Schools cannot survive without Innovation:

innovation theory & practice

Michael Carrier

Cambridge English

EAQUALS AGM, Malaga

Contents

• What is innovation? • Why does it matter? Building

competitive advantage • Theories and models • Disruptive innovation • Case studies • Training people to be innovative • Innovate in…

• Customer experience • Markets • Teaching • Technology

• Future innovation

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Innovation is….

• A new product

• A new way of producing the product

• A new feature for an existing product

• The opening of a new market

• A new course type

• A new way of teaching

• A new way of supporting learning

• A new service quality for students

• An attitude…..

• A competitive advantage…..

“Innovation is about adding value

to the product or service”

“Innovation is the commercial exploitation of ideas”

“Innovation is the process that translates knowledge into

economic growth”

“Innovation is the creation of a viable new offering”

Whose innovation?

Today’s people experience themselves as unique individuals. They crave more control over the quality of their lives. But organisations continue to treat them as anonymous members of the mass…… Companies still ask ‘How can we sell them our product or service?’ when they should be asking: ‘What do you need and how can we support you?’ Prof. Shoshanna Zuboff, Harvard Business School

Commodification

School Teachers C/book Accred. Exam prep

USP??

School1

CELTA Headway EAQUALS Camb/ Trinity

20% cheaper/avg.

School2

CELTA Headway British Council

Camb/ Trinity

Large gardens

School3

CELTA Headway BC/ EAQUALS

Camb/ Trinity

Central location

School4

CELTA Headway IH/ EAQUALS

Camb/ Trinity

Elearning subscn.

School5

CELTA Headway EAQUALS Camb/ Trinity

Tablet class-set

School6

CELTA Headway ISI/ EAQUALS

Camb/ Trinity

Indiv.service agent

Zones of Innovation

• Course product – getting them enthused

• Course types – providing what learners want

• Customer service – delighting customers

• Pre-experience & Post-experience

• Learning experience – building measurable success

• Classroom design & Technology use

• Teacher training – skills

• Learning outcome – what they can do afterwards

• Learning reward – certification, exam, prize-giving video

• Maintenance – making a customer for life

Reflection

Describe the best ELT Innovation

you have seen

Innovation components

Strategic models

Innovation strategy

Competitive advantage: Porter’s 5 forces in ELT context

Competitive advantage

Quality

Innovation

Technology

Teacher

development

Innovation Radar

Five keys to innovation

Researchers say they have identified five key skills that drive innovation:

• Associating: The ability to connect seemingly unrelated questions, problems or ideas from different fields.

• Questioning: Innovators ask questions that challenge common wisdom. They ask "why?", "why not?" and "what if?"

• Observing: Discovery-driven executives scrutinize the market, particularly the behaviour of potential customers.

• Experimenting: Innovative entrepreneurs actively try out new ideas by creating prototypes and launching pilots.

• Networking: innovators go out of their way to meet people with different ideas and perspectives.

Innovation process: iterative

Reflection

• What is innovative in your school?

• What areas need more innovation?

Describe the Innovation Culture in your institution:

Disruptive Innovation: cases

• Kodak’s film business died

• The DVD rental business died

• Travel agents dying

• Insurance brokers dying

• The CD business is dying

• The newspaper revenue model is dying

• Terrestrial TV is under threat

• The textbook business looks like the next to collapse

Disruption concepts

• Disrupt from the bottom of the market (Intel Celeron)

• Disintermediate (travel, PayPal, Spotify)

• Move from Commodity to Experience (Starbucks, Netflix)

• Emotional branding (Apple, Prius, Whole Foods, Dyson, Gucci etc)

“Some brands have moved from commodity category into experience and emotion. Emotional branding is about moving from commodity to experience. Brands can create growth and relevance with consumers by moving from Market share to Mindshare.”

Disruptive innovation model

Reflection

Where do you think ‘disruptive innovation’ will come from in your market?

How can you protect yourself?

Training people to be innovative

• Creative thinking and creative process

• Innovation methods, techniques and tools

• Idea-generation facilitation skills

• Mastering relationships for innovation (the EQ or Emotional Intelligence of innovation teams)

• Leadership behaviours for innovation

• Organizational structure, process and governance for innovation

Innovation toolkit

Board Of Innovation

What’s the one thing you have done that most inspired Innovation?”

• Make it the norm Proctor & Gamble

• Put aside ego Stanford Univ.

• Mix people up DOD

• Don’t fear failure Dell

• Hire outsiders Citizen Finance

• Abandon the crowd Doblin

• Let go of your ideas Nolan Bushnell/Atari

• Fight negativity Blackberry/RIM

• Ask what if IBM

• Merge patience and passion Microbia

• Outsmart your customers Intel

• Experiment like crazy Turner Broadcasting/CNN

• Don’t innovate: solve problems Esther Dyson, EDventures

Reflection

How innovative are your staff?

How do you try to make your staff more creative and innovative?

