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
