Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Design for Innovation (D4I) Framework for Strategic Business Development

5,305 views

Published on

An introduction to the Design for Innovation (D4I) Strategic Business Development Framework by Iain Sanders at www.designforinnovation.com

Published in: Business
  • Be the first to comment

Design for Innovation (D4I) Framework for Strategic Business Development

  1. 1. Design for Innovation Ltd, 2009 1 Design for Innovation Design for Innovation Embedding best practice discipline in business
  2. 2. Success story Design for Innovation Ltd, 2009 2 US$500 billion GE Market Capitalization US$13 billion 2000 Jack Welch steps down as CEO of GE 198 1 Jack Welch appointed as CEO of GE
  3. 3. Jack Welch said: <ul><li>The ability to learn more about our customers faster than the competition. </li></ul><ul><li>The ability to turn that learning into action faster than the competition.” </li></ul>“ We have only two sources of competitive advantage: Success Story Design for Innovation Ltd, 2009 3 Design for Innovation Design for Innovation Embedding best practice discipline in business
  4. 4. What you don’t know about your customers and your business may be costing you millions! Design for Innovation Ltd, 2009 4 For example : technology, product & service value-creation urgent needs For example : The best customer solutions to maximize your customers’ profitability For example : Your business model is now obsolete, limiting your effectiveness and ability to achieve a sustainable competitive advantage
  5. 5. Design for Innovation Ltd, 2009 5 Design for Innovation Design for Innovation Embedding best practice discipline in business We see Innovation as THE Driver of Competitive Advantage Systemic Approach to Innovation BUSINESS innovation ORGANIZATIONAL innovation PRODUCT innovation PROCESS innovation MARKETING innovation TECHNOLOGY innovation STRATEGY innovation
  6. 6. D4I Framework Summary <ul><li>Where [are our stakeholders going]? </li></ul><ul><ul><li>Target key stakeholders’ unmet wants and needs. </li></ul></ul><ul><li>What [do they need to get there]? </li></ul><ul><ul><li>Identify problems to solve and opportunities to realize, that leverage existing resources and capabilities. </li></ul></ul><ul><li>How [will they get there]? </li></ul><ul><ul><li>Generate solutions with inventive problem-solving, product ideation and innovation tools. </li></ul></ul><ul><li>How Well [can they get there]? </li></ul><ul><ul><li>Evaluate feasibility and value of alternative solutions from multiple perspectives. </li></ul></ul><ul><li>When [will they get there]? </li></ul><ul><ul><li>Develop and execute an effective action plan for implementing solutions and monitoring progress. </li></ul></ul>Design for Innovation Ltd, 2009 6
  7. 7. Design for Innovation Ltd, 2009 7 <ul><li>Where [are our stakeholders going]? </li></ul>[1] STAKEHOLDER WANTS & NEEDS FOR PROVIDING CONTRIBUTIONS [2] STRATEGIES TO SATISFY KEY STAKEHOLDER WANTS & NEEDS [3] CRITICAL PROCESSES TO EXECUTE STRATEGIES [4] CAPABILITES TO OPERATE & ENHANCE PROCESSES [5] STAKEHOLDER CONTRIBUTIONS TO SUSTAIN CAPABILITIES Target key stakeholders’ unmet wants and needs
  8. 8. <ul><li>2. What [do they need to get there]? </li></ul><ul><ul><li>Identify problems to solve and opportunities to realize, that leverage existing resources and capabilities. </li></ul></ul>Identifying Problems and Opportunities with your Stakeholders… including Business Patterns Design for Innovation Ltd, 2009 8 <ul><li>Unexpected Successes </li></ul><ul><li>Unexpected Failures </li></ul><ul><li>Unexpected External Events </li></ul><ul><li>Process Weaknesses </li></ul><ul><li>Industry / Market Structure Changes </li></ul><ul><li>High-Growth Areas </li></ul><ul><li>Converging Technologies </li></ul><ul><li>Demographic Changes </li></ul><ul><li>Perception Changes </li></ul><ul><li>New Knowledge </li></ul>
  9. 9. Design for Innovation Ltd, 2009 9 Stakeholder Partnerships for Stakeholder-driven Innovation: Involve Your Stakeholders as Co-innovators Board Marketing Leadership R&D Finance Operations Stakeholders Sales Purchasing
  10. 10. <ul><li>3. How [will they get there]? </li></ul><ul><ul><li>Generate solutions with inventive problem-solving, product ideation and innovation tools. </li></ul></ul>10 Business Focus : Effectiveness – Business Proactivity Business Focus : Efficiency – Business Responsiveness
  11. 11. <ul><li>4. How Well [can they get there]? </li></ul><ul><ul><li>Evaluate feasibility and value of alternative solutions from multiple perspectives. </li></ul></ul>Examine the Critical Factors: Design for Innovation Ltd, 2009 11 <ul><li>Technical Factors </li></ul><ul><li>Timing Factors </li></ul><ul><li>Stability Factors </li></ul><ul><li>Position Factors </li></ul><ul><li>Growth Factors </li></ul><ul><li>Marketability Factors </li></ul><ul><li>Production Factors </li></ul><ul><li>Financial Factors </li></ul><ul><li>Protection Factors </li></ul><ul><li>Stakeholder Factors </li></ul>
