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A CULTURE OF INNOVATION IN PRACTICE! 
- HOW TO TAME THE CULTURE BEAST! 
! 18. September 2014 
Daniel Neuberger
I am nervous
I am nervous 
Why?
Unknown
Unknown 
You!
Culture is like the character of a group! 
It forms itself as soon as people are coming together! 
You can´t have no culture! 
It influences everyone immediately 
You!
First day at Immonet
Agile is not the answer 
Agile = Engine to develop software faster, flexible, high quality, ect. ! 
Developing faster, more 
flexible and in high 
quality the wrong things 
Confusing Product 
Launch with 
success 
It doesn't matter how 
great your developer 
team is if they aren´t 
given something 
worthwhile to build 
Role of UXD
Only a small percentage of ideas make its way to the market 
IDEAS 
PRIORITIZE 
Development 
Launch
Most of our ideas are wrong. Get over it. 
„80% of the time you/we are wrong about what a customer wants“ 
— Avinash Kaushik (Web Analytics: An Hour a Day) 
! 
„Netflix considers 90% of what they try to be wrong“ 
— Mike Moran (Do It Wrong Quickly: How the Web Changes the Old Marketing Rules) 
! 
QualPro tested 150.000 business improvement ideas over 22 years and reported 
that 75 percent of important business decisions and business improvement ideas 
either have no impact on performance or actually hurt performance 
— (Holland & Cochran, 2005)
Product Discovery 
http://www.svproduct.com/articles/
Product Discovery 
Identify a solution that is valuable, usable, feasible! 
With evidence it will succeed! 
WIE WIR ARBEITEN 
As small as possible (Minimum Viable Product)! 
Nicht so… 
As fast as possible! 
…sondern so! 
Not like this! 
! 
! 
! 
! 
! 
Like this! 
! 
! 
! 
WIE WIR ARBEITEN 
Nicht so… 
…sondern so! 
!
Design Thinking
Agile + UXD = Product Discovery + Design Thinking
Meet The Beast
„Culture eats strategy for breakfast“ 
Peter Drucker
Frederick! 
Taylor 
„The Principles of Scientific Management“ (1911)! 
People are avoiding work! 
People need control! 
Separation of thinking and executing
Companies become networks
Generation Y 
networked+cooperative! 
High technology affinity ! 
Living and working! 
good education + self confidence 
& what they expect from companies 
Competence instead seniority! 
Personal freedom and responsibility! 
State of the art technology! 
Open and honest communication
2020: 50% of the global workforce will be Generation Y! 
PriceWaterHouseCoopers: Millenials at Work, 2011
We are not just adding another channel to the mix ! 
We are fundamentally rethinking everything! 
Software is eating the world! 
Technology becomes normal! 
Companies become networks! 
Revolution!
There are 2 clocks measuring the speed of change 
inside and outside your company. ! 
! 
If your internal clock is slower than the external 
one, you are in deep trouble. ! 
!
How to tame The Beast 
Culture is like the character of a group! 
It forms itself as soon as people are coming together! 
You can´t have no culture! 
It influences everyone immediately! 
Culture learns
How to tame The Beast 
! 
Explore your culture
ZHaopwp toos t aCmuletu Treh eB Booekast
ZHaopwp toos t aCmuletu Treh eB Booekast
Great Dream Culture :(
Schneider Culture Modell 
Control 
Competence 
Collaboration 
Cultivation 
Order! 
Predictability/ Stability! 
Systematism! 
Standardization! 
Certainty 
Egalitarian! 
Diversity! 
Involvement! 
United we stand 
Growth! 
Humanism! 
Values! 
Purpose! 
Creativity 
Professionalism! 
Pursuit of Excellence! 
Autonomy! 
Contiuous Improvement! 
Craftmanship
Two ways to change a culture 
! 
! 
1. Build a culture cell! 
2. Top Management change approach
Management influences culture massively! 
!
Walk the talk! 
!
Hunt the HIPPO! 
HIPPO is an acronym for the !„Highest Paid Person´s Opinion“! 
!
„Given enough time and money, your competitors 
can duplicate almost everything you´ve got working 
for you. They can hire away some of your best 
people. They can reverse-engineer your process. 
