The Red Ocean Disruption Game for Solving 4 Lean Startup Challenges from Bill Gates
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The Red Ocean Disruption Game for Solving 4 Lean Startup Challenges from Bill Gates

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Love him or hate him. But, you can’t ignore him. I’m talking about Gates … Bill Gates. ...

Love him or hate him. But, you can’t ignore him. I’m talking about Gates … Bill Gates.

Bill Gates is a quintessential Red Ocean Disruptor. First, he disrupted the Red Ocean industry of software and computers while creating a virtually uncontested market space (“monopoly”). And in the process, Gates became the richest man in the United States and arguably, the world. Now, Gates wants to tackle the world’s biggest problems and he is asking the rest of the world to join him. Bill Gates wants to help reduce world poverty and disease as well as improve education especially in America. As Gates pursues his post-Microsoft dreams, he is set to disrupt the Red Ocean of philanthropy. He refers to the emerging Blue Ocean as “Catalytic Philanthropy.”

In this month’s WIRED magazine, Gates writes an article, “Here’s my Plan to Improve Our World – And How You Can Help.” Gates starts the article with an “Innovation Proclamation” as follows:

“I believe
That Every Life is Valuable.
That We Can Make Things Better.
That Innovation is the Key to a Bright Future.
That We’re Just Getting Started.”

I too believe in the above Innovation Proclamation. I believe that innovation can systematically be discovered, learned, and taught. I believe that we are all born with the capacity to solve problems and innovate. I believe that Value Innovation or Red Ocean Disruption is the main driver of individual, national, and global prosperity.

In the WIRED article, Gates request for help is directed at technology companies and individuals. Nevertheless, everyone is invited to help bring to life innovations especially those that help the poor in developing countries. WIRED magazine recently responded to Gates’ request to help by inviting world-class design firms to develop prototypes for 4 world-changing products dreamed up by Bill Gates. I call the program “The 4 Lean Startup Challenges of Bill Gates” because of the high uncertainty and risk in discovering a scalable business models for such projects. The participating design firms are Artefact, New Deal Design, Frog Design, and Fuse Project.
The respective “Lean Startup Challenge” for each firm is as follows:

Challenge 1: Rapidly discover and solve problems in obtaining ELECTRICITY in developing countries

Challenge 2: Rapidly discover and solve problems in obtaining REAL-TIME INTELLIGENCE ON CROPS in developing countries

Challenge 3: Rapidly discover and solve problems in keeping NEWBORNS HEALTHY in developing countries

Challenge 4: Rapidly discover and solve problems in diagnosing a PERSON’S HEALTH in developing countries

Each invited design firm has now produced a full-blown prototype for each challenge:

#1) Artefact’s Juice Box
#2) New Deal Design’s Yield
#3) Frog’s Healthy Baby Kit
#4) Fuse Project’s Kernel.

