experimentation: the ultimate innovation machine
DESCRIPTION
Closing presentation on innovation and experimentation for a master class in journal publishing given by STM in November 2008.TRANSCRIPT
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Experimentation: The Ultimate Innovation Machine
Ann Michael
November 21, 2008
Twitter: annmichael
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Prepared for the STM Journal Master Class, November 20082
What we’ll discuss
• The Purist versus the Pragmatist
• What can I do?
• It’s still a business
• What are others doing?
• What might the future hold?
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Prepared for the STM Journal Master Class, November 2008
The Purist = Adherence
Risks loosing credibility and support
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Prepared for the STM Journal Master Class, November 2008
The Pragmatist = Adaptation
• No idea can be applied to everyone, every company, or every situation
• Ideas are rarely applied in their “purest” form
• How can I determine…• What works for my company?• My customers? • Their customers?
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Prepared for the STM Journal Master Class, November 2008
What can I do?
• Build Knowledge – not just passively but actively
Participate
• Experiment – try things out for yourself
Learn, change, grow
• Build Trust – with your customers and colleagues
Be honest, listen, consult
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Prepared for the STM Journal Master Class, November 2008
It’s a business
• Whether non-profit (mission driven) or commercial we need to sustain ourselves
• Having a process or methodology whereby we identify & evaluate experiments helps us gain credibility with our client & parent organizations
• It doesn’t have to be perfect
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Prepared for the STM Journal Master Class, November 2008
It’s a business
• Defensive driving: SIPDE• Scan• Identify• Predict• Decide • Execute
• Add Measure/Evaluate• On potential profitability• Strategic fit• Competitive requirement or differentiation• Learning outcome
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Prepared for the STM Journal Master Class, November 2008
Then what?
Repeat
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Prepared for the STM Journal Master Class, November 20089
What are others doing?
• Show us what you can do (Elsevier Article 2.0)
• Tell us what you like (NEJM Beta)
• Tell each other what you like (Nature Network)
• Help each other get answers (Sermo)
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Prepared for the STM Journal Master Class, November 2008
Elsevier Article 2.0
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Prepared for the STM Journal Master Class, November 2008
There’s lots of buzz..
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Prepared for the STM Journal Master Class, November 2008
…and some controversy
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Prepared for the STM Journal Master Class, November 2008
But…why is it important?
• Elsevier is trying to learn from the market – or at least those interested and specifically talented enough to experiment with the Elsevier API
• It may work. It may not.
• But, if they’re smart there will be another iteration and it will be different
• They’re doing SOMETHING!
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Prepared for the STM Journal Master Class, November 2008
NEJM Beta
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Prepared for the STM Journal Master Class, November 2008
NEJM Beta
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Prepared for the STM Journal Master Class, November 2008
Why is it important?
• To the participant?• Engagement• Having a voice = sharing opinions• Seeing results = “Beta Graduates”
• To the publisher?• Engagement = Traffic (Now & Later)• Listening = Customers inform development
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Prepared for the STM Journal Master Class, November 2008
Nature Network
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Prepared for the STM Journal Master Class, November 2008
Why is it important?
According to the Nature Editor (speaker at SSP earlier this year):
• Drives traffic - time spent & return visits
• Adds value to traditional editorial content and core journal business
• Strengthens relationships
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Prepared for the STM Journal Master Class, November 2008
What is community?
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Prepared for the STM Journal Master Class, November 2008
Does community mean everybody?
NO!
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Prepared for the STM Journal Master Class, November 2008
Sermo
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Prepared for the STM Journal Master Class, November 2008
Why is it important?
• Forget the current business model for now• What if a publisher had done this?
• Forget our current organizational biases• Did a publisher do this?• Did doing this make Sermo a publisher?
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Prepared for the STM Journal Master Class, November 2008
Why is it important?
• Offers customers• Practical application of knowledge; practice often
requires interaction with peers to be successful• Learning opportunities• Connection/Community
• Could afford publishers• Learning = customer trends• Future content products?• Positive branding = offering tools that enhance practice
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Prepared for the STM Journal Master Class, November 2008
Where can we look for ideas?
• Clay Shirky and cognitive surplus
• Watch the whole thing
http://blip.tv/file/855937
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Prepared for the STM Journal Master Class, November 2008
What might the future hold?
• Think about serving all customer needs: produce, share, and consume
• Always think about interactivity (look for the mouse)
• “…look at every place that a user or a reader or a listener or a viewer has been locked out – has been served up a passive or a fixed or a canned experience…”
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Prepared for the STM Journal Master Class, November 2008
Exposing our biases
• Identify people and/or product ideas you consider annoying, irrelevant, or misguided
• To start, pick one and learn all you can about it Ask & listen with an open mind.
Why do you think they/it annoys you?
• Look for ways these ideas could be adapted to the benefit of your products and customers.
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Prepared for the STM Journal Master Class, November 2008
Summary
• Customers (consumers, readers, authors, users) want more
• Publishers (commercial and society) want to flourish
• The rules are in flux
• The only option: Experiment (Learn)
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