innofuture presentation 2008
DESCRIPTION
This is the presentation I gave at the 2008 InnoFuture conference in Melbourne.TRANSCRIPT
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Design Thinking: A Better Path to Innovation
InnoFuture, Melbourne, Australia2008
nathan.com/thoughts/InnoFuture.pdf
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Why innovate?
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Why innovate?
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Why innovate?Paths to Growth:• Increase operational efficiencies• Sell-off assets• Mergers and acquisitions• Initial Public Offerings•“Rebranding”• Innovation
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Why innovate?Paths to Organic, Lasting Growth:• Increase operational efficiencies• Sell-off assets• Mergers and acquisitions• Initial Public Offerings•“Rebranding”• Innovation
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What is innovation?
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What is innovation?Forms of innovation:• Better offerings and experiences• Better processes• Better organizations
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What is innovation?Forms of innovation:• Better offerings and experiences• Better processes• Better organizations
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What is innovation?Forms of innovation:• Better offerings and experiences• Better processes• Better organizations• A better world
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Why can’t most organizations innovated effectively?
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What’s the right context for innovation?
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What’s the right context for innovation?
Marketing = inhaleSales, PR, Advertising, etc. = exhale
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What’s the right context for innovation?
Qualitative + Quantitative
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What’s the right culture for innovation?
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What’s the right culture for innovation?
Structured Innovators (18%):• Formal process• Led from the middle • Low collaboration• Analytic evaluations• Iterative• Risks minimized
Creative Innovators (26%):• “Big Ideas” inspire• Led from the top • Often haphazard process • Focus on creativity• Risk-taking is accepted
Dynamic Innovators (39%):• Strategy guides process • Led from top• Cross functional teams • Collaborative • Creative environment• Rational inspiration• Risk-taking is accepted
Ad Hoc Innovators (10%):• Accidental innovation• Innovation not valued• Creativity not valued• Haphazard process
Innovation Outsourcers (8%):• Relies on consultants• Acquires innovation• Focus on marketing/PRCheskin, 2005
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Why aren’t organizations creative enough?
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Why aren’t organizations courageous enough?
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Why should innovation be sustainable?
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Why should innovation be sustainable?
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Why should innovation be meaningful?
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Function (Performance):Does this do what I need?
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Price (Value):Does this do what I need at a
price that’s worth it?
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Emotions (Lifestyle):Does this make me
feel good?
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Status/Identity (Values):Is this me?
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Meaning (Reality):Does this fit into my reality?
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AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
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Meaning:
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Experiences:
BreadthProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
IntensityReflexHabitEngagement
DurationInitiation
ImmersionConclusion
ContinuationTriggersSenses:SightSoundSmellTasteTouchCognitive:ConceptsSymbols
InteractionPassiveActiveInteractive
SignificanceMeaningStatus/IdentityEmotion/LifestylePriceFunction
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What’s the “right” processfor innovation?
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What’s the “right” processfor innovation?
design-led innovation:user-centered research, prototyping,
critique, iteration, embracing constraints
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What’s the “right” processfor innovation?
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What’s the “right” processfor innovation?
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What’s the “right” processfor innovation?
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What’s the “right” processfor innovation?
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Competitors’ Meaning Priorities
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
What’s meaningful innovation?
The Focus!