http://goo.gl/EwLDM8

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  • @RodKing
    Rod,
    Lucky I am to ask you questions. You summarized your thoughts beautifully when you said 'it is therefore more fitting to talk about the slow emergence, recognition, or discovery of a BUMP'. The word slow settles the issue for me. Thank you for your idea-provoking response, Rod.
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  • Ali,
    As always, you ask very thought-provoking questions. As you note, in the acronym of 'BUMP', the 'U' is for 'Urgent.' I was lucky to discover the acronym of BUMP (Big Urgent Market Problem) because I wanted to emphasize the Problem-Definition phase which is often neglected in stories about highly successful innovations. With regard to whether a business problem to be solved is emergent or urgent, the choice is really not mutually exclusive. In theory, we could have emergent Big Urgent Market Problems (BUMPs). An example of an emergent BUMP involves sudden and massive outbreak of an epidemic. It is important to note, however, that 'emergence' is relative and depends on the position and knowledge of the observer. To some people, a problem might be emergent. To others such as experts in a domain, the problem may have been long recognized since its gestation; the field of medicine offers us many examples of the relativity of emergent problems. Nevertheless, in the context of business, problems are hardly emergent and urgent (exceptions include when viruses are massively unleashed on the Internet and affect our computers). Generally, BUMPs are always in the environment waiting to be discovered and subsequently, solved. For an innovator, it is therefore more fitting to talk about the slow emergence, recognition, or discovery of a BUMP. As an innovator, one of my goals in using Red Ocean Disruption (ROD) Strategy is to develop techniques and tools for rapidly discovering and solving BUMPs. To a customer or an observer, however, the problem may appear emergent (such as in a situation when we discover BUMPs such as late stage cancer in visits to doctors). In business, I believe that we should focus on continuously discovering and solving problems that are emergent, big, and urgent from a customer perspective. I hope that my foregoing comments meaningfully address your questions.
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  • Rod- this presentation is another gem that adds to your already gem-filled presentations. I have a question: why you used U PUMP (standing for Urgent) and not E for Emergent. Are the problems urgent or more likely emergent? Or, being emergent they are urgent?
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The Red Ocean Disruption Game for Solving 4 Lean Startup Challenges from Bill Gates The Red Ocean Disruption Game for Solving 4 Lean Startup Challenges from Bill Gates Presentation Transcript

