Innovation X Book Launch Presentation
by frog on Feb 17, 2010
Presentation that Adam Richardson, author of Innovation X, gave at the launch event for the book.
Presentation that Adam Richardson, author of Innovation X, gave at the launch event for the book.
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Mohd Helmi Md Suhaimi
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Thanks: Karen & JB team
Thanks: Autodesk, Bill
Everyone wants to be like Google or Apple and figure out how to replicate their success for their industry
But lots of companies fail to see the results they expected.
Started with the paradox, “If so many companies have been focusing on innovation, why are so few of them seeing success?
Lots of books on innovation recently, can be too theoretical.
Hands on tools and methods
Business & Design: Not lobbying
What next? Make it work.
From the trenches perspective
From this perspective I started seeing clients struggling with the same cluster of problems that kept coming up over and over again.
Everyone wants to be like Google or Apple and figure out how to replicate their success for their industry
But lots of companies fail to see the results they expected.
Started with the paradox, “If so many companies have been focusing on innovation, why are so few of them seeing success?
Lots of books on innovation recently, can be too theoretical.
Hands on tools and methods
Business & Design: Not lobbying
What next? Make it work.
From the trenches perspective
From this perspective I started seeing clients struggling with the same cluster of problems that kept coming up over and over again.
Mobile market
None of these companies were competitors a few years ago
Bark on a tree
All trying to figure out the same issues:
What do customers want?
What’s the right combination of products, software and service that will appeal?
Hyper competition and constant disruption from unexpected angles
I realized these same problems
- Figuring out customers
- Figuring out ecosystems
- Figuring out disruption
were common across industries, and tended to occur together
Mobile market
None of these companies were competitors a few years ago
Bark on a tree
All trying to figure out the same issues:
What do customers want?
What’s the right combination of products, software and service that will appeal?
Hyper competition and constant disruption from unexpected angles
I realized these same problems
- Figuring out customers
- Figuring out ecosystems
- Figuring out disruption
were common across industries, and tended to occur together
X=Extreme risk and complexity
X=Mystery
X=Treasure
X=Extreme risk and complexity
X=Mystery
X=Treasure
But not a simple ABC
frog 1990’s
Confusion
Apple, Amazon, Google + Zipcar
Niche, hard to use, inconvenient service to easy, pleasant to use service for mainstream customers
Ecosystem: cars, mobile, web, backend services and infrastructure
frog 1990’s
Confusion
Apple, Amazon, Google + Zipcar
Niche, hard to use, inconvenient service to easy, pleasant to use service for mainstream customers
Ecosystem: cars, mobile, web, backend services and infrastructure
Zappos - shoe retailer
Customer service, corporate culture
ZapposInsights as a spinoff
$40/month subscription. Tours of their offices. Seminars.
Disrupted existing consulting services for small/med businesses who never would have been expecting to be competing against a shoe retailer
This is a hallmark of living in an X-problem world - disruption from very unexpected angles.
Zappos - shoe retailer
Customer service, corporate culture
ZapposInsights as a spinoff
$40/month subscription. Tours of their offices. Seminars.
Disrupted existing consulting services for small/med businesses who never would have been expecting to be competing against a shoe retailer
This is a hallmark of living in an X-problem world - disruption from very unexpected angles.
Solutions to understand problem
Be agile, nimble, entrepreneurial
Hard for large orgs
HP Touchsmart - recognized people are using their computers in very different ways than they were even a few years ago.
Touch technology
First Gen Kitchen
[CLICK]
Second Gen Living room
frog did UI for all generations
By taking a patient incremental approach, HP was able to succeed
Solutions to understand problem
Be agile, nimble, entrepreneurial
Hard for large orgs
HP Touchsmart - recognized people are using their computers in very different ways than they were even a few years ago.
Touch technology
First Gen Kitchen
[CLICK]
Second Gen Living room
frog did UI for all generations
By taking a patient incremental approach, HP was able to succeed
Because X-problems are so complicated and multi-faceted and have no clear right or wrong answer, you need to extract insight any way you can, not just at the beginning of an innovation effort but also during so you can course correct with prototypes. Even after the product has launch, stay immersed so that you can learn for the next generation, as HP did with Touchsmart
One of the key factors for immersion is customer research, and that brings us to the topic of our panel, “Pitfalls of customer-led innovation”
Back when I was I was six I started designing cars. I was inspired when our next door neighbors bought a Renault 16 and there was something about this car that I really liked.
A lot of young boys design cars, but the way I went about doing it was a bit different. Clipboard. So I’ve been doing customer research for over 30 years.
Back when I was I was six I started designing cars. I was inspired when our next door neighbors bought a Renault 16 and there was something about this car that I really liked.
A lot of young boys design cars, but the way I went about doing it was a bit different. Clipboard. So I’ve been doing customer research for over 30 years.
But it’s not as simple as just asking customers what they want and expecting that to turn into breakthrough innovation. In fact this can lead you wildly astray.
Before we get into our panel I wanted to talk about a few common pitfalls that I’ve seen.
Gary Erickson founder - had an epiphany on a bike ride where he was fed up with energy snacks that tasted like astronaut food - started making energy snacks that tasted good.
Interview: Listen to customers, do our own thing
Had a failure with Atkins
Made them refocus on their core values
But if all you do is talk with customers and don’t integrate research from other areas, you’re missing out on a lot of what you need to know to make solid decisions. And could be missing out on important insights.
One example of taking a wide approach to research was a project our NY studio worked on for a company called IPC.
They make “phone turrets”, very sophisticated phone systems for stock traders who have to handle hundreds of calls a day.
We worked with IPC on their new generation product, with the goal of drastically improving the ease of use for stressed traders
Look over the fence of your category
[CLICK]
IPC willing to look outside and see what they could learn from unrelated categories
“With the advent of cell phones, iPods and Xboxes, the new generation of traders has been weaned on consumer technology. This has had a profound influence on expectations of tools in the workplace.”
- Lance Boxer, CEO, IPC
Customer expectations are getting reset by things outside your industry. Are you paying enough attention?
Look over the fence of your category
[CLICK]
IPC willing to look outside and see what they could learn from unrelated categories
“With the advent of cell phones, iPods and Xboxes, the new generation of traders has been weaned on consumer technology. This has had a profound influence on expectations of tools in the workplace.”
- Lance Boxer, CEO, IPC
Customer expectations are getting reset by things outside your industry. Are you paying enough attention?
Went on to sell 50M phones in 2 years
Being a market leader can often mean “ignoring” your customer research
Went on to sell 50M phones in 2 years
Being a market leader can often mean “ignoring” your customer research