
None

Pre-work:
None

Materials Needed:
None

Handouts:
Available for download after the Forum

Bill Cummins

Biography: Bill Cummins is President of Cummins Marketing Consulting, Inc. (CMC).  Consulting clients have included large corporations in the U.S. and Japan, including J.P. Morgan, MasterCard International, Hewlett-Packard, and Yokohama Rubber Company.    Bill began his career in Chicago in the 1970's.  He started at Market Research Corporation of America and at Market Facts, Inc., both large consumer market research firms.  He moved to California in the late 70's as manager of market research at Hunt Wesson Foods.  From there, Bill moved to Toyota Motor Sales USA in Torrance, CA.  His first position at Toyota was in market research; he was then promoted to Long Range Market Planning Manager.  He did the first consumer research into the market for Toyota luxury cars (later named Lexus) in the U.S. in 1982.   

In 1985, Bill moved to Needham, Harper, and Steers advertising agency (which later became RPA), as head of Account Planning.  He managed a department of 12.  The Account Planning Department developed national and regional strategies for Honda advertising, as well as for other clients such as Disney Channel and US WEST.    In 1997, Bill founded CMC, based in Valencia, CA.  He has provided insights, ideas, and advice to a wide range of clients. 

Bill specializes in the fields of ethnographic market research and new idea generation.  He has developed his own proprietary methods of ethnography ("Joint Field Investigations") and idea generation ("The 2-D Imaginarium").    Bill holds an MBA in Marketing from Northwestern University and a BBA in Marketing from Loyola University of Chicago.

Email Address: Bill can be reached by e-mail at bill@cmc-marketing-consulting.com for additional information about this session

Website:
www.cmc-marketing-consulting.com

LinkedIn:
www.linkedin.com/in/cmcmktg



   
       
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