“Why Thomas Edison Murdered Topsy the Elephant”



     UQ Business School Industry Breakfast, 27th May 2009




         ...
Please note…

To reference the following material, or to find further details, please refer to:

Dodgson, M, Gann, D and S...
Understanding
innova.on





“This really is an innovative approach, but I’m afraid
we can’t consider it. It’s never been ...
The World’s Greatest Entrepreneur


                                              Aged 24 he was ready to
                ...
Wedgwood’s achievements
Created
an
enduring,
world
famous
company
 
                              
     
      
✔    
   
...
Marke.ng
innova.on

Retailing


innova.ons

‐ 
self‐service,


‐ 
catalogues,


‐ 
paNern
books,


‐ 
free
carriage
of
goods,

‐ 
newspaper
ad...
Queen
CharloNe’s

                                                 Dinner
Service


“To
this
manufacturer
the
Queen
was
pl...
Catherine
the
Great’s

                                                Dinner
Service


A
stunning
display
would
“bring
an...
Product innovations



                      Wedgwood developed several new
                      ceramics, including Jasp...
Approach to design…




George
Hepplewhite
       George
Stubbs
             Robert
Adam
          John
Flaxman





His o...
“He
was
the
greatest
man


who
ever,
in
any
age
or
in


any
country,
applied
himself

to
the
important
work
of

mixing
art...
“The
Lunar
Men”





Josiah
Wedgwood
                                       Ma.hew
Boulton


                         Eras...
Thomas
Edison

1847‐1931

Edison
recognized
the
importance
of
having
informal,
crea.ve

workplaces
for
research
and
bureaucra.c
structures
for
opera...
“Hell,
there
are
no
rules
here
–
we’re


trying
to
accomplish
something”





                                           “...
Some research principles:
- Only invent with a market in mind.
-  Pursue several lines of research, keeping options open u...
New
forms
of
business
model

20,000
bags
lost
in
5
days

Complexity

     T5
infrastructure
is
a
‘system
of
systems’

        • 
2
main
terminal
buildings


        • 
60
aircraM
...
Project
depended
on
a
completely
new
approach
to
partnership


which
has
changed
the
UK
construc.on
industry


       Trad...
Prior to starting the project BAA estimated the traditional
approach would result in its being:

•  £1bn over budget,

•  ...
telepresence
‐
collabora.on
tools

simula.on
and

   prototyping

collabora.on
tools





collabora.on
using
nD

displays
and
touch‐lite

      technology

in
case
of
fire,
please
use
the
elevator



engineers,
architects,

developers,
regulators,
fire

authori.es
and
insurance

...
Innovation involves:

Energy and perseverance

Combining ideas from many sources

Being competent across the board, not ju...
Innovation involves:

Organizing appropriately, with the right people

Understanding where you want to be in
complex syste...
Understanding innovation involves…


Lessons of the past   Current good practice   Preparing for the future
Innovation Leadership Network and Blog
                           www.timkastelle.org
Understanding Innovation - Industry Breakfast
Understanding Innovation - Industry Breakfast
Understanding Innovation - Industry Breakfast
Understanding Innovation - Industry Breakfast
Understanding Innovation - Industry Breakfast
Understanding Innovation - Industry Breakfast
Understanding Innovation - Industry Breakfast
Understanding Innovation - Industry Breakfast
Understanding Innovation - Industry Breakfast
Understanding Innovation - Industry Breakfast
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Understanding Innovation - Industry Breakfast

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Professor Mark Dodgson's presentation to the Industry Breakfast on 27 May 2009 at the University of Queensland Business School Downtown facility.

