Innovation and Acceleration through Social Online Collaboration Idea Campaigns

@frankhatzack@tillegreen

LEVERAGING INNOVATION WITH A DEDICATED SOCIAL TOOL:

A SUCCESS STORY OFCOLLABORATIVE ONLINE IDEATIONS

Frank Hatzack and Christian Brix TillegreenBusiness InnovationNovozymes

we.CONECT SOCIAL BUSINESS COLLABORATION 2013BERLIN, Sept. 24th

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ONLINEIDEATIONS

FRANK HATZACK

Senior Innovation Manager

Biochemist, PhD

13 yrs in Novozymes

Knows the organisation

CHRISTIAN BRIX

TILLEGREENStudent temp.

Studies innovation

2 yrs in Novozymes

Knows DIGITAL!!!


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Industrial Biotechnology Leaderwithin ENZYMES & MICROORGANISMS

Detergents Food & Beverage

Animal Health & Nutrition Biofuels Agriculture

$ 2 bn (2012) 6000 employees R&D and commercial presence in all major world regions HQ Bagsværd, DK NZYB Novozymes.com

ABOUT NOVOZYMES


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COLLABORATIVE ONLINEIDEATIONS

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DIVERSITY

ABSORPTIVE

CAPACITY

SIMPLICITY

REPEATABILITY


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INNOVATION

ACCELERATION

STRATEGIZING


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LESS THAN 1 YEAR:FROM ONLINE IDEA TO SOLUTION BEING TESTED IN CUSTOMER’ PLANTS

ACCELERATION


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SHORT CAMPAIGNSHIGH FREQUENCY

1483%29

6276%38

14575%222

2011

participants%activeideas

=within one area

=cross functional

20132012

7670%48

5995%26

5891%42

2080%38

8384%118

10382%74

143ongoing

43875%319

11280%75

4584%39

REPEATABILITY


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SHORT CAMPAIGNSHIGH FREQUENCY

1483%29

6276%38

14575%222

2011

participants%activeideas

=within one area

=cross functional

20132012

7670%48

5995%26

5891%42

2080%38

8384%118

10382%74

143ongoing

43875%319

11280%75

4584%39

REPEATABILITY

DONT OVERSIZE YOUR CROWD IF YOU WANT

RAPID LEARNING CYCLES


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SIMPLICITY -like

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SIMPLICITY -like

= KEY FOR ADOPTION

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Statistical method: Fisher’s exact test

DIVERSITY

Diversity dimensions: seniority, tenure, rank, site

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Statistical method: Fisher’s exact test

DIVERSITY

DIVERSITY MATTERS!

DIVERSITY= ASSET!

OPTIMIZE DIVERSITY!

Diversity dimensions: seniority, tenure, rank, site

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New competencies

ABSORPTIVE CAPACITYS

CO

PE

MO

BIL

IZE

IDEATE

SC

REEN

INC

UB

ATE

PIT

CH

AN

CH

OR

Pre-exisiting competencies

COMPANY CULTURE PERMISSIVE TO INNOVATION


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New competencies

ABSORPTIVE CAPACITYS

CO

PE

MO

BIL

IZE

IDEATE

SC

REEN

INC

UB

ATE

PIT

CH

AN

CH

OR

Pre-exisiting competencies

COMPANY CULTURE PERMISSIVE TO INNOVATION

GET REAL ABOUT CULTURE!


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RESEARCH QUESTION

Are internal crowds & screen teams receptive to market need articulation?

IMPLICATION – if above is truethen accelleration of an organization’s response to market needs is likely!

CONVENTIONAL& SLOW

ACCELERATION?

Sales &TechService

Marketing R&D Production

Sales &

TechService

Marketing R&D ProductionCROWD ACCELERATION

Need

Solution

Need

Solution @frankhatzack@tillegreen

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RESEARCH DATASET: ”NEW CLAIMS FOR DETERGENTS”

Enzyme Solution!

CLAIM“Whiter than White!”

EX

AM

PLE


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CAMPAIGN OBJECTIVE THEN:1. NEW CLAIMS FOR PRODUCT LABELS2. NEW ENZYMES TO ENABLE CLAIMS

OUR RESEARCH QUESTION NOW:ARE CROWD & SCREEN TEAM RECEPTIVE TO MARKET NEEDS AS ARTICULATED IN POSTED IDEAS?

CROWD (113)

Cross-Functional, global, spread in rank

Sales & Tech Service

Marketing R&D

50%50%

- Cross-functional- Director & manager level- Denmark-based

SCREEN TEAM (5)


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WAS THE CROWD AND THE SCREEN TEAM RESPONSIVE TO MARKET NEEDS?

market needs articulated: 44%

new ideas: 30%

Liked idea from Sales? p=0.012

Liked ideas withMarket articulation? p=0.007

Liked new ideas? p=0.033

Liked cross-functionalideas? p=0.834

Liked ideas from R&D? p=0.546

-to idea from Sales p=0.308

-to ideas withMarket articulation p=0.444

-to new ideas p=0.388

-to x-functional ideas p=0.326 -to ideas from R&D? p=0.426

Ideas (75) Crowd… Screen Team…

…was indifferent!…was responsive!


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PRELIMINARY CONCLUSIONS

Both screen team and crowd must be responsive to market needs in order to enable accelleration

In case the screen team decides to go against market needs articulation, the crowd and sponsors (!) need an explanation

There may be highly valid reasons why the screen team did not follow the crowd…

But the screen team needs to share their deeper insights – at least partly - in order to sustain crowdsourcing as an innovation accelerator


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BY THE WAY: THE SCREEN TEAM PICKED AN EXCELLENT WINNER IDEA ANYWAYS!

I was new in the company, and my boss allowed me to work with the concept, although it wasn’t exactly in the department’s scope…

LORENA

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AUDIO & VIDEO LINK+ LIVE CHAT

OPEN SCREENING PROCESS

WAY FORWARDF

WHICH IS ALSO MUCH MORE FUNAS THE FOLLOWING SEQUENCE SHOWS!

14:00


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14:30


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15:30


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16:00


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16:30

Let’s get real!*


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* and focus on ideas we can execute within one year and within existing framweworks

THANKS
