going social with collaborative online ideations

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@ # Like Follo w Share Comment STRATEGY? CULTURE ? SKILLS? BUSINESS PROCESSES? GOING SOCIAL WITH COLLABORATIVE ONLINE IDEATIONS Frank Hatzack Innovation Office Novozymes R&D [email protected] @frankhatzack Presented at FEI’13 Copenhagen March 4th, 2013

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Page 1: Going social with collaborative online ideations

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STRATE

GY? CULTURE?

SKILLS?BUSINESS

PROCESSES?

GOING SOCIAL WITH COLLABORATIVE ONLINE IDEATIONS

Frank HatzackInnovation OfficeNovozymes R&[email protected]@frankhatzack

Presented atFEI’13 CopenhagenMarch 4th, 2013

Page 2: Going social with collaborative online ideations

Novozymes is the world leader in bioinnovation.

Our business is industrial enzymes, microorganismsand biopharmaceutical indgredients.

We provide business-to-business biological solutions usedin the production of numerous products such as biofuels,

detergents, feed and crops.

Key figures (2012)Employees: 5800Turnover: 11.2 billion DKK Patents: 6500Listed on Copenhagen Stock Exchange (NZYB)

ABOUT NOVOZYMES

Visit us at www.novozymes.com

Page 3: Going social with collaborative online ideations

BULLETS IN PLANES 2Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

OUR STORY IN A NUTSHELL

2011Collaborative Online Ideation

(COLIN) was started in R&D to find growth bets

2012Success in R&D triggered fast

adoption by other parts of Novozymes

Why was the first COLIN in R&D succesful?

Why was adoption fast?

What did we learn here?

Page 4: Going social with collaborative online ideations

RAPID ADOPTION ACROSS THE ORGANIZATION

Q4 Q1 Q2 Q3 Q4

7670%48

5995%26

5891%42

1483%29

6276%38

43875%319

11280%75

4584%39

14575%222

100% R&D

TOTALS 1009 users 75% active users 871 ideas

2011 2012

users%active

ideas

=PUSH

=PULL

LEGEND

Page 5: Going social with collaborative online ideations

PICTUREEdit: Insert picture by clicking icon in plane.

"IF YOU WANT TO BUILD A SHIP,

DON'T DRUM UP PEOPLE TO COLLECT WOOD AND DON'T ASSIGN THEM TASKS AND WORK,

BUT RATHER TEACH THEM TO LONG FOR THE ENDLESS IMMENSITY OF THE SEA." ANTOINE DE SAINT EXUPÉRY

1ST LESSON : IT IS ABOUT PEOPLE, NOT SOFTWARE

Page 6: Going social with collaborative online ideations

PICTUREEdit: Insert picture by clicking icon in plane.

CULTURE EATS STRATEGY FORBREAKFAST!

OR IN OTHER WORDS…

Intensively discussed during:

Page 7: Going social with collaborative online ideations

BULLETS IN PLANES 2Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

FACTORS OF SUCCESS

Strategic alignment

Timing Mobilization SIMPLICTIY

Robustness Familiarity

Crowd diversity Company

culture Capacity to absorb

Page 8: Going social with collaborative online ideations

SIMPLICITY, ROBUSTNESS, FAMILIARITY

Page 9: Going social with collaborative online ideations

FANCY SOME GAMIFICATION?

Gamification level needs to resonate with culture

Page 10: Going social with collaborative online ideations

BUSINESS PROCESS & SKILLS

SCOPE MOBILIZECROWD

ONLINE IDEATON

SCREEN MATURE PITCH ANCHOR

2 weeks 1 month

Existing process & skillsNew process & skills

Page 11: Going social with collaborative online ideations

MOBILIZING THE CROWDOpen Letter from our CSO Per Falholt

Page 12: Going social with collaborative online ideations

We joined 6 global locations, spanning 10 hours of time difference to kick-start an online ideation campaign. The face-to-face ‘live’ experience had a clear mobilizing effect – at zero travel costs!

MOBILIZING CROWDS BY COMBINING TELEPRESENCE WITH ONLINE IDEATION

Page 13: Going social with collaborative online ideations

MOBILIZATION =

INTELLECTUALLY COMPELLING

+EMOTIONALLY

ENGAGING

*with reference toMichael Newman

Page 14: Going social with collaborative online ideations

OUTCOMESN

ew

Op

port

un

itie

sS

trate

gic

Beacon

s

New

Team

s

Think Big: www.bobbotsford.comBeacon:www.konstantinou.nl

A-team: http://springboard.com

Image sources

Page 15: Going social with collaborative online ideations

BULLETS IN PLANES 1Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

FAST ADAPTATION – WHY?

1.Successful first movers have many followers

2.A tool & process gap was filled

3.CULTURE

Page 16: Going social with collaborative online ideations

…and a paper accepted in

Page 17: Going social with collaborative online ideations

Statistical method: Fisher’s exact test

MARIA’S KEY FINDINGS

Diversity dimensions: seniority, tenure, rank, site

Page 18: Going social with collaborative online ideations

BULLETS IN PLANES 3Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

DIVERSITY MATTERS!

IMPLICATIONS OF MARIA’S FINDINGS

Value of diversity

Optimization of diversity

Cost of diversity

Page 19: Going social with collaborative online ideations

PICTUREEdit: Insert picture by clicking icon in plane.

OPTIMAL COGNITIVE DISTANCE

&ABSORBATIVE

CAPACITY

THE THEORY BEHIND DIVERSITY & INNOVATION

Nooteboom et al. (2007) in: Research Policy, vol 30, issue 7,

pp 1016–1034

Page 20: Going social with collaborative online ideations

COST OF DIVERSITY – CLASSIC IMAGES

Page 21: Going social with collaborative online ideations

COST OF ON-LINE DIVERSITY …

…plus the vendor’s fee!

Page 22: Going social with collaborative online ideations

COMPANY CULTURE IS CRITICAL FOR MOBILIZED DIVERSITY

externalculture

COMPANYCULTURE

INNOVATION

CROWDcomposition

extrinsicmotivators

MOBILIZATION

Page 23: Going social with collaborative online ideations

COMPANY CULTURE

CONTINUITYNURSING

VALUES

PEOPLE

SENSITIVITY

Page 24: Going social with collaborative online ideations

GET REAL ABOUT YOUR CULTURE!

…intensively discussed at

Page 25: Going social with collaborative online ideations

THANKS

How we rewarded winners in our culture…