10 misconceptions on innovation
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10 misconceptions on innovation

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There is a staggering amount of books on innovation, explaining what it’s all about.

There is a staggering amount of books on innovation, explaining what it’s all about.

In this presentation we give you exactly the opposite: 10 misconceptions on innovation.

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  • Full Name Full Name Comment goes here.
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  • @creax good explanations - that's very clear now. Our thoughts weren't intended as criticisms by the way, just thoughts. We really like the presentation; let us know when your next one comes out!
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  • Hi,
    Thanks for your reaction, really appreciate it.

    What we meant with the Renault case is the following; share your product with your audience as fast as possible (the MVP way) and avoid developing something nobody wants. This is different from asking your customers what they want.
    Perhaps we should have used 'test' instead of 'survey'.

    About point seven; 'I, pencil' is new to us, but we just saw the movie on Youtube. Interesting!
    At our company we are specialized in cross-industry learning. We help companies to transfer existing solutions (technologies) from one industry to another. In this way we create real open innovation across sector boundaries.
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  • Very interesting indeed and nicely presented.
    A couple of thoughts...
    You show Steve Jobs in one slide and then, after talking about the Renault car conclude that you should survey your customers. However, Steve Jobs famously said, 'people don't know what they want until you show them'.
    Also, point seven is a particularly thought-provoking one. You are right to say that firms are reluctant to adopt the proudly found elsewhere motto, but we are all standing on the shoulders of giants. You ever read 'I, Pencil'?
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10 misconceptions on innovation 10 misconceptions on innovation Presentation Transcript

