Content playbook�Xerox Innovation Group

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• Use content to position Xerox as a leading innovator
• Show the role of research in our ‘Work can work better’ story
• Draw prospects to the new Xerox Innovation website
• Spread our innovation story to all Xerox employees
• [Drive interest in our innovation services]
• This is primarily a brand play: to be seen as innovators across all our markets (rather than a �lead-gen play for PARC or the Innovation Group).

Goals

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• Massive change from all directions�Our target industries are all undergoing huge changes driven by customer demands, competitive disruption, �new technologies and increased regulation. �Agility is the new killer advantage.
• Huge advances in technology are ready to harness�Leaps in computing power, low-cost public cloud infrastructures, breakthroughs in analytics, intelligent objects… more is possible now than ever before.�There is pent-up demand simply to digest the �latest waves of tech.
• Digital transformation is still well underway �As automation eats the world, it’s affecting all industries, companies, departments and disciplines.
• Few processes are immune to re-engineering.�

What �you’ve told us�The market

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• Innovation has always been in our DNA�A long history of innovation and still doing leading edge �work in transportation, healthcare, customer service and �doc tech as well as research in analytics, CCN, computer vision, printed electronics…
• But no one knows our innovation story�We’re still thought of as a doc tech company while others – IBM, Google, Apple, Amazon – are seen as real innovators.
• We’re a major service company with a world-class lab�Very few competitors match that (IBM is an exception; Accenture…)
• We sell to ‘incumbents’�To governments and big companies who are perpetually defending, protecting and reacting.

What �you’ve told us�Our situation

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1. Let people know that Xerox is a research-driven company.
2. Show why having research labs makes us a more powerful partner.

The Challenges

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Issues

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• This is who we are �Innovation is so close to the heart of what we do that any crystallization of our innovation story risks competing with Work can work better.
• We have to solve for the innovation story and for the relationship between the two.

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Not reinventing ‘Work can work better’

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Xerox helps great companies �seize new opportunities first by �combining the power of research �with deep expertise in human/tech systems.

Work can work better.

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Xerox helps great companies �seize new opportunities first by �combining the power of research �with deep expertise in human/tech systems.

Work can work better.

Our customers �are the heroes

More exciting than ‘solve problems’

The prime benefit of access to research

Our essential ingredient: �the next

New shorthand for �‘HCI meets process’

Why we do what we do

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‘Innovation’ has become white noise.

It’s so over-used that it’s become meaningless.

So how do we characterize what we do?

The ‘I’ word

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Four options

1. Use the word but with qualifiers
2. To show how it’s different and make it ours
1. Innovation Logistics
2. Research-driven Innovation
3. Innovation for Impact
4. Co-Innovation
2. Use a different word or term
3. ‘Transformation’ signals impact
1. Transformation
2. Transformation Logistics
3. Transformation Dynamics

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The ‘I’ word

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Four options

3. Use ‘Innovation’ anyway
4. And try to make it come to life
1. Contrasting our approach to that of others
4. Minimize its use but don’t replace it
5. Using a variety of terms in different contexts
1. Transformation
2. Innovation
3. Re-engineering
4. Process improvement…

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The ‘I’ word

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Because innovation-speak is so generic, �we should consider giving our approach a name.

• It shows we have a unique approach

• It helps solve the ‘I-word’ problem

• It gets prospects to lean in to find out more

This doesn’t have to be branded or trademarked – �it doesn’t even have to be wholly ‘owned’.

It just has to show we approach innovation in a specific �way, guided by our beliefs and experiences.

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Naming �our approach �or philosophy

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Xerox is uniquely placed to deliver Research-Driven Transformation, �a combination of research and guided collaboration with our customers.

Together, we design human-centric �processes that harness new technologies – �then deploy, manage and optimize them.

Work can work better.

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Xerox specializes in �Transformation Logistics, �a unique approach that helps our customers leverage new research �to design and deploy human-centric processes that flow.

Work can work better.

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We don’t have to convince people �that innovation is a good thing.

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We just have to make them �associate Xerox with innovation.

But not just any innovation – with �research-fueled transformation.

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So our first job is simply to �celebrate research.

To show what a powerful force it is �and to demonstrate that it’s in our DNA (rather than just claim it).

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Everything awesome started in

a lab.

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Tomorrow’s miracles are in today’s labs.

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Our audiences are bombarded with vision stories �They hear about every innovation front – from robotics �and AI to self-driving vehicles and the Internet of Things – �every day, from every angle.

Against this background, a Showcase is not enough�Yes, we must highlight our innovation stories – it’s step one �and is easy enough to do – but this is only the beginning �of our innovation story, which should include:

• Exploring research-driven innovation itself – �and our approach to it
• Real-world transformations – not just ‘gee-whiz’ lab work
• Research-driven process improvement – �in health, transportation, etc.
• ‘Why’ content – why we do what we do

Vision fatigue

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Most marketing is designed to help us ‘jump out of the pack’ To show how we’re different from our main competitors.

But we’re not even being considered as innovators alongside �our main competitors, like IBM and Accenture.

