co creative innovation
DESCRIPTION
How Unlikely Partnerships Create Unthinkable ProductsTRANSCRIPT
Co-creative Innovation
G SankaranarayananDirector, FORCE
Managing Partner, Younomy
World Co-creation Day, August 8, 2012 Coimbatore
Agenda
• Role of Biz• Innovation• Types of Innovation• Co-creative Innovation• Case Examples
The role of business
Business Market
Jobs to be done
• “When people need to get a job done, they hire a product or service to do it for them”—Prof Clayton Christensen
Innovation
• “Innovation is creativity with a job to do.”John Emmerling, Innovation Consultant
Faster
Cheaper
Better
Innovation Criteria
Faster
Postal Service Courier Service
Cheaper
Landline Mobile Phones
Better
CRT Monitor LCD Monitor
Types of Innovation
Different goals; different approaches
Low Cost Innovation
End •BoP Market
Means •Optimization
Low-cost Napkin Machine• Jayaashree Industries, Coimbatore
Disruptive Innovation
End •New Market
Means •Technology
Hydraulic Excavators
• Hydraulic Excavator • Cable Operated Excavator
Open Innovation
End •Cost Effectiveness
Means •Outside ideas
Community Browser
• Firefox • Internet Explorer
User Innovation
End •Customization
Means •Users’ Inputs
User Generated Idea
• Innovative usage of towel • Branded Nighties
Co-creative Innovation
• Democratization of value creation by collective wisdom to create common good value
Innovation Criteria
Time, Cost, Quality
Inclusiveness
Sustainability
Industry
• Competitors
• Suppliers
Market
• Customers
• Non-Users
Regulator
• Governments
• NGOs
Society
• Public
• Special Interest Groups
Engagement Per X
Unlikely PartnershipsWhile innovation per se aims at creating new product propositions, at its heart co-creative innovation involves new partnership propositions
Unthinkable Products
• Mobile Fridge • Smoke Free Chulha• AIDS drug in Sachet• Prisoner Producers• Agarbatti in 35 SKUs• Herbal Cure for Quadriparesis
Godrej & Boyce
Inter-biz Market HostRegulator/Public Sector
Pre-
Dev
elop
men
tD
evel
opm
ent
Post
-D
evel
opm
ent
India Post
EndUsers
LocalCommunity
Philips
Inter-biz Market HostRegulator/NGO
Pre-
Dev
elop
men
tD
evel
opm
ent
Post
-D
evel
opm
ent
ARTIMould Makers
SHGs
Users
EndUsers
LocalCommunity
Cipla
Inter-biz Market SocietyRegulator/NGO
Pre-
Dev
elop
men
tD
evel
opm
ent
Post
-D
evel
opm
ent
DNDi
Doctors
PatientsLocalCommunity
ClinicalTrial Labs
Reliance Fresh-Dihar Jail
Inter-biz Market SocietyRegulator/Govt Dept
Pre-
Dev
elop
men
tD
evel
opm
ent
Post
-D
evel
opm
ent
TiharJail
ITC Agarpathi
Inter-biz Market SocietyRegulatorPr
e-D
evel
opm
ent
Dev
elop
men
tPo
st-
Dev
elop
men
t
GovtTribals
SHGs
LocalCommunity
SSIs
NGOs
Punarnava Ayurveda
Traditional Ayurveda
• Preventive Care and Rejuvenation• Oil massage• Food and nutritional supplements• Hair oil, soaps
Diagnosis
• Quadriparesis: Neurology weakness of both arms and both legs
After treatment
“Strange Bedfellows”
Expanding Scope of Ayurveda
• Auto Immune diseases• Degenerative Neuromuscular
disorders• Gastro intestinal disorders• Age related degenerative disorders• Metabolic disorders• Diabetes • De addiction, hypertension,
depression
Inter-biz Market SocietyRegulatorPr
e-D
evel
opm
ent
Dev
elop
men
tPo
st-
Dev
elop
men
t
Allopathy
THINK BUSINESSTHINK CO-CREATION
THINK CO-CREATIONTHINK INNOVATION
THINK INNOVATIONTHINK PARTNERSHIPS
