Innovation - a key factor to

growth and new competitive

advantages

Jesper Bo Jensen, ph.d.

Futurist

Centre for Future Studies

www.fremforsk.dk

Cities in the future

The interweaved city – a

mixture of functions

The company without office

space

The new nomads travelling

from oasis to oasis

The work day and leisure

day as a long fractal route

Globalization 2.0

Outsourcing knowledge work and workers

Specialized engineers, researchers, scientists,

mathematicians and financial wiz kids

Creativity

White collar sweat shops:

Digital retouch in Dacca

Why? – cheaper and closer to the markets

We have to survive and thrive at the skills and

technologies, where we are better that the rest of

the world and possesses better market knowledge

Globalization, speed and

strategy

A global world – and a mix of cultures, management styles and goals

Faster changes – the only constant is change

Higher amplitude – higher peeks and bottoms

Difficult to make strategic planning Planning in trouble – goals shift faster than projects

A chaotic world – how to thrive with chaos

From planning to muddling through More important to understand strategy and goals of the

company as a manager or project manager

You have to be good at changing directions constantly

Consumers get richer all the time

The world population:

Changing shape

The value chain

End user

Sub-

supplier

Producer Distributor

Sub-

supplier

Supplier

Supplier

Supplier of

sub-

supplier

Value added

Served market

Articulated

needs

Present products and

services

Market shares

Un-

articulated

needs

Unserved market

Unexploited Opportunities

Cell phones, RFID

Unexploited Opportunities

Google, Skype, Facebook

Unexploited Opportunities

iPod/iTunes/iPhone,

Challenges for

Companies

Time to marked and

innovations

Speeding up the R&D Process But how fast can we get?

Parallel processing – Case: ZARA 3-4 weeks from spotting trends to products hitting

shop shelves

Getting on the customers desk, PC, Smartphone or body

Integrating end user behavior in the product

Getting access to users and customers mindsets

The digital revolution

version 3.0

• We are in the middle of a real digital revolution

that changes the way we work, produce and

communicate in a new digital society.

• Digital structure and software has become a

basic part of peoples lives and public and

privates companies

• A essentiel infrastructure in company and life

like water and electricity.

• Your chances of succeeding very much

depends on your digital capacity

Investments in digital infrastructures

and new Technologies is a necessity

The works and the amount of digital data is growing

rapidly

New ways of cross border working

Moore efficient cross border software is needed to

obtain better and more secure service and innovation

A huge need of exchanging data within a sector and

between different organizations in order to achieve

higher productivity and better efficiency in

production and communication

A necessary tool in order to evaluate system, better

standards and higher quality standards

They all laughed

Light Bulbs

The computer in 1948: A world market of 8

Radar in a box: Microwave oven

Typewriter – no office will want one

Television – radio is much better

Xerox machine - photocopier

Laserbeams

3M – post-it

Materials: Velcro, Telfon,

Why innovation Fails

Trend following and mental inventions – 3

times as many failures as successes

Need spotting - double success to failure

Market research: 4 x success to failure

Solution spotting: 7 x success to failure

”Taking advance of random events” 13 x

success to failure

Source: Why innovation Fails, Carl Frankling,

Spiro Press (2003) (193 product innovations studied)

What is creativity and

innovation?

Creativity is the ability to combine know subjects and thoughts in a new way

Creativity emerge while your busy braking up old patterns of thought and working

Innovation is implementing new useful ideas

Innovation is goal-oriented

The brain makes patterns

and order out of chaos

Learn to think out of the box – connect all

spots drawing one line no stops

Making and braking

patterns

A solution….

About a student...

….And a barometer

Predesign

Think before you start drawing, constructing or prototyping

Is the process that comes before the design and product development

Its a validation of assumptions

Often the most important part of the innovation process

It is the cheapest part – just thinking

It is what a brilliant architect does before he/she makes the first sketch

Costumer analyses

Needs and new

markets

Who, what, where

Development

process: Ideas

based on knowledge

about needs and

markets

Predesig:

Futher

Development

Of ideas

Workshop:1. Customers

2. Needs in the future

3. Developing new services

and products

4. Idea forum

– The best ideas

Research,

surveys

interviewInnovation:1. Evaluation and planning

2. Test and prototyping

3. Business Plan

4. Implementation

Develop new

concepts,

and testing

new

Innovative ideas

Product

development

Innovation

Product launce

Marketing, sales,

customer relations

Timeline of processes

Userdriven innovation – a model

feedback feedback feedback

Organizations in the

future

W.L. Gore Follow your own ideas

All work project work

Self management

Very clear goals to be met by surviving project and ideas

Google 10% own time – find something you want to pursue

Many innovational pipelines at the same time

Big rewards to finders of new, sustainable ideas

Whole Food Teams and track records in teams

Decentralized purchase of inventory and special offers

Management via peers

The hierarchy of needs in

organizations(Gary Hamel)

Diligence

Obedience

Intellect

Initiative

Creativity

Passion

How do we create an

organization for the future?

Set your employees free and downgrade hierarchies – creates raising productivity

Make innovation a natural part of daily routines (Google: 10% is your own time)

New models of management – measuring productivity and performance instead of personality and likings (W.L. Gore )

Flat, fast and flexible organizations

Be ready to grasp new opportunities – sleep with your boots on

Who eats who?

Darwin:Survival of the fittest

Size is not important and it is not always good to be fast

Managers plays a vital role in keeping the company fit

Questions – this time for

you to answer

Do you know what your customers really need i

the future?

Why are you only operating at the markets

where you are today?

Do you know and are you able to describe the

R&D process in your company?

How many innovative and creative emploees

are there in your company? 2-10-20-50%?

How many of your new products fail at the

market?

Jesper Bo Jensen

Fremforsk

- centre for future studies

Kannikegade 18

8000 Århus C

E jbj@fremforsk.dk

T 86 11 47 44

M 20 67 45 00

uk.fremforsk.dk