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Understanding Innovation - Industry Breakfast

  1. 1. “Why Thomas Edison Murdered Topsy the Elephant” UQ Business School Industry Breakfast, 27th May 2009 Professor Mark Dodgson
  2. 2. Please note… To reference the following material, or to find further details, please refer to: Dodgson, M, Gann, D and Salter, A (2008) The Management of Technological Innovation: Strategy and Practice, Oxford, Oxford University Press. Dodgson, M, Gann, D and Salter, A (2005) Think, Play, Do: Technology, Innovation And Organization, Oxford, Oxford University Press. Dodgson, M and Gann, D (forthcoming 2010) Innovation: A Very Short Introduction, Oxford, Oxford University Press.
  3. 3. Understanding
innova.on
 “This really is an innovative approach, but I’m afraid we can’t consider it. It’s never been done before.”
  4. 4. The World’s Greatest Entrepreneur Aged 24 he was ready to “begin, proceed and finish our future schemes, our days and years, in the pursuit of Fortune, Fame, and the Public good” Josiah
Wedgwood
1730‐1795
 






Portrait
by
Joshua
Reynolds

  5. 5. Wedgwood’s achievements Created
an
enduring,
world
famous
company
 
 
 
 
✔ 
 
 

 Developed
radical
innova.ons: 

products 
 
 





 
 
✔ 
 
 
 
 
 
 
 
 


processes 
 










 

✔ 
 
 
 
 
 
 
 
 
 


organiza.on 
 





 
 

✔
 
 
 
 
 
 
 
 
 


business
model 





 
 

✔ Contributed
to:
 
 
 
 
 
na.onal
infrastructure 
✔ 
 
 
 
 
 
 
 
 

new
export
markets 
 

✔
 
 
 
 
 
 
 
 
 
 
industry
policy 
 
 
✔ new
industrial
cluster 

✔























 Outstanding
scien.st




















































 
 
 
✔
 Marke.ng
genius

























































 
 

 
✔
 Developed
a
new
approach
to
industrial
design 













 
✔
 LeM
the
world
a
beNer
place 
 
 
 
 
 







 
 
✔
 
 
 
 
 
 
 


  6. 6. Marke.ng
innova.on

  7. 7. Retailing

 innova.ons
 ‐ 
self‐service,

 ‐ 
catalogues,

 ‐ 
paNern
books,

 ‐ 
free
carriage
of
goods,
 ‐ 
newspaper
adver.sements
 ‐ 
money‐back
guarantees,
 ‐ 
discounts
for
introductory
orders,

 ‐ 
travelling
salesmen,
and

 ‐ 
regular
sales

 all
aiming
“to
amuse,
and
divert,
and
please,
and

 astonish,
nay,
and
even
to
ravish
the
Ladies”.


  8. 8. Queen
CharloNe’s
 Dinner
Service
 “To
this
manufacturer
the
Queen
was
pleased
to
give
her
name
and
patronage,
 commanding
it
to
be
called
Queensware,
and
honouring
the
inventor
by
 appoin.ng
him
Her
Majesty’s
PoNer”

  9. 9. Catherine
the
Great’s
 Dinner
Service
 A
stunning
display
would
“bring
an
immense
number
of
People
of
Fashion
into
our
 Rooms
–
Would
fully
complete
our
notoriety
to
the
whole
island”

  10. 10. Product innovations Wedgwood developed several new ceramics, including Jasper, Black Basalt, and Creamware He undertook 5000 experiments in developing Jasper His favourite motto: “Everything yields to experiment”
  11. 11. Approach to design… George
Hepplewhite
 George
Stubbs
 Robert
Adam
 John
Flaxman
 His objective was: “to sharpen the fancy and skill of the artist by a collision with the talents of others”. The result was to make drab and functional pottery elegant
  12. 12. “He
was
the
greatest
man

 who
ever,
in
any
age
or
in

 any
country,
applied
himself
 to
the
important
work
of
 mixing
art
with
industry”

 
 
 
 
 
 
 
 
 

 


















