Innovation at Google

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Patrick Copeland presents the first three principles of the eXtreme innovation approach based on the Pretotyping Manifesto: Innovators Beat Ideas, Pretotypes Beat Productypes, and Data Beats Opinion.

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Innovation at Google

  1. 1. Innovation at Google ...plus a manifesto Patrick Copeland Google Inc.
  2. 2. “N o” Co ve In r c ofidea sea of failure
  3. 3. Lost In Translation ActualInnovation Innovation Model Innovation Potential Lost Innovation
  4. 4. Top-down Democratic Innovation Innovation1. Create a Research Lab 1. Create an innovation culture2. Hire a bunch of PhDs 2. Use all employees3. Ideas: few, big & from the top 3. Ideas: lots from everywhere4. Close and secretive 4. Open and shared environmentenvironment and results and results5. Formal research proposals 5. Informal proposals – if that6. Papers, patents, ..., products 6. Prototypes, products, ..., papers
  5. 5. ? Top-down Innovation InnovationInnovation Potential Democratic Innovation Innovation
  6. 6. the innovation oddsX% of all new Y fail ... ... even if they are very well implemented
  7. 7. Build theright ‘it’ vs.Build ‘it’ right
  8. 8. the pretotyping manifesto innovators beat ideas pretotypes beat productypes data beats opinions doing beats talking simple beats complex now beats later commitment beats committees
  9. 9. innovators beat ideas
  10. 10. Ideas, ideas, ideas ..“We need some innovative ideas!”“Where’s the next billion dollaridea?”“I have an idea that will change theworld!”
  11. 11. $ value of ideas?
  12. 12. Buy My IdeasI am no SteveJobs, but Idress likehim...
  13. 13. Patrick’s $B idea $B idea from Alberto Bidding starts at $1,000Price is for idea only. There is no explicit or implicit offer of help to implement the idea. The idea may not be implemented in a cost-effectiveway – possibly not at all. The seller of the idea believes that the idea is a good one, but cannot guarantee its success. Since we don’t knowall the ideas that have been thought, the originality of this idea cannot be guaranteed; it’s very possible that other people have had this idea.This idea is non-returnable and the sale is final. No credit or refunds will be issued. Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  14. 14. Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  15. 15. Edison and the lightbulb What’s the big deal? = X Idea: use electricity to make light XIdea: electricity to cause incandescence X Idea: vacuum + bulb to prevent burning
  16. 16. 1% 99%
  17. 17. # of innovators ~0 = # of ideas Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  18. 18. Another huge problem with ideas ...
  19. 19. Opinion Idea Opinion Welcome to OpinionThoughtland Pop. 8
  20. 20. Thoughtland ive Po sitWhere every idea can be a winner! Fa lse Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  21. 21. Thoughtland ve ati NegWhere every idea can be loser! se Fal Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  22. 22. Thoughtland kWhere every idea needs to p Thin fit in! ou Gr Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  23. 23. ??????
  24. 24. ES AL off %50 Great idea from Patrick ly on 95 w . No 499 $ Bidding starts at $1,000 Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  25. 25. If you want innovation, don’t look for ideas (lightbulbs), look for innovators (Thomas Edisons). Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  26. 26. How Do You Find Innovators?
  27. 27. p ho ty p in g Spot the wo r ks o et am pl e fr om pr InnovatorEx
  28. 28. ” op sh rk Wo ng il e Ap p Pr et Exercise #1 o ty pi ob “M om fr e pl amEx Spot the Innovators
  29. 29. pretotypes beatproductypes
  30. 30. The Innovator’s Nightmare Spending years and millions, to build and perfect a product or service that people don’t need or want.
  31. 31. Building the right “it” vs. Building “it” right
  32. 32. IBM & Speech-to-Text Technology Dear Mr. Jones, In reply to your letter dated ... $ $$ $$ $$
