The Seven Levels Of Adaptive Innovation

The Seven Levels Of Adaptive Innovation written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Steve Miller

Steve Miller, a guest on the Duct Tape Marketing PodcastIn this episode of the Duct Tape Marketing Podcast, I interview Steve Miller. Meetings & Conventions Magazine calls Steve Miller the Idea Man for his unconventional, edgy, no-spin approach to marketing and branding. He is the author of the Amazon #1 bestseller, “UNCOPYABLE: How to Create an Unfair Advantage Over Your Competition.” Steve’s speaking and consulting clients have ranged from entrepreneurs to Fortune 100 corporations, including Proctor & Gamble, Greystar Real Estate, Caterpillar, Boeing Airplane, Starbucks, Philips Electronics, and the prestigious TED Conference. We’re talking about his latest book — Stealing Genuis: The Seven Levels of Adaptive Innovation.

Key Takeaway:

Improvement is not innovation and innovation is essential if your aim is to survive in today’s business environment. Fixating your mind on improvement in today’s world is a dangerous path—one that ultimately leads to commoditization and irrelevance. In this episode, I talk with author, Steve Miller, about innovating in today’s business world by creating powerful, uncopyable experiences for your target customer.

Questions I ask Steve Miller:

  • [2:34] What does ‘Stealing Genuis’ mean?
  • [6:29] What is adaptive innovation?
  • [9:39] How do you advise people?
  • [14:43] What are some of the ways to know if something innovative is going to be a big risk and not turn off customers?
  • [16:23] Do you have a couple of examples of companies that you think are just routinely good at innovation?
  • [19:06] Where can more people find out about you and your work?

More About Steve Miller:

  • Get a copy of his book — Stealing Genuis: The Seven Levels of Adaptive Innovation

Learn More About The Certification Intensive Training:

  • Learn more about the Certification Intensive Training

Like this show? Click on over and give us a review on iTunes, please!

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John Jantsch (00:00): This episode of the Duct Tape Marketing Podcast is brought to you by Nudge, hosted by Phil Agnew. It’s brought to you by the HubSpot Podcast Network, the audio destination for business professionals. You can learn the science behind great marketing with bite size 20 minute episodes, packed with practical advice from world-class marketers and behavioral scientists. And it’s not always about marketing. Great episode. Recently you learned the surprising truths about and tips for beating, stress and anxiety. Sounds like a great program, doesn’t it? Listen to Nudge wherever you get your podcasts.

(00:47): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Steve Miller, meetings and conventions, magazines, calls him the idea man for his unconventional, edgy, no spin approach to marketing and branding. He’s the author of the Amazon number one best seller, copyable, how to Create an Unfair Advantage Over Your Competition. He speaks in, uh, his speaking and consulting clients have ranged from entrepreneurs to Fortune 100 corporations, including Proctor and Gamble, Graystar Real Estate, caterpillar, Boeing Airplanes, Starbucks, Phillips Electronics, and the prestigious TED Conference. Today we’re gonna talk about his latest book, stealing Genius, the Seven Levels of Adaptive Innovation. So John,

Steve Miller (01:35): Thank, thank you for, uh, that when having me on to talk about this. This is great. I, you know, I mean, I think I’m pretty sure no, this is how authors work, right? But my book went to number one, which was for a brief period of time, . Okay? You and I both jump on top of it. Again, heard that I knocked you off the bestseller list for like two or three days, you know? Then you immediately just jumped right back, .

John Jantsch (02:05): Well, that is good to know. And then listeners won’t, won’t know this, but this is our second attempt at this interview take, because we had a take technology glitch, take two. And so Steve was kind, kind enough to come back. There’s I, and, and I, you know, if you were to listen to the other recording, just know that it would not be the exact same thing. I, I suspect, because I never know what questions I’m gonna ask. And I know Steve has actually thank you.

Steve Miller (02:27): No idea what he, Steve has no idea. .

John Jantsch (02:32): So, so I, I do wanna start by unpacking the, just the ti the words or the, that you use in the title. So, in two cases, the first one, stealing Genius, maybe give us a definition of of that

Steve Miller (02:43): Going well, this, to try to unwrap it as quickly as possible. That the genesis of this is that too often businesses doesn’t matter what size business, you could be a, a single person entrepreneur, you know, or, you know, a Fortune 500 company. Too often they get fall into the trap of paying too much attention to the competition, too much attention to the world within their world, okay? And as, as such, you see an awful lot of, dare I say, incestuous behavior among companies. You know, if they copy each other, they might try to improve upon somebody else’s idea, but they kind, that’s kind of how they come up with their future plans for, oh, we’re just, we’re gonna get better than the competition. We’re gonna get better than the competition. Well, many years ago, my father, Ralph Miller and his cohort in crime, bill Lear of Learjet, they got together and came up with this concept that they, they d deemed the eight track tape player.

(03:52): Okay? So, yes, my dad was part of that world . Now, the reason I bring that up is because while they were planning on building this product, ultimately after a lot of starts and stops and stuff like that in various locations, they ultimately ended up in Japan trying to build this product over there. Now, this is back in the sixties. And when you think of the, when you think of made in Japan back in the sixties, for the most part it was kind, you know, they were known for those little umbrella straw, you know, things that would go into your drinks, you know, would open and close. And they, and there was an American consultant who got in with Toyota, and his name was w Edwards Deming. And Deming was really the precursor, uh, or one of the guys that kind of got the total quality thing moving well.

(04:42): So, right. So my dad and Bill Lear, knowing they had to build a quality product in Japan, they brought him in to be part of the team. So, and then my dad, who, no, this, I don’t want to get into a discussion with my dad, but he decides that the way to spend quality time with his young teenage son is to drag me along and fly me to go to hang with these guys, right? Oh, that was a blast. And, but one of the things I remember was that Deming was very, this guy was really a pound the table kind of a guy, right? When he got really, and, and the thing that he got really big about was benchmarking. Okay? Cuz that’s essentially what we’re talking about when we say that. That we as companies tend to look at our competition. We tend to look within our world.

(05:39): We are benchmarking is what we’re doing. Okay? Now, D Deming called that intrinsic benchmarking where you were benchmarking in your industry, but he maintained that in order to think creatively that was a mistake. You were not gonna come up with new ideas by just studying the competition, you were gonna come up with new ideas by going outside your world, outside of your natural, uh, environment, and go study aliens. And he called it extrinsic benchmarking. And I called a, call it Stealing Genius. So, so that’s where, that’s the genesis of where it all came from. It all started hell of a long time ago.

John Jantsch (06:27): . So, so, so let’s, uh, unpack this other term then. So stealing genius really essentially comes down to looking for ideas that you can apply to your business, your industry in maybe unusual places. So then it’s a matter of, and, and the book really then comes up with these seven levels of how to think about it, of adaptive innovation. So, so yeah.

Steve Miller (06:49): And so starting the term with adaptive, so adaptive innovation is really a, it’s, it’s really the how to do it of stealing genius is that you go out and, you know, like you say, I talk about seven different levels of of, of be benchmarking, study them. And you look for mm-hmm. Scroll back to top

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