“innovation comes from the right conditions; not lightning [email protected] text:...
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“Innovation Comes From The Right Conditions; Not Lightning Strikes”
8 May 2018
Gabriel Orozco, Ping-Pong Table 1998
I have spent37+ Years:
Attempted to
Listening to People as they
Innovate
My Research Surfaced:
Three [3] Foundational Elementsof Successful Innovation
AttitudeAptitude
Ambience
Three [3] Foundational Elementsof Successful Innovation
Ferdinand Monoyer, French ophthalmologist who invented the eye test Observation
Organizations are Failing at Innovation
Hypothesis
Innovation does not
have to be so hard
Attitude = Mindset
Three [3]
Foundational Elements
of Successful Innovation
How Do People Think about “Innovation”?
HypothesisOrganizations Fail
at Innovation because of Mindset
Point One
Mindsets & Mental Models
are perhaps the point of
greatest leverage for successful
innovation
Make Sure Organization is Thinking
Non-Toxically about Innovation
Condition One Right Conditions for Innovation
How We ThinkImpacts
How We Act
SUB-POINT
Render
Right Conditions for Innovation – Step Zero
Innovation Models
Explicit
Observation
You Can’t Just Ask People How They
Think about “Innovation”
Tatsuro Kiuchi
Innovation Lesson
You Kind of Have to Sneak Up on how people REALLY Think about Innovation
If YOU were asked to choose
the movie, TV show, work of literature, painting, poem or song
which comes closest to capturing the essence of the
“State of Innovation” In your organization today
What artifact would you pick?
2 Minuteexercise
Report Backs
What Patterns/Trends[if any]
do youperceive in your
responses?Ellsworth Kelly, White Yellow 1957-58
Ben Stiller, 2014 ComedyNY-based documentary filmmaker
18
Been working on a film for 10 years
Has Run Out of Money
Has a “Pitch Meeting” With a Hedge Fund “Guy”
Ben Stiller, 2014 ComedyNY-based documentary filmmaker
19
Play VIDEO
Post-PitchAnalysis
What did Ben Do wrong?
Ryan Serhant “Hedge Fund Dave”
Post-PitchAnalysis Did he focus
on what his audience wanted?
Ryan Serhant “Hedge Fund Dave”
Post-PitchAnalysis
Did he prepare?
Post-PitchAnalysis
Did he have a plan?
Post-PitchAnalysis
Why Didn’the prepare?
Post-PitchAnalysis
He was a subject-matter expertHe didn’t think he needed to prepare
When you know a lot about somethingand just start talking…
Ben Stiller’s pitch is what happens
Hypothesis
BehindEVERY
SuccessfulInnovation
There is asuccessful[and semi-
continuously delivered]
“Pitch”
Josh Hershman, Sekonic (lost wax cast glass/oil paint/antique Kodak tripod)
Observation
Three Toolsto Improve Your Innovation Pitch
Tool #1
Walker Evans
SPEAK IN HEADLINES
SPEAK IN HEADLINES
“Howis it
going?”“Good”
“How was class?” “Fine”
“What’s Going On?” “Nothing” TEENAGERS
SPEAK IN HEADLINES
Have Your Direct ReportsGive Status Updates in Headlines
WeWork Commons Area
Make Your Point at the Beginning, Not the End
SPEAK IN HEADLINES
Successful Innovation Depends on Headlines.
Nora Ephron
32
Nora Eprhon is a screenwriter whose scripts for Silkwood, When Harry Met Sally, and Sleepless in Seattle.
She started her career as a journalist for the New York Post and Esquire.
She remembers her first journalism class.
Facts
33
They would write the lede of a newspaper story.
The teacher realed off the facts:
“Kenneth Peters, the principal of Beverly Hills High School,
announced today that the entire high school faculty
will travel to Sacramento next Thursday for a colloquium in new teaching methods.
Among the speakers will be anthropologist Margaret Mead,
college president Dr. Robert Hutchins, and California governor Edmund ‘Pat’ Brown.
Facts
34
The budding journalists sat at their typewriters and pecked away at the first lede of their careers.
