going social with collaborative online ideations
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STRATE
GY? CULTURE?
SKILLS?BUSINESS
PROCESSES?
GOING SOCIAL WITH COLLABORATIVE ONLINE IDEATIONS
Frank HatzackInnovation OfficeNovozymes R&[email protected]@frankhatzack
Presented atFEI’13 CopenhagenMarch 4th, 2013
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Novozymes is the world leader in bioinnovation.
Our business is industrial enzymes, microorganismsand biopharmaceutical indgredients.
We provide business-to-business biological solutions usedin the production of numerous products such as biofuels,
detergents, feed and crops.
Key figures (2012)Employees: 5800Turnover: 11.2 billion DKK Patents: 6500Listed on Copenhagen Stock Exchange (NZYB)
ABOUT NOVOZYMES
Visit us at www.novozymes.com
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BULLETS IN PLANES 2Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.
Use: To highlight information when discussing past and future situations.
OUR STORY IN A NUTSHELL
2011Collaborative Online Ideation
(COLIN) was started in R&D to find growth bets
2012Success in R&D triggered fast
adoption by other parts of Novozymes
Why was the first COLIN in R&D succesful?
Why was adoption fast?
What did we learn here?
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RAPID ADOPTION ACROSS THE ORGANIZATION
Q4 Q1 Q2 Q3 Q4
7670%48
5995%26
5891%42
1483%29
6276%38
43875%319
11280%75
4584%39
14575%222
100% R&D
TOTALS 1009 users 75% active users 871 ideas
2011 2012
users%active
ideas
=PUSH
=PULL
LEGEND
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"IF YOU WANT TO BUILD A SHIP,
DON'T DRUM UP PEOPLE TO COLLECT WOOD AND DON'T ASSIGN THEM TASKS AND WORK,
BUT RATHER TEACH THEM TO LONG FOR THE ENDLESS IMMENSITY OF THE SEA." ANTOINE DE SAINT EXUPÉRY
1ST LESSON : IT IS ABOUT PEOPLE, NOT SOFTWARE
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CULTURE EATS STRATEGY FORBREAKFAST!
OR IN OTHER WORDS…
Intensively discussed during:
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BULLETS IN PLANES 2Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.
Use: To highlight information when discussing past and future situations.
FACTORS OF SUCCESS
Strategic alignment
Timing Mobilization SIMPLICTIY
Robustness Familiarity
Crowd diversity Company
culture Capacity to absorb
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SIMPLICITY, ROBUSTNESS, FAMILIARITY
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FANCY SOME GAMIFICATION?
Gamification level needs to resonate with culture
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BUSINESS PROCESS & SKILLS
SCOPE MOBILIZECROWD
ONLINE IDEATON
SCREEN MATURE PITCH ANCHOR
2 weeks 1 month
Existing process & skillsNew process & skills
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MOBILIZING THE CROWDOpen Letter from our CSO Per Falholt
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We joined 6 global locations, spanning 10 hours of time difference to kick-start an online ideation campaign. The face-to-face ‘live’ experience had a clear mobilizing effect – at zero travel costs!
MOBILIZING CROWDS BY COMBINING TELEPRESENCE WITH ONLINE IDEATION
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MOBILIZATION =
INTELLECTUALLY COMPELLING
+EMOTIONALLY
ENGAGING
*with reference toMichael Newman
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OUTCOMESN
ew
Op
port
un
itie
sS
trate
gic
Beacon
s
New
Team
s
Think Big: www.bobbotsford.comBeacon:www.konstantinou.nl
A-team: http://springboard.com
Image sources
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BULLETS IN PLANES 1Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.
Use: To highlight information when discussing past and future situations.
FAST ADAPTATION – WHY?
1.Successful first movers have many followers
2.A tool & process gap was filled
3.CULTURE
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…and a paper accepted in
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Statistical method: Fisher’s exact test
MARIA’S KEY FINDINGS
Diversity dimensions: seniority, tenure, rank, site
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BULLETS IN PLANES 3Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.
Use: To highlight information when discussing past and future situations.
DIVERSITY MATTERS!
IMPLICATIONS OF MARIA’S FINDINGS
Value of diversity
Optimization of diversity
Cost of diversity
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OPTIMAL COGNITIVE DISTANCE
&ABSORBATIVE
CAPACITY
THE THEORY BEHIND DIVERSITY & INNOVATION
Nooteboom et al. (2007) in: Research Policy, vol 30, issue 7,
pp 1016–1034
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COST OF DIVERSITY – CLASSIC IMAGES
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COST OF ON-LINE DIVERSITY …
…plus the vendor’s fee!
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COMPANY CULTURE IS CRITICAL FOR MOBILIZED DIVERSITY
externalculture
COMPANYCULTURE
INNOVATION
CROWDcomposition
extrinsicmotivators
MOBILIZATION
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COMPANY CULTURE
CONTINUITYNURSING
VALUES
PEOPLE
SENSITIVITY
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GET REAL ABOUT YOUR CULTURE!
…intensively discussed at
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THANKS
How we rewarded winners in our culture…