The document discusses the impact of failure to innovate in business. It notes that executives want innovation but companies can become technologically stagnant over time. The business model and approach to innovation must change as the company lifecycle transforms. Truly innovative thinking requires going "out of the box" to understand customers' needs rather than make assumptions. Failure to innovate and adapt the business model can lead companies to become detached from reality and ultimately fail like Kodak. The key is to understand customers' pains rather than just focusing on potential gains from new products or features.

1. Impact of Failure To Innovate
Ben Gibson Sr.
Owner – Solution Architect
SyrRoc Systems

2. Thank You!
5/22/2016 Confidential – Ben K. Gibson 2

3. • Executives and Investors want innovation and
spend money on it!
• Workers have the will and the talent to
innovate!
• Today, we are as technologically poor as we
will ever be!
Stipulations!
5/22/2016 Confidential – Ben K. Gibson 3

4. • The company lifecycle transforms the
business model.
• Innovation as the business model
transforms.
• “Out of the Box” thinking.
Let’s Discuss
5/22/2016 Confidential – Ben K. Gibson 4

5. Innovation
5/22/2016 Confidential – Ben K. Gibson 5
Problem
Solution
Pain
Gain
Needs
Features
Innovation changes
our productivity. It
may alter our
behavior…
But it doesn’t
change people!

6. 1955 – Philadelphia
5/22/2016 Confidential – Ben K. Gibson 6
Paleofuture.gizmodo.com

7. Not Always for the Better

8. Personal Story Telling
5/22/2016 Confidential – Ben K. Gibson 8
Caves
Kodachrome
Social Media

9. Innovation
• Understanding
• Technology
• Thinking
5/22/2016 Confidential – Ben K. Gibson 9
Problem
Solution
Pain
Gain
Needs
Features

10. Innovation Space
The Market
Customer Segmentation
Customer Experiences
Product
Features
“Normal”
Innovation
(Feature Space)
“Expanded”
Innovation
(Application,
Experience
Space)
10

11. The Company Lifecycle
5/22/2016 Confidential – Ben K. Gibson 11
Engineering
Entrepreneurs
Marketing Finance Lawyers
Revenue
Time

12. Business Model
(Using The Business Model Canvas)
5/22/2016 Confidential – Ben K. Gibson 12

13. Entrepreneurs Engineers
5/22/2016 Confidential – Ben K. Gibson 13

14. The SWEET SPOT!
5/22/2016 Confidential – Ben K. Gibson 14

15. • Brand Success
• Business Success
Self Deception
Business Model Derailment
5/22/2016 Confidential – Ben K. Gibson 15
“Face reality as it is, not as it was
or as you wish it to be.”
–Jack Welch

16. • In the Box Thinking (Self Deception)
– Defined by labels, concepts and assumptions. (Biases)
– Assumptions Provide Justification for action.
• Out of the Box Thinking
– Defined by first hand knowledge and understanding.
– Understanding Drives actions.
Self Deception
5/22/2016 Confidential – Ben K. Gibson 16

17. Will Customers Buy?
5/22/2016 Confidential – Ben K. Gibson 17
(+)
(-)
Customer Gain
Customer Value
(0) (+)
Kodak Film
1880 - 2001
Kodak Film
2001 - 2015
Kodak EasyShare
2001 - 2008
Premium
Pain

18. Business Model
(Using The Business Model Canvas)
5/22/2016 Confidential – Ben K. Gibson 18

19. Which Box are You In?
5/22/2016 Confidential – Ben K. Gibson 19

20. “Leadership and Self
Deception”
- The Arbinger Institute
“Business Model
Generation”
- Osterwalder & Pigneur
Reading
5/22/2016 Confidential – Ben K. Gibson 20

21. • Don’t let what you want to happen get in the
way of what is happening! (GET OUT OF YOUR
BOX!)
• Talk to People: Don’t ask if they like what you
are doing, ask them about their pain!
• Sometimes innovation is about understanding
what is NOT changing.
What Should You Do?
5/22/2016 Confidential – Ben K. Gibson 21

22. THANK YOU!
(Questions?)
5/22/2016 Confidential – Ben K. Gibson 22