  33. 33. X Dear Mr. Jones, In reply to your letter dated ... Pretendotype Pretotype
  34. 34. “We love the idea of speech-to-text and we’ll pay big $ for it if you can built it right.” Before After pretotype pretotype tests tests Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  35. 35. The Original Palm “Pre”
  36. 36. Testing Your Belief More Beliefin Idea Less minutes hours days weeks months Ideation Pretotyping Prototyping Productyping Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  37. 37. Pretotyping Fake it before you make it Prototyping Pretotyping• Investment: days, weeks • Investment: hours, days• Main Q: Can we build it? • Main Q: Would we use it?• Deliverable: Working • Deliverable: [Working]prototype pretotype
  38. 38. Fail FastCompulsion to keep going at all costs minutes hours days weeks months years Time Invested
  39. 39. p ho r ks wo ng pi fr om pr et ot y Exercise #2 e pl amEx Create your own innovative Android app paper-pretotypes 5 minutes
  40. 40. Park-Jerk PretotypeTimes FL used OP 5 per week 1 2 3 4 5 Week
  41. 41. “We are not retreating – we are advancing in another direction.” Douglas McArthur
  42. 42. “Good Day” PretotypeTimes HI used T 5 perweek 1 2 3 4 5 Week
  43. 43. Make sure you are building the right thingbefore you invest a lot in building it right. Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  44. 44. p ho r ks wo ng pi fr om pr et ot y Exercise #3 e pl amEx Create your own innovative Android working-pretotype using Androgen 30 minutes
  45. 45. data beatsopinions
  46. 46. Are you on the right track? (i.e. building the right ‘it’) Credibility Usage data High Pretotype Prototype Med Idea Low
  47. 47. Pr et otHITorFLOP yp eF.L.O.P.Failure inLaunchOperations orPremise
  48. 48. HITorFLOP I (people invited to try innovation) T (people who actually try it) R1 (return/retained users after 1 week) R2 R4 TimeT / I = % of tried / invitedRn/T = % of return user after n weeksRn+1/Rn = % of returning users loss overtime
  49. 49. FLOPI (people invited to try innovation) T (people who actually try it) R1 R2 R4 Time
  50. 50. FLOPI (people invited to try innovation) T (people who actually try it) R1 R2 R4 Time
  51. 51. Huge HIT I T R1 R2 R4 Time
  52. 52. HITI T R1 R2 R4 Time
  53. 53. Ditch on both sides of the road That’s Let’s testdumbest/best 500 shades idea I’ve of blue ever heard Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  54. 54. Vision vs. Hallucination Vision Reality Ideas Innovation Prototypes Opinions Data Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  55. 55. Ok, ok, but can anyone dothis? At any stage? In any market condition?
  56. 56. Clone WarsThen: Mainframe vs PC clones
  57. 57. Clone Wars Now: Android
  58. 58. Fast FollowingThen: Lotus Notes vs Office
  59. 59. Fast Following Now: Chrome
  60. 60. Unique Advantage Then: AT&T vs Sprint
  61. 61. Unique Advantage Now: Google Search
  62. 62. Iterate early & often Invent. Test. Test. Test. Welcome toDataVisionville Pop. 12 Repeat. Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  63. 63. Run multiple experiments withsmall subsets of target population I T R1 R2 All Googlers R4 Time
  64. 64. Using the Manifesto#1 Try some Pretotypes/Experiments#2 Develop, launch and test ideas to small group#3 Abandon, or Repeat #2 until you see this: Usage Users and/or#4 Go pitch your idea innovation with data Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  65. 65. L E er SA Of f st Great idea from PatrickLa ly on 5 w 9 No 19. $ Bidding starts at $1,000 Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved
  66. 66. Patrick Copeland copeland@google.compretotyping.orgmake sure you are building the right ‘it’ before you build ‘it’ right
  67. 67. the pretotyping manifesto innovators beat ideas pretotypes beat productypes data beats opinions doing beats talking simple beats complex now beats later commitment beats committees
  68. 68. Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. –  All Rights Reserved

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