Innovation By Design -- Organize

introduction context attitude methods organize Friday, February 19, 2010

innovation is an inherently organization problem Friday, February 19, 2010

organization fails to innovate not because of lack of good ideas Friday, February 19, 2010

most organizations are designed not to innovate, but to produce Friday, February 19, 2010

innovations are seen as activities Friday, February 19, 2010

by selected few Friday, February 19, 2010

for a short period of time Friday, February 19, 2010

Friday, February 19, 2010

product evolution Friday, February 19, 2010

juggling three balls People Business Technology (culture & (structure & (products & behaviors) strategy) services) bouncing separately Friday, February 19, 2010

keep them in sync Friday, February 19, 2010

a story of IDEO Friday, February 19, 2010

Sony Case Friday, February 19, 2010

what was the symptom of the problem Friday, February 19, 2010

why could not Sony build “walkman” iPod? Friday, February 19, 2010

strong product organizations Friday, February 19, 2010

ﬁefdoms Friday, February 19, 2010

language Friday, February 19, 2010

mental model Friday, February 19, 2010

innovation processes Friday, February 19, 2010

Sony is not alone in this struggle Friday, February 19, 2010

the problem of organization becoming Friday, February 19, 2010

creates new competitive space with new customers and competitors Friday, February 19, 2010

personal personal computer calculator potential new market through expansion of meanings of computers Friday, February 19, 2010

fundamental questions that all leading companies are asking Friday, February 19, 2010

who’s your customer? Friday, February 19, 2010

what do you sell? Friday, February 19, 2010

who are you? Friday, February 19, 2010

the history of the phone Friday, February 19, 2010

what are you designing now? Friday, February 19, 2010

NOT just product design problems Friday, February 19, 2010

organization design problems Friday, February 19, 2010

NTT DoCoMo Friday, February 19, 2010

the 2nd largest company in Japan Friday, February 19, 2010

mobile phone services Friday, February 19, 2010

phone needs to be more than a phone Friday, February 19, 2010

phone that gives “joy” Friday, February 19, 2010

i-mode Friday, February 19, 2010

phone as a wallet Friday, February 19, 2010

phone as an e-mail Friday, February 19, 2010

phone 67% e-mail 100% web 67% Friday, February 19, 2010

most popular application JR time table Friday, February 19, 2010

DoCoMo a bank? Friday, February 19, 2010

is a mobile phone a phone? Friday, February 19, 2010

life style infrastructure Friday, February 19, 2010

perfect incompleteness Friday, February 19, 2010

heterogeneity Friday, February 19, 2010

7:3 Friday, February 19, 2010

2 questions Friday, February 19, 2010

identity Friday, February 19, 2010

innovation is a question of identity Friday, February 19, 2010

is Nike a computer company? Friday, February 19, 2010

is Apple a shoe company? Friday, February 19, 2010

or does it matter? Friday, February 19, 2010

the story of Erco Light Friday, February 19, 2010

1st generation: light bulbs Friday, February 19, 2010

2nd generation: lighting solutions Friday, February 19, 2010

3rd generation: tune the lights Friday, February 19, 2010

radical restructuring Friday, February 19, 2010

from 2200 processes Friday, February 19, 2010

2 processes Friday, February 19, 2010

launching a project managing a project Friday, February 19, 2010

new digital infrastructure Friday, February 19, 2010

change of culture and people Friday, February 19, 2010

thing-focused people Friday, February 19, 2010

verb-focused people Friday, February 19, 2010

3 years 12 million euro Friday, February 19, 2010

1 year payback 18-20% productivity gain Friday, February 19, 2010

structure Friday, February 19, 2010

how are you going to organize yourself? Friday, February 19, 2010

about 42 people about 6 people Friday, February 19, 2010

who you are is what you design Friday, February 19, 2010

designing of continuing innovation a gallery of structures Friday, February 19, 2010

innovations require both specialized expertise and integrations of knowledge Friday, February 19, 2010

ideally, Functional focus Product/Customer focus Geographic focus Friday, February 19, 2010

in reality, Functional focus Product/Customer focus Geographic focus Friday, February 19, 2010

leadership should focus their energy on Functional focus Product/Customer focus Geographic focus Friday, February 19, 2010