  • The  Red  Ocean  Disrup1on  (ROD)  Game   for  Solving   4  Lean  Startup  Challenges  from  Bill  Gates   What  Lean  Startups  Can  Learn  From   The  World’s  Best  Product  Design  Firms  
  • The  World’s  Best  Design  Firms   Rapidly  Discover  and  Solve   BUMPs:   Big  Urgent  Market  Problems  
  • To  Rapidly  Discover  and  Solve  BUMPs   In  a  Project,     The  World’s  Best  Design  Firms   Consistently  But  Tacitly  Play   The  Same  Red  Ocean  Disrup>on  (ROD)  Game:    “The  6  Jobs  of  Highly  Innova1ve  Teams”  
  • HOW  TO  PLAY   6  Jobs  of  Highly  Innova1ve  Teams   Rapidly  Discover  and  Solve  BUMPs             Object  of  Game   The  game  of  6  Jobs  of  Highly  Innova1ve  Teams  is  about  playing  the  role  of  six  archetypal  heroes  in  a  problem-­‐solving  cycle.   The  object  of  6  Jobs  of  Highly  InnovaDve  Teams  is  to  enable  a  team  to  rapidly  discover  and  solve  BUMPs  (Big  Urgent  Market   Problems)  by  repeatedly  going  through  the  problem-­‐solving  cycle  and  learning  what  is  valued  in  the  shortest  possible  >me.       Number  of  Players   At  least,  2  players  in  a  project  team.   Ideally,  the  problem  solving  profile  of  a  project  team  should  have  a  high  score  for  each  of  the  6  problem  solving  styles.     Materials  Required   Gameboard  for  “6  Jobs  of  Highly  InnovaDve  Teams.”  Leaderboard  for  Project  Teams.  Pens.  Post-­‐its:  opDonal.     Dura1on   Minimum  of  30  minutes.     Procedure   1.  2.  3.  4.    Form  a  Red  Ocean  Disrup>on  (ROD)  team  or  Problem  Solving  Team.  (Complete  the  Game  Charter:  opDonal).   Make  a  large  printout  or  drawing  of  the  template  for  the  6  Jobs  of  Highly  InnovaDve  Teams  and  place  it  on  a  table  or  wall.   Sequen>ally  play  the  role,  fill  in  informa>on  in  the  space  for,  and  validate  each  problem  solving  style:  Problem  Definer;                         SoluDon  Builder;  Problem  Measurer;  Problem  Analyzer;  SoluDon  Improver;  Value  Learner.   Decide,  at  the  end  of  cycle,  itera>on,  or  experiment,  whether  to  con>nue  or  end  the  project.   Discussion  Points   What  are  the  main  outcomes,  findings,  or  conclusions    from  playing  the  6  Jobs  game?   What  BUMPs  did  you  discover?  What  BUMPs  did  you  solve?   What  did  you  learn?  How  would  learning  be  shared  and  improved?     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hWp://businessmodels.ning.com  &  hWp://twiWer.com/RodKuhnKing  
  •                GAME  CHARTER:  “6  JOBS  OF  HIGHLY  INNOVATIVE  TEAMS”       Purpose:  ……………………………………………………………………………..……………………………………………………………………………   CHALLENGE     Rapidly  discover  and  solve  problems  in   ……………………………………………………….…….     PLAYERS:  CAST/ACTORS     SCOPE:  MISSION     RESOURCES:  MATERIALS/PROPS     RULES:  METHOD/PROCESS     “THE  6  JOBS   OF   HIGHLY  INNOVATIVE  TEAMS”   ADDED  VALUE:  PRIZE/REWARD     DURATION                             WHAT  NEXT?  WHAT  TACTICS?       #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hWp://businessmodels.ning.com  &  hWp://twiWer.com/RodKuhnKing  
  • GAMEBOARD   Rapidly  Discover  and  Solve  BUMPs  in  …………………………………   The  6  Jobs  of  Highly  Innova1ve  Teams   Lap  No.:  …......   Problem   Definer   Solu1on   Builder   Problem   Measurer   Object     (Topic)   Value   Learner   Solu1on   Improver   Problem   Analyzer            
  • LEADERBOARD  for  The  6  Jobs  of  Highly  Innova1ve  Teams   Rapidly  Discover  and  Solve  BUMPs   PROJECT   TEAM   Problem   Definer   Solu1on   Builder   Problem   Measurer   Problem   Analyzer   Solu1on   Improver   Value   Learner                                                     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hWp://businessmodels.ning.com  &  hWp://twiWer.com/RodKuhnKing  
