Strategies for Discovering the
Next Big Opportunity
Idris Mootee
SVP Strategy and Innovation Blast Radius

Social
Innovation
Business
Service Experience
Model
Innovation Innovation
Innovation
Product
Innovation
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Source: BusinessWeek Online, Special Report: “Get Creative!” August 1, 2005

What is innovation?

Three innovation myths
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

1/ Successful innovations are mostly accidents
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

How far it went outside the original intention?
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

2/ Market research is effective for validation
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

900,000
2003

Estimated Total Market Size
900,000
2000
Actual Sales US Only
100,000,000

3/ Radical innovations can be achieved by
good strategic planning
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

A fluid notion of organizational boundaries
Held to a specific planning timeline
Wrong tools
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

4/ Innovation is about being first in the market
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

What is the number one enemy of innovation?
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Size
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Yes innovation is about ideas.. but not
ideas alone….
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Where do we look for big ideas?
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

+ +
Value Chain
Customer Industry
Reconfigurations
Unmet Foresight
Needs
Discontinuities Horizontal Industry Evolution
Market Shift Vertical Transformation
Disruptive
Innovation
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Disruptive Innovation
Discontinuities Market Shift
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Maturity
Discontinuities Discontinuity
Takeoff
Performance
Ferment
Time
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Market Shifts
Your Product Markets
Customer Needs
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

al
f
e o logic
c
Pa hno s
ns
atio Tec gres
nov
g in Pro
nin
stai
Su
Disruptions
t customers
Performance tha y can handle
or complexity the
can utilize
Performance
Disruptive
technologies
Time
Source: Clayton M. Christensen 2001

Toolbox
Extreme Users Interview
Customer Immersion Days
Unmet Shadowing (Shopping Trips etc.)
Needs Self Documentary (User camera study)
Behavioral Mapping
Discontinuities
Twitter Journal
Customer Pathways
Market Shift
Customer Journey Mapping
Storytelling
Disruptive
Innovation Un-focus group
Human Factors
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Watching for shifts
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

1/ Look anywhere but the leading incumbent
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

2/ Don’t over focus on competitive threat
and miss the big opportunity
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

3/ Look down and sideways — not up
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

4/ Watch out for start-up democratizers
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

5/ Don’t underestimate the power of
socially-minded innovations
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Use human factors to dig up deeper human
inspirations that can drive new ideas
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Synthesize ideas around not only new
technology or products but people
behaviors
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Use prototyping as a problem solving tool
and a language for innovation
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Explore under the radar options and
develop multiple scenarios for futures
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Reminder:
We now live in a Google-
Youtube-iPod-iPhone-MySpace-
eBay-Flickers-Twitter-Walmart
world.
Source: CEO Innovation Playbook 2007 Idris Mootee © All Rights Reserved

Thank you. Gracias. Merci. Grazie.
www.mootee.typepad.com