Our first job is to jump into the pack not out of it. �We need to be less concerned about differentiation from �the big boys so we can at least be seen as ‘one of them’ �in any discussion of innovation.

Let’s not dismiss stories that others could also �tell (or are already telling). �That would leave the most fertile ground to others and �confine us to more peripheral stories.

We can tell stories that aren’t completely ‘ownable’ – �but tell them well and in our own way.

Jumping �into the pack

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We’re telling giant organizations they can thrive �if they innovate �But we’re a giant organization and we’re missing our numbers.

To avoid pushback about our own credentials, we must:

• Avoid being preachy or arrogant in our content �Our customers are smart people and experts in their field: �let’s be humble
• Avoid implying that transformation is easy �Or over-hyping the benefits delivered
• Make our customers the heroes �Showing how they made a big impact… with our help�

The elephant �in the room

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Articulating a world view

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Our perspective on innovation �and the opportunities facing large organizations is unique to us and �should be central to our stories.

Let’s articulate our world view, showing �that we understand our customers �and see their world clearly.

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Our Beliefs

We’re all swimming in innovation�Enormous advances in software and computing power have �combined to create the greatest moment of opportunity for every �large organization, public and private.

Tomorrow’s winners will be those who best learn �how to listen and pivot �Those who listen to customers and employees, track behavior and �respond quickly with seamless, human-centric systems and experiences.

Access to research labs confers massive advantage�Few enterprises can justify investing in the systematic investigation �of all promising technologies. They need a partner who can do this – �and translate it into commercial advantage.

Transformation is a team sport�High-impact transformation comes from the close collaboration of �diverse teams, with experts from inside and outside your business. �This open, co-innovation is a fastest route to improvements that stick.

The New Process Flows combine people and machines�Using the best combination of human and artificial intelligence – �people plus robots – to create efficient, effective workflows.

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Our Beliefs

We’re all swimming in innovation�Enormous advances in software and computing power have �combined to create the greatest moment of opportunity for every �large organization, public and private.

Tomorrow’s winners will be those who best learn �how to listen and pivot �Those who listen to customers and employees, track behavior and �respond quickly with seamless, human-centric systems and experiences.

The three As will be critical to success in every industry �and discipline. Automation, Analytics and Artificial Intelligence �are the three most powerful weapons in the drive to optimize �processes and improve customer experiences.

Transformation is a team sport�High-impact transformation comes from the close collaboration of �diverse teams, with experts from inside and outside your business. �This open, co-innovation is a fastest route to improvements that stick.

The New Process Flows combine people and machines�Using the best combination of human and artificial intelligence – �people plus robots – to create efficient, effective workflows.

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Our �competitors

HP

Focus on People

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Vendors push technologies – �ignoring the degree of change �they demand.

Consultants preach process – �as if employees were simply cogs �in the new machine.

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Xerox starts with your people, understanding how they work now, �then applying new technologies, processes and models to release �their full potential.

Work can work better.

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Human/Tech Systems: �People x Process x Technology

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Hard

Large scale

Difficult

High Stakes

Complex

B2B:1

Human/Tech

The kind

of problems �we love

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Our �competitors

HP

Focus on People

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Our �competitors

HP

Focus on People

Inertia

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Our prospects know they need to change. But change �carries risk – so they’ll do nothing for as long as they can.

We need to inject urgency into the innovation conversation, �helping prospects answer the question ‘Why now?’.

• Emphasizing the positive energy of change – �the thrill of the challenge
• Evangelizing opportunity – instead of just pain relief
• Showing others are doing it now – people just like them
• Showing how they can de-risk change – with the �right partner

Injecting�urgency

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What �makes us �us

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Content

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Our �competitors’ innovation content

Long page about open innovation and ‘guided disruption’.

The Watson hub on Smarter Planet. Links to APIs inviting devs.

Mobile innovation lab with nice stories about how experts are innovating around things like mobile payments.

Accenture

Long page about creating incubators to foster innovation and move away from legacy products.

IBM

Site for Predix, the cloud platform for the industrial internet. Very focused on industrialists.

GE

GE Reports excellent hub full of great brand journalism about innovations

Impression: All three have been doing this longer and they’re doing it well. GE and �Accenture also have pages about ‘open innovation’. If nothing else, the IBM and GE �sites validate the appetite for stories re: innovation and new technologies told well.

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Everyone talks the same way about innovation�Predictable, ‘we’re so smart’, ‘this is so easy’…

We can stand out by sharing some of the real passion �and energy that is in this business.

Let’s not shy away from showing confidence and a bit �of attitude. Let’s have fun without being frivolous.

