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Adam Richardson,[object Object],Innovation X: http://www.innovationxbook.com,[object Object],Twitter: @richardsona,[object Object],Blog: http://www.frogdesign.com/amphibious,[object Object],HAAS SCHOOL OF BUSINESS,[object Object],March 3, 2010,[object Object]
We are a global innovation firm.460 people / 32 nationalities / 40 years of experience,[object Object],We help the world’s leading companies create and bring to market meaningful products, services, and experiences that improve people’s lives.,[object Object],Our multidisciplinary process reveals valuable consumer and market insights and delivers lasting, humanizing solutions across multiple technologies, platforms, and media.,[object Object],2,[object Object],Company overview,[object Object]
Haas Innovation Challenges Presentation
Haas Innovation Challenges Presentation
5,[object Object],In 1969 what we did was… ,[object Object],Sketching,[object Object],Rendering,[object Object],Modelmaking,[object Object],Manufacturing Support,[object Object]
6,[object Object],Company overview,[object Object],Today: A comprehensive range of innovation capabilities ,[object Object]
7,[object Object],Company overview,[object Object],Our process turns insights into solutions,[object Object]
Innovation Challenges,[object Object]
Where do innovative ideas come from?,[object Object]
From genius?,[object Object]
11,[object Object],From customers?,[object Object],People don’t want a drill-bit.,[object Object],They want a hole!,[object Object],- Theodore Levitt,[object Object]
12,[object Object],From technology?,[object Object]
13,[object Object],For anyone bright, creative and ambitious enough to want to make a huge impact in their organization.,[object Object],Dan Pink, author A Whole New Mind,[object Object],A brilliant design and business book that gives tools for transforming innovation cultures.,[object Object],Michael Schrage, MIT Sloan School of Business,[object Object],Hits upon a global, macro trend that is impacting all corporations, large and small.,[object Object],Michael Mendenhall, CMO, Hewlett-Packard,[object Object],http://www.innovationxbook.com,[object Object]
14,[object Object],Common challenges,[object Object],Commoditization: Market stagnation, hyper-competition, price pressure, few possibilities for differentiation,[object Object],Dealing with Risk: Trapped in near-term sure-bet thinking, creating an innovation portfolio,[object Object],Disconnected from Customers: Too removed from really understanding customers’ real motivations, behaviors and needs. Existing research not giving the necessary answers.,[object Object],Emerging Markets: Big growth opportunities but hard to engage, need to adjust offerings to make them work, understand cultural and economic factors,[object Object]
1. Commoditization,[object Object]
Haas Innovation Challenges Presentation
Intel Point-of-Sale,[object Object]
18,[object Object],Intel saw an opportunity to bring excitement to a dull segment that it had no previous experience in,[object Object]
19,[object Object]
2. Dealing With Risk,[object Object]
21,[object Object],If you’re not prepared to be wrong, you will never come up with anything new.- Sir Ken Robinson,[object Object]
Don’t worry about other people stealing your ideas.,[object Object],If your ideas are any good, you’ll have to ram them down people’s throats.,[object Object],Howard Aiken, IBM Engineer,[object Object],22,[object Object]
“It’s such a fine line between stupid and clever.”- David St. Hubbins,[object Object],23,[object Object]
24,[object Object],Our traditional research told us that there was a total available world market of about two million units for a $499 phone; we sold over two million units in the UK alone.,[object Object],If you want to be a leading company, you have to create the products that create your destiny.,[object Object],Geoffrey Frost, former CMO, Motorola,[object Object]
25,[object Object],Manage the Innovation Portfolio,[object Object],“Lower Risk”,[object Object],“Higher Risk”,[object Object],Incremental,[object Object],(1-2 years,[object Object],advantage),[object Object],Radical,[object Object],(5-10 years,[object Object],advantage),[object Object]
26,[object Object],Hewlett-Packard,[object Object]
27,[object Object],What is HP’s business?,[object Object],1939,[object Object],Oscilloscopes,[object Object],1999,[object Object],Laptops,[object Object],Desktop PCs and workstations,[object Object],Information appliances,[object Object],Inkjet printers and AIO’s,[object Object],Laser printers and MFPs,[object Object],Copiers,[object Object],Calculators,[object Object],Digital cameras,[object Object],PDAs,[object Object],Enterprise servers,[object Object],Enterprise storage,[object Object],Enterprise software,[object Object],Networking hubs,[object Object],Thin clients,[object Object],Lab and scientific equipment,[object Object],2009,[object Object],Laptops & tablet PCs,[object Object],Desktop PCs and workstations,[object Object],Inkjet printers and AIO’s,[object Object],Laser printers and MFPs,[object Object],Copiers,[object Object],Calculators,[object Object],PDAs,[object Object],Scanners and faxes,[object Object],Monitors,[object Object],Home servers,[object Object],Media centers,[object Object],Gaming systems,[object Object],Photo printer services,[object Object],Enterprise servers,[object Object],Enterprise storage,[object Object],Enterprise IT services,[object Object],Utility computing,[object Object],Enterprise software,[object Object],Networking,[object Object],Videoconferencing,[object Object],Logo & graphic design services,[object Object],In-store photo printing,[object Object],Commercial printers,[object Object],Commercial presses,[object Object],Online backup,[object Object],Cloud services,[object Object]