  • I 1   #10 misconceptions on innovation @creaxnv   Some say…
  • I 2   There is a staggering amount of books on innovation, explaining what it’s all about.   In this presentation we give you exactly the opposite.
  • I 3   10 misconceptions on innovation   1.  Innova.on  equals  changing  your  product   2.  Innova.on  is  about  products   3.  Innova.on  is  about  predefined  goals   4.  Innova.on  is  about  the  customer 5.  Innova.on  is  complicated   6.  Inven.on  equals  innova.on   7.  You  are  smarter  than  everybody  else   8.  People  like  innova.on   9.  Innova.on  is  about  brainstorming   10.  Innova.on  is  about  ‘the’  solu.on  
  • Innova.on   equals  changing   your  product   #1  
  • https://en.wikipedia.org/wiki/Cyanoacrylate Innova.on   equals  changing   your  product   #1  
  • https://en.wikipedia.org/wiki/Cyanoacrylate Innova.on   equals  changing   your  product   #1   Superglue  has  known  some   unorthodox  uses.  In  the   Vietnam  war  it  was  used  to   close  wounds  on  the   baOlefield.   à LOOK at other industries to sell your product.
  • I The  most  certain   way  to  fail  is  to   focus  only  on   products.   Innova.on  is   about  products   #2   In  his  latest  book  Larry   Keeley  is  explaining  ten  types   of  innova.on.     It  is  clear  that  product   innova.on  is  only  a  part  of   the  possibili.es.   à CONSIDER other innovation directions. “ ”
  • Focusing  on  the  innermost  workings  of   an  enterprise  and  its  business  system   Focusing  on  the   core  product  or   services   Focusing  on   ‘customer-­‐facing’   elements   Innova.on  is   about  products   Innova.on  is   about  products   #2  
  • I 9   Innova.on  is   about   predefined  goals   #3  
  • I 10   Innova.on  is   about   predefined  goals   #3   Some.mes  innova.ons  are   based  on  #serendipity  or   ‘pleasant  surprises’.  Famous   examples  are  the  discovery   of  penicillin  or  the  inven.on   of  the  microwave  oven.  
  • I 11   Innova.on  is   about   predefined  goals   #3   Some.mes  innova.ons  are   based  on  #serendipity  or   ‘pleasant  surprises’.  Famous   examples  are  the  discovery   of  penicillin  or  the  inven.on   of  the  microwave  oven.   à Validate happy accidents. Rumor  has  it  that  chicory  was   discovered  by  accident  when  a    peasant   covered  his  chicory  roots  with  sand.   Chicory  roots  used  to  be  a  subs.tute   for  coffee.   AZer  a  few  weeks  he  discovered  sweet   tas.ng  leafs.  
  • I 12   Innova.on  is   about  the   customer   #4  
  • I 13   Innova.on  is   about  the   customer   #4   Coca  Cola  zero  was  put  in   the  market  to  give  men  a   sugar  free  &  manly   alterna.ve  to  diet  Coke.     The  fact  that  sugar  is  the   most  expensive  ingredient  of   the  classical  coke  has   nothing  to  do  with  it…     à Recognize the ROI of innovation for your company.
  • Innova.on  is   complicated   #5  
  • Simple  innova.ons  oZen   have  the  biggest  ‘eureka   effect’  .     This  asymmetrical  buOon  is   designed  so  that  the  elderly   and  people  with  a  handicap,   can  easily  use  the  buOon   when  ge_ng  dressed  or   undressed. à VALUE simple solutions as much as complicated ones. Innova.on  is   complicated   #5  
  • Inven.on  equals   innova.on   #6  
  • Inven.on  equals   innova.on   #6   An  inven.on  is  a  solu.on  to   a  problem,  this  doesn’t   mean  it  is  innova.on.     An  innova.on  is  the   applica.on  of  a  beOer   solu.on  that  meets  new   requirements  &  customer   or  market  needs.   à LEVERAGE inventions into meaningful innovation concepts.
  • I 18   We’ve  always  been   shameless about  stealing  great  ideas.   (Steve  Jobs,  1996)   You  are  smarter   than  everybody   else   #7  
  • I 19   You  are  smarter   than  everybody   else   #7   The  concept  of  open   innova.on  has  been  around   for  some  years.  In  prac.ce   lots  of  companies  are  not   able  to  embrace  the  proudly   found  elsewhere  philosophy.   à REUSE existing technologies, ideas & concepts.
  • #2: People like changes People  like   innova.on   #MAYA   #8  
  • #2: People like changes People  like   innova.on   #MAYA   #8   People  can’t  handle  radical   changes.  Something  Renault   painfully  discovered   launching  the  Avan.me  in   2001.   The  car  was  not  received   well  and  only  8450  cars  were   produced.  The  car  didn’t  live   up  to  the  MAYA  principle;   most  advanced,  yet   acceptable.   à SURVEY your customer.
  • I Innova.on  is   about   brainstorming   #9  
  • I Innova.on  is   about   brainstorming   #9   According  to  Wikipedia   brainstorming  is  a  crea.vity   technique  to  gather  ideas  for   a  specific  problem.  This  idea   genera.on  phase  is  only  a   part  of  innova.on.     Innova.on  also  consists  of   idea  championing,  making   people  enthusias.c  about  an   idea.   The  third  aspect  of   innova.on  is  called   implementa.on.   à RECOGNIZE all three aspects of an innovation trajectory.
  • Innova.on  is   about  ‘the’   solu.on   #10  
  • Innova.on  is   about  ‘the’   solu.on   #10   Free  Record  Shop  is  a  Dutch  retailer  of  home   entertainment  selling  CD’s,  DVD’s  and  video   games.  In  2014  the  store  went  bankrupt.     Free  Record  shop  only  focused  on  one  solu.on   to  the  func.on  home  entertainment.  A  solu.on   which  turned  obsolete  by  the  compe..on:   iTunes,  Neilix,  Spo.fy,  Steam,  Video  on   demand,  etc   à BE AWARE that functions stay & solutions change
  • SYSTEMATIC   INNOVATION   WWW.CREAX.COM   Inspired?   We  help  companies  with  their  innova.on   challenges.   problem  solving  –  product  innova.on  –  process  innova.on   technology  transfer  –  new  applica.ons  and  markets     Diederik  Syoen  -­‐  Marke.ng  Manager   ds@creax.com             www.creax.com   Visit our website or follow us