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Creative failure & innovation

“…what makes no sense in the wind shield, makes good sense in the rear view mirror…” Randy Komisar

Or how vision, innovation & inevitable failure can lead to new great things…

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Creative failure & innovation

  1. 1. vision, innovation & inevitable failure
  2. 2. Groundwood pulp millNokia (1865)
  3. 3. “Very human technology helping people feel close”(1865) Nokia (2010)
  4. 4. Minnesota Mining & Manufacturing3M (1902)
  5. 5. ‘Practical and ingenious solutions that help customers succeed’(1902) 3M (2011)
  6. 6. What enabled companies like Nokia and 3M to radically change their companies?
  7. 7. 1. Vision
  8. 8. Vision is about looking ahead
  9. 9. Looking ahead is about perspective
  10. 10. Perspective is about the way things appear to you
  11. 11. you
  12. 12. Your Vision: ignore the customer!
  13. 13. VisionLook ahead &place in perspectivehow things appear to you.Ignore what customers say
  14. 14. Example: Nvidia
  15. 15. Visual computing technologiesNvidia (1993) Perspective: ”3D graphics is insatiable”
  16. 16. Nvidia Perspective: ”3D graphics is insatiable” Vision: Favoring Moores law over customer feedback
  17. 17. Nvidia GeForce-cardsfirst PC graphics chip with hardwaretransform, lighting, and shadingAlthough 3D games utilizing thisfeature did not appear until a lot later.
  18. 18. Nvidia Riva TNTfirst programmable graphics cardOnly became hugely popular after theintroduction of new drivers.
  19. 19. 2. Innovation
  20. 20. Example: 3M
  21. 21. 3M started in 1902 as amining company for grinding-wheelabrasives (bought the wrong mine forthe mineral), switched to sandpaperbut only started making big money byaccidentally developing masking tape
  22. 22. “Delegate responsibilityand encourage men and women to exercise their initiative” 15% rule William McKnight CEO 3M
  23. 23. Example: Google 20% rule
  24. 24. Google’s mission ‘Organize the world‘s information and make it universally accessible and useful’ 20% rule
  25. 25. Search, Maps, Gmail, Calendar… ‘Organize the world‘sinformation and make it universallyaccessible and useful’ 20% rule
  26. 26. Search, Maps, Gmail, Calendar… ‘Organize the world‘sinformation and make it universallyaccessible and useful’50% of what Google launched cameout of 20% of their time in 2005
  27. 27. Employees devote70% of time to core business tasks20% of time to tasks related to core10% of time to unrelated tasks
  28. 28. Innovation comes out of20% of time to tasks related to core10% of time to unrelated tasks
  29. 29. Innovationrequires a bit of experimentation Experimentationrequires a bit of exploration Explorationwill result in failure!
  30. 30. So unless you have a tolerance for failure you will never experiment;
  31. 31. And if you never experimentyou never innovate!
  32. 32. “But failure is a risk!”
  33. 33. 3. failure
  34. 34. Spencer Silver “If I had thought about3M post-it inventor it, I wouldn’t have done the experiment. The literature was full of examples that said you can’t do this.”
  35. 35. "I thought Helmholtz A. G. Bell had done it and thaton misinterpreting my failure was dueHelmholtz and his subsequent only to my ignorance discovery of the of electricity. It was a telephone very valuable blunder. It gave me confidence.
  36. 36. Success is 99% failure! You need to maintain your confidence to recognise the 1% that makes a difference
  37. 37. Build a culture for constructive failure
  38. 38. Constructive failure = 1. Cash in on failure as an asset: Fail quickly and inexpensively! Have a business model that copes with failure!
  39. 39. Constructive failure = 2. Teach people how to fail: Failure forces stripping away of the inessential “Rock bottom can be a solid foundation”
  40. 40. Fail early to succeed soon!
  41. 41. Example: 3M
  42. 42. 3M started in 1902 as amining company for grinding-wheelabrasives (bought the wrong mine forthe mineral) , switched to sandpaperbut only started making big money byaccidentally developing masking tape
  43. 43. To fail succesfully you need Imagination
  44. 44. Test your imagination: Draw a pig. (right now!)
  45. 45. What happened?Did you wonder how to draw?Did you ask what a pig looks like?Adults discuss the pig,kids just start drawing!
  46. 46. 4. imagination
  47. 47. So:Don’t waste time seeking supportDon’t sit around & talk about the problem
  48. 48. Build a gallery of failures: Understand what works and what doesn’t. “Imagine the possible”
  49. 49. prototype test prototype test
  50. 50. prototype test prototype test
  51. 51. Example: Google’s tolerance for failureGmail was a Hotmail copycat thoughtto make money from paid storage.By experiment they discovered thevalue of advertising next to content.
  52. 52. Advertising became core business2007: $ 16 billion2008: $ 21 billion2009: $ 23 billion in Ad revenuesbut Gmail remained in beta for years...
  53. 53. …and use some imagination
  54. 54. 2010: Google Robot-car?Create a vision, ‘Autonomous choose a transportation couldperspective, try be larger than theto fail quickly & search business.’ ‘Its an extremely long shot for Google, but theInexpensively … investment is modest, it leverages existing core initiatives -- Google Maps -- and does support the "geeky" aspect of their brand today.’
  55. 55. “…what makes nosense in the windshield, makes goodsense in the rear viewmirror…” Randy Komisar
  56. 56. …or howvision, innovation & inevitable failurewill lead to new great things…
  57. 57. Onno MakorGreat Little Companyonno@GreatLittleCompany.comwww.GreatLittleCompany.com
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“…what makes no sense in the wind shield, makes good sense in the rear view mirror…” Randy Komisar Or how vision, innovation & inevitable failure can lead to new great things…

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