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Public Inauguration Lecture
PROF. DR. JAN RECKER
Leonardo Da Vinci, Thomas Edison, Steve Jobs, Fitbit and Alexa?
Why Digital Products Are the New Breed of Genius Inventors
Photo © Hackrod 2018
The Hackrod:
The car that no human 
ever invented.
Who invented the Hackrod?
• Generative design engines
The products that build the Hackrod
• Generative design engines
• Additive manufacturing tools printing titanium alloy
• Virtual reality environments
• Virtual testing
• Sensors and actuators
• People?
Joris Laarman’s “Bone Chair” © Joris Laarman Lab
Who invented the Hackrod?
• Generative design engines
• Additive manufacturing tools printing titanium alloy
Photo © Siemens, Hackrod 2018
https://blogs.plm.automation.siemens.com/t5/NX‐Design‐Blog/Hackrod‐
Challenges‐Traditional‐Manufacturing‐with‐NX/ba‐p/477061
Who invented the Hackrod?
• Generative design engines
• Additive manufacturing tools printing titanium alloy
• Virtual reality simulation and testing
Photo © Siemens, Hackrod 2018
https://blogs.plm.automation.siemens.com/t5/NX‐Design‐Blog/Hackrod‐
Challenges‐Traditional‐Manufacturing‐with‐NX/ba‐p/477061
Who invented the Hackrod?
• Generative design engines
• Additive manufacturing tools printing titanium alloy
• Virtual reality simulation and testing
• Where are the people?
Of course, humans helped a little bit.
1. They doodled on a piece of paper.
2. They drove a regular car in the Mojave desert, 
equipped with biosensors and force load sensors.
3. They played a video game.
Of course, humans helped a little bit.
4. (They run around trying to sell the car)
Digital technologies 
fundamentally change 
how we think about 
innovation and 
invention
Procedural Generation in Digital Products
Source: Ubisoft
Seidel, S., Berente, N., Martinez, B.,
Lindberg, A., Nickerson, J. V., &
Lyytinen, K. (2018). Succeeding with
autonomous tools in systems design:
Reflective practice & ubisoft's ghost
recon wildlands project. IEEE
Computer, 51(10), 16-23.
By Janine from Mililani, Hawaii, United States ‐ do you like...pineapple?Uploaded by 
Fæ, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=23234231
Three Degrees of Product Digitalization
Loose coupling: separation of contents and bearer
Self‐reference: can address themselves, can talk to one another
Independent agency: can do (some) things on their own
Malleability: can be updated ‐ have ability to evolve and change
Footprinting: leave digital trace data
Digitalization: Adding characteristics from the 
digital world to physical objects
Digital technologies 
fundamentally change 
how we think about 
innovation and 
invention
as processes
FPG / Archive Photos / Getty Images
ThyssenKrupp employs about 800 scientists in Duisburg alone. It has 90 
R&D locations worldwide.
The University of Cologne employs 508 professors, including 70 women.
Innovation Regime #1: Stage‐Gate
Gerhardt, D., Brem, A., and Voigt, K.-I. 2008. "Product Development in the Automotive Industry: Crucial Success
Drivers for Technological Innovations," International Journal of Technology Marketing (3:3), pp. 203-222.
https://www.designorate.com/successful‐open‐innovation‐examples/
Innovation Regime #2: Open Innovation
https://www.viima.com/blog/16‐examples‐of‐open‐innovation‐
what‐can‐we‐learn‐from‐them
Innovation Regime #3: Crowd Innovation
Collm, A., and Schedler, K. 2011. "Crowd Innovation: The Role of Uncertainty for Opening up the Innovation Process in the 
Public Sector," in: 15th Annual Conference of the International Research Society for Public Management Dublin, Ireland.
Idea generation
Design
Implementation
OrganizationPublic
Youngjin Yoo, Jan Recker, Frederik von Briel, Mickey McManus: “Design With Your 
Product as Your Partner: The Next Frontier of Innovation”. Manuscript in Development
The Evolution of Innovation Regimes
Innovation
Sources
R&D Vendors/suppliers Users/Customers
Processes 
and Tools
Stage‐Gate Open Innovation Crowd Sourcing
Digital Products and Tools
Artificial Intelligence, 
Machine Learning
Digital‐driven
Human‐driven
Stefan Seidel (2019): Autonomous Tools, Creativity and the Future of Work. 
https://www.uni.li/de/universitaet/medienportal/medienmitteilungen/20190618_mm_antrittsvorlesung‐seidel_unili‐2.pdf
Finding the Balance will be key.
Scale,  Speed?
Creativity, Ingenuity? Efficacy, Productivity?
Digital inventionHuman invention
Digitalization is fundamentally sociotechnical.
Institute for Information Systems | Chair for Information Systems and Systems Development | Prof. Dr. Jan Recker
Some of our Key Research Focus Areas
Digital 
Entrepreneurship
•The emergence of startups 
offering digital solutions
Leading Digital 
Innovation
•How can companies manage 
digital transformations?
Digital Solutions for 
a Circular Economy
•How can digital technology 
help building a sustainable 
future?
Digitalization of 
Business Processes
•What is the potential for 
autonomous digital 
technology in business 
processes?
Digital Innovation Leadership - Executive Education
Human
Technology
Stay in touch, get involved, reach out.
Prof. Dr. Jan Recker, PhD
Chaired Professor for Information Systems and
Systems Development
Cologne Institute of Information Systems
Faculty of Management, Economics and Social
Science
University of Cologne
email jan.recker@wiso.uni-koeln.de
phone + 49 (0)221 470 5397
web www.is4.uni-koeln.de
twitter janrecker
Thanks to our strategic CIIS partners

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