Creativity + Innovation 1.9

Creativity + Innovation 1.9
Kevin Popović, B.A., M.S.
© Kevin Popović, SDSU Creativity + Innovation

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Session 1.9
• Welcome
• Roll, Admin
• C+I in Prague
• Quiz
• Discuss Chapter
• Quiz
• Discuss Reading
• Lecture
• Game
• Assignment

MGT 353 Mid-Term
An Evaluation of Understanding

Creative Profile
A Self-Evaluation of Your Creativity

The Creative Profile
• Update your creative profile based on what you
have learned from feedback on your first, and
what you have learned about yourself during our
class.
• Remember, the questions provide in the template
are to get you thinking in a direction, not for you to
answer specifically.

The Creative Profile
• Be sure to reflect on each section, look for
substantive answers, and provide depth in
your thinking.
• Make note of the changes you have made, if
any, to demonstrate your development.

Satellite Marketing™
Using Social Media To Create Engagement

Satellite Marketing™

Quiz: Sustaining the Change
Chapter 8 of Creativity, Inc.

Sustaining the Change
Chapter 8 of Creativity, Inc.

• As the change to systemic creativity goes
forward everything requires continued attention,
reinforcement, exercise, follow through and
reinvention.

• Creativity does not want to stop.
• Creatives will not want to stop.
• Forces against creativity are so strong that
without reinforcement and reinvention it will
stop.

• Because of “Motivation.”
• The measure of the emotional investment it
takes for people to break natural inertia, to
move away from their attachment to their
current circumstances and move towards what
they want.

• Systemic creativity is movement.
• The lack of movement is not progress, it is the
status quo.
• What will get in its way?

• Plan for the (inevitable) future.
• Remain flexible.
• All the “aha’s” are in the detours (pivot).
• Any plan for change will change.
• Curiosity will discover new information.
• Creativity will develop new ideas.

• “At some point systemic creativity really gets
traction and becomes embedded throughout a
company, evidence of the change–creative
activity, the actual creative changes–will come
fast and furious and all over the company, but
planning can become overloaded.”

• “It is difficult to get a man to understand
something when his salary depends upon his
not understanding it.”
• Change is a threat to to the order of things.
• Resistance is the indicator that something
needs addressed.

• Involving people in the process helps them
discover their creative potential.
• Reduces fear of the unknown.
• Increases potential for curiosity.
• Expect resistance, have a plan to address.
• Move on to the next resistance (given).

• Encourage the flow of information.
• Information makes a difference in any company.
• In a creative company, it becomes the daily fuel
that keeps the machine running.
• Supplement with human contact.

Quiz: “The Innovation Value Chain”
Harvard Business Review

“The Innovation Value Chain”
Harvard Business Review

The Innovation Value Chain
• All companies face obstacles
• Everyone knows best practices
• Why aren’t all companies better at
innovation?
• Intuit
• Procter & Gamble

• A company’s capacity to innovate is only as
good as the weakest link in its innovation
value chain.
• The idea poor company
• The conversion poor company
• The diffusion poor company

• Viewing innovation as an end-to-end process rather
than focusing on a part allows you to spot the
weakness and strongest links.
• Discourages managers from reflexively importing
innovation practices that address part of the chain but
not necessarily the ones the companies needs help
with.

• Centers attention on the weakest link, prompts to be
more selective on what will work to address the problem
area
• Helps managers realize a perceived innovation strength
may be a weakness.
• People often gravitate towards the easiest area, leaving
hardest for last or hoping it goes away.

The innovation value chain provides a
framework for managers to sort out which
approaches make the most sense for their
companies.
Allows you to spot the strongest and the
weakest link.

Comhear
The Innovation of Audio Technology

Company Snapshot
360° Sound Projector
• Innovative award winning sound
projector: MyBeam™
• Replaces the need for headphones in
nearfield listening experiences
• Applications include gaming systems,
workspaces, theater seating and mobile
devices
360° Software & KAP
• Audio enhancement software
• Protects listener hearing acuity from
damaging effects of prolonged
headphone usage
• KAP (Kinetic Audio Processing) delivers
a richer audio quality without high SPL
(Sound Pressure Level)
34

San Diego CONNECT WINNER
For MyBeam
35
DSP Driven
Speaker Array
DSP Driven
Speaker Array

Our Goal
36
DSP Driven
Speaker Array
DSP Driven
Speaker Array
Comhear goal is to dominate nearfield audio
applications that require immersive surround sound
from a single device including directed audio and
private audio applications.

Business Model
37
DSP Driven
Speaker Array
ODM
Comhear
OEM
DSP
CM
Licensing Business Model
- Comhear licenses reference design
- Generates royalty for Sw/DSP
module
- OEM purchases from ODM
- ODM or CM pays Comhear royalty

The Problem
38
Headphones
required for
immersive 360°
audio experience
4/8K screens and
3D content
growing at ~
200% CAGR
Prolonged
headphone usage
can lead to hearing
damage
Audio Technology GAP

The Solution
39
MyBeam™ 360° Sound Projector
• Low cost sound projector
• Simple to install and set-up (simple I/O, wireless)
• Projects 360° sound including binaural and 5.1 encoded
content
• Replaces headphones for immersive sound experience
• Multiple listening modes including KAP for music
Nothing comes close to MyBeam 360° natural
immersive sound experience!

Listening
Modes
3D Mode Beam Forming
Mode

Applications
41
DSP Driven
Speaker Array
DSP Driven
Speaker Array
Theaters &Theme Parks
Digital SignageKiosks
DesktopPC and Console Gaming
VR/AR Mobile

Technology Evolution
Curve
44
DSP Driven
Speaker Array
DSP Driven
Speaker Array
PC & Gaming
Consoles
Kiosks
Gaming
Systems
Tablets
& Mobiles
Virtual
Reality &
Augmented
Reality
Dominate near-field audio applications and
high value categories
Platform & Feature Evolution – Base Plus:
- Echo-cancellation
- Size reduction (board/processor/drivers)
- Whisper/Advertising
- Shared revenue/licensing
- Advertising
- ProAV support models
- New features/specific markets

How it Works
45
Digital or Analog
Sound Source
DSP Driven
Speaker Array
DSP Driven
Speaker Array
MyBeam Uses Digital Signal Processing (DSP) to Produce
Constructive and Destructive Interference
2 Speakers Speaker Array

Key Market Segments
46
Multibillion Dollar Market Segments

Spring Break
A Game of Collaboration

Assignment
• Read "Connect and
Develop" P&G's New
Model of Innovation”
• Available in the reader
• Prepare for Quiz

Assignment
• Read “Corporate New
Ventures at Proctor &
Gamble”
• Available in the reader
• Prepare for Quiz

Creativity + Innovation 1.9

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