Building Relevance and Creativity After 90 Years

For the past 90 years, the LEGO Group has been driven by its mission to inspire and develop the builders of tomorrow. While encouraging children to learn through play, the LEGO Group continues to blend innovation with tradition and remain not only relevant, but pioneering in a constantly changing landscape.

The Journey of Ruby Chocolate from Insight to Headline – Testing and Commercializing a New Business

Bas Smit will share the journey of Ruby Chocolate. He will detail the approach of receiving an innovation idea from R&D and building and scaling it into a successful business. Bas will share learnings and challenges on:

• Taking an in-depth approach to identifying the business case
• Leveraging data science to generate insights and testing the hypothesis
• Organizing around an NDA-labeled initiative
• What is in a name – creating the buzz and involving a neuroscientist
• Working towards a tipping point of growth – what to explore and which activities to deploy
• Investing one million and getting 450 million worth of PR through media
• The key drivers of success – from the importance of data science and deep insights to torture testing the idea and trying to prove it wrong, rather than trying to prove it right
  

Lessons Learned on Leveraging Mixed Media for Brand Growth

Gianluca Toccafondi will talk about how IKEA leverages mixed media to drive growth. He will discuss key elements to driving growth through mixed channels, including the importance of continuous experimentation and internal capabilities. Gianluca will share insights on:

• The journey of collaborating with media partners to creating dedicated resources for delving into the nitty gritty of digital media
• Learnings from mixed media modelling – the need to include TV, and build a set of capabilities internally
• Insights from practical applications and deep dive – why digital media can only do a part of a job for a brand, and how to get to the level of reach and creativity that enables growth
• Leveraging continuous experimentation to build a strategic perspective on mixed media modelling – and setting up media and creativity teams at national levels
• Lesson learned including the need for C-level support, why not to overinvest in performance marketing, and more
  

Flexing Marketing Competences – Transforming the Organization and Changing the Ways of Working

Bill Law will talk about Volvo Construction Equipment’s approach to reorganizing the entire marketing setup around competencies and projects. He will also touch on how the organization embeds a holistic purpose-driven perspective into brand initiatives. Bill will share learnings and challenges on:

• Transforming a traditional organization with direct reports and structure into a flow-oriented organization – shifting from a hierarchical into a flexible network- and topic-based system and ways of working
• Building centers of competences and setting up temporary teams around projects – taking a demand and supply approach to creating solutions and driving entrepreneurial and flexible mindsets
• Pivoting to dissolve a digital marketing center of competences and embed digital within all centers
• Engaging brands with purpose – and extending brand activities beyond customer-centric perspective and towards a holistic stakeholder one
• Lessons learned including the role of leadership, the importance of ways of working over organizational setup, and more
  

Innovation-to-Business – Integrating Trends into Innovation and Managing the Innovation Portfolio

Uwe Wagner, Chief Technology OfficerUwe Wagner will talk about how Schaeffler has transformed the innovation process by developing a holistic and fully integrated Innovation-to-Business approach that brings together trends and go-to-market approach. Uwe will share insights on:

• Innovation to business: rethinking innovation strategy by looking further into future trends but also go-to-market approach
• Selecting ideas with early market validation – and ensuring transparency within the innovation portfolio
  
• Taking ideas seamlessly from stage to stage and involving the right people at the right time to ensure new solution adoption – the need to involve business units and external startups with projects at the right time
  
• Leveraging virtual startups to develop ideas without a clear internal fit
• Lessons learned

Driving Design Thinking at Scale – Changing Mindsets, Driving Sustainable Design and Laying the Ground for AI and Human Workforce

Roger Rohatgi is the first design leader at BP for UX and human experience design. He will discuss how the organization drives design thinking across the organization and combines the method with sustainability. Roger will also discuss how the organization leverages design thinking for an automated and human workforce.

• Combining design and sustainability into sustainable design with a net zero UX mission
• Creating a design thinking curriculum – onboarding over 1400 designers to the system and driving impact at scale
• Changing mindsets and culture, and placing humans and the planet at the center – bringing stakeholders on board and demonstrating the value of design
• Working with different groups, from finance to legal, to embed methods – and overcoming hurdles after winning the hearts
• Humanizing the future of robotics and autonomous workers – creating personas of autonomous workers and building empathy for autonomous workforce and digital empathy for human workers
• Understanding the future of automated commerce – and preparing the ground to make it work

Profitable Growth: Customer Centric Innovation, Value Based Pricing, and Innovation Portfolio Management

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Building Profitability into Value Propositions from the Concept Phase

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Building Inclusive Innovation Based on Real Customer Problems and Long-Term Thinking

What happens when we write “Innovation Department” on a door. Do we encourage the rest of the organization to innovate or stand back? How to create an inclusive innovative culture in an organization that is based on inclusive design. Example of intrapreneurship at IKEA Home smart. Bilgi will talk about failures and not only success in this session. Some lessons learned:

• Finding fantastic problems rather than fantastic solutions for lasting success
  
• Inclusive innovation both for innovators and the customers by eliminating idea ownership
  
• Prioritizing user outcomes over business outcomes with the power of UX
  
• Celebrating failures – before during and after a project

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