Fred Thomas gave a presentation at Bucknell University about innovation and invention. He discussed the Zip drive, a disruptive innovation created by Iomega in the 1990s. Thomas explained that innovation builds upon invention by taking new ideas to market. For the Zip drive, key inventions included the head-to-disk interface, technologies to address disk snapping and stiction, and the use of Gore-Tex materials. These inventions came together to enable Iomega to disrupt removable storage markets with an affordable and high capacity disk drive.

1. MEETING THE CHALLENGES OF
INNOVATION -
THE 1990S INVENTIVE STORY OF THE ZIP
DRIVE…
Fred Thomas
January 31, 2012
At Bucknell University
Lewisburg, PA
Presented at the invitation of -
Innovation Programs

2. Context – This Evening’s Talk
• Your host – Fred Thomas (Bucknell Grad. – 82’ & 90’)
• Meeting the Challenges of Innovation
– The Zip Drive…
• Understanding the differences between
Innovation and Invention
– Provide a framework
• Provide some learned lessons regarding
invention as art & science
– Insights…
• Answer Questions
January 31, 2012 Copyright 2012 Fred Thomas 2

3. Big I And little i
• Innovation and Invention
– Same family but not twins
• Innovation types –
– Disruptive innovation
– Sustaining innovation
• Invention
– Can be innovation, but typically in a supporting role.
Clayton Christensen
January 31, 2012 Copyright 2012 Fred Thomas 3

4. Some Disruptive Innovations
Compact Disk – Optical Recording
(Innovation by: Sony & Philips)
iPod (Innovation by: Apple)
The Internet (Innovation by: Al Gore?)
January 31, 2012 Copyright 2012 Fred Thomas 4

5. Super Floppies of the 1990s
8”, 5.25” & 3.5” Floppies
(1971-1991)
1.44 MB 1990
Zip – 100 MB
(Iomega)
1995 - 2002
Floptical /LS-120
21 MB/120 MB
(Iomega, Insite, Maxell & 3M )
1991 & 1996
Bernoulli Box
20 to 230 MB
(Iomega)
1983-1990
HiFD – 200 MB
(Sony )
1998
1987 $2500 for
40 MB Drive
Ouch!
Consumer
Removable Data
Storage before 1990
Gov. /
Enterprise
Removable
Data Storage
before 1990
January 31, 2012 Copyright 2012 Fred Thomas 5

6. The Zip Disruptive Innovation Insight
Kim Edward – CEO Iomega
(1993- 1998)
Asked the Insightful Question:
What drive can Iomega bring
to market at a price point of
$199?
Observed what Iomega
had in the market in
1994.
Evaluated what was coming
out of R&D.
$379 $650
4 platter flexible disk cartridge
with ~ 400 MB @ ~ $500
January 31, 2012 Copyright 2012 Fred Thomas 6

7. Zip a Truly Disruptive Innovation
0%
9%
6%
3%
ProductUnitSalesas%
ofUnitPCSales
January 31, 2012 Copyright 2012 Fred Thomas 7

8. Still Makes Me Laugh!
Johnny Crash
(Zip Super Bowl Ad 1998)
January 31, 2012 Copyright 2012 Fred Thomas 8

9. Disk Drive Technology Basics
• Capacity – How much
Data?
• Date Track width
• Linear Density
• Areal Density
• Transfer Rate – How
fast can I read/write the
data?
• Platter RPM
• Access time
• Linear Density
January 31, 2012 Copyright 2012 Fred Thomas 9

10. Zip – Inventions Behind the Innovation
13
4
6
2
5
7
Head-to-Disk Interface
Disk Snap – New Physical
Phenomena Discovered
Watch Jewels in a Disk Drive
Stiction Thwarted
Gore-Tex® Everywhere
2¢ Little Part – Big Consequence
Cartridge Jewels – Industrial
Espionage
1
2
3
4
5
6
7
January 31, 2012 Copyright 2012 Fred Thomas 10

11. Head-to-Disk Interface
Invention Takeaway: A good invention can be a seed
enabler for disruptive innovation!
Invention – Cross-cut on
convention hard drive slider
allows for high speed flexible
media application.
Historic evolution of the Hard Drive slider
(read/write head)
Some perspective on
magnetic drive HDI
(nanosliders in 2002 @ 1µ”)
4 mm ± 0.2mm
January 31, 2012 Copyright 2012 Fred Thomas 11

12. Disk Snap - New Physical Phenomena
Discovered
Invention Takeaway: Inventions directed at
understanding the problem are sometimes needed.
Trade secret status may make sense.
Invention – Mode-master
instrument invented to
understand phenomena.
Some example Disk modes.
Discovery – Very flexible spinning disks at high RPM and having a transverse load
(recording head) can snap instantaneously between different modes with change
in transverse load radial location.
January 31, 2012 Copyright 2012 Fred Thomas 12

13. Watch Jewels in a Disk Drive
Invention Takeaway: Repurposed “old” technologies
are a good source for new invention… and
sometimes not!
Invention – Watch jewel bearings for
disk drive linear actuator bearing.
Zip actuator exploded view
Historic
lubricant for
watch
jewels. Not
for Zip
Drives!
January 31, 2012 Copyright 2012 Fred Thomas 13

14. Stiction Thwarted
The phenomena Chemically etched gimbals
for Hard Drive
Invention Takeaway: Look for solutions from domains
with similar problems.
Invention – Thin chemically
etched leaf springs. No bearing
stiction!
Zip actuator exploded view
January 31, 2012 Copyright 2012 Fred Thomas 14

