NYC RE-IMAGINES THE LAB
A ‘lab’ should be a focal point for the future of the business.
A carefully designed environment is proven way to engage with clients and potential audiences. The experience is tangible - a ‘lab’ space gives us the ability to create hands on and inspiring experiences.
‘Close contact with possibility’ has been the biggest driver for the labs we’ve built in many organisations.
NYC Approach
The design, development and running of a ‘lab’ is often at the heart of our work with both the enterprise and academia. For us the idea is a ‘place’ - both real world and virtual - to stimulate, showcase, ideate and collaborate.
A well designed ‘lab’ is a powerful form of alchemy suited to the pace of today.
After two decades of implementing labs we’ve learned what it takes to make one work. Far too often they are superficial add-ons, under-utilised and consequently of little value.
By our definition it is a foundation of the businesses reputation - the lab should augment the vision, create and develop new and existing business and attract and retain talent. It will be at the core of the purpose of the business and giving the chance to new and innovative businesses and not the usual suspects.
Designed properly they’re a revenue centre, a magnet for fresh skills, a catalyst for possibility, a model for sustaining third party partnerships with technologists and the spark for breakthrough thinking.
Our Principles For A High Performing Lab
Rigorous Insight Into The Audiences - B2B and B2C are very different audiences but labs can embrace both with the correct design. Design is a core principle of achieving a lab that works.
Infinite Possibilities - Constant horizon scanning of the market plus the appreciation of new applications of the techniques across broad and potential markets is fundamental.
The Strategic Pillar - A lab environment can be a cornerstone of strategy - it allows for hands on creativity, innovation and audience experience.
Revenue Generator - If possible a lab should be designed to generate revenue and not drain cost. This takes enlightened leaders and the determination to embed the value of it across the business. Labs work well when they can double as showcase that excites and workplace that creates.
Create A Creative Baseline - Work with partners to bring physical product to showcase. Market the idea of presence - for example online events to showcase best in class and leadership credentials. Regular updates about what is happening around the world in this space to stay ahead.
Relevant Outreach With Compelling Business Model - Engage with at least 5-10 companies each week - ‘virtual coffee time’ to get to know the players in this space properly - sell the promise of using the lab to constantly update their work to be in front of a pipeline of new clients.
Ahead Of the Curve - Work with influencers (for example) award winning film makers, creatives - in each industry we target - those experts who know the space better than anyone else. Become the go to ‘connector’ within the space. Be present at any relevant events - either as a delegate or speaker
NEXT STEPS
NYC is happy to advise on setting up a lab in whatever way is required.
Whatever happens we always propose a discovery phase. A week or so where we exchange thoughts, hold meetings with the relevant stakeholders and understand the actual ambitions.
Through this I and my small team become immersed in a rapid fire way. As a result, and working together, we would arrive with a blueprint for a lab that fits your vision and operational model.
I often remain an ongoing advisor if required.