1. The document discusses cross-industry innovation and learning lessons from other sectors to solve business challenges. 2. It recommends asking "What Would x Do?" to consider how other companies address similar problems and what can be learned from them. 3. Cross-industry insights can be drawn from looking at other companies' products, services, processes, strategies, leadership styles, and business models.

1. Not Invented Here
cross-industry innovation
@RamonVullings
2
Hallo !
Bonjour !
Hello !
the lessons from other sectors
21Lobsterstreet.com

2. 21Lobsterstreet.com
A Dutch guy living in Antwerp!
Now that’s a border-crossing…
www.ideaDJ.com
ideaDJ.com
ideaDJ.com

3. www.twinkeling.com/sinaasappelparadijs

4. Ramon Vullings
RamonVullings.com
speaker, cross-industry expert & ideaDJ:
- keynotes
- innovation projects
- leadership learning journeys
We (Ramon & team) help organisations &
individuals to look for ‘positive alternatives’
Marc Heleven Ramon Vullings
www.crossindustryinnovation.com

5. disruption often comes
from outside your sector

6. 1. Concept 3. Create
2. Combine
W W X D ? W H AT W O U
W W X D ?
What
Would x
Do?
In this chapter we
investigate how oth
companies tackle the
business challenges
what you can learn
from them.
By no means can we be comp
as we could easily write an en
(in some cases multiple) per co
lessons to learn from them. W
chosen a few well-known com
and hope to offer a few, perh
known insights.
Keep in mind that cross-indus
innovation analogies can be d
various levels: from products
to processes, to strategies, to
styles, to business models.
Now ask yourself: What Wou

7. someone else
has solved your problem
someone else
has solved your problem
yet we don’t see it yet…
why?
We want NEW things!
We are proud of our ‘own’ ideas
We don’t want the ‘trouble’ of fact finding
and rather start with idea finding
The 10 commandments:
“Thou shall not steal !”
We don’t want to build upon
other peoples ideas

8. EGO (L)EGO

9. Automotive meets gaming Restaurant meets airport
Baby pram meets landing gear 2
Simple !?

10. 2
3
wrong
questions?
Wrong, right?

11. 1. Concept 3. Create
2. Combine
W W X D ? W H AT W O U L D X D O ? | 105
W W X D ?
What
Would x
Do?
In this chapter we
investigate how other
companies tackle their
business challenges and
what you can learn
from them.
By no means can we be comprehensive,
as we could easily write an entire book
(in some cases multiple) per company on
lessons to learn from them. We have
chosen a few well-known companies
and hope to offer a few, perhaps lesser
known insights.
Keep in mind that cross-industry
innovation analogies can be drawn at
various levels: from products to services,
to processes, to strategies, to leadership
styles, to business models.
Now ask yourself: What Would x Do?
i
s
just connecting
We — the authors — believe there
are positive alternatives to many of
the challenges we face. More elegant
solutions already exist somewhere else
— in another area, another industry,
another sector — yet they are not
recognised as a possibility. Hence the
title of this book:
Not Invented Here
Referring to the phenomenon of peopl
blocking out ideas from the outside, it
also indicates that there are beautiful
alternatives everywhere just waiting to
be introduced to your context.
Looking
for positive
alternatives
A book like this does not
emerge from a library; it has
resulted from hundreds of
conversations, innovation
projects and experiments with
clients over many years,
across many industries.

12. 1
Adapt
Enrich
Customize
Take 1 element
Learn
Enhance
Experiment
Integrate
Modify
…
26
Choose the right strategy

13. 39
SCIENCE
DISCOVERY
CHANNEL?
IDEA
COMPETITIONS IN
OTHER SECTORS?
OUR ALUMNI
NETWORK?
STORIES BY SUCCESFUL
ENTREPRENEURS?
CROWD
SOURCING?
SCIENCE
FICTION?
HISTORY?
PATENT
DATABASES?
MY
COMPETITORS?
MY
CLIENTS?
NASA?
NATURE OR
BIOLOGY?
MY
SUPPLIERS?
KIDS?
TREND REPORTS
FROM OUTSIDE MY
INDUSTRY?
MUSEUM OF
CONTEMPORY ART?
NEW PEOPLE AT
THE COMPANY?
TRADE
MISSIONS?
CROWD
FUNDING
SITES?
MAGAZINES
AND WEBSITES
ON DESIGN?
THE
START-UP
SCENE?
VISTING
OTHER CITIES?
HACKATONS?
TOP 100
INNOVATIVE
COMPANIES?
COMPANY
VISITS?
...
Where
do you get
your best
cross-industry
ideas?
?

14. Other companies
1. Concept 3. Create
2. Combine
W W X D ? W H AT W O U L D X D O ? | 105
W W X D ?
What
Would x
Do?
In this chapter we
investigate how other
companies tackle their
business challenges and
what you can learn
from them.
By no means can we be comprehensive,
as we could easily write an entire book
(in some cases multiple) per company on
lessons to learn from them. We have
chosen a few well-known companies
and hope to offer a few, perhaps lesser
known insights.
Keep in mind that cross-industry
innovation analogies can be drawn at
various levels: from products to services,
to processes, to strategies, to leadership
styles, to business models.
Now ask yourself: What Would x Do?
WWxD?

