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1
CONFIDENTIAL
CONFIDENTIAL
How to mobilize for breakthrough innovation :
Think BIG, act small
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CONFIDENTIAL
David Pas
Design & Innovation Consultant
Guest lecturer at Integrale Productontwikkeling, Antwerpen
Design Coach ‘5x5’
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CONFIDENTIAL
once upon a
time….
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CONFIDENTIAL
once upon a time….
…a big beverage company lacked
some new breakthrough ideas
Budget was not an issue, but timing
was very short
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CONFIDENTIAL
what is
‘breakthrough’?
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a breakthrough can be something simple,
but it’s never easy to make a breakthrough
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CONFIDENTIAL
INCREMENTAL
market pull
technology
epiphanies
NEW
USERS
RADICAL
meaning driven
technology push
INC
RE
ME
NTA
L
TE
CH
NO
LO
GY
CH
AN
GE
RA
DIC
AL
MEANING CHANGE
based on
Verganti
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CONFIDENTIAL
new technology offering and new users
EXISTING
OFFERINGS
incremental
breakthrough
NE
W
US
ER
S
NEW
OFFERINGS
evolutionary
evolutionary
EX
IST
ING
US
ER
S
based on
Verganti
9
CONFIDENTIAL
only new technology
EXISTING
OFFERINGS
incremental
breakthrough
NE
W
US
ER
S
NEW
OFFERINGS
evolutionary
EX
IST
ING
US
ER
S
based on
Verganti
10
CONFIDENTIAL
new meaning, new technology
EXISTING
OFFERINGS
incremental
NE
W
US
ER
S
NEW
OFFERINGS
evolutionary
EX
IST
ING
US
ER
S
based on
Verganti
11
CONFIDENTIAL
think BIG
you can build an unbeatable
and sustainable competitive
advantage through
innovations that do not
come from the market but
that create new markets
Roberto Verganti
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CONFIDENTIAL
a breakthrough is not for ever
now old
once breakthrough
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CONFIDENTIAL
does it need to be breakthrough?
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CONFIDENTIAL
does it need to be breakthrough?
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CONFIDENTIAL
it’s about speed
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CONFIDENTIAL
timing
1 2 3
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lean approach
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CONFIDENTIAL
C O N C E P T L A B ©
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CONFIDENTIAL
lean approach
C O N C E P T L A B ©
idea
build learn
© VERHAERT
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CONFIDENTIAL
timing
technical
conceptual
6-8 days 360° IDEATION
© VERHAERT
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CONFIDENTIAL
timing
technical
conceptual
2 months
idea
build learn
6-8 days 360° IDEATION
© VERHAERT
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CONFIDENTIAL
in the process
front end innovation strategy development
INNOVATION ROCKET PROGRAM ©
VISUALISED
IDEA
NEW APPLICATION &
BUSINNESS CONCEPT
CONCEPT LAB ©
© VERHAERT
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CONFIDENTIAL
objective
= to trigger more ideas
= to make ideas more ‘alive’
C O N C E P T L A B ©
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CONFIDENTIAL
lean approach
idea ≠ a problem solved
build learn
C O N C E P T L A B ©
© VERHAERT
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CONFIDENTIAL
≠ problems to be solved
= a ‘proactive’ exploration
= exploring objectives
according to themes/occasions related to the innovation ambition
of the company (innovation spaces)
the idea generation is based on a exploration of future
technologies in combination with an exploration of consumers
trends
idea
‘big’
trends
technology
opportunities
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CONFIDENTIAL
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CONFIDENTIAL
lean approach
idea
build ≠ a proof of concept
learn
C O N C E P T L A B ©
© VERHAERT
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CONFIDENTIAL
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CONFIDENTIAL
≠ building of a prototype
≠ validation
= to trigger more ideas
“build” as an extension of a description and drawings
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CONFIDENTIAL
insight for money the least effort to bring us to a new insight level
SCKETCH PROTOTYPE
COST
INSIGHT
INTERPRETATIO
N
“BUILD”
© VERHAERT
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CONFIDENTIAL
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CONFIDENTIAL
case
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CONFIDENTIAL
it’s more about building an idea,
not about making a finished product
© humin
© humin
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CONFIDENTIAL
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CONFIDENTIAL
idea
build learn ≠ validating
C O N C E P T L A B ©
© VERHAERT
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CONFIDENTIAL
make it a continuous proces
1
2
3
© VERHAERT
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CONFIDENTIAL
in your
organisation
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CONFIDENTIAL
get buy in
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CONFIDENTIAL
how to get it landed
who needs to say yes
who should be joining
how to avoid resistance
stakeholders and ownership
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CONFIDENTIAL
forget one time the typical
processes
from problem solving to
pro-active envisioning
process, structure, plan…
not your daily attitude
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CONFIDENTIAL
CONCEPTLAB© team
core team
chairman
external specialists
resources, commitments
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CONFIDENTIAL
think of ambitious innovation spaces,
the big issues…forget the details
embrace the unknown
….
innovation spaces and themes
CONCEPTLAB© themes
© VERHAERT
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CONFIDENTIAL
once upon a
time….
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CONFIDENTIAL
first edition
more than 5 breakthrough concepts
1 global patent
today
2nd year
outcome goes global
remains a lean “think big, act small” approach
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CONFIDENTIAL
conclusion
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CONFIDENTIAL
the “think big, act small” approach is suitable for
every ambitious company, small or large
CONCEPTLAB© ingredients
courage - creativity - flexibility
make it a part of your daily business
continuity is more important than budget
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CONFIDENTIAL
timing
technical
conceptual
3x/YEAR
idea
build learn
360° IDEATION
© VERHAERT
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CONFIDENTIAL
VERHAERT MASTERS IN INNOVATION® Headquarters
Hogenakkerhoekstraat 21
9150 Kruibeke (B)
tel +32 (0)3 250 19 00
fax +32 (0)3 254 10 08
More at www.verhaert.com
VERHAERT MASTERS IN INNOVATION® Netherlands
ESIC European Space Innovation Centre
Kapteynstraat 1
2201 BB Noordwijk (NL)
Tel: +31 (0)618 12 19 19
More at www.verhaert.com
MASTERS IN INNOVATION® is a platform set up by VERHAERT to train, stimulate and incubate
you as an innovator.
We provide an extensive training program with different tracks and covering critical areas of new
products and business innovation.
Furthermore we manage the VERHAERT venturing program and organize our Innovation Day, an
annual conference on best practices and insights on new products & business innovation.