introduction
                            context
                            attitude
                            methods
...
innovation is an
                       inherently
                 organization problem


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


Friday...
most organizations are
                      designed not to
                      innovate, but to
                      ...
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 &   (st...
keep them in sync



Friday, February 19, 2010
a story of IDEO



Friday, February 19, 2010
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
                       competi...
personal        personal
                            computer        calculator




                                      ...
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
Friday, February 19, 2010
Friday, February 19, 2010
Friday, February 19, 2010
Friday, February 19, 2010
Friday, February 19, 2010
Friday, February 19, 2010
Friday, February 19, 2010
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...
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, ...
innovations require both
                             specialized expertise and
                            integrations o...
ideally,
                              Functional
                              focus




                                ...
in reality,
                              Functional
                              focus




                             ...
leadership should
                       focus their energy on
                              Functional
                  ...
Friday, February 19, 2010
“What happened was, the designers came
              up with this really great idea. Then they
              take it to th...
“What happened was, the designers came
              up with this really great idea. Then they
              take it to th...
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
design




                            engineering   manufacturing




Friday, February 19, 2010
not all project teams
                             are created equal
                            Functional structure     ...
Functional	
     “Light	
  weight”	
  teams
                            focus
                                            ...
other	
  alternatives
                                                  Matrices:
                            Functional	
...
IBM

                            OneIBM with global
                                 matrix

Friday, February 19, 2010
matrix organization


                     Function 1


                     Function 2


                     Function 3
...
NASA

                         OneNASA with
                      centers of excellence

Friday, February 19, 2010
centers	
  of	
  excellence



                      Function 1


                      Function 2


                     ...
HP

                            Front	
  and	
  Back


Friday, February 19, 2010
consumer
                             Computers
                                             market




                  ...
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...
2. have designers in
                   every project and let
                 them visualize what you
                   ...
3. encourage people to
                      draw their ideas


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

...
5. prototype, prototype,
                        prototype


Friday, February 19, 2010
6. invite top designers
                     from different field and
                     have a company-wide
            ...
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
              ...
11. develop a design
                                    wiki


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


Friday, Februar...
13. insist multiple
                                  models


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


Friday, February ...
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
                     ...
19. training design
                  principles and design
                 methods -- to everyone
                  star...
20. keep reinventing
                                 the wheel


Friday, February 19, 2010
21. give your
                             employees
                            unforgettable
                           ...
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...
moral responsibility



Friday, February 19, 2010
what is possible



Friday, February 19, 2010
what is desirable



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




Friday, February 19, 2010
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Innovation By Design -- Organize

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Innovation By Design -- Organize

