Cassady Class Innovation Insights

Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Class Update 5
Creating an innovation team @biognosys 15
Insight/ Customer Driven Innovation 60
Break 15
Let’s re-invent google 65
Companies open for an audit 10
Checklist based on today’s class 5
Next week's assignment 5
180

Student Presentation
Building an innovation team

Example
“The consumer isn’t a moron. She is your wife.”
David Ogilvy
“We don’t sell cosmetics, we sell hope”
Revlon

Offering
(WHAT)
Process
(HOW)
Presence
(WHERE)
Customers
(WHO)
1
4 2
3
Networking
Brand
Supply Chain
Organization Value Capture
Customer Experience
Platform
Solution

Offering
(WHAT)
Process
(HOW)
Presence
(WHERE)
Customers
(WHO)
Networking
Brand
Supply Chain
Value Capture
Customer Experience
Platform
Solution
Organization

1

Is there agreement among managers
in your company as to …
YES NO
What innovation is?
What a customer need is?

The drill is a
solution
The hole is
the need

2

Dynamics of the Ideas-First Approach
● Successful innovation is a numbers game
… the more ideas, the better
● The goal is to fail fast – quickly evaluate
ideas to see which are best
● Evaluations are conducted without
knowing all the customers needs
● This approach is guesswork – it leads to
failure 70-90 percent of the time
It’s inherently flawed for 3 reasons:
1. You never know ALL the customer needs
2. Brainstorming more ideas without knowing
the customer’s unmet needs won’t
increase the probability for success
3. The evaluation and filtering approach is
flawed
Brainstorm
Evaluate and
Filter
Select a Concept

Failing Faster Doesn’t Work
“Nothing is less productive
than to make more efficient
that which should not be done
in the first place.”
Peter Drucker
70% - 90% Failure Rates
Brainstorm
Evaluate and
Filter
Select a Concept

The Process Must Be Executed Needs-First
1. First, companies must
uncover ALL the
customers’ needs
2. Next, they must
determine which are
unmet
3. Only then are they
prepared to devise
product & service
concepts that address
the unmet needs

3

today’s
business

Job of Storing and
Retrieving Recorded
Music
Satisfaction
Vinyl CD MP3
Increase the number of
songs that are available
4 5 8
Minimize the amount of
distortion that is heard
5 8 9
damage during normal
use
3 6 9
storage space that is
needed
4 6 9
Increase the degree to
which the music sounds
live
5 7 6
Cumulative
Satisfaction
42% 64% 82%

I will see it when I believe it
vs.
I will believe it when I see it
Too much research is the first type
4

Hot summers
Warm winters
Evidence of
global warming
Cold summers
Cold winters
Evidence of
global warming

 We often do research to check our
brilliant ideas
 SUGGING (Selling under the guise
of market research)
Issues
 Objective criteria in place before
the research starts
 Is 35% planned purchase good or bad
 Clearly define your biases before
you start
 Focus on insight (vs. confirmation)
 Do regular reality checks
Solutions

5

How important is it that you are able to….?
Not Important
At All
Somewhat
Important
Important
Very
Important
Extremely
Important
Increase the percent of plants that emerge at the
same time
1 2 3 4 5
Minimize the time it takes the plant to absorb
nutrients once they are planted
1 2 3 4 5
How satisfied are you with your ability to….?
Not Satisfied
At All
Somewhat
Satisfied
Satisfied
Very
Satisfied
Extremely
Satisfied
Increase the percent of plants that emerge at the
same time
1 2 3 4 5
Minimize the time it takes the plant to absorb
nutrients once they are planted
1 2 3 4 5

Opportunity = Importance + max (Importance – Satisfaction, 0)
OUTCOME IMP SAT OPP
Minimize the time it takes to
for the plant to come out of
the ground
9.0 3.0 15.0
Increase the percent of plants
that emerge at the same time
8.5 3.5 13.5
Increase the percent of
needed nutrients that are
absorbed by the plant
8.0 5.0 11.0
Minimize the time it takes the
corn to turn green, e.g.,
produce chlorophyll
7.5 6.5 8.5

Satisfaction
Importance
Opp >15
Extreme
Opportunity
Opp >10
Solid Opportunity
Opp >12
High Opportunity
Under-ServedAppropriately Served
Limited
Opportunity
1
2
3
4
5
6
7
8
9
10
1 2 3 4 5 6 7 8 9 10
Table
Stakes
Sustaining or
Breakthrough
Innovation
Over-Served
Ripe for
Disruption
Potential for
Disruption

Satisfaction
Importance
Opp >15
Extreme
Opportunity
Opp >10
Solid Opportunity
Opp >12
High Opportunity
Over-Served
Under-ServedAppropriately Served
Limited
Opportunity
1
2
3
4
5
6
7
8
9
10
1 2 3 4 5 6 7 8 9 10
Table
Stakes
Ripe for
Disruption
Potential for
Disruption Disruption,
Cost
Reduction

There goes the risk…
Develop a
solution
Find a need Find a market
Ideas
First
Success
Rate*
5-10%
Find a need
Develop a
solution
Find a market
Needs
First
70 %
* According to Strategyn research on outcome driven innovation…

6

How do you think the insight was developed ?

5 minutes

10 minutes

Cassady Class Innovation Insights

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