learning from leo… annual meeting keeley… · doblin innovation tactics cards • 104 unique...
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1Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Learning from Leo…
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Innovation Innovation is probably is probably yydifferent thandifferent thanyou think…you think…
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2Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
On innovation effectiveness…Finding innovation frontiers
11 FundamentalsFundamentals:: some basicssome basics222233
Platforms:Platforms: amplifying innovation ROIamplifying innovation ROIPatterns: Patterns: seeing new seeing new challengeschallenges
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..11 Innovation fundamentalsRethinking what innovation is…Rethinking what innovation is…[[ ]]fundamentals
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3Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Structural drivers behind the growth in “innovation”
A new discipline of innovation is emerging today because:• Companies need new discoveries and strategies to drive organic growth• Innovation successes are now noticed and even expected by analysts• Industries and enterprises must grapple with an increased rate of change• Operational excellence is no longer differentiating enough• Methods and tools are emerging that vastly improve innovation success rates• Design, from cell phones to hotels, is now an imperative for competitiveness• Innovation has evolved beyond technology planning to embrace a broad
array of strategy, market opportunity and operational questions• It adds new options to consider along with where to play and how to win…
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It adds new options to consider along with where to play and how to win…
“It is not the strongest of thespecies that survive, nor the mostintelligent, but the ones mostresponsive to change ” Even in responsive to change.Charles Darwin
Even in Kansas…
“If you are not moving at the speed of the marketplace you’re already dead—you
just haven’t stopped breathing yet.”Jack Welch
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4Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Ten types of innovation: move beyond products to win
6. Product systemextended system that surrounds an offering
5. Product performancebasic features, performance and functionality
2. Networkingenterprise’s structure/
l h i & t i
1. Business modelhow the enterprise makes money
7. Servicehow you service your customers
Product performance
OfferingProduct system
ServiceBusiness model
FinanceNetworking
value chain & partnering
Core process
Process.Enabling process
3. Enabling process
Channel
DeliveryBrand Customer
experience
8. Channelhow you connect your offerings to your customers
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assembled capabilities you typically buy from others
4. Core processproprietary processes that add value
10. Customer experiencehow you create an integrated experience for customers
to your customers
9. Brandhow you express your offering’s benefits and ideas to customers
Finance innovation in detail
Business ModelMeans of obtaining sustained revenue and profit
FINANCE
NetworkingJoining forces with other companies for mutual benefit
Enabling ProAugmenting intoperations by lothers’ capabili
PROCESS
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5Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Process innovation in detail
Enabling ProcessAugmenting operations, often by leveraging others’ capabilities or assets
PROCESS
Core ProcessCreating and adding value to offerings in unique, proprietary ways
kingces with panies for nefit
Product PerEnhancing perfeatures and fand reducing c
OFFERING
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Offering innovation in detail
ServiceComplementingand enabling the goods on offer
Product PerformanceEnhancing performance, gratification, features and ease of use
OFFERING
Product SystemLinking offerings to interoperate or build upon another
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6Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Delivery innovation in detail
Customer ExperienceEnabling users to engage in the creation of value, often through delightful interactions
BrandPortraying the company and offerings to grow or leverage loyalty
ChannelConnecting offerings to customers
DELIVERY
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Time to play: Spot the innovation!
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7Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Dell: innovation assessment
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Eight types:
Apple integrated music offering…
iPod familyThird party accessories
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Eight types:
8Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Google: Innovation assessment
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Eight types:
Dyson: Innovation assessment
Four types:
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New Yorker: September 20th, 2010
9Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Chef Grant Achatz: NEXT Restaurant
Business model innovations:
Seven types:
Initial destination:Paris 1914
• Four “destinations” per year—each carefully researched and staged• Subscription payments—no tipping• Book & pay in advance, all online• $ 45-75 per person per meal
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The Ten Types of innovation—exploded and explored
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10Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Doblin INNOVATION TACTICS CARDS
• 104 unique innovation tactics spanning across the Ten Types of
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Innovation• Definitions and examples for
each tactic• Simple protocols for how to use
the cards for innovation activities
All companies need to innovate… – Innovation improves the appeal and value of your brand– Innovation protects your margins
Fundamentals: Fundamentals: some basicssome basics
p y g– Innovation helps you stand out in a crowded marketplace– Innovation helps you attract and keep talent throughout the firm– Innovation can help change negotiations with tough customers– The topic is heating up—in firms, in schools and for governments
But most innovations fail!– A “normal” failure rate worldwide is 96%!
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A normal failure rate worldwide is 96%!– Most firms generate too many ideas and don’t execute well
This is evidence of bad assumptions compounded by bad methods
11Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Platforms Rule!
All the important stuff now cutsAll the important stuff now cutsAll the important stuff now cuts All the important stuff now cuts across companies and marketsacross companies and markets
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Platform: a working definition
A platform is an integrated offering that creates a unique and holistic customer experienceonly loosely controlled by the platform owner;only loosely controlled by the platform owner;It is usually supported by proprietary technologies,and typically characterized by interdependent products and servicesprovided through a network of business partners.
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12Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Most popular consumer platforms…
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Most popular B2B platforms…
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13Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
FarmVille innovation assessment
Founded in 2007$150 million in revenue
56 million membersOutnumber real farmers in the U.S. 60 to 1
In-game sales of $15 millionin micropayments from FarmVille farmers
Sweet Potato seed packets netted $854,000 in three weeks
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,
Eight types:
..33 Innovation patternsFostering new forms of value Fostering new forms of value creationcreation[[ ]]patterns…
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14Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Innovation patterns in evidence for manufacturing…
Design to achieve greater efficiencies… Help firms lower their carbon footprints and save money
Design for reassembly, reuse and reinvention
1
2 Design for reassembly, reuse and reinvention This demands process and material
Reinvent a known category…Find frontiers of materials, concept, business models, or value
Create new solutions and integrated systems…Sensors, predictive algorithms and dynamic optimization
C i i i d i i i i
2
4
3
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Create signature new innovation processes and initiatives…By injecting special experience, metrics, methods, and team support
Develop future platforms that reflect …Helping develop pervasive and profitable franchises 6
5
Developing new uses for waste—creating new profits
GARP
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15Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Rapid prototyping evolves: greater range of applications; materials
True Surface System(TruSurf)
SINTERING VS. MILLING
COMPLEX WATERJETCUTTING
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SOPHISTICATEDLITHOGRAPHY
Otis regenerative drive: fewer parts, self correcting
Elevonic® Class
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Green Product Award
16Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
IBM Tools for a Smarter Planet campaign
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Shift to small production, tailoring and open source
BMW Introduces 'Build-to-Order' Vehicles From S.C. PlantBMW Introduces 'Build-to-Order' Vehicles From S.C. PlantBMW Introduces 'Build-to-Order' Vehicles From S.C. Plant
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17Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
Using core expertise to create solutions
MILLTEC® Rolling Mill Program
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Seven types:
MIT Manufacturing renaissance: materials & processes
The Future of M f t iManufacturing -Advanced Technologies
Intel invests $8 billion into highly complex chips—and rapid turnaround for Dell
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First OLED manufacturing line in the United States
18Copyright © 2010 Doblin Inc AMT • Annual Meeting • Miami • October 2010 •
FOSTER A TRANSFORMATIONEMBRACE A SHIFTREDUCE COSTS
SIMPLE RADICAL
Zero waste in all plants
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1-3 types of innovation 4-5 types of innovation 6+ types of innovation
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Innovation effectiveness