The discipline of Invention Strategy was created at Deutsch with the mission to solve complex business problems through means that fall outside the typical mold of advertising deliverables. Our team is charged with developing disruptive offerings, relationships, and business models for our clients and for ourselves. To that end, we attended SXSW 2012 to study this year’s crop of fledgling digital start-ups.
When we study start-ups, we examine their offerings through two strategic lenses:
1) Start-ups represent emerging bets at the intersection of technology and culture. Any product that a company produces is inherently a prediction for the future. The start-up community, especially at SXSW, represents a rare opportunity to view hundreds of those predictions in a single location, all vying for attention and adoption.
2) Clusters of start-ups help to identify what’s broken in current industries and where there’s opportunity for disruption. If we look at a specific industry, say healthcare, and what problems are being consistently targeted by start-ups in that industry, we can begin to identify opportunities and threats for our clients in those industries.
We’ve structured this report based on those two strategic lenses. In addition, in the final section, we’ve included our recommendations to brand marketers based on the analysis in this report.