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Peter Bjellerup – GBS S&T CoC for Social BusinessUseful or just cool?On what makes innovations greatThis material was used...
© 2012 IBM Corporation
Two questions keep coming back Why should I use it? Why should I pay for it?                                 © 2012 IBM ...
There are only two kinds of innovations1. Make something possible that was not before2. Make something better that was pos...
People want ROI – Return on Investment. But on which investment? Costs   – Initial costs   – Operational costs   – Knock-...
When do you get that return on investment? When you power on?  – Sometimes, but rarely When people use the invention?  –...
Therefore, inventions and investments depend on people wanting touse them, not only on them becoming available            ...
Therefore, inventions and investments depend on people wanting to use them, not only on them becoming availableDefinitiono...
Therefore, inventions and investments depend on people wanting to use them, not only on them becoming availableDefinitiono...
Therefore, inventions and investments depend on people wanting to use them, not only on them becoming availableDefinition ...
Conclusion: The success of your invention depends on thewillingness of people to want to use it (most of the time) And th...
Competition is more than just choosing between suppliersDifferent supplier of a similar offering               Which trave...
Summing up Why should people use and pay for your invention? How and when does it pay back on investments Do you start ...
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Useful or just cool - from just an invention to a great invention

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A short presentation based on my experience of convincing companies and users of changing habits, using new tools and features. It all boils down to them understanding What's In it for Them.

My public IBM profile: http://ibm.co/bjellerup

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Useful or just cool - from just an invention to a great invention

  1. 1. Peter Bjellerup – GBS S&T CoC for Social BusinessUseful or just cool?On what makes innovations greatThis material was used by IBM during an oral presentation; it is not a complete recordof the discussion. © 2012 IBM Corporation
  2. 2. © 2012 IBM Corporation
  3. 3. Two questions keep coming back Why should I use it? Why should I pay for it? © 2012 IBM Corporation
  4. 4. There are only two kinds of innovations1. Make something possible that was not before2. Make something better that was possible before © 2012 IBM Corporation
  5. 5. People want ROI – Return on Investment. But on which investment? Costs – Initial costs – Operational costs – Knock-on costs and investments • Financial, technological, organizational.... Time invested – In learning – In changing habits (your’s and others you depend on) – In bug resolution and de-confusing Risk taking – Being an early adopter © 2012 IBM Corporation
  6. 6. When do you get that return on investment? When you power on? – Sometimes, but rarely When people use the invention? – Most of the time – Instead of the predecessor..... © 2012 IBM Corporation
  7. 7. Therefore, inventions and investments depend on people wanting touse them, not only on them becoming available BUSINESS The purpose of IT Products is to produce benefits for the Business companies that provide them benefits The audience use the IT Individual Products because this benefits use produce benefits for them, not because of the benefits for the company USERSThe reasoning in this and the following slide, on business and individual benefits, is based on “Effektstyrning av IT” by IngridOttersten and Mijo Balic 2004, ISBN 91-47-07450-7. Only available in Swedish as far as I know © 2012 IBM Corporation
  8. 8. Therefore, inventions and investments depend on people wanting to use them, not only on them becoming availableDefinitionof benefits BUSINESS The definition of the expected benefits is made from the Business company’s perspective benefits But for the company to Individual realize its benefits, it is benefits necessary that the users want to use the IT Product to realize their USERS benefitsRealizationof benefits © 2012 IBM Corporation
  9. 9. Therefore, inventions and investments depend on people wanting to use them, not only on them becoming availableDefinitionof benefits BUSINESS The possibility of realizing any benefits depend on the Business availability and functionality of benefits TECHNOLOGY supporting technology. Individual benefitsRealization USERSof benefits © 2012 IBM Corporation
  10. 10. Therefore, inventions and investments depend on people wanting to use them, not only on them becoming availableDefinition • Purpose, Ambitionof benefits BUSINESS The three key factors for • Financial framework • Decisions, Policies success of the IT • Responsibility Product bring each their Business components to the final mix to be assessed. benefits TECHNOLOGY • Functional enablement • Resource requirements As in the original definition – Initial of an IT Product, Individual – Running assessing an existing one benefits • Integration requires an understanding • Delivery performance of these factors and their components, albeit not as • Individual goals deepRealization USERS • IT Maturityof benefits • Mindset: – References – Context © 2012 IBM Corporation
  11. 11. Conclusion: The success of your invention depends on thewillingness of people to want to use it (most of the time) And that fit starts with your ability to understand their needs and their context their way – to ”walk a mile in their shoes” – also called Empathy © 2012 IBM Corporation
  12. 12. Competition is more than just choosing between suppliersDifferent supplier of a similar offering Which travel agency shall I use for my ski trip by bus this winter?Different technology to fulfil the same need Or should I go by air instead?Different approach to satisfy the same need Ooops. My fiancé wants to go to the beach insteadDifferent priorities to use limited resources (time, But maybe we could save the money to buy a flatmoney) together? © 2012 IBM Corporation
  13. 13. Summing up Why should people use and pay for your invention? How and when does it pay back on investments Do you start from the need or from the feature? What’s in it for the user? What is the extended competition like? © 2012 IBM Corporation

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