  • CASE  STUDIES   How  the  World’s  Best  Product  Design  Firms   Developed  Prototypes   For  Solving   The  4  Lean  Startup  Challenges  from  Bill  Gates  
  • CHALLENGE  1   Rapidly  Discover  and  Solve  BUMPs  in  Obtaining  Electricity   Artefact’s  JUICE  BOX:  Portable  Power  Supply  Source   Lap  No.:  …......   Problem   Definer   Solu1on   Builder   Define  Problem   “The  Poor/Unconnected”:   Unavailability  of     electrical  power     wherever  and   Learn  What’s  Valued    whenever     Build  Solu1on   it’s  needed   PORTABLE     Artefact   (Designer)   Value   Learner   (MOBILE)     POWER  SUPPLY   JOB  TO   SOURCE   GET  DONE   Obtain   Improve  Solu1on   Measure  Problem   electricity   POWER  SUPPLY  SOURCE   “The  Poor/Unconnected”:   q Simplicity  of  use   People  that  are   q Ease  of  charging   not  connected  to   q Flexibility   the  Electric  Grid     q Modularity    Analyze  Problem   Of  Design   ExisDng   manufacturers  of   portable  power  devices   focus  on  a  single  region  or   energy  source   Solu1on   Improver   Problem   Measurer   Problem   Analyzer   Source  of  informa1on  for  “6  Jobs”  Template:  h`p://www.wired.com/design/2013/11/four-­‐world-­‐changing-­‐products-­‐ dreamed-­‐up-­‐by-­‐todays-­‐best-­‐product-­‐designers/?goback=%2Egde_4694118_member_5809674453222707201#%21    
  • CHALLENGE  2   Rapidly  Discover  and  Solve  BUMPs  in  Obtaining  Real-­‐Dme  Intelligence  on  Crops   New  Deal  Design’s  YIELD:  Real-­‐>me  Tricorder   Lap  No.:  …......   Problem   Definer   Solu1on   Builder   Define  Problem   “Family  (Small)  Farmers”:   Unavailability  of     real-­‐Dme  informaDon   on  crops   New  Deal  Design   (Designer)   Learn  What’s  Valued   Build  Solu1on   FARMER’S  TRICORDER:   “Lab  on  a  sDck”   Value   Learner   JOB  TO   GET  DONE   Obtain  real-­‐ Improve  Solu1on   Measure  Problem   FARMER’S  TRICORDER   1me  info   ““Family  (Small)  Farmers”:   in  field   q Dual-­‐purpose   Farmers  who  do   q Lab  on  sDck   not  have   q Siri  for  farmers   smartphones  and   q Smartphone    Analyze  Problem   soil  sensors   connected   No  unified  pla^orm     to  collect  data  for   family  farmers   Solu1on   Improver   Problem   Measurer   Problem   Analyzer   Source  of  informa1on  for  “6  Jobs”  Template:  h`p://www.wired.com/design/2013/11/four-­‐world-­‐changing-­‐products-­‐ dreamed-­‐up-­‐by-­‐todays-­‐best-­‐product-­‐designers/?goback=%2Egde_4694118_member_5809674453222707201#%21    
  • CHALLENGE  3   Rapidly  Discover  and  Solve  BUMPs  in  Keeping  Newborns  Healthy   Frog’s  HEALTHY  BABY  KIT:  Kit  for  Keeping  Newborns  Healthy   Lap  No.:  …......   Problem   Definer   Solu1on   Builder   Define  Problem   “Expectant  mothers  in   developing  countries”:   Neonatal  deaths   Frog   (Designer)   Learn  What’s  Valued   Value   Learner   Build  Solu1on   HEALTHY  BABY  KIT   Take  expectant  mothers   JOB  TO   through  pregnancy   and  beyond   GET  DONE   Keep   Measure  Problem   newborns   HEALTHY  BABY  KIT   healthy   “Expectant  mothers  in   q Symbolic  logic   developing  countries”:   q Preloaded   half  of  neonatal  deaths   q SMS-­‐enabled   occur  within   q Baby  ready    Analyze  Problem   24  hours  of     q Low  birth  weight   delivery   q Hypothermia   q Poor  coordinaDon   q Lible  fine-­‐tuning  period   Improve  Solu1on   Solu1on   Improver   Problem   Measurer   Problem   Analyzer   Source  of  informa1on  for  “6  Jobs”  Template:  h`p://www.wired.com/design/2013/11/four-­‐world-­‐changing-­‐products-­‐ dreamed-­‐up-­‐by-­‐todays-­‐best-­‐product-­‐designers/?goback=%2Egde_4694118_member_5809674453222707201#%21    
