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AIPMM Webinar Series                  www.aipmm.com                 Aug 3, 2012© AIPMM 2012
© AIPMM 2012
Community                                                                                    Certification Subject Matter ...
Why Join AIPMM  • Network with experts and thought leaders in    your profession.  • Learn the latest best practices and  ...
Why Get Certified   • Bestows internationally recognized credential   • Enhances opportunities for career advancement   • ...
AIPMM Certifications   •   Certified Product Manager (CPM®)   •   Certified Product Marketing Manager (CPMM®)   •   Agile ...
Tweet Valuable Content!        Follow AIPMM:       @AIPMM        ProdMgmtTalk:       @ProdmgmtTalk        Use hashtag     ...
Upcoming                  Global Product Management Talks  Bringing Product Talks to you via Twitter Chat & Podcast!  Mond...
Upcoming AIPMM                          Webcast Series   Why Exceptional Product Managers Have Many Mentors and How to Cre...
Executive Training Courses                                                          Dates and   Upcoming Courses          ...
Product Innovation Leadership -   Igniting innovation and business growth (16 PDUs)   This course covers best practices an...
For More Information About   • AIPMM membership   • Certification courses in your area   • Certification exam requirements...
Useful Links  •   AIPMM Website: http://www.aipmm.com  •   Newsletter: http://www.aipmm.com/subscribe  •   Membership: htt...
Today’s Speakers   Moderator:       Cindy F. Solomon, CPM, CPMM       Founder, Global Product Management Talk & Startup Pr...
Jose Briones, Ph.D.  Dr. Jose A. Briones is currently the Director of Operations of SpyroTek Performance Solutions, a supp...
FEATURED PRESENTATION© AIPMM 2012
ProductCamp Austin – August 2012Jose A. Briones, Ph.D.@Brioneja
• In this introduction to the Beyond Stage Gate series  we describe how the proper definition of innovation  and the use o...
•     1   • How do you or your company define innovation?         • Has this definition changed in the past few years?    ...
• How do you or your company define value?6     • How do you relate innovation and value?7     • What management system or...
Legalese• Stage-Gate® is a registered trademark from Stage-Gate  International’s Product Development Institute Inc.• “The ...
Problem Product innovation has been described as  the way out of today’s difficult business               environment.    ...
Problem        One of the biggest problems that a        product manager encounters when        starting an innovation pro...
Twitter: @Brionejawww.Brioneja.com
• “So Mr. Sullivan why don’t you tell me what you think is  going on here, and please speak as you might to a young  child...
• The traditional definition of innovation has been simply “a  new method, idea or product”.• We believe that this definit...
• “An invention is a new (previously undiscovered)  method, device, process, algorithm, or tangible  material that can be ...
• Classical definitions of innovation and invention overlap  each other!!• We must establish the difference between innova...
Twitter: @Brionejawww.Brioneja.com
• Theres nothing wrong w/continuing path of incremental  innovation –  • Must improve product features to keep up with com...
• Incremental or sustaining  • Occurs in linear fashion              Product           Product                 Product    ...
Maslows hierarchy of needs                      Twitter: @Brioneja                      www.Brioneja.com
A measure of       • The magnitude an unmet         need is met       • Desirability       The degree by which a product  ...
• “Big new ideas more often result from recycling and combining old ideas than from eureka moments” @stevenbjohnson       ...
• We propose a definition of innovation as the intersection  of invention and value.• The magnitude of incremental value t...
Radical or   Incremental or                                Breakthrough          Disruptive InnovationSustaining innovatio...
Twitter: @Brionejawww.Brioneja.com
VsTwitter: @Brionejawww.Brioneja.com
Twitter: @Brionejawww.Brioneja.com
Twitter: @Brionejawww.Brioneja.com
Value and Innovation        Innovation exists at the     intersection of invention and                 value              ...
• This definition applies not just to products  but to services, business models or  business processes.• The implications...
• Standard processes for innovation management reflect the linearity  of incremental innovation   • Stage Gate   • Waterfa...
“The  Stage-Gate system is not suited to the task of     assessing innovations whose purpose is to build new     growth bu...
ClassicalBusiness                DisruptiveManageme                Innovation   nt Efficien    cy                      Ite...
