Boosting innovation through collaborative online ideations

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Presented at IATI Biomed, Tel Aviv, Israel, Jun 11th 2013.

Presented at IATI Biomed, Tel Aviv, Israel, Jun 11th 2013.

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  • 1. BOOSTING INNOVATION BY COLLABORATIVE ONLINE IDEATIONS @ # Follow Like Share Comment Frank Hatzack Business Innovation Novozymes fhat@novozymes.com @frankhatzack Presented at IATI Biomed Tel Aviv June 11th, 2013
  • 2. ABOUT NOVOZYMES World leader in - Industrial enzymes - Microorganisms - Biopharmaceutical indgredients Bio-solutions for - Detergents - Biofuels - Food & feed - Crops Employees: Turnover: Patents: Listed:  6000 worldwide  $ 2 billion > 6000 NZYB.
  • 3. THE STORY IN A NUTSHELL 2011 Need for new growth bets leads to first COLIN 2012 Fast adoption across the organisation 2013 COLIN = standard process Why was COLIN succesful? Why was adoption fast? What did we learn here?
  • 4. RAPID ADOPTION ACROSS THE ORGANIZATION 438 75% 319 LEGEND users %active ideas 62 76% 38 =PUSH =PULL 76 70% 48 145 75% 222 112 80% 75 14 83% 29 58 91% 42 59 95% 26 TOTALS 1009 users 75% active users 871 ideas 100% R&D Q4 2011 Q1 45 84% 39 Q2 Q3 2012 Q4
  • 5. FACTORS OF SUCCESS Strategic alignment Timing Mobilization SIMPLICTIY Robustness Familiarity Crowd diversity Company culture Capacity to absorb ESTABLISHED SKILLS
  • 6. FANCY SOME GAMIFICATION? Gamification level needs to resonate with culture
  • 7. INNOVATION PROCESS & SKILLS SCOPE MOBILIZE CROWD ONLINE IDEATON 2 weeks New steps & skills SCREEN MATURE PITCH ANCHOR 1 month Existing innovation process & skills = ABSORPTIVE CAPACITY
  • 8. DIMENSIONS OF CROWD MOBILIZATION FACE-TO-FACE TELEPRESENCE SOCIAL LAYER
  • 9. New Teams Strategic Beacons New Opportunities OUTCOMES Image sources Beacon:www.konstantinou.nl Think Big: www.bobbotsford.com A-team: http://springboard.com
  • 10. Value of diversity DIVERSITY MATTERS! Optimization Cost of diversity of diversity
  • 11. DIVERSITY CORRELATED WITH IDEA RANKING Diversity dimensions: seniority, tenure, rank, site Statistical method: Fisher’s exact test
  • 12. EVERY COMPANY HAS A HIDDEN DREAM TEAM …a long-tail case story Frank Hatzack and Maria Carlsen @frankhatzack, @MaCarlsen
  • 13. HISTORIC RECORD OF IDEA POSTING IN THE ’ALWAYS OPEN IDEA BOX’ 35 idea web curve no. of posted ideas 30 25 20 15 10 Long tail group: 23 inventors (I – AE) accounted for 46 (30%) of the idea-web ideas in question 5 0 A B C D E F G H I J K L M N O P Q inventors R S T U V W X Y Z AA AB AC AD AE
  • 14. ON-LINE CAMPAIGN OBSERVATIONS: The ‘long tail group’ outperformed the ‘high activity group’ by producing more top-category ideas ‘THE BANG IS IN THE TAIL!’ 35 idea web curve 30 no. of posted ideas 25 x Top category idea (x= no. of top category ideas posted) Winning idea 1 20 15 2 10 1 1 5 1 1 2 1 1 1 0 A B C D E F G H I J K L M N O 1 1 Q R 1 1 V W 1 1 1 P campaign curve 1 inventors S T U X Y 1 1 1 Z AA AB AC AD AE
  • 15. How we rewarded winners in our culture… THANKS
  • 16. MOBILIZATION = INTELLECTUALLY COMPELLING + EMOTIONALLY ENGAGING *with reference to Michael Newman
  • 17. COST OF ON-LINE DIVERSITY … …plus the vendor’s fee!
  • 18. COMPANY CULTURE PEOPLE VALUES NURSING CONTINUITY SENSITIVITY
  • 19. 1ST LESSON : IT IS ABOUT PEOPLE, NOT SOFTWARE "IF YOU WANT TO BUILD A SHIP, DON'T DRUM UP PEOPLE TO COLLECT WOOD AND DON'T ASSIGN THEM TASKS AND WORK, BUT RATHER TEACH THEM TO LONG FOR THE ENDLESS IMMENSITY OF THE SEA." ANTOINE DE SAINT EXUPÉRY
  • 20. GET REAL ABOUT YOUR CULTURE! …intensively discussed at
  • 21. THE THEORY BEHIND DIVERSITY & INNOVATION OPTIMAL COGNITIVE DISTANCE & ABSORBATIVE CAPACITY Nooteboom et al. (2007) in: Research Policy, vol 30, issue 7, pp 1016–1034
  • 22. FAST ADAPTATION – WHY? 1.Successful first movers have many followers 2.A tool & process gap was filled 3.CULTURE
  • 23. COMPANY CULTURE IS CRITICAL FOR MOBILIZED DIVERSITY INNOVATION CROWD composition MOBILIZATION external culture extrinsic COMPANY motivators CULTURE
  • 24. OR IN OTHER WORDS… CULTURE EATS STRATEGY FOR BREAKFAST! Intensively discussed during:
  • 25. …and a paper accepted in
  • 26. MOBILIZING THE CROWD Open Letter from our CSO Per Falholt
  • 27. COST OF DIVERSITY – CLASSIC IMAGES