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Horizontalism: Power is Vertical, Potential is Horizontal

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Until recently, short term economic growth was about doing more of the same. Now, in the innovation economy, it is about doing new things instead. Growth used to be about optimizing silos, now it is about challenging them. In today's innovation economy, there is a challenge: POWER IS VERTICAL but POTENTIAL IS HORIZONTAL. This slide show presents an idea of how to boost innovation drive growth by applying a new, straight and very simple mindset.

Published in: Business, Technology

Horizontalism: Power is Vertical, Potential is Horizontal

  1. 1. © David Nordfors HORIZONTALISM IMPROVING INNOVATION SYSTEMS BY IMPROVING COMMUNICATION David Nordfors, CEO, IIIJ Menlo Park, CA, USA Monday, September 2, 13
  2. 2. © David Nordfors Power isVERTICAL, but... AN INNOVATION ECONOMY DILEMMA Monday, September 2, 13
  3. 3. © David Nordfors ...potential is HORIZONTAL Monday, September 2, 13
  4. 4. © David Nordfors If the NEXT thing is what keeps the customer, INNOVATION is the CORE business LIFE CYCLES ARE SHORTENING Then : “Get a new one when the old one breaks.” Now : “Get rid of it when it’s dated.” Monday, September 2, 13
  5. 5. © David Nordfors 2011 ECONOMIC GROWTH - THEN • WAS about doing MORE OF THE SAME • Players knew who they were and what to do. • Must fit the norm of players doing the same things. • VERTICAL COMMUNICATION is key. • Shoemakers discuss how to make shoes with other shoemakers. Monday, September 2, 13
  6. 6. © David Nordfors 2011 VERTICAL GROWTH • A race for MORE OF THE SAME • IMPROVE the SILOS • PEOPLE DOING THE SAME THINGS MEET. • SECTORS, GUILDS, BEST PRACTICES • “DON’T CROSS THE LINE!” • REGULATION is POWER. Monday, September 2, 13
  7. 7. © David Nordfors 2011 VERTICAL LANGUAGE STRENGTHENING SILOS IMPROVING OLD PRACTICES • Represents; • Expertise, Best Practice, Peer Review • “NEED TO KNOW” language spread by • Courses, Certificates, Committees • VERSATILE, EXACT,ACCURATE, enabling VERTICAL COMMUNICATION Monday, September 2, 13
  8. 8. © David Nordfors 2011 ECONOMIC GROWTH - NOW • IS about doing NEW THINGS • Players must RENEW themselves. • Must match players doing OTHER things who ALSO are renewing themselves. • HORIZONTAL COMMUNICATION is key • Shoemakers discuss how to make shoes with users, physicians, chemical industry, etc... Monday, September 2, 13
  9. 9. © David Nordfors 2011 HORIZONTAL GROWTH • A race for THE NEXT BIG THING • CHALLENGE SILOS • PEOPLE DOING DIFFERENT THINGS MEET. • CLUSTERS, NETWORKS,VENTURES • ‘TRY SOMETHING NEW!’ • INNOVATION is POWER. Monday, September 2, 13
  10. 10. © David Nordfors 2011 HORIZONTAL LANGUAGE INNOVATION ECOSYSTEMS SHAPING NEW PRACTICES • Represents: • Interaction across expertise, general knowledge • “WANT TO KNOW” language spread by • Storytelling, public discussion, media • SIMPLE, ENGAGING, RELEVANT, enabling HORIZONTAL INTERACTION Monday, September 2, 13
  11. 11. © David Nordfors 2011 INNOVATION MEANS NEW LANGUAGE • Every Innovation Needs • A name - so we can refer to it • A definition - so we know what it is • A story - so we can relate to it • Innovation = New Shared Language Monday, September 2, 13
  12. 12. © David Nordfors WE CAN NOT INNOVATE FASTER THAN WE CAN CREATE NEW SHARED LANGUAGE Monday, September 2, 13
  13. 13. © David Nordfors SHARED LANGUAGE BUSINESS EDUCATION GOVERNMENT $ $ $Ω Ω Ω § § Ω§§$ Monday, September 2, 13
  14. 14. © David Nordfors 2011 INNOVATION IS NEW SHARED LANGUAGE • INNOVATION IS NEW SHARED LANGUAGE FOR • TEAMS doing news things together • STAKEHOLDERS joining forces in new ways • MARKETS trading innovation • SOCIETIES building new quality of life Monday, September 2, 13
  15. 15. © David Nordfors 2011 THE INNOVATION COMMUNICATION SYSTEM • What is the INFRASTRUCTURE for creating new shared language? • in the team? • among stakeholders? • in the market? • in society? Monday, September 2, 13
  16. 16. © David Nordfors INFRASTRUCTURE FOR CREATING NEW SHARED LANGUAGE: THE INNOVATION COMMUNICATION SYSTEM (ICS) Monday, September 2, 13
  17. 17. © David Nordfors 2011 INNOVATION PARADIGMS • -90s: HARD: Science & Technology • 90s-10s: HYBRID: Products & Services • 10s-: SOFT: Brands & Narratives? Monday, September 2, 13
  18. 18. © David Nordfors CONTACT IIIJ c/o SRI International, 333 Ravenswood Ave Menlo Park, CA, USA david@iiij.org Monday, September 2, 13

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