• For Disruptive innovations, 1 round of VOC’s is not  enough to be the cornerstone of a project      • Customers cannot s...
Project Portfolio Classification1       By Uncertainty          Spiral Approach to Innovation    2     Management        U...
High      Positioning Options                                                                      Stepping             • ...
• Analysis iterated                          Level 1• Different Tools  Selected                          Level 2• Level 1 ...
The SpyroTek™ Method for Innovation Management                              Resources                                     ...
• We have proposed a new definition of  innovation that directly relates it to value• Different types of innovation correl...
Twitter: @Brionejawww.Brioneja.com
•    Jose A. Briones, Ph.D. (Brioneja)•    Twitter: @Brioneja•    Brioneja@spyrotek.com•    www.Brioneja.com53
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AIPMM Webcast: Innovation: The Result of the Intersection of Invention and Value

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Jose Briones, PhD presenter. One of the biggest problems that a product manager encounters when starting an innovation program is to reach consensus on the definition of innovation. This is more than a semantics issue. Without agreement on exactly what the goal is - the team is unlikely to achieve it. The traditional definition of innovation has been simply "a new method, idea or product".

About The AIPMM
The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America.

AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
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Moderated by Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk @ProdMgmtTalk
http://www.prodmgmttalk.com
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  • Certification validates your knowledge and expertise in Product Management, Product Marketing Management and Agile Product Management.Certification evaluates your expertise regarding the product management and marketing body of knowledge.Certification provides a mark of distinction that sets you apart. Certification provides external validation of your knowledge and competence among others not familiar with the profession, improving your marketability. Certification shows your commitment to the profession and your own professional growth.Certification improves your opportunity for professional advancement, including your professional marketability, salary increases, job role and promotions.Certification requires a dedication to continuing education, promoting your continued growth and development as a professional. Certification may persuade your employer to underwrite educational activities that support your professional development and your company's continuous improvement efforts. Certification links youwith experts and thought leaders in your profession.
  • AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.
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  • Transcript of "AIPMM Webcast: Innovation: The Result of the Intersection of Invention and Value"

    1. 1. AIPMM Webinar Series www.aipmm.com Aug 3, 2012© AIPMM 2012
    2. 2. © AIPMM 2012
    3. 3. Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    4. 4. Why Join AIPMM • Network with experts and thought leaders in your profession. • Learn the latest best practices and methodologies. • Expand your knowledge and soft skills. • Sharpen your leadership and influential skills. • Validate your expertise with internationally recognized certifications. • Obtain latest tools to enhance your productivity.© AIPMM 2012
    5. 5. Why Get Certified • Bestows internationally recognized credential • Enhances opportunities for career advancement • Improves your earning potential • Validates your expertise regarding best practices • Grants mark of distinction that sets you apart • Connects you with experts and thought leaders • Demonstrates commitment to your profession Source: All About Product Management Certification Webcast, Jun 2010© AIPMM 2012
    6. 6. AIPMM Certifications • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®) Source: Validate Your Expertise© AIPMM 2012 6
    7. 7. Tweet Valuable Content! Follow AIPMM: @AIPMM ProdMgmtTalk: @ProdmgmtTalk Use hashtag #ProdMgmtTalk© AIPMM 2012
    8. 8. Upcoming Global Product Management Talks Bringing Product Talks to you via Twitter Chat & Podcast! Mondays Follow: @ProdMgmtTalk Use #ProdMgmtTalk Register: http://www.prodmgmttalk.com Listen: http://www.blogtalkradio.com/prodmgmttalk Aug 6 How to Deal with Product Obsolescence – the end of the Product Lifecycle w/ John Newbury @johnnewbury 2:00 PM Pacific Time, 4 PM CST Chicago, and 10 PM in London, UK Aug 13 Talking Scrum and Kanban Live from Agile 2012 in Austin, Texas w/ Nick Muldoon @nickmuldoon 4:00 PM Pacific Time, 6 PM CST Chicago, and 7 PM ET Boston© AIPMM 2012
