Creating an
Innovation Culture
TechColumbus Innovation Summit
May 14, 2009
Christopher A. Celeste/Introductory Remarks

In The Next 15 Minutes
• Quick Story of Innovation
• Simple Model for Innovators

Bringing Playaway to Life

The World’s First Self-Playing Content
• simple technology
• pre-loaded content
• digital functionality
• completely portable

How it Works
• power on/off
• equalizer settings (5)
• speed settings (3)
• volume up/down
• reverse/skip back
• forward/skip forward
• play/pause

Books & Narrative Content

Custom & Corporate Content

“Provide simple &
immediate access to the
content you want or need.”
Playaway Mission

From Idea to Product (Spring, 2005)
• Leveraging design partners
(BRR, Fitch, IDEO & Resource)
• Leveraging production partners
(Sanmina, Sigmatel, Samsung, etc)
• Leveraging distribution partners
(Borders, OfficeMax, B&N, libraries, schools, military)
• Leveraging content partners
(Harper-Collins & the big five)
• Luck & naivete

Playaway @ Launch (November, 2005)
• 33 titles
• 6 publishers
• 3 retail partners in 700 locations
• 2 library pilot programs
• 5 people @ Findaway
• 75,000 units shipped

Playaway @ Present (February, 2009)
• 4,000+ titles
• 88+ publishers
• 112 custom titles/programs
• 110 airport locations
• 20,000+ schools & libraries
• 110 people @ Findaway
• 1,000,000+ units shipped

“Discovery consists of
looking at the same thing as
everyone else and thinking
something different.”
Albert Von Szent-Gyoryi,
Physics Nobel Prize Winner

Where’s the Innovation?
• innovative application of
existing technology
• designed & positioned as
content that plays itself
• simplified user experience
• on-demand loading, labeling
& fulfillment
• intellectual property (IP)

What Made it Possible?
• willingness to leverage better
minds than our own
• willingness to rely on instinct,
as well as research insight
• inspiration storytelling
(i.e. getting folks to believe)
• unrelenting “findaway”
mindset
• the capital to get it done

“Innovation distinguishes
between a leader and
a follower.”
Steve Jobs

Five Parts to the Model
1 2 3 4 5

Five Parts to the Model
1 2 3 4 5
Humble

Five Parts to the Model
1 2 3 4 5
Humble Focused

Five Parts to the Model
1 2 3 4 5
Humble Focused Disruptive

Five Parts to the Model
1 2 3 4 5
Humble Focused Disruptive Relentless

Five Parts to the Model
1 2 3 4 5
Humble Focused Disruptive Relentless Brave

Five Parts to the Model
1 2 3 4 5
Humble Focused Disruptive Relentless Brave

Five Parts to the Model
1 2 3 4 5
Humble Focused Disruptive Relentless Brave
Posture

Five Parts to the Model
Process
1 2 3 4 5
Humble Focused Disruptive Relentless Brave
Posture

Five Parts to the Model
Process
“way of doing”
1 2 3 4 5
Humble Focused Disruptive Relentless Brave
Posture
“way of being”

1. Be Humble
• Receptive to a “better way”
• Willing to leverage different (& better) minds
• Treat ideas as sacred (vs. sacred cows)
• Accept failure as part of the process

2. Be Focused
• Clearly articulate the problem
- Nottingham Spirk example
• Work through the eyes of the user
• Use urgency as an ally

3. Be Disruptive
• No limits other than the focus
• Model rule-breaking
• Ban “qualifying” adjectives

4. Be Relentless
• Don’t judge too early
• Employ rapid prototyping whenever possible
• Allow users to critique
• Push beyond the first right answer
- “What is half of thirteen?”

What is half of thirteen?
• 61/2 or 6.5

What is half of thirteen?
• 61/2 or 6.5
• 1 & 3

What is half of thirteen?
• 61/2 or 6.5
• 1 & 3
• thir & teen

What is half of thirteen?
• 61/2 or 6.5
• 1 & 3
• thir & teen
• VIII (top half of XIII)

5. Be Brave
• Explicitly acknowledge fears & barriers
• Rely on instinct as well as research
• Be a proud parent
• Accept failure as part of the process

“There ain’t no rules around
here, we’re trying to
accomplish something.”
Thomas Edison
Thank you.