so you want to be innovative
TRANSCRIPT
- 1. Alain ThysSo You Want To Be Innovative?A FUTURELAB ACTION GUIDEMay 2011
- 2. FUTURELABSo you want to be innovative?Prelude Chance favours the prepared mind Louis Pasteur
- 3. Let us start with a few questions:Why do the space shuttle engines have the diameter they have?3.FUTURELAB
- 4. Let us start with a few questions:OK, thats pragmatic, but why is the tunnel that width?4.FUTURELAB
- 5. Let us start with a few questions:That makes sense, but who decided on the width of tracks?5.FUTURELAB
- 6. Let us start with a few questions:Remarkable, but why choose this base for trams?6.FUTURELAB
- 7. Let us start with a few questions:OK, but then why make the axes this wide?7.FUTURELAB
- 8. Let us start with a few questions:So if the ruts lead to the cart, what caused the ruts?8.FUTURELAB
- 9. Let us start with a few questions:Standardised imperial chariots? Where did Ceasar get that idea?9.FUTURELAB
- 10. Let us start with a few questions:OK, but some Egyptian must have had an original idea!2000 B.C.10.FUTURELAB
- 11. Let us start with a few questions:And so we find the answer: its all because of a horses ass. 2x11.FUTURELAB
- 12. Orthodoxies drive our behaviourWe copy and build on what we know to work12.FUTURELAB
- 13. Orthodoxies drive our behaviourIn fact, its in our genesHUMANS COPY13.... behaviour ... ... ways of working ... ... processes .... ... organisational structures ...FUTURELAB
- 14. Orthodoxies drive our behaviourIt is the secret to human success and achievementReading and printAgriculture14.Industrial progressAppsFUTURELAB
- 15. Orthodoxies drive our behaviourBut there is also a dark side15.FUTURELAB
- 16. Orthodoxies drive our behaviourThey can fail us if the world around us changes Music industryEducationPersonal shame (1994/5)Blockbuster CDs rule.No cheating.Browsing is for geeks.Illustration by ~Si2. Print can be purchased at www.deviantart.com16.FUTURELAB
- 17. Orthodoxies drive our behaviourThey can be based on wrong assumptions Our actions have always been driven by assumptions which everyone knows to be true.It can happen to the best of us:God does not play dice with the universe Albert Einstein on Quantum MechanicsEarth is flat illustration by ~Si2. Print can be purchased at www.deviantart.com17.FUTURELAB
- 18. Orthodoxies drive our behaviourWorst of all, they can close our mind to other options 18.Weve always done it that way This is best practice Thats what everyone does Our world-view is rightFUTURELAB
- 19. FUTURELABSo you want to be innovative?Part 1: What orthodoxy does to innovation Tradition means giving votes to the most obscure of all classes, our ancestors. G.K. Chesterton
- 20. What orthodoxy does to innovation.No, Im not going to talk about orthodoxy versus creativityThink out of the box! Wear a green hat! Find your inner lightbulb!20.FUTURELAB
- 21. What orthodoxy does to innovation.I am going to talk about the orthodoxy of innovation itself Why we make it harder than it needs to be?21.FUTURELAB
- 22. Time for an innovation renaissanceWhich would be the easiest route to cross this desert? Over the mountains?Through the valleys?22.FUTURELAB
- 23. Time for an innovation renaissanceWeird, most corporate innovators seem to disagree.AIRLINESBANKSCOMPUTERSUTILITIESPROCESSED FOODPHARMASource: The Doblin Group, www.doblin.com23.FUTURELAB
- 24. Time for an innovation renaissanceWeird, most corporate innovators seem to disagree.Why?24.FUTURELAB
- 25. Time for an innovation renaissanceInnovation is driven by industrial mass production orthodoxiesIndustrial revolution Mass-production logicMore volume Better & more features Lower costsInvention mindset25.FUTURELAB
- 26. Time for an innovation renaissanceThis worked fine as long as we had room in our life for more26.FUTURELAB
- 27. Time for an innovation renaissanceBut our world has changed the tub is full27.FUTURELAB
- 28. Time for an innovation renaissanceMany of our innovation efforts are wasted Product parityCategory overloadHypercompetitionToo much choice actually reduces the preparedness of customers to make a purchase. Barry Schwartz28.FUTURELAB
- 29. Time for an innovation renaissanceWe consider massive failure as the norm (orthodoxy?)50-90% percent of innovation projects [are] judged to have made little or no contribution to Wikipedia, 2011 organizational goals29.FUTURELAB
- 30. Time for an innovation renaissanceOur response: innovating even more30.FUTURELAB
- 31. Time for an innovation renaissanceAccepting collateral damage as it occurs 31.Demotivation Stress Wasted resources Lost competitive position ComplexityFUTURELAB
- 32. FUTURELABSo you want to be innovative?Part 2: Time for an innovation renaissance Anything that won't sell, I don't want to invent. Its sale is proof of utility, and utility is success. Thomas A. Edison
- 33. Time for an innovation renaissanceHow do these guys do it?The industrialists nightmare:I sell overpriced, underspecd computers and people love them.33.I take a traditional industry like finance, travel or telco and slap a red logo on it.FUTURELAB
- 34. Time for an innovation renaissanceOn innovation, they lead their people through the valleysExperience innovation Business model innovation Service innovation 34.FUTURELAB
