How to get Innovative ideas?

How to get Innovative ideas?

October 8th, 2010, Henrik Max Jensen, Danisco A/S

Henrik Max Jensen, Danisco A/S 2

Agenda

About Danisco A/S

Why do we need ideas?

Innovation – what is it?

HOW to get Innovative ideas?

• INN Culture & Creative processes

• Fact finding/Analysis

• Technology-driven Innovation – core compentence

• Consumer-driven Innovation – Danisco Innovate

• Innovation with the customer - Icebreaking

• Blue-sky Innovation – Danisco IdeaLab

Summary

Henrik Max Jensen

Senior Scientist

M.Sc. in organic chemistry (Univ. Århus) - 1993

NMR spectroscopy, analytical chemistry, chemometrics, organic synthesis and facilitator of creative processes


The world needs your ideas!Companies ask for new ideas…always

Better utilisation of raw materials in the world

Smarter drugs/delivery systems

New materials

Be innovative, test and implement!

Large companies are always scouting for ideas to license or venture

Thomas Edison


DANISCO A/S: Food industries that we serve and more

Bakery products

Beverages

Confectionery

Culinary products

Dairy products

Frozen desserts

Bio based solutions:

Bioethanol

Enzymes

Detergent

INN-06/02

Fruit preparations

Health & Nutrition

Meat, poultry & seafood

Oils & fats

Pet food


Danisco inside…

.. every 4th loaf of bread

.. every 3rd cheese

.. every 2nd ice cream

.. every 3rd box of detergent


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Danisco (DK)

Degussa/Cargill (USA)

Kerry Group (IE)

Danisco's global position

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Market positions

Note: Partnership agreement with Firmenich on Flavours

Huber (DK/USA)

Cognis (D)

Novozymes (DK)

PAI/Chr. Hansen (DK)

DSM (NL)

ABF(UK)

Raw materials


International presence: 80 locations in more than 40 countries

Sales offices

Innovation center Production

CroatiaZagreb

Czech RepublicSmirice

EstoniaTallinn

HungaryBudapest

LatviaRiga

LithuaniaKedainiai Panevézys Vilnius

PolandOlsztyn Poznan Warszawa

RomaniaBucharest

RussiaMoscow

Serbia and MontenegroBeograd

Slovak RepublicBratislava

UkraineKiev

EgyptCairo

South AfricaJohannesburg Cape Town

GermanyAnklam Frankfurt Königslutter Niebüll

IcelandReykjavik

ItalyGranarolo dell'EmiliaMilan

NetherlandsLeiden Zaandam

NorwayBryne Oslo

PortugalFaro

SpainBarcelona Madrid Valencia

SwedenArlöv Köpingebro Norrköping Örtofta

SwitzerlandKreuzlingen

UKBeaminster Lincoln Marlborough Oxfordshire Redhill Stockport Tullibody Wellingborough

AustraliaSydney

ChinaAnyang Beijing Guangzhou Kunshan Nanyang Shanghai Wuxi Zhangjiagang

IndiaHaryana

JapanOsaka Tokyo

KoreaSeoul

MalysiaKuala Lumpur Penang

New ZealandAuckland

SingaporeSingapore

ThailandBangkok

AustriaLenzing Probsdorf Vienna

BelgiumBrugge Louvain-La-Neuve

DenmarkBrabrand Copenhagen Grindsted Haderslev Holeby Nakskov Nykøbing Tønder

FinlandHanko Jämsänkoski Jokioinen Kantvik Kotka Naantali Säkylä Vaasa

FranceCompiègne Dangé Saint Romain Epernon Fayencet Grasse Landerneau Melle Paris Roncq Sassenage Seillans Tourettees Vinay

CanadaScarborough

USAArdsley, NY Bakersfield, CA Beloit, WI Cedar Rapids, IA Elmsford, NJ Fairfield, NJ Lakeland, FL Madison, WI New Century Kansas, KS Palo Alto, CA Pine Brook, NJ Rochester, NY St. Joseph, MI St. Louis, MO Terre Haute, IN Thomson, IL

