When it comes to design-led innovation, we love the big idea — those breakthrough inventions that signal a disruptive change. But these big ideas are rarely the result of a single moment of genius. Instead, it comes from the culmination of smaller ideas, developed over time, from the minds of many. The ideas that really stick in our fast-paced digital world are the ones that “live in beta” — embracing a culture of learning, adapting and improving everyday. In Little “i” Innovation, we will explore how the process of continual, incremental improvement has been used to develop some of the worlds most innovative and dominant consumer brands.

1. LITTLE ‘i’ INNOVATION
WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES
Guthrie Dolin
DMI Design/Management Thinking 24 Executive Director of Strategy
@gee3

2. Body goes here...
WE’RE ODOPOD, a new kind of design consultancy
— one that thinks like a start-up, understands brands
like an ad agency and creates products and services
2
like an innovation firm.
6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

3. 3 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

4. The seduction of big ideas.
A FEW MINUTES ON BIG “I” INNOVATION

5. BIG INNOVATION 9000 BC
The domestication of plants and animals
(also known as farming). A big innovation
that really settled us down — so to speak.
5

6. BIG INNOVATION 1996AD
The first mammal was cloned. A sheep
named Dolly — born from a somatic cell
using the process of nuclear transfer.
6

7. BIG INNOVATION 3500 BC
The wheel. Arguably the most important
mechanical invention of all time — and one
of humankind's most significant.
7

8. BIG INNOVATION 1902 AD
The mass production of affordable
automobiles debuted. And the suburbs
followed shortly thereafter.
8

9. BIG INNOVATION 1440 AD
Gutenberg developed a complete printing
system, including movable type — leading
to the mass production of books.
9

10. BIG INNOVATION 2007 AD
Amazon released the first gen Kindle.
E-book sales triple year-over-year while
paper books decline in every category.
10

11. BIG INNOVATION 77 AD
Encyclopedias, reference books filled with
printed articles of factual information, have
existed for more then 2,000 years.
11

12. BIG INNOVATION 2001 AD
Wikipedia launched. The collaboratively
edited encyclopedia has fundamentally re-
architected information publishing.
12

13. We’re obsessed with big ideas.

14. We idolize their champions.

15. Why do we love them so much?
THEIR SIMPLE SWEEPING NARRATIVES ARE SEDUCTIVE, BUT...

16. “
It’s very, very rare to find cases where
somebody on their own, working alone,
in a moment of sudden clarity has a
great breakthrough that changes the
world. And yet there seems to be this
bizarre desire to tell the story that way.
STEVEN JOHNSON | AUTHOR OF WHERE GOOD IDEAS COME FROM: THE NATURAL HISTORY OF INNOVATION
16 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

17. Most big ideas come from little ones.
CULMINATION CONNECTION CAPACITY
Many big ideas are more of a ‘slow Innovative ideas often come from the Often a technological advancement,
hunch’ that develops over time — from connection or the collision between devoid of specific purpose, will inspire
multiple inputs and perspectives. smaller (or even half-baked) ideas. new, sometimes innovative ideas.
17 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

18. But, this isn’t about big versus little —
it’s about considering them together.
18 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

19. Think of it as an “innovation portfolio.”
TRANSFORMATIONAL
ADJACENT
CORE
FROM
MANAGING YOUR INNOVATION PORTFOLIO
HARVARD BUSINESS REVIEW — MAY 2012
19 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

20. Think of it as an “innovation portfolio.”
TRANSFORMATIONAL
ADJACENT
EXISTING CORE
MARKETS AND Optimizing
CONSUMERS
what’s existing
EXISTING
PRODUCTS
AND ASSETS
20 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

21. Think of it as an “innovation portfolio.”
TRANSFORMATIONAL
CONTIGUOUS
ADJACENT
MARKETS AND Expanding into into
CONSUMERS neighboring territories
CORE
Optimizing
what’s existing
RELATED
PRODUCTS
AND ASSETS
21 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

22. Think of it as an “innovation portfolio.”
ENTIRELY NEW
MARKETS AND
TRANSFORMATIONAL
CONSUMERS Inventing new things for
AND/OR NEEDS markets that don’t yet exist
ADJACENT
Expanding into into
neighboring territories
CORE
Optimizing
what’s existing
ENTIRELY NEW
PRODUCTS AND
ASSETS
22 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

23. Think of it as an “innovation portfolio.”
TRANSFORMATIONAL
Inventing new things for
markets that don’t yet exist
20%
ADJACENT 70%
Expanding into into 10%
neighboring territories
CORE
Optimizing
what’s existing THE GOLDEN RATIO
For most companies the 70/20/10
split is a good starting point.
23 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

24. And, 90% of the investment is here...
90%
INCREMENTAL
UNHERALDED MAJORITY
Yet these efforts are often ill-
considered and/or underestimated
24 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

25. Who are the little “i” innovators?
JUST A FEW EXAMPLES, AND THEY MIGHT SURPRISE YOU.

26. 26 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

27. APPLE’S IPOD A HISTORY OF INCREMENTAL INNOVATION
27 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

28. 1998 They have followed (continually) with
Google Search had an
index of about 60 million
smaller core and adjacent innovations to
pages in their engine. their initial search offering ever since.
28 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

29. All while developing
transformational ones
for the broader brand.
29 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