28,[object Object],HP,[object Object]
29,[object Object],HP TV’s,[object Object]
30,[object Object],How do you become a $100M business in 3 years in a saturated market?,[object Object]
3. Customer Insight,[object Object]
32,[object Object],Design research is not market research, but complements it,[object Object],Market Research,[object Object],Culls broad market trends,[object Object],Scripted,[object Object],Verbal,[object Object],Weights the outliers,[object Object],Yields “consumer data”,[object Object],Design Research,[object Object],Gathers specific anecdotes,[object Object],Improvisational,[object Object],Non-verbal & observational,[object Object],Loves the outliers,[object Object],Drives the user experience,[object Object]
Ethnographic Research,[object Object],We  used a diary study to engage consumers over an extended period to better understand how healthcare decisions fit into their lives. We followed the diary studies with contextual in home interviews.,[object Object],Our two-fold approach combined diary studies, to give us a better understanding of decision making processes, and in-home interviews, to give us a better understanding of the social arrangements. By conducting the diary study first, we became very familiar with our subjects, both their decision-making processes and attitudes towards health, before we met them in person.,[object Object]
Health Care,[object Object],Doctors no longer serve as a central guide or connection to the healthcare system. Consumers feel that they know more about their individual health situation than their doctor.,[object Object]
Haas Innovation Challenges Presentation
4. Emerging Markets,[object Object]
Case Study: Project  Masiluleke,[object Object]
HOW DOES IT WORK?,[object Object],The service works by embedding health care messages along side ‘Call-Me-Backs’ a type of free messaging that is unique to Africa and used primarily by low income people in poor communities. Call-Me-Back messages are limited to a small number of characters, leaving room for additional information that we are using to promote awareness of support services. This messaging space can also contain direct links to toll free numbers and messaging services.,[object Object]
4x,[object Object],Number of calls into National AIDS Helpline,[object Object],5,000,[object Object],Calls per day,[object Object]
There is existing demand for self-testing solutions.,[object Object],Self test kits are available at many pharmacies but cost $18.,[object Object],Healthcare workers routinely steal them from their clinics.,[object Object],None have been designed to appeal to South Africans specifically.,[object Object]
Test Kit Packaging:,[object Object],Package components may be locally made and customized for the region.,[object Object],Diagnostic materials are off-the-shelf, and proven effective.  By leaving the pouches untouched, the test is deemed more trustworthy by the South African population as well as saving the expense of custom packaging.,[object Object],All elements of the package serve two purposes. The skin of the package features inspirational content and the test instructions while the red end-caps hold the vial as the test is processing.,[object Object],Communities may participate in assembling the kits, which builds local pride and a stong sense that they can help themselves.,[object Object]
Test Kit Instructions (Zulu):,[object Object]
43,[object Object]
44,[object Object],Everybody wants to be be innovative,[object Object]
SIMPLE PROBLEMSProblem and solution are known,[object Object],COMPLEX PROBLEMSProblem is known, solution is not,[object Object],WICKED PROBLEMSNeither problem nor solution are known,[object Object]
Haas Innovation Challenges Presentation
The only way to understand the problem is by creating solutions,[object Object],Stakeholders don’t agree on what the problem is or what solutions might be,[object Object],There is no stopping rule (how you know when you’re done and successful,[object Object]
Haas Innovation Challenges Presentation
X-Problems,[object Object]
Innovation X Framework,[object Object]
Immersion,[object Object]
Multi-Vector Research,[object Object],Customer Research,[object Object],Competitive Research,[object Object],Trends,[object Object],Core Insights,[object Object],Comparative Research,[object Object],Company Legacy,[object Object],Brand,[object Object],Technology,[object Object],Retail,[object Object],52,[object Object]
Core Insights,[object Object],53,[object Object],Core Competencies,[object Object],Provides customer benefits,[object Object],Hidden know-how,[object Object],Can be leveraged widely,[object Object],Core Insights,[object Object],Forward-looking understanding of customer needs,[object Object],Hidden “know-why”,[object Object],Logical but unexpected,[object Object]
54,[object Object]
Razor Blade Arms Race,[object Object]
Convergence,[object Object]
57,[object Object],Zipcar Ecosystem,[object Object]
Divergence,[object Object]
59,[object Object],Rethinking your business domain,[object Object]
Adaption,[object Object]
61,[object Object],HP Touchsmart,[object Object]
62,[object Object],Innovation X: http://www.innovationxbook.com,[object Object],Twitter: @richardsona,[object Object],Blog: http://www.frogdesign.com/amphibious,[object Object]

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