Tactics Of Innovation

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  • + lbranch Lonnell Branch 7 months ago
    Great insight. Please share this with as many information technology people as possible. Nice set of slides.
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Tactics Of Innovation - Presentation Transcript

  1. Tactics of Innovation 10 Rules forintroducing new ideas to people who are resistant Joel Barker & James Bright
  2. Key Sources
    • James Bright, Harvard and U of Texas
    • Everett Rogers, U of New Mexico
    • Joel Barker
  3. Invention vs. Innovation
    • Invention is the discovery of a new idea
    • Innovation is the successful introduction of a new idea to the marketplace
  4. Assumptions to Begin
    • All enterprises start by seeking a social agreement for homeostasis: “Let’s not rock the boat.”
    • Balance is achieved by making many specific agreements, i.e. management style, dress code, values, daily practices (paradigms)
  5. Assumptions
    • 3. Any innovation alters those adjustments and creates dis-equilibrium (Who’s the bad guy?)
    • 4. The amount of disturbance caused is proportional to the perceived change the innovation creates, not necessarily the real change it creates
  6. Assumptions
    • 5. In times of crisis, innovations will be sought out instead of resisted
    • 6. Acceptance of an innovation can be dramatically influenced by the social climate of the moment
  7. Assumptions
    • 7. The innovation must be looked at always from the user’s point of view. The inventor’s point of view is irrelevant.
    • (This last assumption causes extreme turmoil with inventors who think they know better than the user. No one knows better than the user.)
  8. Tactics of Innovation 10 Rules:
  9. Perceived Advantage
    • from the users point of view, is there a significant advantage in changing to the new idea?
  10. Compatibility
    • 2. How well does the new idea fit in with the present environment? The easier it fits, the better it will be accepted.
  11. Perceived Simplicity
    • 3. From the user’s point of view, does the new idea look simple?
  12. Divisibility
    • 4. Can the idea be introduced in small increments?
  13. Coummunicability
    • 5. When you have a choice of creating new words to describe your new idea, or using old words in a new way to describe your idea, always use the old words.
  14. Reversability
    • 6. Once the user has tried the new idea, can they get out of it if they want?
  15. Relative Costliness
    • 7. Compared to present costs of maintenance, what is the cost of instituting the new idea? …emotional
    • …social
    • …cultural
  16. Credibility
    • 8. The idea should be introduced by a person who has credibility with the audience, even if that means the inventor must stay out of the presentation
  17. Reliability
    • 9. Does your new idea do what you say it will do and will it do so consistently over time.
    • This rules spins out of the six sigma movement.
  18. Failure Consequences
    • #10: What happens if your idea fails?
    • Do not mistake this with “what remedies do you offer if your new idea fails.”
  19. How Many Do You Need?
    • #1, perceived advantage, and #10, failure consequences, are mandatory
    • After that get as many as you can because each tactic represent and reason not to try your idea.
  20. The Excuses
    • Failure consequences: “I might go bankrupt if it fails.”
    • Reliability: “It breaks down how often?”
    • Credibility: “I don’t even know who you are.”
    • Relative costliness: “It sure looks cheaper to me to just keep doing what we’re doing.”
    • Divisibility: “All or nothing, huh?”
    • Communicability: “I didn’t understand a word you said.”
    • Compatibility: “So, it doesn’t work with anything we have right now.”
    • Perceived simplicity: “That sure looks complicated.”
    • Perceived advantage: “I just don’t see where we gain very much.”
  21. Conclusion
    • Those are all good reasons not to change
    • Remember, the only point of view that counts is the user’s
    • So Fulfill the tactics as completely as you can before you present your idea to the user.

+ Continuing Education at UVMContinuing Education at UVM, 2 years ago

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10 Rules forintroducing new ideas to people who are more

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