  1. 1. introduction context attitude methods organize Friday, February 19, 2010
  2. 2. innovation is an inherently organization problem Friday, February 19, 2010
  3. 3. organization fails to innovate not because of lack of good ideas Friday, February 19, 2010
  4. 4. most organizations are designed not to innovate, but to produce Friday, February 19, 2010
  5. 5. innovations are seen as activities Friday, February 19, 2010
  6. 6. by selected few Friday, February 19, 2010
  7. 7. for a short period of time Friday, February 19, 2010
  8. 8. Friday, February 19, 2010
  9. 9. product evolution Friday, February 19, 2010
  10. 10. juggling three balls People Business Technology (culture & (structure & (products & behaviors) strategy) services) bouncing separately Friday, February 19, 2010
  11. 11. keep them in sync Friday, February 19, 2010
  12. 12. a story of IDEO Friday, February 19, 2010
  13. 13. Friday, February 19, 2010
  14. 14. Sony Case Friday, February 19, 2010
  15. 15. what was the symptom of the problem Friday, February 19, 2010
  16. 16. why could not Sony build “walkman” iPod? Friday, February 19, 2010
  17. 17. strong product organizations Friday, February 19, 2010
  18. 18. fiefdoms Friday, February 19, 2010
  19. 19. language Friday, February 19, 2010
  20. 20. mental model Friday, February 19, 2010
  21. 21. innovation processes Friday, February 19, 2010
  22. 22. Sony is not alone in this struggle Friday, February 19, 2010
  23. 23. the problem of organization becoming Friday, February 19, 2010
  24. 24. creates new competitive space with new customers and competitors Friday, February 19, 2010
  25. 25. personal personal computer calculator potential   new  market  through   expansion  of  meanings of  computers Friday, February 19, 2010
  26. 26. fundamental questions that all leading companies are asking Friday, February 19, 2010
  27. 27. who’s your customer? Friday, February 19, 2010
  28. 28. what do you sell? Friday, February 19, 2010
  29. 29. who are you? Friday, February 19, 2010
  30. 30. the history of the phone Friday, February 19, 2010
  31. 31. Friday, February 19, 2010
  32. 32. Friday, February 19, 2010
  33. 33. Friday, February 19, 2010
  34. 34. Friday, February 19, 2010
  35. 35. Friday, February 19, 2010
  36. 36. Friday, February 19, 2010
  37. 37. Friday, February 19, 2010
  38. 38. Friday, February 19, 2010
  39. 39. what are you designing now? Friday, February 19, 2010
  40. 40. NOT just product design problems Friday, February 19, 2010
  41. 41. organization design problems Friday, February 19, 2010
  42. 42. NTT DoCoMo Friday, February 19, 2010
  43. 43. the 2nd largest company in Japan Friday, February 19, 2010
  44. 44. mobile phone services Friday, February 19, 2010
  45. 45. phone needs to be more than a phone Friday, February 19, 2010
  46. 46. phone that gives “joy” Friday, February 19, 2010
  47. 47. i-mode Friday, February 19, 2010
  48. 48. phone as a wallet Friday, February 19, 2010
  49. 49. phone as an e-mail Friday, February 19, 2010
  50. 50. phone 67% e-mail 100% web 67% Friday, February 19, 2010
  51. 51. most popular application JR time table Friday, February 19, 2010
  52. 52. DoCoMo a bank? Friday, February 19, 2010
  53. 53. is a mobile phone a phone? Friday, February 19, 2010
  54. 54. life style infrastructure Friday, February 19, 2010
  55. 55. perfect incompleteness Friday, February 19, 2010
  56. 56. heterogeneity Friday, February 19, 2010
  57. 57. 7:3 Friday, February 19, 2010
  58. 58. 2 questions Friday, February 19, 2010
  59. 59. identity Friday, February 19, 2010
  60. 60. innovation is a question of identity Friday, February 19, 2010
  61. 61. is Nike a computer company? Friday, February 19, 2010
  62. 62. is Apple a shoe company? Friday, February 19, 2010
  63. 63. or does it matter? Friday, February 19, 2010
  64. 64. the story of Erco Light Friday, February 19, 2010
  65. 65. 1st generation: light bulbs Friday, February 19, 2010
  66. 66. 2nd generation: lighting solutions Friday, February 19, 2010
  67. 67. 3rd generation: tune the lights Friday, February 19, 2010
  68. 68. radical restructuring Friday, February 19, 2010
  69. 69. from 2200 processes Friday, February 19, 2010
  70. 70. 2 processes Friday, February 19, 2010
  71. 71. launching a project managing a project Friday, February 19, 2010
  72. 72. new digital infrastructure Friday, February 19, 2010
  73. 73. change of culture and people Friday, February 19, 2010
  74. 74. thing-focused people Friday, February 19, 2010
  75. 75. verb-focused people Friday, February 19, 2010
  76. 76. 3 years 12 million euro Friday, February 19, 2010
  77. 77. 1 year payback 18-20% productivity gain Friday, February 19, 2010
  78. 78. structure Friday, February 19, 2010
  79. 79. how are you going to organize yourself? Friday, February 19, 2010
  80. 80. about 42 people about 6 people Friday, February 19, 2010
