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Creative failure & innovation

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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…

“…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 mill Nokia (1865)
  3. 3. “Very human technology helping people feel close” (1865) Nokia (2010)
  4. 4. Minnesota Mining & Manufacturing 3M (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. Vision Look ahead & place in perspective how things appear to you. Ignore what customers say
  14. 14. Example: Nvidia
  15. 15. Visual computing technologies Nvidia (1993) Perspective: ”3D graphics is insatiable”
  16. 16. Nvidia Perspective: ”3D graphics is insatiable” Vision: Favoring Moore's law over customer feedback
  17. 17. Nvidia GeForce-cards first PC graphics chip with hardware transform, lighting, and shading Although 3D games utilizing this feature did not appear until a lot later.
  18. 18. Nvidia Riva TNT first programmable graphics card Only became hugely popular after the introduction of new drivers.
  19. 19. 2. Innovation
  20. 20. Example: 3M
  21. 21. 3M started in 1902 as a mining company for grinding-wheel abrasives (bought the wrong mine for the mineral), switched to sandpaper but only started making big money by accidentally developing masking tape
  22. 22. “Delegate responsibility and 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‘s information and make it universally accessible and useful’ 20% rule
  26. 26. Search, Maps, Gmail, Calendar… ‘Organize the world‘s information and make it universally accessible and useful’ 50% of what Google launched came out of 20% of their time in 2005
  27. 27. Employees devote 70% of time to core business tasks 20% of time to tasks related to core 10% of time to unrelated tasks
  28. 28. Innovation comes out of 20% of time to tasks related to core 10% of time to unrelated tasks
  29. 29. Innovation requires a bit of experimentation Experimentation requires a bit of exploration Exploration will result in failure!
  30. 30. So unless you have a tolerance for failure you will never experiment;
  31. 31. And if you never experiment you never innovate!
  32. 32. “But failure is a risk!”
  33. 33. 3. failure
  34. 34. Spencer Silver “If I had thought about 3M 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 that on misinterpreting my failure was due Helmholtz 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 a mining company for grinding-wheel abrasives (bought the wrong mine for the mineral) , switched to sandpaper but only started making big money by accidentally 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 support Don’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 failure Gmail was a Hotmail copycat thought to make money from paid storage. By experiment they discovered the value of advertising next to content.
  52. 52. Advertising became core business 2007: $ 16 billion 2008: $ 21 billion 2009: $ 23 billion in Ad revenues but 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 could perspective, try be larger than the to fail quickly & search business.’ ‘It's an extremely long shot for Google, but the Inexpensively … investment is modest, it leverages existing core initiatives -- Google Maps -- and does support the "geeky" aspect of their brand today.’
  55. 55. “…what makes no sense in the wind shield, makes good sense in the rear view mirror…” Randy Komisar
  56. 56. …or how vision, innovation & inevitable failure will lead to new great things…
  57. 57. Onno Makor Great Little Company onno@GreatLittleCompany.com www.GreatLittleCompany.com

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