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10 misconceptions on innovation
The document identifies ten common misconceptions about innovation, emphasizing that it is not solely about products or predefined goals, and often involves serendipitous discoveries. It argues for a broader understanding of innovation, which includes valuing simplicity, leveraging existing ideas, and considering customer reception. The insights aim to reshape how businesses approach and implement innovation strategies.
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10 misconceptions on innovation
- 1. I 1 #10misconceptions on innovation @creaxnv Some say…
- 2. I 2 Thereis a staggering amount of books on innovation, explaining what it’s all about. In this presentation we give you exactly the opposite.
- 3. I 3 10misconceptions on innovation 1. Innova.on equals changing your product 2. Innova.on is about products 3. Innova.on is about predefined goals 4. Innova.on is about the customer 5. Innova.on is complicated 6. Inven.on equals innova.on 7. You are smarter than everybody else 8. People like innova.on 9. Innova.on is about brainstorming 10. Innova.on is about ‘the’ solu.on
- 4. Innova.on equals changing your product #1
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- 6. https://en.wikipedia.org/wiki/Cyanoacrylate Innova.on equals changing your product #1 Superglue has known some unorthodox uses. In the Vietnam war it was used to close wounds on the baOlefield. à LOOK at other industries to sell your product.
- 7. I The most certain way to fail is to focus only on products. Innova.on is about products #2 In his latest book Larry Keeley is explaining ten types of innova.on. It is clear that product innova.on is only a part of the possibili.es. à CONSIDER other innovation directions. “ ”
- 8. Focusing on the innermost workings of an enterprise and its business system Focusing on the core product or services Focusing on ‘customer-‐facing’ elements Innova.on is about products Innova.on is about products #2
- 9. I 9 Innova.on is about predefined goals #3
- 10. I 10 Innova.on is about predefined goals #3 Some.mes innova.ons are based on #serendipity or ‘pleasant surprises’. Famous examples are the discovery of penicillin or the inven.on of the microwave oven.
- 11. I 11 Innova.on is about predefined goals #3 Some.mes innova.ons are based on #serendipity or ‘pleasant surprises’. Famous examples are the discovery of penicillin or the inven.on of the microwave oven. à Validate happy accidents. Rumor has it that chicory was discovered by accident when a peasant covered his chicory roots with sand. Chicory roots used to be a subs.tute for coffee. AZer a few weeks he discovered sweet tas.ng leafs.
- 12. I 12 Innova.on is about the customer #4
- 13. I 13 Innova.on is about the customer #4 Coca Cola zero was put in the market to give men a sugar free & manly alterna.ve to diet Coke. The fact that sugar is the most expensive ingredient of the classical coke has nothing to do with it… à Recognize the ROI of innovation for your company.
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- 15. Simple innova.ons oZen have the biggest ‘eureka effect’ . This asymmetrical buOon is designed so that the elderly and people with a handicap, can easily use the buOon when ge_ng dressed or undressed. à VALUE simple solutions as much as complicated ones. Innova.on is complicated #5
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- 17. Inven.on equals innova.on #6 An inven.on is a solu.on to a problem, this doesn’t mean it is innova.on. An innova.on is the applica.on of a beOer solu.on that meets new requirements & customer or market needs. à LEVERAGE inventions into meaningful innovation concepts.
- 18. I 18 We’ve always been shameless about stealing great ideas. (Steve Jobs, 1996) You are smarter than everybody else #7
- 19. I 19 You are smarter than everybody else #7 The concept of open innova.on has been around for some years. In prac.ce lots of companies are not able to embrace the proudly found elsewhere philosophy. à REUSE existing technologies, ideas & concepts.
- 20. #2: People likechanges People like innova.on #MAYA #8
- 21. #2: People likechanges People like innova.on #MAYA #8 People can’t handle radical changes. Something Renault painfully discovered launching the Avan.me in 2001. The car was not received well and only 8450 cars were produced. The car didn’t live up to the MAYA principle; most advanced, yet acceptable. à SURVEY your customer.
- 22. I Innova.on is about brainstorming #9
- 23. I Innova.on is about brainstorming #9 According to Wikipedia brainstorming is a crea.vity technique to gather ideas for a specific problem. This idea genera.on phase is only a part of innova.on. Innova.on also consists of idea championing, making people enthusias.c about an idea. The third aspect of innova.on is called implementa.on. à RECOGNIZE all three aspects of an innovation trajectory.
- 24. Innova.on is about ‘the’ solu.on #10
- 25. Innova.on is about ‘the’ solu.on #10 Free Record Shop is a Dutch retailer of home entertainment selling CD’s, DVD’s and video games. In 2014 the store went bankrupt. Free Record shop only focused on one solu.on to the func.on home entertainment. A solu.on which turned obsolete by the compe..on: iTunes, Neilix, Spo.fy, Steam, Video on demand, etc à BE AWARE that functions stay & solutions change
- 26. SYSTEMATIC INNOVATION WWW.CREAX.COM Inspired? We help companies with their innova.on challenges. problem solving – product innova.on – process innova.on technology transfer – new applica.ons and markets Diederik Syoen -‐ Marke.ng Manager ds@creax.com www.creax.com Visit our website or follow us