Luke Hohmann on "How Innovation Happens"

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Luke Hohmann led an Innovation Games session at Software 2007 themed “Powered by Innovation”. Addressed "how innovation happens." With photos of collaborative activities: Spider Web, Prune the Product Tree, Product Box, Show and Tell, etc.

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Luke Hohmann on "How Innovation Happens"

  1. 2. How Innovation Happens Traditional Market Research Innovation Games Know Know You Don’t Know Don’t Know You Don’t Know
  2. 3. Spider Web Clarify the operating context of your products and services.
  3. 6. Show and Tell Identify the most important artifacts created by your product.
  4. 9. How Innovation Happens Traditional Market Research Innovation Games Know Know You Don’t Know Don’t Know You Don’t Know
  5. 11. The Apprentice Create empathy for the customer experience.
  6. 13. Expanding the Innovation Horizon IBM Global Business Services <ul><li>External collaboration </li></ul><ul><li>is indispensable </li></ul>
  7. 15. Case Study: Aladdin Knowledge Systems, Inc. <ul><li>Implemented two key changes: </li></ul><ul><li>Creation of a developer portal </li></ul><ul><li>Created educational programs to address customer’s complaints about lack of high quality knowledge on how to use the product </li></ul>Results The games are being held as part of Aladdin’s Security Council. Roughly one game per quarter. Engagement Profile 1 facilitator/leader Team Speed Boat, Buy a Feature Games Obtain strategic and lead customer feedback to determine future product choices and roadmap decisions. Problem?
  8. 18. Geoff Moore Agrees Dealing With Darwin In the complex-systems model, market research has a qualitative bias because each customer constitutes a market reality unto itself. For example, the commercial airline businesses at Airbus and Boeing have perhaps two hundred or so primary customers worldwide to consider. Statistically averaging insights across such a modest customer population makes no sense. Instead, you want to delve deeply into the specific circumstances of each account, seeking out unique patterns, not mathematical correlations. This is where war stories and hypothetical scenarios, even just the occasional apt metaphor, can prove so insightful.”
  9. 19. Prune The Product Tree Shape your product to meet customer needs.
  10. 21. How Innovation Happens Traditional Market Research Innovation Games Know Know You Don’t Know Don’t Know You Don’t Know
  11. 23. 20/20 Vision Prioritize features.
  12. 25. Case Study: Emerson Climate Technology Incorporated results into strategic plans for products over the next 2 –3 years Results The games were held as part of Emerson’s annual Technology Advisory Council (TAC) meeting of key and strategic customers. Engagement Profile 1 facilitator/leader Team Spider Web, Speedboat Games Better understand complex product relationships to create a larger solution footprint Problem?
  13. 27. Expanding the Innovation Horizon IBM Global Business Services
  14. 29. How Innovation Happens Traditional Market Research Innovation Games Know Know You Don’t Know Don’t Know You Don’t Know
  15. 31. … as a result, I’ve come to believe that customer intimacy—having a deep sense of what customers do and how to translate that into technological innovation—is both an art and a science that creates competitive advantage. Because product developers typically are not also customers, and customers cannot tell you what they have not experienced or how future technological advancements could change their lives , finding ways to solve customers’ unmet needs and problems in a meaningful way is always going to be a challenge. Innovation Games sm presents many creative ways to gather those keen insights and nuggets of understanding that can make all the difference in deciding which problems you choose to solve for your customers and in how well you can achieve that ultimate goal of delivering superior products to the market. Joan Waltman President, QUALCOMM Wireless Business Solutions
  16. 33. Give Them A Hot Tub Use outrageous features to discover hidden breakthroughs.
  17. 35. Product Box Identify the most exciting, sellable features.
  18. 37. Case Study: QUALCOMM Wireless Business Solutions <ul><li>Creation of DataVisor , a Business Intelligence Solution platform </li></ul><ul><li>Creation of the FleetAdvisor Value Added Applications (FA-VAA) a suite of enhanced reporting tools </li></ul>Results Multiple games have been played by QWBS over the past several years. Engagement Profile 1 facilitator/leader from Enthiosys Some games by internal QWBS Team Product Box, Start Your Day, Spider Web Games Explore the viability of a business intelligence product offering. Problem?
  19. 39. Buy a Feature Prioritize features.
  20. 41. Case Study: Wyse Technology, Inc. The game identified key areas in which Wyse needed to improve their solution offering and value propositions Results The games were held as part of Wyse’s Customer Advisory Board. The CAB was created by John Kish, CEO, who believes in customer interaction. Engagement Profile 1 facilitator/leader Team Spider Web Games Better understand complex product relationships to create a larger solution footprint Problem?
  21. 43. Remember the Future Understand your customer’s definition of success.
  22. 45. Me and My Shadow Identify your customer’s hidden needs.
  23. 47. Start Your Day Understand how and when your customer uses your product.
  24. 50. Speed Boat Identify what customers don’t like (about your process or system).

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