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1Innovating can be taughtProf. dr. Jan Buijsj.a.buijs@tudelft.nlKey note speechECCI XIIPortugal
Content• Introduction• Innovation• Delft Innovation MethodSeptember 16, 2011 2
September 16, 2011 3
Innovate or die or Innovate and die ?September 16, 2011 4Prometheus, 1953Ludwig Wenkebach(1895 – 1962)
September 16, 2011 5
6What is innovation?• A confusing and much mis used conceptAccording to the dictionaries:• The successful introduction of ...
7The problem: what is new?
8Apple iMac Bondi Blue(1998 - 2003)• “Old” computer technology• “Old” translucent plastic technologySo what is new?• Color...
9My definition of innovating:• Making leap-like changes in Product/Market/Technology-combinations for a specific company o...
10The innovative leap is neededto overtake the competitionCompany X after the leapCompetitor YCompany X after acceleration...
11Leap like changes on 3 levels :• Rational change in P/M/T combination• Emotional change (“resistance to change”)• Big ne...
12Two symbols of this leapKnight Fossbury Flop
13Some contrasting issues to betterunderstand the problems ofinnovating
14incremental radicalexploitation explorationroutine newnormal differentefficiency effectivenessobey rules change rulespas...
15incremental radicalexploitation explorationroutine newnormal differentefficiency effectivenessobey rules change rulespas...
16So innovating is really somethingdifferent!
17Most important characteristic:big mental difference experiencedbefore and after the innovative leap:
18Luckily:Innovating can be taught!• Delft Innovation Method (DIM)Buijs, 1984, 1986, 1987
19Basic elements of theDelft Innovation Method• Cyclic model of the innovation process• Multi-X-team• Facilitating leaders...
20Delft Innovation ModelFuzzy Front End ofinnovationNew Product DevelopmentMuddy Back EndProduct UseBuijs & Valkenburg, 20...
21Multi-X-team• Many disciplines & functions (be aware of down stream & sidestream activities) are involved• Top managemen...
22Facilitating leadership style• Process skills• Help the team to score• Experimenting (create (mental) safe havens)• Thin...
23External orientation• Broader than just the present markets and or technologies• More than the usual target groups and o...
24Creativity• Divergerence, clustering & convergence (new diamond model)• Follow the rules of the creativity techniques• A...
25divergerenceclusteringconvergerenceNew Diamond modelTassoul & Buijs, 2007
Empirical evidence• 1976 – 1980 TNO Innovation Consulting Group (explorationperiod; ca. 50 cases)• 1980 – 1984 Project Ind...
27Concluding .....• Each innovation is per definition temporary• Each innovation will cause the need for the next innovati...
28
And if you want to learn how toinnovate?• Buy the new book:Jan Buijs, Delft Innovation Method; a basic text on the complex...
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Key note ecci xii

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Innovation
ECCI XII
Jan Buijs

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Key note ecci xii

  1. 1. 1Innovating can be taughtProf. dr. Jan Buijsj.a.buijs@tudelft.nlKey note speechECCI XIIPortugal
  2. 2. Content• Introduction• Innovation• Delft Innovation MethodSeptember 16, 2011 2
  3. 3. September 16, 2011 3
  4. 4. Innovate or die or Innovate and die ?September 16, 2011 4Prometheus, 1953Ludwig Wenkebach(1895 – 1962)
  5. 5. September 16, 2011 5
  6. 6. 6What is innovation?• A confusing and much mis used conceptAccording to the dictionaries:• The successful introduction of something new
  7. 7. 7The problem: what is new?
  8. 8. 8Apple iMac Bondi Blue(1998 - 2003)• “Old” computer technology• “Old” translucent plastic technologySo what is new?• Color for in home artifact in contrast to grey officeappliancesNew in meaning & market• It is about perception• It is about sensemaking• Home computing vs office computing• The market perceived this as an innovation!
  9. 9. 9My definition of innovating:• Making leap-like changes in Product/Market/Technology-combinations for a specific company or consortium ofcompanies in order to achieve sustainable competitiveadvantage
  10. 10. 10The innovative leap is neededto overtake the competitionCompany X after the leapCompetitor YCompany X after accelerationCompany XTimePerformance
  11. 11. 11Leap like changes on 3 levels :• Rational change in P/M/T combination• Emotional change (“resistance to change”)• Big need for new knowledge
  12. 12. 12Two symbols of this leapKnight Fossbury Flop
  13. 13. 13Some contrasting issues to betterunderstand the problems ofinnovating
  14. 14. 14incremental radicalexploitation explorationroutine newnormal differentefficiency effectivenessobey rules change rulespast & present future & morecontrol chaosoperation strategystructured fuzzymechanistic organicprediction serendipitystable dynamiccertainty riskmanagement leadership
  15. 15. 15incremental radicalexploitation explorationroutine newnormal differentefficiency effectivenessobey rules change rulespast & present future & morecontrol chaosoperation strategystructured fuzzymechanistic organicprediction serendipitystable dynamiccertainty riskmanagement leadershipinnovating
  16. 16. 16So innovating is really somethingdifferent!
  17. 17. 17Most important characteristic:big mental difference experiencedbefore and after the innovative leap:
  18. 18. 18Luckily:Innovating can be taught!• Delft Innovation Method (DIM)Buijs, 1984, 1986, 1987
  19. 19. 19Basic elements of theDelft Innovation Method• Cyclic model of the innovation process• Multi-X-team• Facilitating leadership style• Strong external orientation• Use of creativity techniques
  20. 20. 20Delft Innovation ModelFuzzy Front End ofinnovationNew Product DevelopmentMuddy Back EndProduct UseBuijs & Valkenburg, 2005; Buijs 2010
  21. 21. 21Multi-X-team• Many disciplines & functions (be aware of down stream & sidestream activities) are involved• Top management is involved• No existing team!• Outsiders could also be important
  22. 22. 22Facilitating leadership style• Process skills• Help the team to score• Experimenting (create (mental) safe havens)• Think ahead, and on the same time be connected to the now andhere• Stimulate & support
  23. 23. 23External orientation• Broader than just the present markets and or technologies• More than the usual target groups and or stakeholders• Be aware of potential competitors• Active networking• Own observations and meeting real people is essential• It is broader than your current business domain• It is future oriented• Be aware of cultural biasses
  24. 24. 24Creativity• Divergerence, clustering & convergence (new diamond model)• Follow the rules of the creativity techniques• Analogies & provocations can be very helpful• Important role of the facilitator (see the leadership issue)
  25. 25. 25divergerenceclusteringconvergerenceNew Diamond modelTassoul & Buijs, 2007
  26. 26. Empirical evidence• 1976 – 1980 TNO Innovation Consulting Group (explorationperiod; ca. 50 cases)• 1980 – 1984 Project Industrial Innovation (testing period; 155cases)• 1986 – till now IDE graduation projects (exploitation period; ca.2000 cases)September 16, 2011 26
  27. 27. 27Concluding .....• Each innovation is per definition temporary• Each innovation will cause the need for the next innovation cycleto comeSo ........
  28. 28. 28
  29. 29. And if you want to learn how toinnovate?• Buy the new book:Jan Buijs, Delft Innovation Method; a basic text on the complexprocess of corporate product innovation• Out next February 2012• Published by: Eleven International Publishing, part of BoomUitgevers, The Hague, The NetherlandsSeptember 16, 2011 29

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