Win novation or wikinnovation (with notes)

Developments, issues and perspectivesof people-driven innovation

Slava KozlovSumm( )n

-novation ?-novation or

“…the amount of money

individual consumers spent

making and improving products

was more than twice as large

as the amount spent by all British

firms combined on product

research and development.”

(*)

(*) 2.3 times more, to be precise

Source: www.nytimes.com/2011/02/10/arts/10innovative.html

Commercial book scanner

from $10,000

DIY scanner by Daniel Reetz

less $300

Source: www.diybookscanner.org

I N N O V A T I O N

Democratization of

“dark matter”

[This page was left blanc intentionally, to clear the for of the buzzwords on the previous one]

Focus groups -one of the oldestbut still widely usedmethod of the marketresearch industry.

Fairly typical focus-group settings

One-way mirror facilities

Innovation labs:observing people’sbehavior in (more or less)natural settings.

Home Lab of Philips Electronics

Control room

Computer-assistedobservations of thereal life settings.

Restaurant of the Future in Enschede.Noldus Information Technology

Face-reading software

Source: www.noldus.com

Google Innovation:an ongoing large-scaleexperiment to test ideasand concepts.

Patrick Copeland, head of innovation at Google

“We don’t need innovativeideas; we have 200,000of them already. We needdata. Our approach isdata-driven innovation”.

Source: www.infoq.com/presentations/QCon-Keynote-Innovation-at-Google#

In-depth contextual studies involving people as informants

Business Ethnography:From the labs to the lifecontexts: observingeveryday life of ordinarypeople.

People become not only‘users’ or ‘consumers’,but… people.

MakeTools: Using creative tools to gain deeper insights,

Moving from mereobservations to creativeinterventions.

Use of multiple toolsto capture life nuancesand rich stories.

Cultural probe kit created by Robert Djaelani

Source: www.maketools.com Source: www.v2.nl/publishing/real-projects-for-real-people

MakeTools: Role-playing and use of avatars helps to exploring complex issues

Involving peopleas partners in research,as co-researchers.

“I am glad I joined yourstudy! Thanks to thatI understood somethingnew in my own life!”

Example of a mental mapof household activities:

Before & After

Participatory design:from mere informantsto partners in thinkingand designing .

Extending people’spresence in designprocess and involvingthem into innovation.

MakeTools: Brainstorm with people

V2 - Patching Zone: Creative involvement of people

Source: www.v2.nl/publishing/real-projects-for-real-people

MetaTools: Collaborative workshops with potential users of the products

Co-creation of thesolutions with multiplestakeholders.

‘Making’ is both thinkingout loud and thinkingtogether’ - Anne Nigten

Rapid prototyping session

Collaborative workshops with potential users of theproducts

STBY: Collaborative workshops with potential multiple stakeholders

Co-creation workshops togenerate future scenarios -at the place where thesefutures will be happening.

“Thinking in the middle of things”

Source: www.stb.eu

Philips Design’s Multiple Encounters ApproachEnabling people’s presenceand facilitating their participationin different stages of innovation.

Use of digital (web) toolsand ‘social media’ togather data, gain insightsand co-develop new ideasand concepts.

Examples of both ‘real life’ situations and people’s aspirationsgathered during ‘virtual home visits’’

Interactive with people using web-based tools

Playful innovation in Second Life

Design Probes areprovocative statementsabout possible futures.

What if we try to explorethese possible futurestogether with people?

In a playful way?

Game initiation Tasks & Scores

Discussing possible futures Individual & Collaborative Innovation

Former “Customer Innovation Lab”,now Co-Creation Lab from BMW

Invitation to the‘innovation party’:

We know what we need.We don’t know how toget there – mind to help?

BMW: idea-contests

Source: www.bmwgroup-cocreationlab.com

Innovation Jam at IBM

Innovation MMORPG way:large-scale, global innovationjams, supported by newtechnological platforms.

