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3M的創新之道 參考書目: 創新高手談創新/智庫文化 你不知道的3M/商周出版 奇果創新管理顧問公司  http://www.innoleader.com
創新文化始自於人 麥克奈特(Willian L. Mcknight) 建立以客為尊的創新文化 設立第一間實驗室 開創15%法則 容錯精神 理查 卡爾頓(Richard Carlton) 第一位撰寫「技術手冊」,將新產品創新流程制度化,促使研究與製造部門合作。 設立中央研究實驗室,是走向科技創新的重要里程碑。
創新精神:15%法則 員工可以自行運用15%的時間去進行自己選擇的計畫。 不需主管核准、不需報備他們在做甚麼 源自麥克奈特/德魯/遮蔽膠帶的故事
創新精神:容錯管理 當我們的事業蒸蒸日上,就愈來愈有必要實施責任的授權,並鼓勵同仁們提出建言,要作到這一點需要相當大的容忍力。只要同仁的作為符合公司的要求,就應該鼓勵他們自行發揮。 同仁如果稍微犯了一點錯誤,管理者就嚴厲的批評,那會扼殺同仁們提出開創性的意願。而如果我們期望業務繼續成長,必須要有許多人來為我們提供開創性建言。 ~1949年,麥克奈特
創新精神:容錯管理 當目標是創新時,要接受高風險的存在。 創新前期:每一個正在發展中的想法都應該有機會證明它的價值。 創新結果:如果這個構想很好,我們會需要它;若構想不好,也已經證明它是不可行的,就可以心安理得的放棄它。 ~理查卡爾頓
將創新體現於目標設定 1992年前,25%營收來自5年內的新產品 1992年後,30%營收來自4年內的新產品 NPVI(New Product Vitality Index),新產品活力指數,是3M最重要的指標 創新與新產品是3M最推崇的企業價值。
3M的創新來源 用技術人才帶動創新 科學家、實驗室。 透過市場需求帶動創新 技術服務、行銷企劃及業務等。 團隊合作:行銷企劃是獵人,熟知獵物的習性與所在;研發與技術如同獵槍,要能精準的命中獵物;業務則是獵犬,迅速將獵物帶回。
激勵方法 實質:加薪、升遷、假期 榮耀性:
台灣3M的創新 A類創新: 將總公司既有的商品,依在地化的需求做產品延伸與包裝改變。ex.Post-it備忘板、甜甜圈膠台 B類創新: 將公司既有技術與材料,經過本土化設計並商品化。Ex:痘痘貼、新絲舒眠、魔布拖把 C類創新: 突破現有的產品領域,開發出全新的商品。Ex:博士燈、淨水器
3M的NPDP 最早是在1925年由卡爾頓編撰的【技術手冊】 1998年大修訂,目標在於簡化、易學,流程不耽擱 透過部門合作可以減少錯誤、提出更好的具體改進方案 流程導入e化後,更加速新產品的開發。2005年全球有350項新產品成功開發,2010年則有1350項新產品上市。五年內成長4倍,也帶動營收成長。
NPI(New Product Introduction ) 討論市場蒐集到的一手資訊,並將好的Idea送入系統評估 由PM提出產品功能、消費者購買意願與價格、通路建議、未來銷售計畫等 了解最終顧客的聲音 將需求轉為產品規格 Gate1 事業群/實驗室進行評估 Gate3 事業群/實驗室/製造與工程/財務進行評估
NPI流程中的激勵制度 PM可領獎金 產品上市三年內銷售業績達US$1M者, 可申請國際行銷卓越獎。
行銷人員夢想計畫--加速成長計畫
總經理出招 背景: 1992年,台灣余俊雄總經理提出 目的:激發行銷及業務團隊的創意 內容: 任一專案,只要提出的銷售業績與利潤率高於該年度的目標,無行銷預算限制 任一專案,只要利潤金額較原來高,最多可申請一千萬元的行銷預算 任一專案,利潤率若沒有原來高, 只要提高營業額, 仍可向總經理申請行銷預算
員工接招 用團隊創意克服缺乏消費品經驗之缺點 魔布、無橫掛勾、Post-it備忘板、Scotch可愛造型膠台…都在此制度下催生 成為3M taiwan的潛規則,只要發現任何產品具有市場潛力,能為企業創造更好的營收或利潤率,都可以去向總經理特別申請預算。
讀後心得總結 創新已成為3M的DNA ,確實的展現在研發、技術服務、行銷、 產品,甚至管理上。 長期承諾支持創新才能使創新生根,今天3M的企業創新文化來自3M百年來各任CEO對創新的支持與呵護。 創新要有軟實力,軟實力來自企業氛圍、支持氛圍的組織架構、目標設定, 與願意分享的文化。 創新要有硬實力,硬實力來自優秀的研發人員、掌握市場變化的行銷人員,及能累積創新知識的系統平台。
企業開採創新綠能的夥伴 ~奇果創新管理顧問公司 http://www.innoleader.com 886-2-29384561

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Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
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