According to Ephron, she and most of the other students produced ledes that reordered the facts and condensed them into a single sentence:
“Governor Pat Brown, Margaret Mead and Robert Maynard Hutchins will address the Beverly Hills High School faculty Thursday in Sacramento…blah, blah, blah”
Facts
35
The teacher collected the ledes and scanned them
rapidly.
Then he laid them aside and paused
for a moment.
36
Finally, he said,
“The lede to the story is:
There will be no school next Thursday.”
Facts
37
Answers the Question “What?”
Creates interest/anticipation
Brief [8 words or less]
SPEAK IN HEADLINES What Makes a Successful Headline?
Tool #2
Joe McCormack, Brief
Brief Mapping
[Visual Outline of Your Message]
Tool 2
Joe McCormack, Brief
Brief Mapping
[Visual Outline of Your Message]
Tool #3
Trimming
Bryce Brown, The Shearerhttp://brycebrownart.com/studio-works.html
Level 1 Essential Information
[the trailer]
Trimming 3 Levels of Detail
Level 2 Add Color to Context
Level 3 The Weeds
x
x
x The Next Generation Likes to Communicate
DJ Quals “Rat” speaking to Stanley Tucci [Dr. Conrad Zimski] in The Core [2003]https://goo.gl/Bg9ClN
“How many languages
do you speak?”
DJ Quals “Rat” speaking to Stanley Tucci [Dr. Conrad Zimski] in The Core [2003]https://goo.gl/Bg9ClN
“Five”
DJ Quals [“Rat]” speaking to Stanley Tucci [“Dr. Conrad Zimsk”i] in The Core [2003]https://goo.gl/Bg9ClN
“ONE. 1, 0, 1, 0, 0”
“Speak English”
Parli inglese?
Parli inglese Adesso?
Del vino per favore
Regarding Innovation
CISO Global Summit [18 OCT 2016]
YOU have somethingimportant to say
YOU need to be sure that the people
you are talking to hear you loud and clear.
Mental ModelExercise
When L.O.B. Executivesat your organization
hear the phrase:
‘innovation’what is the first word
and/or phrase
that leaps to their mind?
2 minuteexerciseAural Rorschach Test
Report Backs
Julian Brown, Autobahn
What Patterns/Trends [if any]
do you perceive in your responses?
Misconceptions Exercise
52
List Three [3] Misconceptions about Innovationfloating around your organization today?
2 minute exercise
Report Backs
Howard Hodgkin, Untitled 1971
What Patterns/Trends [if any]
do you perceive in your responses?
Observation
We have some cognitive “fence-mending” in front of us
Mary Cassatt, In the Loge
Innovation
=Invention
Important Clarification
Invention the conversion of cash into ideas
Important Clarification
Innovationthe conversion of ideas into cash
#1 Thing Learned in 37+ Years of Research
Socratic Principle #3: “Excellence [arête ἀρετή] is teachable and learnable”
Point Two
Innovation is a Teachable Skill
Relationship Between Innovation & the Customer
Relationship Between Innovation & the Customer
The Customer is not always right
Relationship Between Innovation & the Customer
Relationship Between Innovation & the Customer
A Quick Serve Restaurant Was Trying to Increases Sales of Milkshakes
Assembled a focus group of quintessential milkshake consumers asking what they could do to improve their milkshakes
Focus Group
Chocolate-ty-err; Chunkiers; Cheaper…
Focus Group
Took the Responses and Improved Along Clearly Stated Dimensions
Focus Group
NO Impact
Consumer Ethnography
What time did they buy the milkshake?Were they alone?
Did they eat it in the store or drive off with it?
Discovered half HALF of all milkshakes were sold before 8 am in the morning
Only thing they bought
Consumer Ethnography
Interrogated Milkshake Customers Outside the Restaurant seeking to determine:
What job did the consumer“ hire the milkshake to do”?
Consumer Ethnography
Consumer Ethnography
Consumer Ethnography
Consumer Ethnography What is the Job of the Milkshake?
Gives the Consumer Something to Do on a Long & Boring Commute
Keeps Then From Getting Hungry
Until Lunch
Better than banana, donut, bagel,
and donut
Innovation Exercise
Find a Job the Customer Needs Done