    9. 9. Upcoming AIPMM Webcast Series Why Exceptional Product Managers Have Many Mentors and How to Create Your own Mentor Network Date: Friday, Aug 10, 2012 Time: 12:00 PM – 1:00 PM EDT Register/Archive: [Register Here] AIPMM helps you build your own product professional mentor network with access to member-only mentor matching, mentor/mentee facilitation, leadership trainings and opportunities for continuing education, as well as the potential to join the distinguished AIPMM Product Management Ambassadors Council. Who Should Attend This discussion is open to current premium Level AIPMM members in good standing who are seeking to forward their product professional career, distinguish themselves as leaders and contribute to the success of other product professionals and product team members.© AIPMM 2012
    10. 10. Executive Training Courses Dates and Upcoming Courses Location Product Innovation Leadership - Sep 24-25, 2012, 8:30 a.m. - 5:30 Igniting innovation and business growth (16 PDUs) p.m. Course Information: [Information] Teqcorner McLean, VA Product Innovation Leadership - Nov 26-27, 2012 Igniting innovation and business growth (16 PDUs) Athens, Greece Course Information: [Information] For more information, contact Hector Del Castillo at hmdelcastillo@aipmm.com.© AIPMM 2012
    11. 11. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) This course covers best practices and proven methodologies to lead innovation efforts in order for your company to gain or maintain a competitive advantage using a sustainable approach. You will learn knowledge, skills, and tools to integrate and align strategic objectives with a managed and purposeful innovation culture. This course fully prepares you to take the Certified Innovation Leader (CIL) certification exam. Price includes the following: • 16 hours of instructor-led training • 16 PDUs for PMI® certified Project Management Professionals (PMP®) • Course handbook and study guide • Exam review • One year AIPMM premium membership ($175 value per person), • Over 350 productivity templates and tools from Demand Metric for 12 months ($497 value per person) • Single-user license for product management lifecycle templates, whitepapers and references from the 280 Group ($99 value per person)© AIPMM 2012
    12. 12. For More Information About • AIPMM membership • Certification courses in your area • Certification exam requirements Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director, AIPMM Connect: linkd.in/hdelcastillo Follow: @hmdelcastillo Contact: hmdelcastillo@aipmm.com© AIPMM 2012
    13. 13. Useful Links • AIPMM Website: http://www.aipmm.com • Newsletter: http://www.aipmm.com/subscribe • Membership: http://www.aipmm.com/join.php • LinkedIn: http://www.linkedin.com/company/2614343 • Webinars: http://aipmm.com/aipmm_webinars/ • Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk© AIPMM 2012
    14. 14. Today’s Speakers Moderator: Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk & Startup Product Talks San Francisco @cindyfsolomon @prodmgmttalk Presenter: Jose Briones, Ph.D. blog: Eye on Innovation, Design and Technology http://eyeontheworld.typepad.com/eidt/ LinkedIN: http://www.linkedin.com/in/brioneja Twitter: @Brioneja© AIPMM 2012
    15. 15. Jose Briones, Ph.D. Dr. Jose A. Briones is currently the Director of Operations of SpyroTek Performance Solutions, a supplier of innovation management services. Dr. Briones also holds managerial and board positions in the following companies: SPOTS Tracking Systems a supplier of business process management software, Celeritas Chemicals, a supplier of specialty materials for the oil and gas segment, Green Chemistries Corp., a supplier of hypoallergenic Natural Rubber and Smarty- Ears LLC, a developer of iPhone Apps for Speech Therapy applications. Dr. Briones is also an Advisory Board Member of the DFW Product Group. Dr. Briones has 20 years of commercial and technical experience in the manufacturing industry, holding positions in the areas of marketing, innovation, sales, engineering and R&D with Fortune 300 companies such as Celanese, Air Products and Reichhold. Dr. Briones’ experience also includes custom manufacturing companies and software startups. Dr. Briones has been the commercial or technical leader in the launch and commercialization of over 35 new products for a variety of applications and end use segments. Dr. Briones is also named as inventor in 5 different patents. Dr. Briones has a Ph.D. in Chemical Engineering from Clemson University and is a graduate of the Business Administration Program from Wharton Business School. Dr. Briones’ expertise and experience includes: Innovation Management, Product Development and Ideation, Business Model Assessments, Product Portfolio Value Analysis, Probabilistic Decision Forecasting Analysis and use of Social Media to achieve Social Change. For the past year, Dr. Briones has been creating a next-generation framework for innovation management based on a spiral approach. The basis for the framework is the different management approaches for disruptive or new-market innovation vs. incremental innovation combined with a controlled iterative approach to the discovery process. This framework has been presented at numerous conferences and webinars to great reviews.© AIPMM 2012
