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Lecture 3 -Idea generation

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MURAT TARAKCI

on 12 May 2015

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Transcript of Lecture 3 -Idea generation

Idea Generation
Lecture 3
-Creativity and knowledge management
-Ways to tap into different sources for creative ideas
-How to protect innovative ideas

Idea
Generation
Idea
Selection
Implementation
Innovation strategy
Creating an innovation culture
Lecture 2
Lecture 3
Lecture 4
Lecture 6
Lecture 7
Creativity
Creativity is the raw material for innovation.
Managing the creative potential and stimulating the creative energies of people is a critical capability for organizations.
Outcome view:
Ideas that are both novel and useful
Process view:
Behavioral and cognitive engagement in creative activities and attempts to generate creative outcomes
Innovation:
The generation,
development
and
commercialization
of new products, new services, new business models, and/or new knowledge by the firm.
Types of creativity
Exploratory:
Normative:
Serendipitous:
Unconventional thinking to overthrow old ideas
Original thinking to solve known problems
Discovering a new application of an existing idea by accident.
Where can you procure creative ideas?
Employees
Inside the organization
Teams
Outside of the organization
Customers
Everybody
Stakeholders
Consultants
Individual creativity
Ideas also need a social life
Knowledge management and
(Transactive Memory Systems)
Access to knowledge domains
Motivating employees
Empowerment
Organizational emphasis on openness
to new ideas
Tapping into team creativity
Idea management systems
i2s
ideas to success
Are you a GameChanger?
Shell GameChanger
How is Shell GameChanger structured?
7. Proof of concept
Proprietary
License
Venture
6. Tollgate(s)
5. Execution
4. Extended panel
3. Mature proposal
2. Screening panel
1. Idea submission
Selection criteria:
Novelty
Value
Credible Plan
What is the purpose of Shell GameChanger (with respect to internal ideas)?
Providing a sheltered space for radical ideas and get them started. Radical innovations are notoriously hard to nurture, especially in large companies, with their inevitable bureaucracy

Radical ideas need special attention to get them going and they need to be protected from the “real world” as it would kill an idea too early due to performance pressure
What are the advantages of Shell GameChanger?
Promoting entrepreneurial culture
Motivation of employees.
Recognition of employee competencies
Corporate image
External: customer retention
Cost of system
Need for reviewing
Low quality ideas
What are the disadvantages
Brainstorming
production blocking
: -only one person can speak at a given time, so ideas might be forgotten while listening to and understanding the speaker
evaluation apprehension
: -members may not speak up because of the presence of peer evaluation
free riding
: -members have less incentive to contribute because of the inability to observe effort
groupthink
: -members tend conform and supress deviant ideas
Tapping into team creativity
de Bono's 6 hats and Left/right brain alterations
Tapping into team creativity
As a group discuss your individual ideas on improving the course
Tapping into team creativity
Five W and One H technique
Tapping into team creativity
Attribute association
Modify
Subtract or simplify
Multiply
Divide
Unify
Knowledge and knowledge management
Explicit knowledge
Tacit knowledge
Promote and value personal mastery of individuals
Develop mental models
Promote team learning
Communicate a shared vision
Utilize systems thinking
Provide IT systems to support knowledge distribution
Facilitating knowledge transfer
Other partners
Where can you procure creative ideas?
Employees
Inside the organization
Teams
Outside of the organization
Customers
Hidden Needs Analysis in Product Development
No
Ideas Generation / Testing / NPD
Yes
Necessity for Innovative / Radical New Product Ideas
Market Research Design Phase
Data Collection / Analysis
User Needs Identified / Attributes Defined & Tested
Need to Know Priorities ?
Defined Product Attributes for NPD
Innovation
Attribute
Association Techniques
Surveys
Focus
Groups
Experimentation
Lead Users
Empathic Design
Repertory Grid Analysis
Conjoint Analysis
Crowdsourcing
Crowdsourcing: the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people, in the form of an open call. (wikipedia)
Crowdsourcing
Crowdsourcing ideas: Google

The public voted for the top five ideas and we reviewed concrete proposals to tackle them. We gave a total of $10 million to five inspiring organizations working on solutions to each of these global challenges."
"People from more than 170 countries submitted over 150,000 ideas in response. From that group, we narrowed down the list to 16 top idea themes addressing important common goals.
Crowdsourcing idea: Dell
Protecting ideas
Copyright

Design right

Trademarks

Patents

Patents, strategic use of patents, and patent battles
What type of collaboration
GOVERNANCE
Hierarchical
Flat
PARTICIPATION
Innovation mall
A place where a company can post a problem, anyone can ropse solutions, and the company chooses the solutions it likes best.

Example: InnoCentive.com
A network where anybody can propose problems, offer solutions and decide which solutions to use.

Example: Open-source software community
Community
Elite circle
A select group of participants chosen by a company that also defines the problem and picks solutions.

Example: Allesi's designers
Consortium
A private group of participants that jointly select problems, decide how to conduct work, and choose solutions.

Example: IBM's semiconductor consortium
Closed
Open
What type of collaboration?
Source: Pisano & Vergantio, 2008
GOVERNANCE
Hierarchical
Flat
PARTICIPATION
Closed
Open
(+) You control the direction of innovation
(?) What is the right direction?
(enablers) The capability to understand user needs
http://goo.gl/ZzGkm
Idea Generation
Lecture 3
What are the most interesting rules of creativity you find in Sutton (2001, HBR) ?
Do you think patents are good or bad?
Apple vs Google
Apple vs Pixar
Apple vs Pixar
TRIZ
Full transcript