The only thing they can´t duplicate is your culture.“ 
Herb Kelleher
How to tame The Beast
dneuberg@thoughtworks.com! 
THANK YOU 
! 
www.produktbezogen.de!

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A Culture Of Innovation In Practice - How To Tame The Culture Beast

  • 1. A CULTURE OF INNOVATION IN PRACTICE! - HOW TO TAME THE CULTURE BEAST! ! 18. September 2014 Daniel Neuberger
  • 6. Culture is like the character of a group! It forms itself as soon as people are coming together! You can´t have no culture! It influences everyone immediately You!
  • 7. First day at Immonet
  • 8. Agile is not the answer Agile = Engine to develop software faster, flexible, high quality, ect. ! Developing faster, more flexible and in high quality the wrong things Confusing Product Launch with success It doesn't matter how great your developer team is if they aren´t given something worthwhile to build Role of UXD
  • 9. Only a small percentage of ideas make its way to the market IDEAS PRIORITIZE Development Launch
  • 10. Most of our ideas are wrong. Get over it. „80% of the time you/we are wrong about what a customer wants“ — Avinash Kaushik (Web Analytics: An Hour a Day) ! „Netflix considers 90% of what they try to be wrong“ — Mike Moran (Do It Wrong Quickly: How the Web Changes the Old Marketing Rules) ! QualPro tested 150.000 business improvement ideas over 22 years and reported that 75 percent of important business decisions and business improvement ideas either have no impact on performance or actually hurt performance — (Holland & Cochran, 2005)
  • 12. Product Discovery Identify a solution that is valuable, usable, feasible! With evidence it will succeed! WIE WIR ARBEITEN As small as possible (Minimum Viable Product)! Nicht so… As fast as possible! …sondern so! Not like this! ! ! ! ! ! Like this! ! ! ! WIE WIR ARBEITEN Nicht so… …sondern so! !
  • 14. Agile + UXD = Product Discovery + Design Thinking
  • 15.
  • 17. „Culture eats strategy for breakfast“ Peter Drucker
  • 18. Frederick! Taylor „The Principles of Scientific Management“ (1911)! People are avoiding work! People need control! Separation of thinking and executing
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 26. Generation Y networked+cooperative! High technology affinity ! Living and working! good education + self confidence & what they expect from companies Competence instead seniority! Personal freedom and responsibility! State of the art technology! Open and honest communication
  • 27.
  • 28. 2020: 50% of the global workforce will be Generation Y! PriceWaterHouseCoopers: Millenials at Work, 2011
  • 29.
  • 30. We are not just adding another channel to the mix ! We are fundamentally rethinking everything! Software is eating the world! Technology becomes normal! Companies become networks! Revolution!
  • 31. There are 2 clocks measuring the speed of change inside and outside your company. ! ! If your internal clock is slower than the external one, you are in deep trouble. ! !
  • 32. How to tame The Beast Culture is like the character of a group! It forms itself as soon as people are coming together! You can´t have no culture! It influences everyone immediately! Culture learns
  • 33. How to tame The Beast ! Explore your culture
  • 34. ZHaopwp toos t aCmuletu Treh eB Booekast
  • 35. ZHaopwp toos t aCmuletu Treh eB Booekast
  • 37. Schneider Culture Modell Control Competence Collaboration Cultivation Order! Predictability/ Stability! Systematism! Standardization! Certainty Egalitarian! Diversity! Involvement! United we stand Growth! Humanism! Values! Purpose! Creativity Professionalism! Pursuit of Excellence! Autonomy! Contiuous Improvement! Craftmanship
  • 38. Two ways to change a culture ! ! 1. Build a culture cell! 2. Top Management change approach
  • 41. Hunt the HIPPO! HIPPO is an acronym for the !„Highest Paid Person´s Opinion“! !
  • 42. „Given enough time and money, your competitors can duplicate almost everything you´ve got working for you. They can hire away some of your best people. They can reverse-engineer your process. The only thing they can´t duplicate is your culture.“ Herb Kelleher
  • 43. How to tame The Beast
  • 44. dneuberg@thoughtworks.com! THANK YOU ! www.produktbezogen.de!