William
Gladstone

  13. 13. “The
Lunar
Men”
 Josiah
Wedgwood
 Ma.hew
Boulton
 Erasmus
Darwin
 “In
the
.me
of
Lunar
men

 science
and
art
were
not
 separated,
you
could
be
an
 inventor
and
designer,
an
 experimenter
and
a
poet,
a
 dreamer
and
an
entrepreneur
 all
at
once”
(Uglow,
2002:xviii)
 James
Wa.
 Joseph
Priestley

  14. 14. Thomas
Edison
 1847‐1931

  15. 15. Edison
recognized
the
importance
of
having
informal,
crea.ve
 workplaces
for
research
and
bureaucra.c
structures
for
opera.ons

  16. 16. “Hell,
there
are
no
rules
here
–
we’re

 trying
to
accomplish
something”
 “From
his
neck
down
a
man
is
worth
a

 couple
of
dollars
a
day,
from
his
neck
up
 he
is
worth
anything
his
brain
can
produce”

  17. 17. Some research principles: - Only invent with a market in mind. -  Pursue several lines of research, keeping options open until strongest contender emerges – then concentrate effort and resources. -  Explore how ideas from separate areas of research can be combined. - Look everywhere for ideas. - Re-use proven components in new designs. -  Long-term views: usually 5-7 years to perfect a thing, but some took 25+. - Understand the value of chance, serendipity and ‘accident’. - Most returns go to the owner of the system.
  18. 18. New
forms
of
business
model

  19. 19. 20,000
bags
lost
in
5
days

  20. 20. Complexity
 T5
infrastructure
is
a
‘system
of
systems’
 • 
2
main
terminal
buildings

 • 
60
aircraM
stands
 • 
600‐bed
hotel
 260 hectares – the size of Hyde Park. • 
4,000
space
car
park
 30 million passengers a year. • 
Road
and
rail
extensions
 £4.3 billion project. • 
Air
traffic
control
tower
 • 
2
river
diversions
 
BAA
the
systems
integrator
and
project
manager
 • 







80
1st
.er
suppliers
 • 





500
2nd
.er
suppliers
 • 


2,000
3rd
.er
suppliers
 • 


5,000
4th
.er
suppliers
 • 
15,000
fiMh
.er
suppliers
 The
project
required
a
balance
between
highly
structured
rou.nes
 and
innova.on
to
deal
with
unknowns

  21. 21. Project
depended
on
a
completely
new
approach
to
partnership

 which
has
changed
the
UK
construc.on
industry
 Traditional Approach Innovative Approach risk
 Client
 risk
 Client
 Integrated
 Project
Team
 Contractor
 Partners
 Tradi.onal
contrac.ng

 Under
T5
 Client
‘dumps
risk’
on
contractors
 Client
‘bears
the
risk’

 Adversarial
rela.onships
 Works
with
‘partners’

  22. 22. Prior to starting the project BAA estimated the traditional approach would result in its being: •  £1bn over budget, •  one year late, and •  result in two fatalities. Using the innovative approach, T5 opened exactly on time (4.00am on 27th March 2008), on budget, with no fatalities
  23. 23. telepresence
‐
collabora.on
tools

  24. 24. simula.on
and
 prototyping

  25. 25. collabora.on
tools
 collabora.on
using
nD
 displays
and
touch‐lite
 technology

  26. 26. in
case
of
fire,
please
use
the
elevator
 engineers,
architects,
 developers,
regulators,
fire
 authori.es
and
insurance
 firms
using
digital
models
to
 design
safer
buildings

  27. 27. Innovation involves: Energy and perseverance Combining ideas from many sources Being competent across the board, not just brilliant at one or two things Balancing the long- and short-term Competing vigorously, using all (socially and morally acceptable!) tools at your disposal
  28. 28. Innovation involves: Organizing appropriately, with the right people Understanding where you want to be in complex systems Partnering effectively Managing acceptable risk Using supportive new technologies.
  29. 29. Understanding innovation involves… Lessons of the past Current good practice Preparing for the future
  30. 30. Innovation Leadership Network and Blog www.timkastelle.org

×