  12. 12. Design for Innovation Ltd, 2009 12 Design for Innovation provides a simple yet deeply insightful frame of reference for making better decisions and achieving better results by design, on a continuous basis <ul><li>Stakeholder Perspectives Examined: </li></ul><ul><li>Investors </li></ul><ul><li>Customers </li></ul><ul><li>Intermediaries </li></ul><ul><li>Employees </li></ul><ul><li>Suppliers </li></ul><ul><li>Regulators </li></ul><ul><li>Communities </li></ul><ul><li>Pressure Groups </li></ul><ul><li>Alliance Partners </li></ul><ul><li>Other Stakeholders </li></ul>Design for Innovation Design for Innovation Embedding best practice discipline in business
  13. 13. <ul><li>5. When [will they get there]? </li></ul><ul><ul><li>Develop and execute an effective action plan for implementing solutions and monitoring progress. </li></ul></ul>Stage- / Phase-Gate Project Management for Any Process (e.g.) Design for Innovation Ltd, 2009 13 <ul><li>Operating Processes: </li></ul><ul><ul><li>Develop Vision & Strategy </li></ul></ul><ul><ul><li>Design & Develop Products & Services </li></ul></ul><ul><ul><li>Market & Sell Products & Services </li></ul></ul><ul><ul><li>Deliver Products & Services </li></ul></ul><ul><ul><li>Manage Customer Service </li></ul></ul><ul><li>Management & Support Processes: </li></ul><ul><ul><li>Develop & Manage Human Capital </li></ul></ul><ul><ul><li>Manage IT & Knowledge </li></ul></ul><ul><ul><li>Manage Financial Resources </li></ul></ul><ul><ul><li>Manage Environmental Health & Safety </li></ul></ul><ul><ul><li>Manage External Relationships </li></ul></ul><ul><ul><li>Change Management </li></ul></ul>
  14. 14. The D4I Framework Facilitates Value Creation, Management and Innovation Design for Innovation Ltd, 2009 14 Where are we going? What can we use now? Create new possibilities Evaluate and select Action and monitor Design for Innovation Design for Innovation Embedding best practice discipline in business Value Impacts Value Outcomes Value Outputs Value Drivers Value Builders Planning Value Creation
  15. 15. Primary Focus: Performance Improvement Primary Focus: Customer Solutions Primary Focus: Ideation & Innovation Primary Focus: Project Management Design for Innovation Ltd, 2009 15 D4I Framework Core Competencies Design for Innovation Design for Innovation Embedding best practice discipline in business
  16. 16. D4I Framework Tools & Resources <ul><li>Where [are our stakeholders going]? </li></ul><ul><ul><li>Performance improvement audits & roadmaps </li></ul></ul><ul><ul><li>Strategic planning workshops & seminars </li></ul></ul><ul><li>What [do they need to get there]? </li></ul><ul><ul><li>Tools for maximizing existing & potential lifetime value of customers & prospects </li></ul></ul><ul><ul><li>Customer-product interaction discovery workshops </li></ul></ul><ul><ul><li>Business-Market-Customer opportunity discovery workshops </li></ul></ul><ul><ul><li>Business-Market-Customer problem solving workshops </li></ul></ul><ul><li>How [will they get there]? </li></ul><ul><ul><li>Inventive problem solving workshops & seminars </li></ul></ul><ul><ul><li>Product ideation & innovation workshops </li></ul></ul><ul><ul><li>Product-process-service innovation audits </li></ul></ul><ul><li>How Well [can they get there]? </li></ul><ul><ul><li>Better decision making guides and tools </li></ul></ul><ul><ul><li>Collaborative innovation capture, assessment & optimization </li></ul></ul><ul><li>When [will they get there]? </li></ul><ul><ul><li>Process mapping and workflow optimization </li></ul></ul><ul><ul><li>Stage-gate project management; and stage-gate product ideation & development </li></ul></ul><ul><ul><li>Lean six sigma & design for six sigma tools & resources </li></ul></ul><ul><ul><li>Tools & resources for facilitating collaboration & change management </li></ul></ul><ul><ul><li>Market research and technology R&D </li></ul></ul><ul><ul><li>Techno-economic analysis & modelling for business investments </li></ul></ul>Design for Innovation Ltd, 2009 16
  17. 17. 17
