high-tech design as modern engineering entrepreneurshipblj/guitars.pdfhigh-tech design as modern...
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![Page 1: High-Tech Design as Modern Engineering Entrepreneurshipblj/guitars.pdfHigh-Tech Design as Modern Engineering Entrepreneurship Prof. Bruce Jacob ... Michael Dell Stephen Spielberg](https://reader035.vdocuments.net/reader035/viewer/2022062918/5edbda23ad6a402d6666442e/html5/thumbnails/1.jpg)
High-Tech Designas Modern Engineering Entrepreneurship
Prof. Bruce JacobKeystone Professor & Director of Computer Engineering ProgramElectrical & Computer EngineeringUniversity of Maryland at College Park
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all individuals in society become wealthier
economic growth
innovation
???
good design
The Point
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It’s All About Innovation …
“Innovation and trade: the ultimate engines of growth.”—Economist, Oct 3, 2009
“We have to choose to do what past generations have done: shape a brighter future through hard work and innovation.”—Barack Obama, Sep 22, 2009(ASEE’s “Obama Touts Innovation Agenda At New York Community College”)
“In the new knowledge economy, innovation and knowledge are the most important factors driving economic growth.”—Progressive Policy Institute: The Innovation Economy, Oct 2003
“Innovation is the heart of economic recovery & future prosperity.”—Roll Call, Nov 20, 2008
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… But, Boy, Is Innovation Hard
• “In an era when most technology outfits have tightened their belts to adapt to a slower-growing market, one company stands out for forging ahead on innovation: Apple Computer.” (BusinessWeek)
• “Big companies are losing their ‘A’ players, and they’re struggling to attract ‘B’ players. In an industry where everything is about people, large tech companies are in trouble because they are losing the talent war. And keep in mind, an ‘A’ player in an organization can usually produce the same results as three ‘B’ players.” (VentureBeat)
• “Lots of companies have tons of great engineers and smart people. But ultimately, there needs to be some gravitational force that pulls it all together. Otherwise, you can get great pieces of technology all floating around the universe. But it doesn’t add up to much.” (Steve Jobs, on innovation)
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Today’s Talk
1. Despite what we may think, we don’t really teach it here
2. How can you instill it in your business partners/employees?
3. Why #2 matters to you (yes, you)
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Talk 1: Thoughts on Teaching Design
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What is Design? What is Innovation?
• Can’t define it, but you know it when you see it … ☺
• Close interaction with burnout phenomenon in start-ups
• An inability to eat, think, sleep, care for one’s self while technical problem remains
• Requires staring at one problem for extended period (much like Ph.D. in that regard)
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Let’s Look More Closely at that Last Bit
• Innovation and design requires staring at one problem for extended period
• Contrast that with academia (undergrad in particular):
• Attention flits from topic to topic in a scheduled, often frenetic pace
• Semester concept is both arbitrary and contrived/artificial (innovation recognizes no schedule)
Is it any wonder that SO MANY successful entrepreneurs/innovators dropped out of school?
Larry Ellison Bill Gates
Richard Branson Steve JobsMichael Dell
Stephen Spielberg
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More on Grades
Students calculate the effort needed to get the desired (or lowest acceptable) grade.
They do the minimum work required.We (unconsciously) train them to do this.
Needless to say, this doesn’t fly for design.In design, anything less than full attention = failure.
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What Are We Doing?
• Electric Guitar Design Class
• MIPS: sponsored R&D
• Innovative engineering designs
• Coil LLC: Commercial venture involving students
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What Are We Doing?
• Electric Guitar Design Class
• MIPS: sponsored R&D
• Innovative engineering designs
• Coil LLC: Commercial venture involving students
How do you make them care enough to do it right?
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Talk 2: Innovation and the Lion’s Share of Reward
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The Problem
Innovation.
Specifically, How to Do It in a Business Setting
… and, you know, like, regularly …
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Some Perspective
Big companies cannot innovate, whereas startups must.
Startups are engineer-dominated; founders (engineers) are rewarded for company’s success.
Upon maturity, startups become management-dominated; executives (non-engineers) are rewarded for company’s success.
(thus #1, above)
Goal: break this cycle
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Some More Perspective
Middle managers believe themselves innovators.
“Intrapreneurship” (also termed “corporate entrepreneurship” or “corporate venturing”) tries to foster creativity within corporate environment.
Most studies empower middle management. None investigate rewarding engineers. WTF?
The term managerial creativity, a common term in the research literature, probably says it all.
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What is the Goal, Again? (the point of innovation)
Create Wealth
For youFor others (beneficiaries of your innovations)
For the economy
Wealth is not like energy; it obeys no laws of conservation
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What is the Goal, Again?
Create Wealth
Not WealthWealth
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What is the Goal, Again?
Create Wealth
Not WealthWealth
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What is the Goal, Again?
Create Wealth
Not WealthWealth
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The Problem, Again … and a Solution of Sorts
Either you do everything yourself, or you have partners/employees.
Assuming the latter, how do you instill in others the desire to do good design? How do you ensure that your company innovates? How to get partners/employees to go above & beyond on a regular basis?How do you convince the exceptionally talented that it is worth their while to work for you instead of for themselves?
Arrange it so that they are working for themselves.
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Reward: Become a De Facto Startup
Novel concept:Pay your engineers as if they are in a startup
Good managers, scarce though they may be, are no scarcer than good designers. Great designers and great managers are both very rare. Most organizations spend considerable effort in finding and cultivating the management prospects; I know of none that spends equal effort in finding and developing the great designers upon whom the technical excellence of the products will ultimately depend.
Fred Brooks (The Mythical Man-Month)
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If You Are a Startup
Not-so-novel concept:Make all participants partners;
make all partners buy in
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Bottom Line
• Existing trend is to study innovative exceptions (Apple, Google, Fiat, etc.) and try to emulate them.
• Why not emulate an entire industry instead? In particular, the one industry known for innovating regularly.
• What do startups do? They recognize that engineers are their primary innovators, and they PAY them.
Innovation = Wealth
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Talk 3: Design and Modern Entrepreneurship
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Manufacturing as a Service
Important development in last decade:
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The Basic Idea
You Factory
Design Blueprint
Manufactured Device
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The Basic Idea
You
FactoriesDesign Blueprints
Manufactured Device
…
Assembly
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Some Blueprints
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Some (other) Blueprints
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• Can’t Possibly compete with big companies
• Might fail
• Can’t afford it
• Window of opportunity?
Pros & Cons
• Idea already proven in marketplace (shareware, boutique electronics)
• Win/win situation (even company failureis good résumé material)
• Low risk/reward ratio
• Start soon
Bottom line: a path well worth exploring
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Questions?(thank you for your attention)
Prof. Bruce JacobUniversity of Maryland
[email protected]/~blj
… or just Google “bruce jacob”
all individuals in society become wealthier
economic growth
innovation
???
good design