{"id":6730,"date":"2019-12-23T09:03:45","date_gmt":"2019-12-23T09:03:45","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=6730"},"modified":"2019-12-23T09:03:47","modified_gmt":"2019-12-23T09:03:47","slug":"last-christmas-a-christmas-fairytale-on-how-innovation-could-go","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/innovation\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\/","title":{"rendered":"Last Christmas: A Christmas fairytale on how innovation could go"},"content":{"rendered":"\n<p><em>The following text is a Christmas-themed fairytale inspired by our established innovation process here at smec and shows how innovation could actually go. Give it a read and enjoy!\u00a0<\/em><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/innovation\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\/#how-it-all-began\" >How it all began<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/innovation\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\/#pre-pitch-the-first-hurdle-to-overcome\" >Pre-pitch: the first hurdle to overcome<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/innovation\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\/#the-walt-disney-method\" >The Walt Disney Method<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/innovation\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\/#a-contemplation-of-potentials\" >A contemplation of potentials<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/innovation\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\/#a-minimum-viable-christmas-product-%e2%80%93-or-mvcp\" >A minimum viable Christmas product \u2013 or MVCP<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/innovation\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\/#the-christmas-fake-story-reveal\" >The Christmas fake story reveal<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"how-it-all-began\"><\/span>How it all began<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Some weeks ago, a young colleague came up to me with a very interesting and \u2013 at least to me \u2013 quite surprising idea. He wanted to \u201ccompose\u201d the next Christmas superhit \u2013 using an algorithm created by us.<br><\/p>\n\n\n\n<p>As we always say: An idea is worth nothing, unless you have a team of people truly burning for it. Therefore, we went on a quest throughout the company in order to set up a team for this innovation initiative. Luckily, here at smec we are highly open to new ideas, so we ended up with more than enough people believing in this idea, who also brought along highly specialized knowledge that would help us on our journey to the next hit.<\/p>\n\n\n\n<p>Our project team consisted of three Christmas carolers, two bassists of a heavy metal band and the colleague who had pitched&nbsp; this idea \u2013 and who had actually never learned an instrument. How fortunate that all of them were highly-skilled programmers or data scientists.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"pre-pitch-the-first-hurdle-to-overcome\"><\/span><strong>Pre-pitch: the first hurdle to overcome<\/strong><br><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As you already know from my former <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/author\/hofstadler\/\">blog articles<\/a>, we have four quality gates and four steps in the innovation process here at smec. The first hurdle is the pre-pitch, a one minute elevator pitch providing a short glimpse of the idea, its value proposition and the target segment.&nbsp;<br><\/p>\n\n\n\n<p>In this very specific case, namely to compose the next number one Christmas record, we defined the idea as follows:<br><\/p>\n\n\n\n<p>The idea and goal: to create a new Christmas superhit. The value proposition: using an AI algorithm to create&nbsp; the next \u201cLast Christmas\u201d winter song, a song that should bring joy and happiness to all (and in particular, to those who\u2019ve enough of the original). Of course, the target group is huge and includes every person who loves Christmas.<br><\/p>\n\n\n\n<p>All in all, the pre-pitch was successful. Half of our staff voted for the idea because they simply love Christmas. The other half just hoped for another \u201cLast Christmas\u201d hit.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"the-walt-disney-method\"><\/span><strong>The Walt Disney Method<\/strong><br><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>We strictly followed the process and the next step was to brainstorm concepts to tackle our value proposition. Furthermore, in order to push our creative skills to the next level, we used an adapted version of the Walt Disney Method: Everybody had to slip into a role in order to look at our idea from a different perspective and take inspiration from it. In our case this meant thinking like Santa Clause (responsible for keeping the mood \u201cchristmassy\u201d), George Michael (as he wrote and produced the last \u201cLast Christmas\u201d), Dieter Bohlen (the German titan of pop music for continuous feedback), Kevin (yes, the one from Home Alone) and \u2013&nbsp;last but not least \u2013 Buddy (the Christmas elf).<br><\/p>\n\n\n\n<p>In the end, we came up with 24 shiny and more specific concepts for our superhit-creating algorithm and three ideas went into the final voting:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Building an algorithm that creates the perfect melody to an existing text<\/li><li>Building a theme-based algorithm with predefined topics you can select<\/li><li>Hoping for a Christmas miracle<\/li><\/ul>\n\n\n\n<p>With just four weeks left until Christmas, we started to match those concepts against each other.&nbsp;<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"a-contemplation-of-potentials\"><\/span><strong>A contemplation of potentials<\/strong><br><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In his first pitch, the original idea creator\u00a0was able to sweep away the audience, so to say, as we ended up in the second-pitch phase of our innovation process, where we started to investigate the market. We discovered\u00a0 that there is a huge number of people out there trying to do the same thing: creating the next \u201cLast Christmas\u201d. Many of these are focussed on manual work, which is, of course, not scalable and therefore no direct competition for us.