    16. 16. FEATURED PRESENTATION© AIPMM 2012
    17. 17. ProductCamp Austin – August 2012Jose A. Briones, Ph.D.@Brioneja
    18. 18. • In this introduction to the Beyond Stage Gate series we describe how the proper definition of innovation and the use of the right management process increases the probability of successful new product and service introductions Twitter: @Brioneja www.Brioneja.com
    19. 19. • 1 • How do you or your company define innovation? • Has this definition changed in the past few years? 2• • How do you define invention? 3• • Do you believe that invention is equivalent 4 to innovation? • Do you believe that innovations can be classified 5 or segmented and if so how?19
    20. 20. • How do you or your company define value?6 • How do you relate innovation and value?7 • What management system or process do you or your company8 use to manage the development of innovation? • Is your current innovation development process adequate for9 your needs? • How would you improve your current innovation development10 process? • Do you believe that different types of innovation need different11 management processes? Twitter: @Brioneja www.Brioneja.com
    21. 21. Legalese• Stage-Gate® is a registered trademark from Stage-Gate International’s Product Development Institute Inc.• “The fair use of a copyrighted work, including such use by reproduction in copies or phonorecords or by any other means specified by that section, for purposes such as criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research, is not an infringement of copyright” - Copyright Act of 1976, 17 U.S.C. § 10721
    22. 22. Problem Product innovation has been described as the way out of today’s difficult business environment. The rate of success of development projects, in particular disruptive innovation projects remains too low. We believe that a reason for the low success rate is the erroneous application of analysis and management methods designed for incremental innovation to projects with high levels of uncertainty Twitter: @Brioneja www.Brioneja.com
    23. 23. Problem One of the biggest problems that a product manager encounters when starting an innovation program is to reach consensus on the definition of innovation. This is more than a semantics issue. Without agreement on exactly what the goal is the team is unlikely to achieve it. Many companies suffering from innovation fatigue, driven by confusion between innovation & invention23
    24. 24. Twitter: @Brionejawww.Brioneja.com
    25. 25. • “So Mr. Sullivan why don’t you tell me what you think is going on here, and please speak as you might to a young child or a golden retriever, I didn’t get here on my brains I can assure you of that” • John Tuld, CEO of the fictional Wall Street financial firm in the 2011 movie Margin Call Twitter: @Brioneja www.Brioneja.com
    26. 26. • The traditional definition of innovation has been simply “a new method, idea or product”.• We believe that this definition of innovation is obsolete, and that being new is not enough for something to be called innovative. Twitter: @Brioneja www.Brioneja.com
    27. 27. • “An invention is a new (previously undiscovered) method, device, process, algorithm, or tangible material that can be used for a specific purpose” Twitter: @Brioneja www.Brioneja.com
    28. 28. • Classical definitions of innovation and invention overlap each other!!• We must establish the difference between innovation and invention. Twitter: @Brioneja www.Brioneja.com
    29. 29. Twitter: @Brionejawww.Brioneja.com
    30. 30. • Theres nothing wrong w/continuing path of incremental innovation – • Must improve product features to keep up with competition• Issue when continuing to add features – • 1. Increases cost of product: power users ask for additional features • 2. Too complex Twitter: @Brioneja www.Brioneja.com
    31. 31. • Incremental or sustaining • Occurs in linear fashion Product Product Product 1 2 3• Radical or disruptive • Occurs in non-linear, discontinuous or iterative fashion Projects Product Twitter: @Brioneja www.Brioneja.com
    32. 32. Maslows hierarchy of needs Twitter: @Brioneja www.Brioneja.com
    33. 33. A measure of • The magnitude an unmet need is met • Desirability The degree by which a product or service meets a need either functional, pragmatic or psychological Magnitude of value in marketplace tied to segment – essentialTwitter: @Brioneja Twitter: @Brioneja www.spyrotek.com
