Going social with collaborative online ideationsPresentation Transcript
GOING SOCIAL WITHCOLLABORATIVE ONLINE IDEATIONS @ # Follow Like Share Comment Frank Hatzack Innovation Office Presented at Novozymes R&D FEI’13 firstname.lastname@example.org Copenhagen @frankhatzack March 4th, 2013
ABOUT NOVOZYMES Novozymes is the world leader in bioinnovation.Our business is industrial enzymes, microorganismsand biopharmaceutical indgredients. We provide business-to-business biological solutions used in the production of numerous products such as biofuels, detergents, feed and crops.Key figures (2012)Employees: 5800Turnover: 11.2 billion DKKPatents: 6500Listed on Copenhagen Stock Exchange (NZYB) Visit us at www.novozymes.com
OUR STORY IN A NUTSHELL2011Collaborative Online Ideation (COLIN) was started in R&D to find growth bets Why was the first COLIN in2012 R&D succesful?Success in R&D triggered fast adoption by other parts of Why was adoption fast? Novozymes What did we learn here?
1ST LESSON : IT IS ABOUT PEOPLE, NOT SOFTWARE"IF YOU WANT TO BUILD A SHIP,DONT DRUM UP PEOPLE TOCOLLECT WOOD AND DONTASSIGN THEM TASKS ANDWORK,BUT RATHER TEACH THEM TOLONG FOR THE ENDLESSIMMENSITY OF THE SEA."ANTOINE DE SAINT EXUPÉRY
OR IN OTHER WORDS…CULTURE EATSSTRATEGY FORBREAKFAST! Intensively discussed during:
FACTORS OF SUCCESSStrategic alignment Timing Mobilization Crowd diversity SIMPLICTIY Company culture Capacity to absorbRobustness Familiarity
SIMPLICITY, ROBUSTNESS, FAMILIARITY
FANCY SOME GAMIFICATION? Gamification level needs to resonate with culture
BUSINESS PROCESS & SKILLS SCOPE MOBILIZE ONLINE SCREEN MATURE PITCH ANCHOR CROWD IDEATON 2 weeks 1 month New process & skills Existing process & skills
MOBILIZING THE CROWDOpen Letter from our CSO Per Falholt
MOBILIZING CROWDS BY COMBININGTELEPRESENCE WITH ONLINE IDEATIONWe joined 6 global locations, spanning 10 hours of time difference to kick-start an onlineideation campaign. The face-to-face ‘live’ experience had a clear mobilizing effect – at zerotravel costs!
MOBILIZATION =INTELLECTUALLY COMPELLING + EMOTIONALLY ENGAGING *with reference to Michael Newman
OUTCOMES New Opportunities Strategic Beacons New Teams Image sources Beacon:www.konstantinou.nl Think Big: www.bobbotsford.com A-team: http://springboard.com
FAST ADAPTATION – WHY?1.Successful first movers have many followers2.A tool & process gap was filled 3.CULTURE
…and a paper accepted in
MARIA’S KEY FINDINGS Diversity dimensions: seniority, tenure, rank, site Statistical method: Fisher’s exact test
IMPLICATIONS OF MARIA’S FINDINGS Value of diversityDIVERSITYMATTERS! Optimization of diversity Cost of diversity
THE THEORY BEHIND DIVERSITY &INNOVATION OPTIMAL COGNITIVE DISTANCE & ABSORBATIVE CAPACITY Nooteboom et al. (2007) in: Research Policy, vol 30, issue 7, pp 1016–1034
COST OF DIVERSITY – CLASSIC IMAGES
COST OF ON-LINE DIVERSITY … …plus the vendor’s fee!
COMPANY CULTURE IS CRITICAL FORMOBILIZED DIVERSITY INNOVATION CROWD composition MOBILIZATION external extrinsic COMPANY culture motivators CULTURE
COMPANY CULTURE PEOPLE VALUES NURSINGCONTINUITY SENSITIVITY
GET REAL ABOUTYOUR CULTURE! …intensively discussed at