  18. 18. D4I Framework for Technology Innovation Management <ul><li>Where [is the need]? </li></ul><ul><ul><li>What is the next winning technology to satisfy the potential or perceived market need? </li></ul></ul><ul><li>What [is the problem definition]? </li></ul><ul><ul><li>Transform the need into a clearly defined problem, or a set of problems accompanied by a list of various constraints. </li></ul></ul><ul><li>How [will the problem be addressed]? </li></ul><ul><ul><li>Generate conceptual solutions to the problem(s) with TRIZ. </li></ul></ul><ul><li>How Well [do the alternative solutions work]? </li></ul><ul><ul><li>Evaluate the concepts generated against various criteria, & select the most promising ones for designing a prototype. </li></ul></ul><ul><li>When [will the best solution be ready]? </li></ul><ul><ul><li>Develop the detailed design, determine the dimensions of all the components, specify material requirements etc. </li></ul></ul>Design for Innovation Ltd, 2009 18
  19. 19. D4I Tools for Technology Innovation Management <ul><li>Problem analysis, definition & development audit : </li></ul><ul><ul><li>Level 1 : Routine design problems </li></ul></ul><ul><ul><li>Level 2 : Minor improvements </li></ul></ul><ul><ul><li>Level 3 : Fundamental improvements </li></ul></ul><ul><ul><li>Level 4 : Next generation technologies </li></ul></ul><ul><ul><li>Level 5 : Pioneering discovery / invention </li></ul></ul><ul><li>Algorithm for Inventive Problem Solving (ARIZ) </li></ul><ul><li>Laws of technological system evolution : </li></ul><ul><ul><li>Tools for development of conceptual designs </li></ul></ul><ul><ul><li>Tools for identification & development of next-generation technologies </li></ul></ul><ul><li>76 Standard Solutions for fundamental improvements to existing systems with Substance-Field Analysis : </li></ul><ul><ul><li>Improving the system with no or little change </li></ul></ul><ul><ul><li>Improving the system by changing the system </li></ul></ul><ul><ul><li>System transitions </li></ul></ul><ul><ul><li>Detection and measurement </li></ul></ul><ul><ul><li>Strategies for simplification & improvement </li></ul></ul><ul><li>100s of Patterns of Invention (Operators) to : </li></ul><ul><ul><li>Eliminate, reduce or prevent harmful effects </li></ul></ul><ul><ul><li>Provide alternative ways to obtain useful effects </li></ul></ul><ul><ul><li>Resolve physical & other technical and non-technical contradictions </li></ul></ul><ul><li>1,000s of scientific effects for supporting Substance-Field Analysis, and discovering / enhancing ready-to-use, derived & insufficient resources : </li></ul><ul><ul><li>Fields : absorbing, accumulating, detecting, preventing, producing other fields & resources </li></ul></ul><ul><ul><li>Substances : accumulating, combining, detect-ing, eliminating, forming, moving, changing phase, preserving, producing & separating other substances & resources </li></ul></ul><ul><ul><li>Parameters : changing, decreasing, increasing, measuring, stabilizing other parameters & resources </li></ul></ul><ul><li>Access to and searching of US patents & patent applications, EP documents, Japan-ese abstracts, and WIPO (PCT) documents </li></ul><ul><li>Access to and searching of 7,000+ detailed scientific & engineering encyclopedia topics </li></ul><ul><li>100s of searchable technical guidebooks </li></ul>Design for Innovation Ltd, 2009 19
  20. 20. Companies we have worked with <ul><li>* Industrial Research Limited </li></ul><ul><li>* National Institute of Water & Atmospheric Research </li></ul><ul><li>* Meridian Energy </li></ul><ul><li>* Orion Networks </li></ul><ul><li>* IAG Insurance </li></ul><ul><li>* MainPower </li></ul><ul><li>* Coca Cola Amatil </li></ul><ul><li>* Eastland Networks </li></ul><ul><li>* General Cable New Zealand </li></ul><ul><li>* Asia Pacific Economic Cooperation (APEC) </li></ul><ul><li>* Canterbury Development Corporation </li></ul><ul><li>* Ravensdown Fertiliser Cooperative </li></ul><ul><li>* Canterprise, University of Canterbury </li></ul><ul><li>* New Zealand Trade and Enterprise </li></ul><ul><li>* Business Mentors New Zealand </li></ul><ul><li>* Rocky Mountain Institute, USA </li></ul><ul><li>* Ideation International, USA </li></ul><ul><li>* PD-Trak Solutions, USA </li></ul><ul><li>* Broken Hill Proprietary, Australia </li></ul><ul><li>* Centre for Exploitation of Science & Technology, UK </li></ul><ul><li>* Department of Trade & Industry (DTI), UK </li></ul><ul><li>* The Design Council, UK </li></ul><ul><li>* The European Commission (Belgium, Luxembourg) </li></ul><ul><li>* Mitsubishi Research Institute, Japan </li></ul><ul><li>* Tokyo Electric Power Company, Japan </li></ul><ul><li>* McMer Corporation, Philippines </li></ul>Design for Innovation Ltd, 2009 20 Design for Innovation Design for Innovation Embedding best practice discipline in business
  21. 21. For further information contact: Dr. Iain Sanders Mobile: +64 (027) 356-6401 Skype: iain.designforinnovation.com Email: [email_address] Web: http://www.designforinnovation.com Design for Innovation Ltd, 2009 21 Design for Innovation Design for Innovation Embedding best practice discipline in business

×