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Customer Centered Design Innovation
Srikanth Srinivas
Innovation Catalyst

Sri@MoreSquares.com
www.MoreSquares.com
More Sq...
More Squares® © 2013
More Squares® © 2013
More Squares® © 2013
More Squares® © 2013
Run Faster than the
Competition
Innovation

More Squares® © 2013
It IS a Jungle Out There!

Big

Size

Small

Source:
Vijay Govindarajan and Srikanth Srinivas,
HBR, Apr 18,2013,
"Finding ...
Innovation is Positive Movement
• Relative
• Time Period
• Customer

More Squares® © 2013
Bally Technologies
A Case Study in Innovation Excellence
Customer Centered
Innovation

 Who is the Customer?
 What do th...
• ROA Tripled – Industry
lagging 4% to Industry
leading 12%
• Operating Margin doubled
- 10% to 20%
(1) Awards Granted by ...
Developing a core competence in
Innovation
Pays rich dividends.

“Core competencies are different for every
organization, ...
Customer Centered Design Innovation
Customer Centered Design
• Start with the Customer
• Customer Value = Benefit – Pain
•...
1. Idea

More Squares® © 2013
Genius is 1% inspiration …

More Squares® © 2013
Research Scope
Individuals
– Shantha Ragunathan
– Dr. Jerry Buss
– Sir Peter Jackson
– Dr. Mohammad Yunus
– Walter Paepcke...
2. From Idea to Opportunity

More Squares® © 2013
Idea Space
Do No Harm1

Customer Value

1Vijay

Govindarajan, and Chris Trimble,
“The Other Side of Innovation: Solving th...
3. AND Thinking

More Squares® © 2013
Balance
• Performance Engine
AND Innovation
Engine
• Customer Value AND
Company Value
• Reach AND Profits

More Squares® ©...
4. Resourcefulness

More Squares® © 2013
Performance
Engine

Partnership

Vijay Govindarajan, and Chris Trimble,
“The Other Side of Innovation: Solving the executi...
5. Outcomes

More Squares® © 2013
Off 95% of the time
50% in 5 Years
More Squares® © 2013
I2I Process
Inspiration to Impact

 Need
 Have

More Squares® © 2013
I2I Balance
Inspira on
Opportunity
Perspira on
AND
Perspira on
Resourcefulness
Perspira on
Outcomes
Perspira on

More Squa...
The Future is Now!

More Squares® © 2013
Incorporate Innovation lens in Budgeting Cycle





Customer
Value
Deliver
Share

Inspira on
Opportunity
Perspira on
A...
Thanks!

Sri@MoreSquares.com
www.MoreSquares.com
More Squares® © 2013
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NASSCOM Engineering Summit 2013: Customer Centered Design Innovation - Srikanth Srinivas, Innovation Catalyst

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NASSCOM Engineering Summit 2013: Customer Centered Design Innovation - Srikanth Srinivas, Innovation Catalyst

  1. 1. Customer Centered Design Innovation Srikanth Srinivas Innovation Catalyst Sri@MoreSquares.com www.MoreSquares.com More Squares® © 2013
  2. 2. More Squares® © 2013
  3. 3. More Squares® © 2013
  4. 4. More Squares® © 2013
  5. 5. More Squares® © 2013
  6. 6. Run Faster than the Competition Innovation More Squares® © 2013
  7. 7. It IS a Jungle Out There! Big Size Small Source: Vijay Govindarajan and Srikanth Srinivas, HBR, Apr 18,2013, "Finding your place in the competitive jungle" Slow Speed Fast More Squares® © 2013
  8. 8. Innovation is Positive Movement • Relative • Time Period • Customer More Squares® © 2013
  9. 9. Bally Technologies A Case Study in Innovation Excellence Customer Centered Innovation  Who is the Customer?  What do they Value?  How can we deliver that Value?  How can we get a fair share? Increased R&D from 6% to 11% Source: Vijay Govindarajan and Srikanth Srinivas, HBR, Oct 4,2013, "Capturing the Innovation Mindset at Bally Technologies" More Squares® © 2013
  10. 10. • ROA Tripled – Industry lagging 4% to Industry leading 12% • Operating Margin doubled - 10% to 20% (1) Awards Granted by Gaming & Technology Awards, Top 20 Most Innovative, HOT Awards, Slot-Floor Technology Awards, and others as of August 1, 2013 More Squares® © 2013
  11. 11. Developing a core competence in Innovation Pays rich dividends. “Core competencies are different for every organization, but every organization needs one core competence: Innovation.” Peter Drucker More Squares® © 2013
  12. 12. Customer Centered Design Innovation Customer Centered Design • Start with the Customer • Customer Value = Benefit – Pain • Buyer AND User • Constraints = Opportunity Innovation • Focus on Positive Movement More Squares® © 2013
  13. 13. 1. Idea More Squares® © 2013
  14. 14. Genius is 1% inspiration … More Squares® © 2013
  15. 15. Research Scope Individuals – Shantha Ragunathan – Dr. Jerry Buss – Sir Peter Jackson – Dr. Mohammad Yunus – Walter Paepcke Companies – 3M – GE – Nucor – John Deere – P&G – Bally Technologies Co-researcher and Coauthor: Vijay Govindarajan, Professor at Tuck School of Business, Dartmouth College More Squares® © 2013
  16. 16. 2. From Idea to Opportunity More Squares® © 2013
  17. 17. Idea Space Do No Harm1 Customer Value 1Vijay Govindarajan, and Chris Trimble, “The Other Side of Innovation: Solving the execution challenge” Synergize Company Value Opportunity More Squares® © 2013
  18. 18. 3. AND Thinking More Squares® © 2013
  19. 19. Balance • Performance Engine AND Innovation Engine • Customer Value AND Company Value • Reach AND Profits More Squares® © 2013
  20. 20. 4. Resourcefulness More Squares® © 2013
  21. 21. Performance Engine Partnership Vijay Govindarajan, and Chris Trimble, “The Other Side of Innovation: Solving the execution challenge” Shared Staff More Squares® © 2013
  22. 22. 5. Outcomes More Squares® © 2013
  23. 23. Off 95% of the time 50% in 5 Years More Squares® © 2013
  24. 24. I2I Process Inspiration to Impact  Need  Have More Squares® © 2013
  25. 25. I2I Balance Inspira on Opportunity Perspira on AND Perspira on Resourcefulness Perspira on Outcomes Perspira on More Squares® © 2013
  26. 26. The Future is Now! More Squares® © 2013
  27. 27. Incorporate Innovation lens in Budgeting Cycle     Customer Value Deliver Share Inspira on Opportunity Perspira on AND Perspira on Resourcefulness Perspira on Outcomes Perspira on More Squares® © 2013
  28. 28. Thanks! Sri@MoreSquares.com www.MoreSquares.com More Squares® © 2013

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