  81. 81. who you are is what you design Friday, February 19, 2010
  82. 82. designing of continuing innovation a gallery of structures Friday, February 19, 2010
  83. 83. innovations require both specialized expertise and integrations of knowledge Friday, February 19, 2010
  84. 84. ideally, Functional focus Product/Customer focus Geographic focus Friday, February 19, 2010
  85. 85. in reality, Functional focus Product/Customer focus Geographic focus Friday, February 19, 2010
  86. 86. leadership should focus their energy on Functional focus Product/Customer focus Geographic focus Friday, February 19, 2010
  87. 87. Friday, February 19, 2010
  88. 88. “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
  89. 89. “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
  90. 90. Apple’s   solution Friday, February 19, 2010
  91. 91. deep collaboration Friday, February 19, 2010
  92. 92. cross pollination Friday, February 19, 2010
  93. 93. concurrent engineering Friday, February 19, 2010
  94. 94. design engineering manufacturing Friday, February 19, 2010
  95. 95. design engineering manufacturing Friday, February 19, 2010
  96. 96. 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
  97. 97. Functional   “Light  weight”  teams focus “Heavy  weight”  teams “Tiger”  teams Product/ Customer focus Friday, February 19, 2010
  98. 98. 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
  99. 99. IBM OneIBM with global matrix Friday, February 19, 2010
  100. 100. matrix organization Function 1 Function 2 Function 3 Friday, February 19, 2010
  101. 101. NASA OneNASA with centers of excellence Friday, February 19, 2010
  102. 102. centers  of  excellence Function 1 Function 2 Function 3 Friday, February 19, 2010
  103. 103. HP Front  and  Back Friday, February 19, 2010
  104. 104. consumer Computers market enterprise non-computing market Friday, February 19, 2010
  105. 105. importance of aligning incentive and power Friday, February 19, 2010
  106. 106. there is no silver bullet Friday, February 19, 2010
  107. 107. 23 practical suggestions Friday, February 19, 2010
  108. 108. 1. put design as a part of every strategic discussion Friday, February 19, 2010
  109. 109. 2. have designers in every project and let them visualize what you think Friday, February 19, 2010
  110. 110. 3. encourage people to draw their ideas Friday, February 19, 2010
  111. 111. 4. ban bullet point presentations and let them tell the stories Friday, February 19, 2010
  112. 112. 5. prototype, prototype, prototype Friday, February 19, 2010
  113. 113. 6. invite top designers from different field and have a company-wide talk Friday, February 19, 2010
  114. 114. 7. create design award Friday, February 19, 2010
  115. 115. 8. create the position of Chief Design Officer Friday, February 19, 2010
  116. 116. 9. keep a design notebook Friday, February 19, 2010
  117. 117. 10. develop internal Flickr to share photos of everyday experiences Friday, February 19, 2010
  118. 118. 11. develop a design wiki Friday, February 19, 2010
  119. 119. 12. set up design cops and remove all the ugly ones (anything) Friday, February 19, 2010
  120. 120. 13. insist multiple models Friday, February 19, 2010
  121. 121. 14. search for verbs -- replace your nouns with verbs Friday, February 19, 2010
  122. 122. 15. share the fish moment Friday, February 19, 2010
  123. 123. 16. reward the most obnoxious customers Friday, February 19, 2010
  124. 124. 17. reward rebels Friday, February 19, 2010
  125. 125. 18. reward spectacular failure and punish mediocre success -- Tom Peters Friday, February 19, 2010
  126. 126. 19. training design principles and design methods -- to everyone starting from the top Friday, February 19, 2010
  127. 127. 20. keep reinventing the wheel Friday, February 19, 2010
  128. 128. 21. give your employees unforgettable experiences Friday, February 19, 2010
  129. 129. 22. let employees design their own space Friday, February 19, 2010
  130. 130. 23. keep it fun Friday, February 19, 2010
  131. 131. conclusion Friday, February 19, 2010
  132. 132. world-makers Friday, February 19, 2010
  133. 133. artificial world Friday, February 19, 2010
  134. 134. clumsy place Friday, February 19, 2010
  135. 135. tinkering with it Friday, February 19, 2010
  136. 136. re-invent it Friday, February 19, 2010
  137. 137. drawing on “unhappy consciousness” Friday, February 19, 2010
  138. 138. ability to think what is NOT there Friday, February 19, 2010
  139. 139. thinking plausible future Friday, February 19, 2010
  140. 140. to leave the world as a better place to live than we found it Friday, February 19, 2010
  141. 141. moral responsibility Friday, February 19, 2010
  142. 142. what is possible Friday, February 19, 2010
  143. 143. what is desirable Friday, February 19, 2010
  144. 144. Friday, February 19, 2010
  145. 145. youngjin.yoo@temple.edu Friday, February 19, 2010
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