Faster, Lighter, Greener. Next?
KEYNOTE BY MOODI MAHMOUDI
Audi IT Hackathon – 19 July, 2017

Reframe

The man who said no to “No”.
August Horsch – Founder of Audi

In the last 15 years,
52% of S&P 500 companies
have disappeared
1955
61-years life span in S&P 500
2015
17-years life span in S&P 500
vs

The world is changing, faster than ever!
• New technologies
• New consumption habits
• New value expectations

Innovation,
Disruption,
Transformation,
Uberization, …
It’s just change!
14

Put more thought into what you do

ACT LIKE A CHILD

This is me
with my mom!
May 1983

Why do companies underperform?
We don’t ask enough
questions!

Most curious?
4 year old girls
Ask 390 questions per day.
Source: The Telegraph, March 28, 2013. Study by Littlewoods.com

4-year olds ask really deep questions:
• Why water wet?
• Where does the sky end?
• What are shadows made of?

And then no more “Why” or “What if” questions!
Creativity Crisis
By the time we’re 18 years old,
we ask 80% less questions.
Newsweek, Creativity Crisis, July 10, 2010
23

Why?
In school, teachers want …
answers

Why?
At work, our boss wants …
solutions

Why?
And in the case of innovation, everyone wants …
ideas

Design thinking best practices:
Innovation doesn’t start with ideas!
It starts with user needs and insights!

Previously unknown user needs and
insights …
This can be counter intuitive.

4 – 24 Project
– Hal Gregersen

Write down
questions …

Anatomy of a great question:
How might we [action verb] for a [user]
with [need], given that they [insight]?

@moodimahmoudi
DISCIPLINE

Innovation almost never fails due to a lack of
creativity. It’s almost always because a lack of
discipline.
Deloitte Study
September 2015

A company’s biggest, most important functions all have a best
practice and system of record:
SALES
contact to contract
MARKETING
market to prospect
HR
hire to retire
FINANCE
record to report
Inspired by CB Insights

And yet, companies manage innovation in hopelessly antiquated
ways, decades behind how other functions are managed

Pre-historic tools

Defining the problem
or opportunity.
Coming up with
potential solutions.
Trying them out
– low resolution.
Designing scale into the
offering.
From insights to value propositions
Design thinking & lean methodology

Prototype is not an MVP
Prototypes validate the “Desirability” of the value proposition

This is an MVP.

Doug Dietz,
GE Healthcare
GE Adventures

MEASURE

Make it rewarding: quantify success
Provides goals,
give guidance
(and knowledge),
measure progress,
setup for success.

But what shall we measure?
• Progress and performance (goals and OKRs)
• Team size (# of people)
• Horizons of change (core business vs. radical)

Insight-to-Venture
Benchmarks & Goals
OKRs at each stage

2-Pizza Team
MEASURE (2/3)
Team size

Bigger teams underperform!

MEASURE (3/3)
Change horizons
There are different types of change.
Sending a rocket to the moon is
one but there are others too!

Breakdown of the types of projects
in enterprises.
You need to balance change!

Source: Forbes, The World’s Most Innovative Companies, 2015 Ranking
85%
Premium

Put more thought into what you do

What I do everyday?
I’m co-founder for Collaborne, mobile, social and cloud innovation management platform
trusted by high performing organizations to engage, empower, and cross-functionally
align their workforce in business innovation and transformation.
Rooted in design thinking and lean methodology, we cover the end-to-end innovation and
transformation needs of enterprises -- from initial customer needs and insight to fully
developed venture and value propositions.

In a world of change, the learners shall inherit the
earth, while the learned shall find themselves perfectly
suited for a world that no longer exists.
Eric Hoffer – Philosopher