<br><\/p>\n\n\n\n<p>Our goals were:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The Christmas song must be 10% more effective in making people want to dance or sing the lyrics.<\/li><li>The average smile of listeners should last for the whole first minute without any interruption.<\/li><li>After listening to the song for 24 hours straight without any kind of interruption, people should still be in a healthy and, moreover, a sane condition.<\/li><\/ul>\n\n\n\n<p>Based on our goals and with the pressure of having only two and a half weeks left until Christmas, we started to create a concept for the MVP for the market test.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"a-minimum-viable-christmas-product-%e2%80%93-or-mvcp\"><\/span><strong>A minimum viable Christmas product \u2013 or MVCP<\/strong><br><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Although some Heads of our departments were skeptical about conducting a market test, the innovation initiative passed the second pitch as well. So, finally, we were ready to create an MVCP and perform a market test. It was also helpful that we had our smec Christmas party, where we could get feedback for the first time from a real audience.<br><\/p>\n\n\n\n<p>In the end, we learned a lot. Based on the results, we were able to make decisions that are pushing our company forward in terms of innovating and disrupting markets. But the main reason for sharing this example with you is that it contains some very important lessons for innovation&nbsp;\u2013 despite our \u201cchristmassy\u201d story here:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>There are no bad ideas (as the idea can go into a completely different direction within the innovation process anyway)<\/li><li>Innovation needs to be fun as well, as this increases the chances of converting more and more people into true innovators.<\/li><li>Failing at a certain point in the innovation process should be regarded rather positively \u2013 celebrate the lessons learned!<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"the-christmas-fake-story-reveal\"><\/span><strong>The Christmas fake story reveal<\/strong><br><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As you might have already suspected while reading this article: There never was such an innovation initiative at smec. This article was written with the sole purpose of sharing our deep belief that every idea deserves a second look \u2013 and not a Christmas miracle!<br><\/p>\n\n\n\n<p>We wish you a merry Christmas and an innovative start into the New Year \u2013 may 2020 bring new opportunities and plenty of innovations!<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The following text is a Christmas-themed fairytale inspired by our established innovation process here at smec and shows how innovation could actually go. Give it a read and enjoy!\u00a0 How it all began Some weeks ago, a young colleague came up to me with a very interesting and \u2013 at &#8230;<\/p>\n","protected":false},"author":59,"featured_media":6782,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[584],"tags":[587,497,526,525,534,586],"class_list":["post-6730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","tag-ai-algorithm","tag-innovation","tag-innovation-management","tag-innovation-process","tag-smec","tag-value-proposition"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Last Christmas: A Christmas fairytale on how innovation could go - Innovation<\/title>\n<meta name=\"description\" content=\"A Christmas fairytale on how innovation could go. 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The idea: to \u201ccompose\u201d the next Christmas superhit, using an algorithm created by us.\ufeff\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/innovation\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\/\" \/>\n<meta property=\"og:site_name\" content=\"smec Blog | Follow current Ecommerce News, Trends &amp; Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmarterEcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-23T09:03:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-12-23T09:03:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/12\/Christmas-fairytale_illustration.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1999\" \/>\n\t<meta property=\"og:image:height\" content=\"1126\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Georg Hofstadler\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smec\" \/>\n<meta name=\"twitter:site\" content=\"@smec\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Georg Hofstadler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/innovation\\\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/innovation\\\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\\\/\"},\"author\":{\"name\":\"Georg Hofstadler\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/5cc81f208120996b0f9fa95f20a8e134\"},\"headline\":\"Last Christmas: A Christmas fairytale on how innovation could go\",\"datePublished\":\"2019-12-23T09:03:45+00:00\",\"dateModified\":\"2019-12-23T09:03:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/innovation\\\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\\\/\"},\"wordCount\":991,\"publisher\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/innovation\\\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2019\\\/12\\\/Christmas-fairytale_illustration.jpg\",\"keywords\":[\"AI algorithm\",\"Innovation\",\"innovation management\",\"innovation process\",\"smec\",\"value proposition\"],\"articleSection\":[\"Innovation\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/innovation\\\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/innovation\\\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\\\/\",\"name\":\"Last Christmas: A Christmas fairytale on how innovation could go - Innovation\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/innovation\\\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/innovation\\\/last-christmas-a-christmas-fairytale-on-how-innovation-could-go\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2019\\\/12\\\/Christmas-fairytale_illustration.jpg\",\"datePublished\":\"2019-12-23T09:03:45+00:00\",\"dateModified\":\"2019-12-23T09:03:47+00:00\",\"description\":\"A Christmas fairytale on how innovation could go. 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