Attitude as differentiator

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Brand �Content Mix

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Content �themes �and topics

Work�can work better

Human/Tech Systems

Customer heroes

Xerox People

Analytics Applied

HCI Applied

Dialogs: �Multi-disciplinary

Innovations �We Killed

Fit, Flow & Focus

Cool

Tech

Co-Innovation Cases

Research-driven Transformation

The New Process Workflows

Co-innovation:� A Methodology

Mass Personalization

Xerox Labs �Look Book

Human-Centric Processes that Scale

Automation Applied

The Three As

People x Machines

Process Makeovers

Artificial Intelligence Applied

Demo Videos

Chalk Talks

Framing the Problem

Why Innovation Fails

The Research Culture

Research Site Tours

Profiles

Transformation Roundtable

‘Heart’ & Energy video shorts

Ethnography

On-site visit videos

Video Interviews: �2/5/10-year predictions

20 Great XXXs

Making Innovation Stick

Three kinds of transformation: model, tech, process

Digital Ethnography

XIOW Studies

The Symptoms of Broken Processes

Innovation Mind Maps

Integrating research �into real-world innovation

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Slideshare �or eBook �or prezi

Story:

We love a certain kind of problem.�Important • Hard • Real Impact • Big Scale…

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A fanciful ‘behind the scenes’ video of the inner workings of E-Zpass:

A car approaches the toll plaza.�Hidden in a booth, Frank takes a photo of the license plate. �He prints it out and faxes it to HQ.�At HQ, Ethel gets the fax and gives it to the runner. �The runner takes it to Betty who, on roller-skates, looks up the license plate �in the files.�She shouts down a tube, waking Barry.�Barry writes down the plate number…�Etc.

Links to: How EZ-Pass Really Works: a 2-minute chalk-talk video of the real tech

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How your�Mom thinks electronic �tolling works

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Video Short

Voiceover:

Disruption may seem to start slowly. But that’s rarely �how it ends.

Xerox helps you disrupt your business… before somebody �else does.

Work can work better.

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Video

The idea

• A multi-tech demo: Build a Rube Goldberg machine that uses our IoT tech, printable electronics, etc.
• Instead of every object hitting the next one physically, use sensors and actuators
• A global demo, distributed across Xerox research labs around the world.
• Incorporate our innovations: computer vision, printables, exploding chips…

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Interactive �Mind Map �series

• Overviews of key topics:�Automation�AI�CCN…
• With mouse-overs for drill-downs, etc.

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A series of conversations

The aim

• Expose and interview the scientists and innovators who work at XRCs and PARC
• Share their stories and missions
• Make heroes of our people
• Done in the style of www.theblueprint.com

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Long page, eBook or Slideshare

The Story

• Major indicators of process stagnation Paper… Delays… Complaints… Morale… Multi-touches…
• Share stories of other companies who �innovated in time… or too late

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Long page, eBook or Slideshare

The Story

• Major indicators of process stagnation Paper… Delays… Complaints… Morale… Multi-touches…
• Share stories of other companies who �innovated in time… or too late

10 examples of research-driven transformation

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Long web �page series

The Story

• A long scroll
• Multi-media: text, photos, Q&As, video, illustrations…
• A series of ‘X Applied’: Machine Learning – Co-Innovation – Ethnography – Virtual Agents – HCI – etc.

Automation Applied

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Video Short

Voiceover:

This is how much the CEO of that startup down the street �respects your size and resources and money.

Research-driven transformation, from Xerox. �Disrupt yourself before some jerk beats you to it.

Work can work better.

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Listicle

The Story

• Highlight what we consider to NOT be impactful innovations
• Expose some of the paths we went down that promised �so much but delivered very little

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Video series

The idea

• Get our scientists and innovators to demo the things they’re working on in a cheap, fun way
• Record simple experiments in the XIG offices and upload them

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Visual series

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Long page, eBook or Slideshare

7 reasons to pick an outsourcing partner �who has research labs

The Story

• Why Research?�See further�Leap-frog competitors �Prepare better for most �likely futures�Disrupt – drive order-of-�magnitude change�

Continuously improve – instead �of locking in performance�Get unstuck – overcome inertia�Seize new opportunities

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• Why look for it in your BPO?�You can’t (and shouldn’t try to) cover all frontiers

Examples

Q&A

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eBook

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Video/�podcast/�article

The Story

• Highlight our ethnographers
• Describe their processes – what they look for, �how they think about evidence
• Share stories of things they discovered previously

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Long page

The Story

• Stories of how man and machine collaborations �did more than just man or machine could
• e.g. The paypal story where Levchin’s fraud �detection system needed human judgment to work

Man’s new best friend

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Video Short

Tom Woods just replaced a slow, manual process with a fast, �automated one. And it worked. We all know what innovation �looks like. This… is what it feels like.

Xerox. �Work can work better.

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Voiceover:

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Video/�short film

The Story

• Innovations that hit too soon
• e.g. Color copier in 70s

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Blog series

What’s in it

• Share the challenges, opportunities and insights �our ethnographers uncover when they’re out in the field e.g. The ethnographers from XRCI can talk about the things they have to consider when we create a ride-sharing platform

The ethnographer’s journal

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Listicles

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Rough concepts

• Explorations of ways in to our story

• Not ‘ads’ – just concept boards

• Very rough – not designed!

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• Pick content assets
• Full speed ahead!

Next Steps

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Thank you

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