“What happened was, the designers came up with this really great idea. Then they take it to the engineers, and the engineers go, ‘Nah, we can’t do that. That’s impossible.’ And so it gets a lot worse. Then they take it to the manufacturing people, and they go, ‘We can’t build that!’ And it gets a lot worse.” Friday, February 19, 2010

“What happened was, the designers came up with this really great idea. Then they take it to the engineers, and the engineers go, ‘Nah, we can’t do that. That’s impossible.’ And so it gets a lot worse. Then they take it to the manufacturing people, and they go, ‘We can’t build that!’ And it gets a lot worse.” Steve Jobs, Oct 14, 2005 Friday, February 19, 2010

Apple’s solution Friday, February 19, 2010

deep collaboration Friday, February 19, 2010

cross pollination Friday, February 19, 2010

concurrent engineering Friday, February 19, 2010

design engineering manufacturing Friday, February 19, 2010

not all project teams are created equal Functional structure Lightweight team Market Concept Heavyweight team Autonomous, “tiger” team Market Concept Market Concept Source: Kim Clark and Steven Wheelwright Revolutionizing New Product Development Friday, February 19, 2010

Functional “Light weight” teams focus “Heavy weight” teams “Tiger” teams Product/ Customer focus Friday, February 19, 2010

other alternatives Matrices: Functional Everyone has “two bosses”: both functions and products/ focus customers have line authority Centers of excellence: Different parts of the Mirm are organized in different ways: line authority is split Geographic Product focus focus Friday, February 19, 2010

IBM OneIBM with global matrix Friday, February 19, 2010

matrix organization Function 1 Function 2 Function 3 Friday, February 19, 2010

NASA OneNASA with centers of excellence Friday, February 19, 2010

centers of excellence Function 1 Function 2 Function 3 Friday, February 19, 2010

HP Front and Back Friday, February 19, 2010

consumer Computers market enterprise non-computing market Friday, February 19, 2010

importance of aligning incentive and power Friday, February 19, 2010

there is no silver bullet Friday, February 19, 2010

23 practical suggestions Friday, February 19, 2010

1. put design as a part of every strategic discussion Friday, February 19, 2010

2. have designers in every project and let them visualize what you think Friday, February 19, 2010

3. encourage people to draw their ideas Friday, February 19, 2010

4. ban bullet point presentations and let them tell the stories Friday, February 19, 2010

5. prototype, prototype, prototype Friday, February 19, 2010

6. invite top designers from different ﬁeld and have a company-wide talk Friday, February 19, 2010

7. create design award Friday, February 19, 2010

8. create the position of Chief Design Ofﬁcer Friday, February 19, 2010

9. keep a design notebook Friday, February 19, 2010

10. develop internal Flickr to share photos of everyday experiences Friday, February 19, 2010

11. develop a design wiki Friday, February 19, 2010

12. set up design cops and remove all the ugly ones (anything) Friday, February 19, 2010

13. insist multiple models Friday, February 19, 2010

14. search for verbs -- replace your nouns with verbs Friday, February 19, 2010

15. share the ﬁsh moment Friday, February 19, 2010

16. reward the most obnoxious customers Friday, February 19, 2010

17. reward rebels Friday, February 19, 2010

18. reward spectacular failure and punish mediocre success -- Tom Peters Friday, February 19, 2010

19. training design principles and design methods -- to everyone starting from the top Friday, February 19, 2010

20. keep reinventing the wheel Friday, February 19, 2010

21. give your employees unforgettable experiences Friday, February 19, 2010

22. let employees design their own space Friday, February 19, 2010

23. keep it fun Friday, February 19, 2010

conclusion Friday, February 19, 2010

world-makers Friday, February 19, 2010

artiﬁcial world Friday, February 19, 2010

clumsy place Friday, February 19, 2010

tinkering with it Friday, February 19, 2010

re-invent it Friday, February 19, 2010

drawing on “unhappy consciousness” Friday, February 19, 2010

ability to think what is NOT there Friday, February 19, 2010

thinking plausible future Friday, February 19, 2010

to leave the world as a better place to live than we found it Friday, February 19, 2010

moral responsibility Friday, February 19, 2010

what is possible Friday, February 19, 2010

what is desirable Friday, February 19, 2010

youngjin.yoo@temple.edu Friday, February 19, 2010

Innovation By Design -- Organize

by Youngjin Yoo

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