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Session D - Pre-Conference Session
Wednesday, June 8th, 9am-12pm

Using a System of Stories to Create Innovative New Ideas
Presented by Bill Cummins

Format: Workshop
Primary Focus: Innovation
Secondary Focus:
Tools & Processes


Description: In this session, we will explore "Systems of Stories", and how imagining new stories impacts those systems toward the objective of creating innovative new ideas.  Case studies and interactive involvement will be featured.

Target Audience: Those seeking to expand their perspective on how Systems Thinking can be viewed and applied.  Those who are curious to see "how other professions practice Systems Thinking".

Organizational Issues:
How to persuade task force members to use a different way of thinking in order to innovate.

How to use a way of thinking, borrowed from another profession, to innovate.



Materials Needed:

Available for download after the Forum

Bill Cummins

Biography: Bill Cummins is President of Cummins Marketing Consulting, Inc. (CMC).  Consulting clients have included large corporations in the U.S. and Japan, including J.P. Morgan, MasterCard International, Hewlett-Packard, and Yokohama Rubber Company.    Bill began his career in Chicago in the 1970's.  He started at Market Research Corporation of America and at Market Facts, Inc., both large consumer market research firms.  He moved to California in the late 70's as manager of market research at Hunt Wesson Foods.  From there, Bill moved to Toyota Motor Sales USA in Torrance, CA.  His first position at Toyota was in market research; he was then promoted to Long Range Market Planning Manager.  He did the first consumer research into the market for Toyota luxury cars (later named Lexus) in the U.S. in 1982.   

In 1985, Bill moved to Needham, Harper, and Steers advertising agency (which later became RPA), as head of Account Planning.  He managed a department of 12.  The Account Planning Department developed national and regional strategies for Honda advertising, as well as for other clients such as Disney Channel and US WEST.    In 1997, Bill founded CMC, based in Valencia, CA.  He has provided insights, ideas, and advice to a wide range of clients. 

Bill specializes in the fields of ethnographic market research and new idea generation.  He has developed his own proprietary methods of ethnography ("Joint Field Investigations") and idea generation ("The 2-D Imaginarium").    Bill holds an MBA in Marketing from Northwestern University and a BBA in Marketing from Loyola University of Chicago.

Email Address: Bill can be reached by e-mail at bill@cmc-marketing-consulting.com for additional information about this session



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