15. 2¢ Little Part – Big Consequence
Chemically etched gimbals
for Hard Drive
Invention Takeaway: Disconnected communication
between R&D and manufacturing is not good.
Invention – Tiny foam donut (2mm dia.)
crash stop. No patent filed. Proved
quite important (Class Action Suit Settle
in 2001)
January 31, 2012 Copyright 2012 Fred Thomas 15

16. Gore-Tex® Everywhere
Invention Takeaways:
1) Enabling materials enable invention. Build a toolbox of
enablers.
2) Patent it. Invention in large part is the convergence of
knowledge, an exceptional insight with a problem. This in not
an exclusive domain.
Invention – Teflon fiber
disk liner: lubricious, lower
disk lubricant wicking,
effective disk debris
removal, less drive power
consumption.
Flexible Disk Cartridge
exploded view
January 31, 2012 Copyright 2012 Fred Thomas 16

17. Cartridge Jewels - Industrial Espionage
Invention Takeaways:
1) The solution to a particular problem can be the opportunity
for strategic invention.
2) Just because you have valid patents doesn’t mean you can’t
be over-ridden by government judicial fiat.
Invention – Cartridge retro-
reflective and phosphorescent
markers. Utility and strategic
directed inventions.
January 31, 2012 Copyright 2012 Fred Thomas 17

18. The Anatomy of a Disruptive
Innovation
Core Unique
Value
Proposition
• Ring on enabling technology
• Ring of enabling invention
• Ring of enabling insightful fusion
Invention 2
Invention 3
Technology 2
• Some Observations…
• Process to a Disruptive
Innovation is usually not
linear.
• The number of elements
varies.
• The sequence of their birth
differs.
• Science of Chaos gives us some
guidance on Innovation
• Concept of a strange
attractors holds
• Concept of sensitivity to
initial conditions holds
Invention 1
Invention 4
Technology 1
Ring of Enablement
Fusion 1
Fusion 2
January 31, 2012 Copyright 2012 Fred Thomas 18

19. Epilogue –
New Technology Displacement
1999 Still going strong2003
January 31, 2012 Copyright 2012 Fred Thomas 19

20. What is an Invention?
• No implicit economic value.
• It is the product of exceptional informed
insight.
• It is statutory.
– Utility
– Novel
– Unobvious
January 31, 2012 Copyright 2012 Fred Thomas 20

21. Invention Skill Takeaways
• Informed insight
– Typically scientific or technical
– Create enabling tool bag
• Understand its statutory basis
– Claims
– Take a patent bar course
– Patent It Yourself - Pressman
January 31, 2012 Copyright 2012 Fred Thomas 21

22. What is an Innovation?
• Implicit economic value.
• Its is the product of exceptional informed
insight.
• Bringing differentiated product to market.
• Insight is customer value centric.
• Innovation ideas without bulwark are call
fantasies.
• Implicit economic value.
• Ultimately it is disruptive to markets.
January 31, 2012 Copyright 2012 Fred Thomas 22

23. Innovation Skill Takeaways
• Complicated
• Focused on the utility element of invention
but not necessarily invention.
– Exceptional utility at exceptional value is what
matters.
• Many sources
• Find problems worth solving… art
– Invent later… science
January 31, 2012 Copyright 2012 Fred Thomas 23

24. A Final Thought on Invention
The greatest
American was an
inventor.1849 - Patent # 6469
January 31, 2012 Copyright 2012 Fred Thomas 24

25. QUESTIONS?
January 31, 2012 Copyright 2012 Fred Thomas 25

26. THE END…
THANKS!
January 31, 2012 Copyright 2012 Fred Thomas 26

27. January 31, 2012 Copyright 2012 Fred Thomas 27
Fred Thomas’ Bio:
Fred Thomas received a BS in Mechanical Engineering with a Minor in Physics (BA) as well as his MS in Mechanical Engineering from Bucknell University
in 1982 & 1990 respectively. His Master’s Degree work at Bucknell was directed at control systems and non-linear dynamics via the construction of a
Chaos Machine for his thesis.
Mr. Thomas has been employed at Hewlett-Packard (HP) for the past six years, initially as Principal Hardware Architect–MediaSmart Home Servers; and
since 2010, as Champion for Innovation Intent—PC Ecosystem and Responsiveness. Previously Fred Thomas was Iomega’s Chief Technologist in
Advanced Research and Development where he worked for 14 years. In addition, he was the owner/engineer of Prototype Devices, and an Electro-Optic
Systems Engineer at Texas Instruments for five years.
Fred Thomas’ technical interest is in the fusion of new technologies for the enhancement or creation of new products. With 50-plus issued and many
pending US patents, Fred has demonstrated his ability to deliver innovation to products that ship and are market successes. This creativity has been
demonstrated in several fields, including data storage, sensors, actuators, mechanisms, electro-optics, machine vision, nano-technology, data security,
network attached storage, and intellectual property. His work at Iomega Corporation was essential to the Zip, Jaz, Clik!, DCT, Floptical, Peerless and REV
removable storage products. His work on subwavelength optical data storage, which allows for multiple 10s of fold increase in the capacity of DVDs, is
embodied in two issued and one pending patents.
Mr. Thomas’ awards include the International Design Excellence Award in 2009, Industrial Forum Product Design Award in 2008, “Nano50 Award” for
“Subwavelength Optical Data Storage” in 2005, Lemelson-MIT “Inventor of the Week” Award in 2004, Iomega “Exceptional Invention Award” in 1999,
and Laser Focus World “Electro-Optic Application of the Year Award” in 1994.