Innovating can be taught Prof. dr. Jan Buijs

Transcription

1 Innovating can be taught Prof. dr. Jan Buijs Key note speech ECCI XII Portugal 1

2 Content Introduction Innovation Delft Innovation Method September 16,

3 September 16,

4 Innovate or die or Innovate and die? Prometheus, 1953 Ludwig Wenkebach ( ) September 16,

5 September 16,

6 What is innovation? A confusing and much mis used concept According to the dictionaries: The successful introduction of something new 6

7 The problem: what is new? 7

8 Apple imac Bondi Blue ( ) Old computer technology Old translucent plastic technology So what is new? Color for in home artifact in contrast to grey office appliances New in meaning & market It is about perception It is about sensemaking Home computing vs office computing The market perceived this as an innovation! 8

9 My definition of innovating: Making leap-like changes in Product/Market/Technologycombinations for a specific company or consortium of companies in order to achieve sustainable competitive advantage 9

10 Performance Company X after the leap Competitor Y Company X after acceleration Company X Time The innovative leap is needed to overtake the competition 10

11 Leap like changes on 3 levels : Rational change in P/M/T combination Emotional change ( resistance to change ) Big need for new knowledge 11

12 Two symbols of this leap Knight Fossbury Flop 12

13 Some contrasting issues to better understand the problems of innovating 13

14 incremental exploitation routine normal efficiency obey rules past & present control operation structured mechanistic prediction stable certainty management radical exploration new different effectiveness change rules future & more chaos strategy fuzzy organic serendipity dynamic risk leadership 14

15 incremental exploitation routine normal efficiency obey rules past & present control operation structured mechanistic prediction stable certainty management radical exploration new different effectiveness change rules future & more chaos strategy fuzzy organic serendipity dynamic risk leadership innovating 15

16 So innovating is really something different! 16

17 Most important characteristic: big mental difference experienced before and after the innovative leap: 17

18 Luckily: Innovating can be taught! Delft Innovation Method (DIM) 18 Buijs, 1984, 1986, 1987

19 Basic elements of the Delft Innovation Method Cyclic model of the innovation process Multi-X-team Facilitating leadership style Strong external orientation Use of creativity techniques 19

20 Delft Innovation Model Fuzzy Front End of innovation New Product Development Muddy Back End Product Use 20 Buijs & Valkenburg, 2005; Buijs 2010

21 Multi-X-team Many disciplines & functions (be aware of down stream & side stream activities) are involved Top management is involved No existing team! Outsiders could also be important 21

22 Facilitating leadership style Process skills Help the team to score Experimenting (create (mental) safe havens) Think ahead, and on the same time be connected to the now and here Stimulate & support 22

23 External orientation Broader than just the present markets and or technologies More than the usual target groups and or stakeholders Be aware of potential competitors Active networking Own observations and meeting real people is essential It is broader than your current business domain It is future oriented Be aware of cultural biasses 23

24 Creativity Divergerence, clustering & convergence (new diamond model) Follow the rules of the creativity techniques Analogies & provocations can be very helpful Important role of the facilitator (see the leadership issue) 24

25 New Diamond model divergerence clustering convergerence 25 Tassoul & Buijs, 2007

26 Empirical evidence TNO Innovation Consulting Group (exploration period; ca. 50 cases) Project Industrial Innovation (testing period; 155 cases) 1986 till now IDE graduation projects (exploitation period; ca cases) September 16,

27 Concluding... Each innovation is per definition temporary Each innovation will cause the need for the next innovation cycle to come So... 27

28 28

29 And if you want to learn how to innovate? Buy the new book: Jan Buijs, Delft Innovation Method; a basic text on the complex process of corporate product innovation Out next February 2012 Published by: Eleven International Publishing, part of Boom Uitgevers, The Hague, The Netherlands September 16,