Fostering Innovation

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Fostering Grass Roots Innovation Within Adobe by Rick Bess at SVPMA Monthly Event January 2008

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Fostering Innovation

  1. 1. Adobe®Fostering Grass RootsInnovation Within Adobe9 January 2008Rick BessIdea MentorNew Business InitiativesCorporate Developmentrbess@adobe.com 2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  2. 2. Rick Bess Introduction Engineer – 9 yr Aircraft design Algorithm research Computer science Product Manager – 16 yr Computer image generation 3D simulation software CAD & game applications 3D PC products & systems “Have Courage, Enterprise software Go Out and Create” Platform products - 2/7/06 Tech Summit Idea Mentor – 3 yr2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  3. 3. Adobe Introduction •Adobe revolutionizes how the world engages with ideas and information2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  4. 4. Adobe Software to EngageDESIGNER/ CLIENTS SERVERS APPLICATIONS DELIVERYDEVELOPER TOOLS Flash LiveCycle Acrobat “Philo” PC PrintCreative Suite Kuler Digital Editions PDF ColdFusion SERVICES Consumer Mobile Electronics Flex Builder HTML Flash Media Server Acrobat Flash Video Remix Connect Cast2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA) 4
  5. 5. Culture - Everyone Can Innovate! Adobe Innovation Boot Camp – San Francisco, 2007 WIKI Services Technology Analyst Architect Business Web Design Development User Experience Design Quality Engineering Computer Scientist Program ManagerProduction Control Operator “Have Courage, Product Manager Corporate Go Out and Create” Alliances - 2/7/06 Tech Summit Patent Strategist Engineering IS Application Manager Finance Developer 2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  6. 6. Innovative Creations1. Sustaining innovations to keep products competitive2. Process innovations to increase efficiency3. Enabling technology innovations makes new things possible4. New product innovation creates new revenue streams 2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  7. 7. Natural Enemies of Intrapreneurs Strengths are Weaknesses* Not Sand Hill Road An organization’s capabilities Limited funding source options define its disabilities as compared to venture start ups Size and Scale* Innovation waves Limited periods in the fiscal year Small markets don’t solve the when management are receptive growth needs of big companies to new ideas Measurement* Already doing it Nascent markets can’t be analyzed Product team lays claim to an innovation space for future Antibodies Self appointed evaluators with *Source: The Innovators Dilemma, pocket veto powers Clayton Christensen2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  8. 8. New Product Innovation Pipeline New Idea Types Process • Education Improvement Partial • Stimulation Ideation Product • Evangelism Product 100’s ideas/year Technology • Core of the idea Framing and direct Feature • Concept pitch ideas by type • Value chain clarity Refinement Idea Champion Showcase • Workflow refinement • Opportunity sizing Investigation Top Concepts • Market feedback • Workshop series • Technical feasibility Concept Example Seed Products Proto Reader extensions Bar-coded forms server Implement Digital Editions – eBooks Version 1 Premiere Express Ad-based PDF publishing VoIP in Adobe Clients2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  9. 9. Role - Idea Champions Can be any full time employee Number one biggest believer Owner to develop concept and refine idea © Scott Adams, Inc. Motivation is in the right Open Minded place Environment For All2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  10. 10. Role - Idea Mentor How it works… Bring ideas to the Idea Mentor Feedback and next steps Idea Refinement & Funding Guidance and tools Connection with people Find resources Market research Help with <fill in the blank> Access to senior management Source: Fast Company, May 20072008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  11. 11. Role - Entrepreneur In Residence (EIR)Seed projects are start upinitiatives for new products withinAdobeEIR’s lead Seed ProjectsSeed projects exist within NewBusiness Initiatives organizationand Business UnitsSeed funding is staged and basedon performance2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  12. 12. Guidance - 99 Ideas Must Die… John Warnock had 100 ideas per day. 99 were okay and one was genius.Insights Fall in love with the refinement process, not the idea Focus on the best idea, throw away the rest Evolve good ideas to be better, Idea Distillation then great, then incredible2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  13. 13. Guidance - Evangelize Your IdeaSeek out influencers Advocates One who speaks on behalf of another Contrarians Reacts to ideas in a manner that differs from the conventional wisdom Skeptics Method of suspended judgment, systematic doubt, or criticism Decision Makers Test all assumptions Cognitive process leading to the selection of a course of action among variations. (especially your own)2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  14. 14. Tool - Idea Sharing Workshop1. Experience socializing your idea with another person one on one2. Three (3) minutes to share idea3. Get feedback on your effort © Scott Adams, Inc. to articulate the vision The Best Ideas Solve Real Problems 2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  15. 15. Tool - Core Of The Idea 1. Describe the user and customer 2. Identify and quantify the in a way that identifies their unique problem or opportunity from characteristics to put their issue the user/customer’s viewpoint and your solution in context. • Objective: Quantify • Objective: Clarity • How strongly do they want address the issue? 4. Identify how this business 3. Describe your idea and how opportunity will Fit at Adobe it addresses the users issue • Objective: Disclosure • Objective: Compelling • Existing or new BU, • Value to the user? Product Line, Channel, Price, Margin, etc.2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  16. 16. Tool - Innovation Boot CampCurriculum delivered by innovationveterans with experience developingnew products.Addresses innovation process,resources, skills training, and warstories.Interactive workshops to help IdeaChampions formulate, shape and Educational andarticulate ideas. Motivation Outreach2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  17. 17. Tool - Idea Champion ShowcaseObjectives:• Provide candid feedback• Inform Intrepreneur communityRules of Engagement• Idea Champions - 10 min to pitch• EIR Panel Q&A - 10 min of feedback• Audience - Observe and learn only• VP’s not allowed in the roomFast Track for Top Ideas Idea Sharing Forum For• Escalate to SVP briefing• Move into the investigation phase New Business Concepts 2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  18. 18. Summary: Innovation at Adobe Innovative culture Allow Idea Champions to pursue their own ideas Stay customer focused Provide innovation resources and initiatives Celebrate innovation whether successful or not2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  19. 19. Rick’s Favorite Discussion Topics Course corrections Prototypes Fail fast, fail forward Create your own weather Divide time 50% - 50% - 50% Franken Funding 26 year olds Innovation @ Adobe2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)
  20. 20. Adobe revolutionizes how the world engages with ideas and information2008 Adobe Systems Incorporated. All Rights Reserved. Presentation sponsored by Silicon Valley Product Management Association (SVPMA)

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