ArgentinaArroyito Buenos Aires

BrazilPirapozinho São Paolo

ChilePargua Santiago

ColombiaBogota

GuatemalaGuatemala City

MexicoApatzingán Guadalajara México City Tecoman Tlalnepantla Veracruz

PeruLima


Denmark

Copenhagen

• Headquarter

Brabrand

• Research and innovation

Grindsted

• Production

Haderslev

• Production

Tønder

• Production

Danisco has app. 1.400 employees in Denmark on 5 different locations:

Grindsted: 570

Brabrand: 500

Tønder: 7

Haderslev: 60

Copenhagen: 260


Well-positioned to move Danisco forward

Sales & Application Food Ingredients Sales Industry Enzymes

ENABLERS

EmulsifiersGums & Systems

BIO ACTIVES

Cultures Sweeteners

GENENCOR

Corporate - Technology & Business Development - Shared Services

Technology

BioChemicalsProjects

Non-Food Ingredients

10

…END OF COMMERCIALS


INNOVATION

INNOVATIONWHY & WHAT IS IT?


Becoming First Choice for innovation

Our STRATEGY is to create value bySelecting and investing in the rightopportunities in order to deliver the right solutions first time, on time, and every time.

We will achieve this by: • Having engaged and empowered employees

and an innovative culture • Having active company-wide innovation

processes and tools• Leveraging knowledge actively through our

network• Partnering with our customers to identify

unmet needs

”Becoming FirstChoice”

VISIONTo be the most innovative

bio-based solutions company MISSION

To deliver profitable growth to ourselves and our customers

through the creation of innovative solutions

Addressing the global megatrands through our global innovation network

FOOD HEALTH ENERGY CHEMICALS

from 6.9 to 9.1 billion people in the next 40 years


INNOVATIONWhat is it?

R&D by itself is not innovation but an investment that could lead to an innovation

Innovation should be embedded intoevery function throughout Danisco:

”An innovation is

the conversion of

a new idea into revenues and profits”

Ram Charan, Game-Changer 2008


INNOVATION:

A solution to a task is creative, when:

a) New and useful

b) the road is not straightforward Innovation:

Succesful implementing of creative solutions

Prof. Terese Amabile, HBS ‘Creativity in context’, 1996


The Innovator: Thomas Edison – 1091 patents(1848 – 1931) – founder of GE

1. the parallel circuit, 2. a durable light bulb, 3. an improved dynamo, 4. the underground conductor

network, 5. the devices for maintaining

constant voltage, 6. safety fuses and insulating

materials, and 7. light sockets with on-off

switches. Danisco BioIsopreneTM

Edison Botanical Reseach Coop.

1920’ies search for altrnative rubber source.


HOW TO GET INNOVATIVE IDEAS?

CreativityCreative processesFact findingTechnology drivenConsumer drivenCustomer relations


Danisco = Innovation CultureInnovation = (knowledge+dialogue)creativity

CreativityINN kulturen 18

Henrik Max Jensen, Danisco A/S 19Creativity

A view into the Creative brain Identifying patterns – breaking them down – and creating new patternsA question of mindset

Synapse density at Birth 6 years 14 years

Illustration C. Kühl, Kilde:Rima Shore ”Rethinking the Brain”


Breaking the thinking patterns:

Associations: images, fantasy, music, words

Dialogue

Use roles/new angles – views

Take on another persons identity

Create severe constraints – rather beautiful constraints

Ask postive open questions: in how many ways can..?, what if..?


What do you see?

Ideas for a new ice-cream?


Creative Processes

• Have a clear objective – stay focussed

• Separate the process in open brainstorm sessions, followed by selection & evaluation.

• Select the best ideas and work more with them (brainstorm again or conceptualise/literature/market search) before select/reject

Focus

Idea Selection

Project Definition

Need

Fact-finding Ideation Concepts Concept-development Pilot project Product-launch

Koncept udvikling

Product

Reflect: - ever used a brainstorm session during your project to get ideas – why not?