30. Not the first-mover, but the best mover.
8 Text 25 900+
MIL MIL MIL
2002 2003 2004
FRIENDSTER MYSPACE FACEBOOK
One of the first social networks with Launched to improve on Friendster — Launched as “hot or not” —
over a million users. Today, it’s a social got seedy, looked awful and now is continually innovated and now has
gaming site — big in Singapore. focused on music entertainment. nearly a billion users worldwide.
30 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

31. Then there’s Justin Timberlake.
31 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

32. Singer-songwriter, musician, record producer,
dancer, actor, comedian, businessman — JT is
constantly pivoting with core and adjacent
innovations to evolve — and in doing so he’s
enjoyed a successful, long lasting career in this
extremely fickle consumer environment.
LET’S REVIEW
32 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

33. The Innovation Timeline of Justin Timberlake
33 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

34. The Innovation Timeline of Justin Timberlake
1982
JT debuts his bright smile.
34 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

35. The Innovation Timeline of Justin Timberlake
1992
JT, the child country singer (with a bright smile).
35 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

36. The Innovation Timeline of Justin Timberlake
1993
JT sings and smiles as a child star.
36 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

37. The Innovation Timeline of Justin Timberlake
1995
Child star becomes teen heartthrob.
37 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

38. The Innovation Timeline of Justin Timberlake
2002
Heartthrob gets heart broken, and goes solo.
38 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

39. The Innovation Timeline of Justin Timberlake
2002
(Britney cries a river)
39 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

40. The Innovation Timeline of Justin Timberlake
2004
JT precipitates a sexy “wardrobe malfunction.”
40 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

41. The Innovation Timeline of Justin Timberlake
2006
And then brings sexy back, officially.
41 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

42. The Innovation Timeline of Justin Timberlake
2006
JT puts his sexy in a box.
42 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

43. AN OMELET
D*CK IN A BOX
BARRY GIBB
A BEER
A SINGLE LADY
BON IVER A BREAST IMPLANT
43

44. The Innovation Timeline of Justin Timberlake
2006
And puts sexy on the runway.
44 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

45. The Innovation Timeline of Justin Timberlake
2007
Brings sexy to the big screen.
45 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

46. The Innovation Timeline of Justin Timberlake
2010
JT makes Internet entrepreneurs sexy.
46 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

47. The Innovation Timeline of Justin Timberlake
2012
And now, JT is a real Internet entrepreneur.
47 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

48. Taking notes young Padawan?
6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

49. Four fundamental principles.
BUILDING A CULTURE FOR LITTLE ‘I’ INNOVATION

50. EMBRACE CHANGE
50 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

51. EMBRACE CHANGING
Life is flux. Plan and work accordingly.
51 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

52. Adopt an agile approach
Develop flexible frameworks and smart toolkits to
enable ideation — avoid locking into ridged processes
or dictatorial methodologies.
• Be responsive and ready to adapt your plans
• Work iteratively in smaller, faster cycles
• Establish a pace that you can sustain, continuously
• Maintain focus, favoring clarity over certainty
52 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

53. “
Profound and powerful forces are
shaking and remaking our world. And
the urgent question of our time is
whether we can make change our
friend and not our enemy.
PRESIDENT BILL CLINTON | 42ND PRESIDENT OF THE UNITED STATES — FIRST INAUGURAL ADDRESS
53 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

54. FOSTER EXCHANGE
Chance favors the connected mind.
54 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

55. Develop a “platform” for sharing ideas
Innovation isn’t something you stick in a secret lab in the
basement — you need to encourage innovative thinking
everywhere, and from everyone.
• Let ideas fly (no judgement) and see what sticks
• Create an environment for serendipitous discovery
• Invite unexpected people and perspectives
• Reward participation and reduce friction (make it fun)
55 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

56. “expand the range of your possible
...
next moves by exposing yourself to as
much serendipity, as much argument
and conversation, as many rival and
related ideas as possible; to borrow, to
repurpose, to recombine.
STEVEN JOHNSON | WHERE GOOD IDEAS COME FROM: THE NATURAL HISTORY OF INNOVATION
56 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

57. THINK ECOLOGICALLY
Examine the whole as intimately as you do the parts.
57 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

58. Consider the full ecosystem
No view on innovation is good if it’s myopic — don’t get
lost iterating on the details, or go “all in” on one big idea.
• Clarify your innovation goals and move with purpose
• Strike the right balance with your ‘innovation portfolio’
• Place little bets, double down on what’s working
• Coordinate efforts, considering how it all works together
58 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

59. “
Rather than hoping that their future
will emerge from a collection of ad
hoc efforts, smart firms will manage
for “total innovation.”
BANSI NAGJI & GEOFF TUFF | MANAGING YOUR INNOVATION PORTFOLIO — HBR MAY 2012
59 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

60. INNOVATE EVERY DAY
Actively seek improvement, daily.
60 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

61. Our perennial design questions
• What isn’t there that should be?
• What is there that doesn’t need to be?
• How can I make this more valuable?
• How can I make it more delightful?
• What do I understand today that I didn’t yesterday?
Compete with yourself.
And, don’t fall in love with ideas!
61 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

62. 1 EMBRACE CHANGING
2 FOSTER EXCHANGE
3 THINK ECOLOGICALLY
4 INNOVATE EVERY DAY
62 6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

63. Please keep in mind, this is about
attitudes and a culture not adhering
to some stone-chiseled doctrine.
6 / 2012 LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES

64. And, don’t forget to innovate (a little) today.

65. Thanks. Guthrie Dolin
@gee3
Odopod
@odopod