Innovation - a key factor to growth and new competitive advantages Jesper Bo Jensen, ph.d. Futurist Centre for Future Studies www.fremforsk.dk
Innovation - a key factor to
growth and new competitive
advantages
Jesper Bo Jensen, ph.d.
Futurist
Centre for Future Studies
www.fremforsk.dk
Cities in the future
The interweaved city – a
mixture of functions
The company without office
space
The new nomads travelling
from oasis to oasis
The work day and leisure
day as a long fractal route
Globalization 2.0
Outsourcing knowledge work and workers
Specialized engineers, researchers, scientists,
mathematicians and financial wiz kids
Creativity
White collar sweat shops:
Digital retouch in Dacca
Why? – cheaper and closer to the markets
We have to survive and thrive at the skills and
technologies, where we are better that the rest of
the world and possesses better market knowledge
Globalization, speed and
strategy
A global world – and a mix of cultures, management styles and goals
Faster changes – the only constant is change
Higher amplitude – higher peeks and bottoms
Difficult to make strategic planning Planning in trouble – goals shift faster than projects
A chaotic world – how to thrive with chaos
From planning to muddling through More important to understand strategy and goals of the
company as a manager or project manager
You have to be good at changing directions constantly
Consumers get richer all the time
The world population:
Changing shape
The value chain
End user
Sub-
supplier
Producer Distributor
Sub-
supplier
Supplier
Supplier
Supplier of
sub-
supplier
Value added
Served market
Articulated
needs
Present products and
services
Market shares
Un-
articulated
needs
Unserved market
Unexploited Opportunities
Cell phones, RFID
Unexploited Opportunities
Google, Skype, Facebook
Unexploited Opportunities
iPod/iTunes/iPhone,
Challenges for
Companies
Time to marked and
innovations
Speeding up the R&D Process But how fast can we get?
Parallel processing – Case: ZARA 3-4 weeks from spotting trends to products hitting
shop shelves
Getting on the customers desk, PC, Smartphone or body
Integrating end user behavior in the product
Getting access to users and customers mindsets
The digital revolution
version 3.0
• We are in the middle of a real digital revolution
that changes the way we work, produce and
communicate in a new digital society.
• Digital structure and software has become a
basic part of peoples lives and public and
privates companies
• A essentiel infrastructure in company and life
like water and electricity.
• Your chances of succeeding very much
depends on your digital capacity
Investments in digital infrastructures
and new Technologies is a necessity
The works and the amount of digital data is growing
rapidly
New ways of cross border working
Moore efficient cross border software is needed to
obtain better and more secure service and innovation
A huge need of exchanging data within a sector and
between different organizations in order to achieve
higher productivity and better efficiency in
production and communication
A necessary tool in order to evaluate system, better
standards and higher quality standards
They all laughed
Light Bulbs
The computer in 1948: A world market of 8
Radar in a box: Microwave oven
Typewriter – no office will want one
Television – radio is much better
Xerox machine - photocopier
Laserbeams
3M – post-it
Materials: Velcro, Telfon,
Why innovation Fails
Trend following and mental inventions – 3
times as many failures as successes
Need spotting - double success to failure
Market research: 4 x success to failure
Solution spotting: 7 x success to failure
”Taking advance of random events” 13 x
success to failure
Source: Why innovation Fails, Carl Frankling,
Spiro Press (2003) (193 product innovations studied)
What is creativity and
innovation?
Creativity is the ability to combine know subjects and thoughts in a new way
Creativity emerge while your busy braking up old patterns of thought and working
Innovation is implementing new useful ideas
Innovation is goal-oriented
The brain makes patterns
and order out of chaos
Learn to think out of the box – connect all
spots drawing one line no stops
Making and braking
patterns
A solution….
About a student...
….And a barometer
Predesign
Think before you start drawing, constructing or prototyping
Is the process that comes before the design and product development
Its a validation of assumptions
Often the most important part of the innovation process
It is the cheapest part – just thinking
It is what a brilliant architect does before he/she makes the first sketch
Costumer analyses
Needs and new
markets
Who, what, where
Development
process: Ideas
based on knowledge
about needs and
markets
Predesig:
Futher
Development
Of ideas
Workshop:1. Customers
2. Needs in the future
3. Developing new services
and products
4. Idea forum
– The best ideas
Research,
surveys
interviewInnovation:1. Evaluation and planning
2. Test and prototyping
3. Business Plan
4. Implementation
Develop new
concepts,
and testing
new
Innovative ideas
Product
development
Innovation
Product launce
Marketing, sales,
customer relations
Timeline of processes
Userdriven innovation – a model
feedback feedback feedback
Organizations in the
future
W.L. Gore Follow your own ideas
All work project work
Self management
Very clear goals to be met by surviving project and ideas
Google 10% own time – find something you want to pursue
Many innovational pipelines at the same time
Big rewards to finders of new, sustainable ideas
Whole Food Teams and track records in teams
Decentralized purchase of inventory and special offers
Management via peers
The hierarchy of needs in
organizations(Gary Hamel)
Diligence
Obedience
Intellect
Initiative
Creativity
Passion
How do we create an
organization for the future?
Set your employees free and downgrade hierarchies – creates raising productivity
Make innovation a natural part of daily routines (Google: 10% is your own time)
New models of management – measuring productivity and performance instead of personality and likings (W.L. Gore )
Flat, fast and flexible organizations
Be ready to grasp new opportunities – sleep with your boots on
Who eats who?
Darwin:Survival of the fittest
Size is not important and it is not always good to be fast
Managers plays a vital role in keeping the company fit
Questions – this time for
you to answer
Do you know what your customers really need i
the future?
Why are you only operating at the markets
where you are today?
Do you know and are you able to describe the
R&D process in your company?
How many innovative and creative emploees
are there in your company? 2-10-20-50%?
How many of your new products fail at the
market?
Jesper Bo Jensen
Fremforsk
- centre for future studies
Kannikegade 18
8000 Århus C
T 86 11 47 44
M 20 67 45 00
uk.fremforsk.dk