Ongoing open brainstormwith partners, developers,and users.

“During IBM's 2006 Innovation Jam -the largest IBM online brainstormingsession ever held - IBM brought togethermore than 150,000 people from 104countries and 67 companies.As a result, 10 new IBM businesses werelaunched with seed investment totaling$100 million.” - Liam Cleaver, programdirector.

Source: www.collaborationjam.com

P&G’s connect + develop program

Facilitating innovationthrough knowledgesharing and collaborationof multiple stakeholdernetworks: supporting theexisting and shaping newnetworks of partners ininnovation

Source: http://pgconnectdevelop.com

Lego’s Factory: People as co-producers

Growing involvement ofpeople - from co-researchand co-designto co-production:

From insights and ideasabout new products tonew business models,transforming productionand distribution

Source: http://pgconnectdevelop.com

Crowdsourcing landscape (always in beta)

Crowdsourcing tide:

Experiments withdistributed innovationand web-basedmass collaboration.

“Crowdsourcing for Dummies”

MORE

PeopleKnowledgeInvolvement

MOREBusinessIntegrationEmbodiment

-novation

What is -novation?

Linux

- community of practice- collaborative enterprise- interdependent ecosystem- stigmergic production- passionate engagement

Lunux: Refers to the family of Unix-like computer operating systems,but also widely used a symbol of open-source code/code development practice

Arduino - an open-sourcehardware platform thatenabled a wide-spreaduse of electronics to createinteractive objects, devicesor environments.

Arduino: open-source single-board microcontroller

Arduino ‘breadboard’

Pachube - a platformto stream, store, connectand interlink the real-timedata streams from objects,devices, buildings -and ‘what-nots’ -around the world.

Pachube (www.pachube.com) - pronounced “PATCH-bay”

35

MIT’s Fab Labs provides an access to modern means for invention to the global community

MIT is aimed at developingprogrammable molecularassemblers that will beable to make (almost)anything.

…and helps to spreadthese technologies forinnovation globally.

Amateur hobbyists arecreating home-brewmolecular-biology labs.

Can they fermenta revolution?

Garage biotech: Life hackers

DIY Genomics

Who needs doctors in thenew era of health hacking?

Raymond McCauley is betting on cheap gene tests plus some amateur scienceto minimize his chances of succumbing to a sight-threatening syndrome

People-driven research

Parental communitiesin search for cure

Innovation in education

Community-drivenprojects to developand implement alternativeforms of education.

NaturalMath: Developing new ways to teach math to kids

Community for professionals Clubs for kids and parents Games to study math in real life

CentralizedControlledPredictablePurposefulEfficient

Decentralized (networked)Self-organizingChaotic and messyRedundantFun!

From innovating (designing, developing)

FOR

consumers/users(and sometimes allowing themto comment on your decisions)

To innovating

WITH

people as partners collaborators

Eric Berne(1910 – 1970)

An adequate response, based on validassessment of the here-and-now context

A response based on the role modelsoutside of the here-and-now context

There is no such thing as the ‘right’ attitude,‘right’ practices, ‘right’ innovation model.

There is a variety of modes of innovation,and one has to be able to selectthe appropriate one for the given context.

To be able to do so, one has have a repertoire,a menu of innovation modalities - known and ready to play.

Sometimes you have to be Jobs;sometimes you have to be penguin;and sometimes you have to be youself.

WESUMMONTHEFUTURES.

FORYOUTOPLAYWITHTHEMNOW.

Slava.Kozlov@summn.comwww.summn.com

(*) EIC2011 conference is a new and exclusive platform for innovation practitioners from large corporations in Europe (over EUR 500m in turnover).

A Living Lab is a real-life test and experimentationenvironment where users and producers co-createinnovations. Living Labs have been characterised bythe European Commission as Public-Private-PeoplePartnerships (PPPP) for user-driven open innovation.

Epilogue

Literature