Innovation in OFFER

Innovation in Value Proposition

• In teaching

• In learning

• In service levels

• In customer experience

• In particular course types

New value propositions…

• New learning models: – CLIL – Personalisation – Learner autonomy – Out-of-class offer

• English for work and mobility: – Business English – EAP & ESP – EMI

• English Plus... – Golf – Cooking – Mandarin

Diversification

• Lateral Diversification:

– TVET - vocational English

– professional qualifications

– business content

– inter-cultural training

– ESOL (if Anglophone location)

• Geo-diversification: Teaching at a distance

– Distance blended learning & elearning

– VOIP

– Mobile

– Telepresence

Reflection

In what area would you like to innovate in your institution?

• Product

• Service

• Market

• Process

Innovation in CUSTOMER EXPERIENCE

Customer service: touchpoints

Smith & Wheeler, Managing the customer experience

Task: list the touchpoints your students have with the school

Delighting your customers

Before they arrive:

• 3D immersion of school & classroom

• Video of school & teachers

• ‘MySchool’ online space

• Demonstrate Value Proposition

After they arrive

• free Wi-Fi in school

• free Wi-Fi in accommodation

• Loan of tablet / Kindle for homework

• Downloadable homework / study guides/ resources

• Movies on loan (DVD / online subscription)

• Teacher videos – cf. Khan academy

• Consumer-oriented Customer Service (eg personal agents)

• Consumer-oriented processes: eg class changes, re-tests

Vox Pop Cashless service

Missed a lesson….?

Digitally enhanced experience

Touchpoints

During the course

• Personalised learning plans

• IWB, handheld, BYOD, Kindle effect,

• Teachers video bank (Khan academy)

• Social nexus – eg Events app partnered with local Tourist Board

Accommodation:

• Pre-arrival videos

• ‘MySpace’ for each family

• Free wifi

• Tablet on loan

Convenience:

• Google Wallet

• NFC charge cards

After the course

• Language Maintenance

• Alumni newsletter

• Alumni community

• Alumni discounts

• Alumni get-togethers

• Alumni = WOM x NPS

• Rigorous measurement of progress

• International certification of level

• Graduation ceremony

• Video & photos of graduation

• Live stream on Skype/WebEx/ Periscope for parents to watch

• Graduation certificate

At the end of the course

Reflection

• How can you improve the customer experience?

–Before arrival

–During the course

–After leaving the school

Innovation in TEACHING

Innovation in......Teaching We need: • the best pre-service teacher training • The best teacher development opportunities • a broad range of support systems for teachers • teachers with a wide range of specialised skills • new channels of delivery to teachers, eg Online Teacher Dev. • Rewards for improvement

There are a lot of opportunities for improvement but… • Very few DELTAs/Diplomas/MAs are taken • Large step from Certificate to Diploma • Lack of international structure • Lack of international recognition • Lack of reward for development

New pedagogical models: In-class vs. Out-of-class

Before Class In Class After Class

Activities: • Writing

• Comprehension questions

• Online workbook

• Practise vocab with Apps

• Formative assessment

Activities: • Reading & Listening

activities

• Study text

• Learn vocab online

• Grammar in Use activity with Apps

Activities: • Speaking activities

• Pairwork

• Concept questions

• Communication activities, games storytelling

• Mentoring

Cambridge CPD Framework

Digital Teacher competences

42

• Personal development: Technology awareness; curiosity; User training

• Lesson planning: how to integrate digital content

• Classroom management: how to coordinate formal & informal activities

• Classroom management online: how to manage a virtual classroom

• Digital tools & media awareness: how to create new content with students

TPACK

Cambridge Digital Teacher framework

Innovation in TECHNOLOGY

Innovate …in Classroom setup

• State of the art digital

• Networked to out-of-class learning

• Transparent to parents/employers

• Augmented reality

• Gamification options

• Video-based: Panopto; Periscope; Kinect

• Aligned with market expectations

Handheld & 1:1 learning - OLPC / OTPC

Digital learning & assessment model

Innovate with video resources

Panopto: Record classes on video showing class and teacher and also projector screen (eg Powerpoint) or IWB – for remote students

Periscope: Live stream video to anyone following your Twitter feed – eg parents, agents, students off sick

Innovate with Augmented Reality

• Video inputs with AR text overlays

• Dialogues video of realistic exchanges (eg tourism situations)

• Channels: AR resources to make language content more immediate and exciting:

– Oculus Rift

– Microsoft Kinect

– Google Cardboard headsets

Reflection

• How can you improve the learning experience ?

– Innovation in the classroom

– Innovation in learning resources

– Innovation in teaching methods

– Innovation in technology excitement

Translation is allowed

Innovation Action Plan

• Develop an Innovation culture & toolkit

• Embrace technology & Embed it

• Extend infrastructure & re-design classrooms

• Invest in teacher development

• Select innovative/interactive learning materials

• Embed adaptive learning & assessment

• Empower students to learn outside class

• Enhance the student ‘lived’ experience

Final Reflection: What are your ambitious & audacious Innovation Goals for your institution?

Thanks! carrier.m@cambridgeenglish.org