Creative processesConcept/idea evaluation

Adapted from ’Blue Ocean Strategy’

Low potential High potential

Implementation

Difficult

easy

High

Low

Strate

gic

fit

Red ocean: where competitors are

Blue ocean: sail alone

Green: just do it!


Fact finding/analysis

Knowledge, knowledge & knowledge

• Core in Technology-driven Innovation

• Intimite insight into technologies/problems

Market insights:

• Market analysis/Market Trends/products sold

– retrospective, often red ocean ideas

• Close alliances with customers/partnerships

• Consumer questionnaires

• Consumer insights (interviews..) – unmet needs

• Super-users

• Open Innovation


HOW do YOU get ideas?

Reflect a moment: when, where, why..how?

How do you evaluate the ideas?

Technology-driven InnovationA core competency


Technology-driven Innovation

Ideas from the science & knowledge present in a company

…or from a University Lab.

What can we do with the technology

Science idea – reading literature-Great technology !

Test in the Laboratory

Evaluate the result

Re-do/improve…

Proto-typing/scale-up

Documentation

Product launch

Is the market ready?

Raw material availability

Is it technical possible?

Is it just an incremental innovation/an improvement?

Can it be up-scaled

Patent landscape?

Often the competitor launches a similar product/patent at the same time – why?

Stuck somewhere

?! Need

more ideas

!? use a brai

nstorm


Technical/Expertise IdeationAsking the right questions…

Focus

Idea Selection

Project Definition

Need

Stuck somewhere

?! Need more

ideas!? use

a brai

nstorm


Technology-driven Innovation Breakthrough blue-ocean idea

Example:

DANISCO SOFT’N’SAFE –

PVC softener/plastizer to replace phthalates.

Green label - based on castor oil.

O

C

H3C

O

O

O OAc

OAc

Low potential High potential

Difficult

easy

High

Low

Strate

gic

fit

Implementation

Soft’N’Safe

http://www.danisco-softnsafe.com./

CONSUMER-DRIVEN INNOVATION



Why use ethnographics?

MARKET ANALYSIS ETHNOGRAPHY

Users tell about their behavior

Users answer what they think is important and restricted by their existing perceptions

The analysis follows a fixed topic guide

Only possible to test offers that already exist

User behavior is observed

Research builds on actual, observed behavior - avoid verbal miscommunications

Observation follows the path that the user chooses to take

Possible to find future innovation opportunities



15 respondents

Three countries: Germany, UK and Spain

75-150 hours of field work (5-10 hours with each respondent)

15-20 hours of video

400-500 photos

15 photo diaries

60-80 pages of field notes



Outcome:

Homemade

”Help me make my food feel homemade”

Regain control

Trust

”Help me to reconnectto food”

Healthy balance

”Help me sort out the categories”

Family time

”Help me win my must-win battles”

Clear target-groups

Ideas can be grouped accordingly

New product launches focused

Pro-active to customers

Focus

Idea Selection

Project Definition

Need


CONSUMER-DRIVEN INNOVATIONDanisco Innovate

We are all consumers…

High quantity: >1000 ideas, voting, clustering..

Evaluation: fit to divisional strategy

Selection: investigate patent-landscape

INNOVATION WITH THE CUSTOMER



Creative ideation: ’Ice-breaking on the edge’

– partners:

• Hennig Olsen Is, Norway – isproducent

• Danish chef: Mads Nybro

• Tetra-Pak Høyer (ice-cream packaging)

• Zentropa workZ

• ’Second life’-creator from IO-Interaction (Hitman)

• Consumers

• WOW-gamer

• + 6 Danisco food scientists

REFLECT: HOW ARE YOUR ’CUSTOMERS’ or END-USERS?


INNOVATION WITH THE CUSTOMERFact-finding + breaking orthodoxies about ice-cream

What is Ice-cream NOT!!



