How do you turn your innovative ideas into profitable business? This lecture describes a five phase approach for managing innovation. Stage 1 - Collect Stage 2 - Select Stage 3 - Implement Stage 4 - Sustain Stage 5 - Market Handouts for Rotterdam University - School of Commercial Management Studies

1. INNOVATION
MANAGEMENT
GETTING IDEAS TO MARKET IN FIVE STAGES
IDEATE SELECT VALIDATE SUSTAIN MARKET
1 2 3 4 5

2. WHY DO 70% OF
INNOVATIONS FAIL?

3. Innovation: when ideas have sex
(Succesful innovation: when ideas create offspring)

4. What can we learn from these?

5. Success is 10 percent inspiration and 90
percent perspiration.
Thomas Edison

6. What can we learn from these?

7. Three things in common
① Clear vision, direction, sense of purpose
② Culture of sharing, learning and transparency
③ A process for managing innovation

8. TOP DOWN
COLLECT SELECT VALIDAT E SUSTA I N MARKET
BOTTOM UP
3 5 0 +
1 2
1 2 0 5 5
1 2 5

9. STAGE 1
IDEATE
IDEATE SELECT VALIDATE SUSTAIN MARKET
1 2 3 4 5

10. “The role of a creative leader
is not to have all the ideas;
it’s to create a culture
where everyone can have ideas
and feel that they’re valued”
Sir Ken Robinson

11. All ideas are centrally collected
KEY QUESTIONS SUBMIT YOUR IDEA
1. What is your idea?
2. What problem are you solving?
3. Expected benefits?
4. Expected investments?
5. What client would want this?

12. STAGE 2
SELECT
IDEATE SELECT VALIDATE SUSTAIN MARKET
1 2 3 4 5

13. Cloud scoring by innovation board
BIWEEKLY BOARD COMMITTEE SCORE BASED ON
ü Complexity and Effort
ü Business Bang
ü Impact on business model
q Kill
q Implement
q Wait

15. STAGE 3
IMPLEMENT
IDEATE SELECT VAL IDATE SUSTAIN MARKET
1 2 3 4 5

16. In God we trust.
All others must bring data.
William Edward Deming

17. Creating Minimum Viable Products
ü Assign a commercial lead
ü Follow an agile approach
ü Get (potential) customer involved

19. STAGE 4
SUSTAIN
IDEATE SELECT VALIDATE SUSTAIN MARKET
1 2 3 4 5

20. I hear and I forget.
I see and I remember.
I do and I understand.
Confucius

21. Making it robust and scaleable
Technology
q Chosen technology implemented
q Chosen technology tested
q Chosen technology documented
Proposition
q Included in price catalogue
q Detailed presentation on intranet
q One pager summary in sales kit
Training
q Wiki on intranet
q Specialist training
q Sales training
Ownership
q SPOC appointed

22. STAGE 5
MARKET
IDEATE SELECT VALIDATE SUSTAIN MARKET
1 2 3 4 5

23. Marketing is no longer about
the stuff that you make,
but about the stories you tell.
Seth Godin

24. Getting attention and creating pull
Owned Media
q Website (services, blog, newsletter)
q Sales presentation sheets
q Webcast
Sales planning / paid media
q Client and prospect hitlists
q Speaking engagement
q Partner Opportunities
Owned
Paid Earned Earned Media
q External blog
q Infographic in social channels
q Award nomination

25. Roundtables, media attention, awards

26. THAT’S HOW WE TURN
350+ IDEAS INTO 5
NEW PROPOSITIONS

27. INNOVATION
MANAGEMENT
GETTING IDEAS TO MARKET IN FIVE STAGES
IDEATE SELECT VALIDATE SUSTAIN MARKET
1 2 3 4 5

28. I’ve missed more than 9000 shots in my career.
I’ve lost almost 300 games.
26 times I’ve been trusted to take
the game winning shot and missed.
I’ve failed over and over
and over again in my life.
And that is why I succeed.
Michael Jordan

29. Lars Crama
• 13 years data driven
marketing innovation at
(international) top
organisations
• Studied to be a veterinarian…
• Rotterdam, Shanghai,
Kaapstad and Londen

30. 2organize
• 200 professionals op the
cutting edge of marketing and
technology
• Based in Rotterdam, since
2000
• Part of Oxyma Group
https://www.youtube.com/watch?v=vEamA5PIyHo

31. YOU MIGHT
KNOW US
FROM…

32. More
information?
http://nl.linkedin.com/in/
larscrama/
www.2organize.com