8Apple iMac Bondi Blue(1998 - 2003)• “Old” computer technology• “Old” translucent plastic technologySo what is new?• Color for in home artifact in contrast to grey officeappliancesNew in meaning & market• It is about perception• It is about sensemaking• Home computing vs office computing• The market perceived this as an innovation!
9My definition of innovating:• Making leap-like changes in Product/Market/Technology-combinations for a specific company or consortium ofcompanies in order to achieve sustainable competitiveadvantage
10The innovative leap is neededto overtake the competitionCompany X after the leapCompetitor YCompany X after accelerationCompany XTimePerformance
11Leap like changes on 3 levels :• Rational change in P/M/T combination• Emotional change (“resistance to change”)• Big need for new knowledge
12Two symbols of this leapKnight Fossbury Flop
13Some contrasting issues to betterunderstand the problems ofinnovating
17Most important characteristic:big mental difference experiencedbefore and after the innovative leap:
18Luckily:Innovating can be taught!• Delft Innovation Method (DIM)Buijs, 1984, 1986, 1987
19Basic elements of theDelft Innovation Method• Cyclic model of the innovation process• Multi-X-team• Facilitating leadership style• Strong external orientation• Use of creativity techniques
20Delft Innovation ModelFuzzy Front End ofinnovationNew Product DevelopmentMuddy Back EndProduct UseBuijs & Valkenburg, 2005; Buijs 2010
21Multi-X-team• Many disciplines & functions (be aware of down stream & sidestream activities) are involved• Top management is involved• No existing team!• Outsiders could also be important
22Facilitating 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 andhere• Stimulate & support
23External 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
24Creativity• 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)
And if you want to learn how toinnovate?• Buy the new book:Jan Buijs, Delft Innovation Method; a basic text on the complexprocess of corporate product innovation• Out next February 2012• Published by: Eleven International Publishing, part of BoomUitgevers, The Hague, The NetherlandsSeptember 16, 2011 29
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