  • CHALLENGE  4   Rapidly  Discover  and  Solve  BUMPs  in  Diagnosing  a  Person’s  Health   Fuse  Project’s  KERNEL:  Cloud-­‐based  Health  Diagnos>c  Amulet   Lap  No.:  …......   Problem   Definer   Solu1on   Builder   Define  Problem   “Sick  people  in   developing  countries”:   Nearest  doctor  is   days  away  by  foot   Fuse  Project   (Designer)   Learn  What’s  Valued   Value   Learner   Build  Solu1on   HEALTH  DIAGNOSTIC   AMULET   PaDents  remotely  monitor   JOB  TO   GET  DONE   health  in  real  Dme   Diagnose   Measure  Problem   HEALTH  DIAGNOSTIC   Person’s     “Sick  people  in   Health   AMULET   developing  countries”:   q Science  (tech)  inside   PrevenDve  care  is   q Cloud-­‐powered   virtually  impossible   q Almost-­‐zero    Analyze  Problem      (maintenance)   q Expensive  sensors     q Sensors  are  not  robust   for  a  wearable  device   Improve  Solu1on   Solu1on   Improver   Problem   Measurer   Problem   Analyzer   Source  of  informa1on  for  “6  Jobs”  Template:  h`p://www.wired.com/design/2013/11/four-­‐world-­‐changing-­‐products-­‐ dreamed-­‐up-­‐by-­‐todays-­‐best-­‐product-­‐designers/?goback=%2Egde_4694118_member_5809674453222707201#%21    
  • Templates   for   The  Red  Ocean  Disrup1on  (ROD)  Game:   “The  6  Jobs  of  Highly  Innova1ve  Teams”  
  • The  6  Jobs  of  Highly  Innova1ve  Teams   Rapidly  Discover  and  Solve  BUMPs   Problem   Definer   Solu1on   Builder   Problem   Measurer   Object     (Topic)   Value   Learner   Solu1on   Improver   Problem   Analyzer  
  • The  6  Jobs  of  Highly  Innova1ve  Teams   Rapidly  Discover  and  Solve  BUMPs   Problem   Definer   Value   Learner   Solu1on   Builder   Define  Problem   Define/sketch  customer   Make  field  visits;  Network      Observe  anomalies,            pains  &  trade-­‐offs            Ques>on  ecosystem                       Learn  What’s  Valued  Explore  in   Build  Solu1on                   What  to  learn/share        space/>me   Set  goals/strategies   Evaluate  (-­‐/+);  Monitor   Brainstorm  specs/propn.   Reflect:  Lesson  Learned   Idealize;  Use  “What  if?”   Tell  stories;  “Pitch”   Analogize;  Experiment   Object   Summarize   Prototype  tool;  Pilot     (Topic)   Improve  Solu1on   Measure  Problem   Resolve  trade-­‐offs   Measure  impacts   Do  mul>level  thinking   Collect  data/info   Transform;  Disrupt   Quan>fy  rela>onships      Role-­‐play;  Simplify   Confirm  channels          Implement  tac>cs   Verify/Validate    Analyze  Problem   Analyze  data/info   Categorize  inputs   Model  process/system   Structure/Classify  outputs   Display  cri>cal  thinking   Solu1on   Improver   Problem   Measurer   Problem   Analyzer     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hWp://businessmodels.ning.com  &  hWp://twiWer.com/RodKuhnKing  
  • The  6  Jobs  of  Highly  Innova1ve  Teams   Rapidly  Discover  and  Solve  BUMPs   Problem   Definer   Date:  ………………………………....   Solu1on   Builder   Define  Problem   Learn  What’s  Valued   Value   Learner   Improve  Solu1on   Build  Solu1on   Object     (Topic)   Measure  Problem   Problem   Measurer    Analyze  Problem   Solu1on   Improver   Problem   Analyzer     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hWp://businessmodels.ning.com  &  hWp://twiWer.com/RodKuhnKing  
  • ROD  Map  for  6  Problem  Solving  Heroes   Rapidly  Discover  and  Solve  BUMPs   Date:  ………………………………....   Purpose  (Aim/Vision/Outcome):  ……………………………………………………………………………………………………………………..…………………..…..……   Pa1ents  (Customer):  …..…………………………………………………………………………………………….….……….………..……………………………..…………..……   PaWerns  of  Performance  (Goal/Strategy/Job-­‐To-­‐Get-­‐Done/Targets):  ……..…………..……..……………..…….…………………………….……   Processes  (Product/Service/Business  Model):  ………………………………..…….……………………………….…………………………………………………..   Professionals  (Staff/Team):  ………………………………..…….…………..…….……………………...………………………….……………………………………………..     PROBLEM   DEFINER   SOLUTION   (PROTOTYPE)   BUILDER   PROBLEM   MEASURER   PROBLEM   ANALYZER   SOLUTION   IMPROVER   VALUE   LEARNER                         Customer  Story   Provider  Story   Learning  Story   (ROD  Problem)   (ROD  SoluDon)     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hWp://businessmodels.ning.com  &  hWp://twiWer.com/RodKuhnKing