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Innocert 2013 - Challenging Orthodoxies
Transcript of Innocert 2013 - Challenging Orthodoxies
2. List your assumptions
3. Reverse each assumption. Write down the opposite of each one
4. Record differing viewpoints that might prove useful to you
5. Ask yourself how to accomplish each reversal.
List as many useful viewpoints and ideas as you can Example Reversing your assumptions changes your perception A few examples... Consider this challenge... How to motivate city residents to recycle their paper products
(newspapers, magazines and cardboard) Assumption - people give paper products to a pickup person for recycling... Reverse this and you get... Receiving paper products from the pickup person... The idea... The pickup person hands out a certain number of rolls of toilet paper or boxes
of tissue, according to the weight of the material he collects. By giving and receiving, you motivate people to recycle their used paper products... Now consider this challenge... Suppose you want to start a new restaurant and are having difficulty coming up with fresh new ideas. To get the ideas flowing, try the following... List all your assumptions about your subject... 1) Restaurants have menus, either written, verbal or implied
2) Restaurants charge money for food
3) Restaurants serve food Reverse each assumption. What is its opposite? 1) Restaurants have no menus of any kind
2) Restaurants give food away for free
3) Restaurants do not serve food of any kind Ask yourself how to accomplish each reversal. A Restaurant with no menu...
Idea: The chef informs each customer what he bought that day at the meat, fish and vegetable markets. He asks the customer to select items that he or she finds appealing and creates a dish with those items, specifically for that customer. A Restaurant that gives away food... Idea: An outdoor cafe where customers pay for the time instead of food. Use a time stamp and charge by the minute. Selected food items and beverages are free or sold at cost. A Restaurant that does not serve food... Idea: Create a Restaurant with a unique decor in an exotic environment and rent out the location.
People bring their own food and beverages (picnic baskets, etc.) and pay a service charge for the location. Perception A story of perception in the real world... Meet Johnny Johnny has some cruel friends who like to make fun of him They offer him a choice of two coins.
1 dollar coin and a 2 dollar coin The one dollar coin is larger than
the two dollar coin Johnny always chooses the larger coin his friends always laugh at his stupidity One day, a friendly old man Tells Johnny that the smaller
coin, even though smaller, is actually worth twice as much as the bigger coin Johnny replies "I know that. But how many times would they
have offered me the coins if I had chosen the two dollars
the first time?" It is a matter of perception! If you saw it as a single occasion,
you would take the two dollar coin. If you percieved it differently
you would act differently, as Johnny did. perception is key! Professor David Perkins of Harvard University
has shown in his research that 90% of the errors
in thinking are errors of perception. Your turn! Challenges!
Can you make a list assumptions that you make about the products you are involved with?
Can you reverse those assumptions? Surfacing the dogmas Finding the absurdities Going to extremes Searching for the and Challenging Orthodoxies Harnessing Discontinuities Leveraging competencies and
strategic assets Understanding unarticulated needs The four lenses of innovation Challenging Orthodoxies Examples... Why does home furniture have to be delivered
custom-made and fully assembled? Why do computer companies need a huge network of dealers to sell
their PC's? Why manage our own inventory when they could let their
suppliers do it? Q Q Q Why do equities have to be traded through high-commissioned brokers?
Why can't it simply be done online? Why do airlines need a "hub and spokes" route system?
Why have complicated fare structures?
Why does an airline need a fleet of different aircraft?
What if we could attract people who are currently taking the bus or train, or driving? Q Tools for the 4 lenses How? Deeply held and broadly shared conventions about what
drives success within a company or an industry De-mystifying Innovation TED Talk Advertising adds value to a product by changing our perception, rather than the product itself. Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value -- and his conclusion has interesting consequences for how we look at life. people who seem to have had a new idea often
have just stopped having an old idea... OR "Your seat cushions can be used for flotation; and, in the event of an emergency water landing, please paddle to shore and take them with our compliments." What are the dogmas?
What are the absurdities?
What are the extremes?
What are the choices that customer have to make? CHALLENGE ORTHODOXIES A young priest asked his bishop, “May I smoke while praying?” The answer was an emphatic “No!”
Later, when he sees an older priest puffing on a cigarette while praying, the younger priest scolded him, “You shouldn’t be smoking while praying! I asked the bishop, and he said I couldn’t do it!”
“That’s odd,” the old priest replied. “I asked the bishop if I could pray while I’m smoking, and he told me that it was okay to pray at any time!”