’Ice-breaking on the edge’


INNOVATION WITH THE CUSTOMERConcepts & prototypes – fast!!

HHHeeeaaarrrtttbbbrrreeeaaakkkeeerrr

The cynical fortune ice cream Baggrund Ironi har længe været populært i reklame- og tv-branchen. Derimod er glansbilleder og idylliske scenarier blevet mere og mere utroværdige. Hvorfor ikke tage konsekvensen fuldt ud, når det gælder nye isprodukter?

Koncept Logo: Heartbreaker med dertil hørende illustration af et hjerte, der splittes over i to.

Konceptet er tænkt ud fra styrken i et produkts budskab. Budskabet er i dette tilfælde, at kærligheden til tider kan gøre ondt. For at vise humoren i produktet udviser isproduktet kompromisløs kynisme og tragiske komik som et modspil til isprodukters traditionelt velpolerede overflade. De traditionelle isprodukters sukkersøde virkelighed fortæller forbrugerens drømme, mens Heartbreakers koncept giver konsumenten virkeligheden tilbage. Heartbreakers koncept tilbyder med andre ord en fortælling, der giver forbrugeren noget at tale om. Heartbreaker har kort sagt noget på hjerte.

Produktbeskrivelse1 Med udgangspunkt i de kinesiske lykkekager udformes en hjerteformet is med to ispinde2. Hjertet er præ-perforeret og kan deles, således kæresteparret står med hver sin ispind med et halvt hjerte. Når hjertet splittes i sine halvdele, falder en spådom ud på fx rispapir. Alle spådommene udgør en modvægt til hjertets romantiske symbolik. Fx en tekst, der med kynisk realisme fastslår, at ”50 % af alle ægtepar bliver skilt, inden der er gået fem år”. Hertil korrelerer form, smag og farve med hinanden med budskabet for øje. Form og indhold komplementerer hinanden. Det vil sige, at smagsoplevelsen skal vise sin affinitet til formen, derved at man bider igen et sukkerlag og ind til nogle syrlige kerner, der fastholder smagen i munden.

1 Tekniske specifikationer forefindes i rapport af Danisco is-gruppe over prototyper på baggrund af

Isbrydning på kanten (2006). 2 Jf. Gajols citater af lommefilosofisk og ordsprogskarakter.

BLUE SKY INNOVATION


IdeaLab – a new process for getting ideas

Breakthrough ideas (’Blue-ocean’) by

• Cross-divisonal teams – taking out from daily routines – recombining knowledge and skills

• Questioning orthodoxies (you would never say..) of the business

• Identifying core competences

• Consumer insight


ORTHODOXIES: THE ELEPHANTS IN THE ROOMORTHODOXIES: THE ELEPHANTS IN THE ROOM

Orthodoxy held:Orthodoxy held:““Dealing with animal waste is a Dealing with animal waste is a costcost we have to put up with we have to put up with running a zoo . running a zoo . . . . .

Orthodoxy Flipped:Orthodoxy Flipped:““What if animal waste was a What if animal waste was a profitprofit center?center?

Reflect: what are the orthoxies in your research area?


IdeaLab

Genencor

Representatives from each Division and from SAFI, for X weeks

Representatives from T&BD as the “Support Team”

Guided by Innovation consultancy

M A R K E T

BioActives Enablers

SAFI

Danisco Pipeline

IdeaLab


SUMMARY

Knowledge, knowledge…IS important…in-dept work generates ideas

….. break usual thinking patterns => blue ocean ideas

Work with/listen to/think as the end-users

Creativity can be ’forced through’ by focus

Separate brainstorm/ideation from selection

Select the ideas with most energi – from you heart

Dialogue – discuss – ideas - teamwork enhances the idea-flow

Concepts/ Prototype fast (lab-tests fast)

Successful Innovation by

• Culture, Visions, Dialoque

• ’Beautiful Constraints’

• High energy..workflow

• Patience

Thank for you listening

Documents

How to get Innovative ideas?