The Disruptive Octopus: Tentacle 6

Infusion of Entrepreneurial Passion

This is part 7 of a multi-part article that details how Seed Strategy leveraged the 8 tentacles of disruptive innovation to help the Ball Corporation launch the Ball Aluminum Cup^®. Please click here if you want to begin at part 1 of the article.

Tentacle 6: Infusion of Entrepreneurial Passion
Challenge: Ball had ambitious objectives for the Ball Aluminum Cup^®, but with a lean internal team, the organization needed a boost of additional creative and strategic horsepower to reach its goals.

Action: Seed custom-assembled a team made up of industry veterans and marketing visionaries with backgrounds and skillsets matched to the needs of the job at-hand. The group became an extension of the Ball Aluminum Cup^® team, where it established a looping system of feedback and iteration with an eye to the strategic goal. The group worked shoulder to shoulder with the Ball team on short- and long-term planning while also responding to day-to-day needs.

Results: Acting as an adjunct marketing department, Seed was able to add a vast array of capabilities within the Ball Aluminum Cup^® team at a moment’s notice. This collaborative partnership built a culture of innovation within the Ball Aluminum Cup^® brand and gave its small team the flexibility it needed to keep moving forward while taking its time to slowly and purposefully expand its ranks. As the Ball Aluminum Cup^® team grew, Seed team members flexed to fill other gaps—operating much like a startup.

Key Tools/Processes:
-Strategic Consulting
-Agile Entrepreneurial Support
-Goal-Oriented Project Management

Please click here to continue to the next section of the article about Tentacle 7: Test Market Transactional Learning—or click here to read the full-length version of the article.

Contact Sean Smyth to learn more about how Seed can help with your next disruptive innovation effort.

Written by Eric Scheer and Adam Siegel.

Eric Scheer is President, Chief Strategy Officer at Seed Strategy where he leverages his rich experience as an entrepreneur, designer and strategist to expertly lead the agency and help clients achieve meaningful growth.

Adam Siegel is the Editor of The Accelerator and VP, Creative at Seed Strategy where he draws upon his diverse experience in advertising, research and innovation to craft breakthrough creative and winning copy.

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