17. HOW ?
1. Concept 3. Create
2. Combine
W W X D ? W H AT W O U L D X D O ? | 105
W W X D ?
What
Would x
Do?
In this chapter we
investigate how other
companies tackle their
business challenges and
what you can learn
from them.
By no means can we be comprehensive,
as we could easily write an entire book
(in some cases multiple) per company on
lessons to learn from them. We have
chosen a few well-known companies
and hope to offer a few, perhaps lesser
known insights.
Keep in mind that cross-industry
innovation analogies can be drawn at
various levels: from products to services,
to processes, to strategies, to leadership
styles, to business models.
Now ask yourself: What Would x Do?
COncept

18. “You can tell
whether a man is
clever by his
answers.
You can tell
whether a man is
wise by his
questions.”
- Naguib Mahfouz
Business Synonyms
Business Synonym Strings
Customer = Client = Consumer = Student = Patient = Shopper = Buyer =
Purchaser = End-user = Patron = Prospect = Supplier = Complainer = Pain
in the *ss = King = Queen = Dancer = Singer = Guest = Troublemaker =
Boss = Employee = Stakeholder = Civilian = Savage = Animal = Child =
Teacher = Necessity = A means to an aim = Life Saver = Family = Relation
= …

19. 1. Concept 3. Create
2. Combine
What
Would x
Do?
business challenges
what you can learn
from them.
By no means can we be comp
as we could easily write an en
(in some cases multiple) per co
lessons to learn from them. W
chosen a few well-known com
and hope to offer a few, perh
known insights.
Keep in mind that cross-indus
innovation analogies can be d
various levels: from products
to processes, to strategies, to
styles, to business models.
Now ask yourself: What Wou
Combine

20. Use knowledge brokers
There are more elegant solutions out there
1. Concept 3. Create
2. Combine
What
Would x
Do?
business challenges
what you can learn
from them.
By no means can we be comp
as we could easily write an en
(in some cases multiple) per co
lessons to learn from them. W
chosen a few well-known com
and hope to offer a few, perh
known insights.
Keep in mind that cross-indus
innovation analogies can be d
various levels: from products
to processes, to strategies, to
styles, to business models.
Now ask yourself: What Wou
Project management
Learning process
Innovation / on-going project:
taking a cross-industry look at things!
Cross-Over
Kick-Off
Perceiving differently
Art of questioning
Cross-industry insights
21 Ways
Framing the project
Planning visits
Insights
Festival
Sharing experiences
Sharing output
Celebrate
Challenge &
Sharing
Sharing experiences
X-perts as guests
Testing ideas
Project work
Concept & Combine
Team
collaboration
Research, Visits,
Coaching
6 weeks
Combine &
Create
Team
collaboration
Visits, Testing,
Coaching
6 weeks
Programme overview: 22nd Century Learning Expedition

21. 1. Concept 3. Create
2. Combine
What
Would x
Do?
business challenges and
what you can learn
from them.
By no means can we be comprehensive,
as we could easily write an entire book
(in some cases multiple) per company on
lessons to learn from them. We have
chosen a few well-known companies
and hope to offer a few, perhaps lesser
known insights.
Keep in mind that cross-industry
innovation analogies can be drawn at
various levels: from products to services,
to processes, to strategies, to leadership
styles, to business models.
Now ask yourself: What Would x Do?
Start your own cross-industry journey!
Use knowledge brokers (curators who have done part of the work for you!)
On the website you can find a
wealth of free tools & materials:
- 15 cool examples
- 101 cross-industry super sites
- the cross-industry transfer map
- inspiring posters
- 21 ways to remix your business
- the cross-industry ‘jackpot’
- …
Just visit: crossindustryinnovation.com
1. Concept 3. Create
2. Combine
W W X D ? W H AT W O U L D X D O ? | 105
W W X D ?
What
Would x
Do?
In this chapter we
investigate how other
companies tackle their
business challenges and
what you can learn
from them.
By no means can we be comprehensive,
as we could easily write an entire book
(in some cases multiple) per company on
lessons to learn from them. We have
chosen a few well-known companies
and hope to offer a few, perhaps lesser
known insights.
Keep in mind that cross-industry
innovation analogies can be drawn at
various levels: from products to services,
to processes, to strategies, to leadership
styles, to business models.
Now ask yourself: What Would x Do?
3

22. Everything
is
LEGO
on selling ideas…
Examples from other sectors
will help you to sell your ideas
(internally & externally) way better!

23. 1. Concept 3. Create
2. Combine
What
Would x
Do?
business challenges
what you can learn
from them.
By no means can we be comp
as we could easily write an en
(in some cases multiple) per co
lessons to learn from them. W
chosen a few well-known com
and hope to offer a few, perh
known insights.
Keep in mind that cross-indus
innovation analogies can be d
various levels: from products
to processes, to strategies, to
styles, to business models.
Now ask yourself: What Wou
1. Most disruption comes from outside your sector
2. Strategy: concept – combine – create
3. Someone else has solved your problem (take ego out of the equation)
4. Use knowledge brokers (we list a lot of them at crossindustryinnovation.com)
5. Tactics: copy - adapt - paste
6. Everything is LEGO
7. Survival of the most fitting (not fittest)
One last quote…
Cross-industry innovation: 7 leadership lessons
Think outside of your box
industry!

24. Thank you!
Ramon Vullings
@RamonVullings
crossindustryinnovation.com