- 35. Time for an innovation renaissanceThey have let go of the old world orthodoxiesAge of ScarcityInnovate for: More volume Better & more features Lower costs35.FUTURELAB
- 36. Time for an innovation renaissanceThey have recognised we live in a different eraAge of AbundanceIn mature markets Its hard to get double-digit growth from finding new customers.Its much easier to extend the relationship with the customers you already have.36.FUTURELAB
- 37. Time for an innovation renaissanceThey innovate for relationshipsEnough to keep things fresh and interesting.37.But not too much.FUTURELAB
- 38. Time for an innovation renaissanceOr in business terms A compass for your considerationAge of AbundanceInnovate for: Stakeholder Lifetime Value Better relationships & reputation Lower costs38.FUTURELAB
- 39. An innovation renaissanceSome remarkably good practices 39.Hardware Software Infrastructure Hosting Consulting Operations ...One more thingFUTURELAB
- 40. Time for an innovation renaissanceA not so best practice Every innovation poses a relationship risk.Innovate to keep your relationships fresh, but dont overdo it.DODONTInnovate for growthRisk relationshipsHow Planta almost lost me ... and still might.40.FUTURELAB
- 41. FUTURELABSo you want to be innovative?5 Steps to transform yourself A leader is someone who steps back from the entire system and tries to build a more collaborative, more innovative system that will work over the long term. Robert Reich
- 42. 5 Steps to transform yourselfStep 1: Listen, Watch and Learn Take the customer perspective ... all the way.Choice DriversInsightsRecommendation triggersKey AdviceShop your own product. By walking in customers shoes you understand how they see the world.Georges-Edouard Dias SVP, LOral Group42 16/11/2013Obvious? Test yourself: If youre in B2C: when was the last time you really spoke to a consumer? If youre in B2B: how actively do you manage all your stakeholders emotions?FUTURELAB
- 43. 5 Steps to transform yourselfStep 1: Listen, Watch and LearnAsset leveraging Bad profits Global inspirationCo-creationFor most of us Innovation is not invention. Most of what you need will exist in some shape or form.43.Internal sensing Market foresightFUTURELAB
- 44. 5 Steps to transform yourselfStep 2: Broaden your innovation horizon The Innovation RadarThere are 12-15 types of innovation. Which ones are your competitors missing?Adaptation of The Innovation Radar 2.0 by J.Chen and M.Sawney of Kellogg School of Management, 2008.44.FUTURELAB
- 45. 5 Steps to transform yourselfStep 2: Broaden your innovation horizon The Innovation Strategy MatrixHighAreas to keep up or stay aheadLook at the nichesCustomer EngagementDevelop a portfolio of innovation strategies depending on the situation.Opportunities for meaningful differentiationCopy when proven onlyLow Low45.Innovation IntensityHighFUTURELAB
- 46. 5 Steps to transform yourselfStep 3: Involve your peopleInnovation is a social, not a personal achievement. It does not belong in a department. 46.Engagement programmes Digital (open) platforms Organisational flexibility Corporate venturing projects Innovation teams ...FUTURELAB
- 47. 5 Steps to transform yourselfStep 3: Involve your peopleOnly 5% of your workforce understands your strategy* So how can they innovate upon it? Make sure people understand what you aim to achieve Provide people with the innovation & design knowledge/tools to contribute Build an innovation movement that rewards initiative rather than ask for instant ROI* Based on Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005. 47 16/11/2013FUTURELAB
- 48. 5 Steps to transform yourselfStep 4: Make sure you got it rightFailing fast is no excuse for being sloppy. Implement a simple system that allows people to evaluate their own ideas and forces cross-functional co-operation.48FUTURELAB
- 49. 5 Steps to transform yourselfStep 4: Make sure you got it right Simplify, so your business is able to execute. Then simplify again. The Laws of Simplicity John Maeda1. 2. 3. 4. 5. 6. 7. 8. 9. 10.49 16/11/2013Reduce Organise Time Learn Differences Context Emotion Trust Failure The OneFood for thought: Can you appify your business?FUTURELAB
- 50. 5 Steps to transform yourselfStep 5: Go to market to enhance relationships Experience The experience IS the product. Peter MerholzDelightLoyaltyProfitHow do your innovations strengthen your existing customer relationships?Racing to market is no excuse for being sloppy. Align your business as if it were the only innovation youll ever launch.50FUTURELAB
- 51. FUTURELABSo you want to be innovative?Conclusion Finally, in conclusion, let me just say this. Peter Sellers
- 52. CONCLUSIONBreak innovations orthodoxies. STEP 1 Listen, watch and learn. STEP 2 Broaden your innovation horizon.STEP 3 Involve your people. STEP 4 Make sure you got it right.STEP 5 : Go to market to enhance existing relationships.52 16/11/2013FUTURELAB
- 53. ConclusionFocus on the valleys that lead to customer success You can innovate less Because no one is there, you make your life easier.53.Innovations have more meaning With the same effort you can differentiate yourself more.FUTURELAB
- 54. ConclusionIn SummaryInnovate LessBut with More meaning.54.FUTURELAB
- 55. Alain Thys Email: [email protected] Twitter: @FLB_alainthys55.FUTURELAB