    34. 34. • “Big new ideas more often result from recycling and combining old ideas than from eureka moments” @stevenbjohnson Twitter: @Brioneja www.Brioneja.com www.Brioneja.com Twitter: @Brioneja
    35. 35. • We propose a definition of innovation as the intersection of invention and value.• The magnitude of incremental value that the invention brings to the user or market subsequently defines the innovation further as incremental, radical or disruptive. Twitter: @Brioneja www.Brioneja.com
    36. 36. Radical or Incremental or Breakthrough Disruptive InnovationSustaining innovation innovation• Marginal • Order of magnitude • Delivers value along improvements along improvement or a different feature current feature set. increase in benefits set not prioritized by• Product line along the same the existing offering extensions: features and user base Bigger, better, faster. • Digital vs. Analog • Results in an order technology: Plasma of magnitude vs. CRT TV’s increase in rate of adoption or change in user behavior • Features vs. Design - iPhone Twitter: @Brioneja www.Brioneja.com
    37. 37. Twitter: @Brionejawww.Brioneja.com
    38. 38. VsTwitter: @Brionejawww.Brioneja.com
    39. 39. Twitter: @Brionejawww.Brioneja.com
    40. 40. Twitter: @Brionejawww.Brioneja.com
    41. 41. Value and Innovation Innovation exists at the intersection of invention and value If your new product/invention/service does not offer value, it is just novel - not innovative. Your new offering must deliver value Meet an unmet need Innovation is not a measure of the change you make. It is a measure of the need you address Twitter: @Brioneja www.Brioneja.com
    42. 42. • This definition applies not just to products but to services, business models or business processes.• The implications of this definition are that different types of innovations must be managed differently in the development process Twitter: @Brioneja www.Brioneja.com
    43. 43. • Standard processes for innovation management reflect the linearity of incremental innovation • Stage Gate • Waterfall Stage 1 • Discovery • Business Stage 2 Case Stage 3 •Development• Do not work well in disruptive or radical innovation Twitter: @Brioneja www.Brioneja.com
    44. 44. “The Stage-Gate system is not suited to the task of assessing innovations whose purpose is to build new growth businesses, but most companies continue to follow it simply because they see no alternative” Clayton M. Christensen44
    45. 45. ClassicalBusiness DisruptiveManageme Innovation nt Efficien cy Iterative Forecas Estimat t es Progres s Flexibilit Measure y ment Resourc e Virtual allocatio teams n Twitter: @Brioneja www.Brioneja.com
    46. 46. • For Disruptive innovations, 1 round of VOC’s is not enough to be the cornerstone of a project • Customers cannot say that they want what they do not know • Customers can only provide feedback on incremental modifications on what they do know • Iterations are needed where customers evaluate a prototype and a new cycle starts, complete with a new VOC, market and business analysis 46
    47. 47. Project Portfolio Classification1 By Uncertainty Spiral Approach to Innovation 2 Management Use Of Different Tools At Each3 Level Of The Spiral Twitter: @Brioneja www.Brioneja.com
    48. 48. High Positioning Options Stepping • Projects are StonesTechnical Uncertainty classified by how much we Medium Platform Launches do NOT know Scouting • Degree of Options uncertainty Enhancement defines the Low Launches track they take Low Medium High Market Uncertainty Twitter: @Brioneja Source: The Entrepreneurial Mindset
    49. 49. • Analysis iterated Level 1• Different Tools Selected Level 2• Level 1 tools feed subsequent levels Level 3• WHEN Vs. WHICH Twitter: @Brioneja www.Brioneja.com
    50. 50. The SpyroTek™ Method for Innovation Management Resources Launch Quadrant IV Quadrant I Roadmap/Timeline Level Idea Generation Risk Analysis 3 2 VOC Customer Testing 1 Time Time Technology Supply Chain Assessment Analysis Business Value in Use Case Analysis Regulatory Quadrant III Prototype IP Strategy Quadrant II Development Resources Twitter: @Brioneja www.Brioneja.com
    51. 51. • We have proposed a new definition of innovation that directly relates it to value• Different types of innovation correlate to the magnitude of value delivered• This definition underpins the need to use different management approaches beyond classical waterfall or Stage Gate depending of the type of innovation outcome desired Twitter: @Brioneja www.Brioneja.com
    52. 52. Twitter: @Brionejawww.Brioneja.com
    53. 53. • Jose A. Briones, Ph.D. (Brioneja)• Twitter: @Brioneja• Brioneja@spyrotek.com• www.Brioneja.com53

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