going social with collaborative online ideations

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STRATE

GY? CULTURE?

SKILLS?BUSINESS

PROCESSES?

GOING SOCIAL WITH COLLABORATIVE ONLINE IDEATIONS

Frank HatzackInnovation OfficeNovozymes R&Dfhat@novozymes.com@frankhatzack

Presented atFEI’13 CopenhagenMarch 4th, 2013

Novozymes is the world leader in bioinnovation.

Our business is industrial enzymes, microorganismsand biopharmaceutical indgredients.

We provide business-to-business biological solutions usedin the production of numerous products such as biofuels,

detergents, feed and crops.

Key figures (2012)Employees: 5800Turnover: 11.2 billion DKK Patents: 6500Listed on Copenhagen Stock Exchange (NZYB)

ABOUT NOVOZYMES

Visit us at www.novozymes.com

BULLETS IN PLANES 2Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

OUR STORY IN A NUTSHELL

2011Collaborative Online Ideation

(COLIN) was started in R&D to find growth bets

2012Success in R&D triggered fast

adoption by other parts of Novozymes

Why was the first COLIN in R&D succesful?

Why was adoption fast?

What did we learn here?

RAPID ADOPTION ACROSS THE ORGANIZATION

Q4 Q1 Q2 Q3 Q4

7670%48

5995%26

5891%42

1483%29

6276%38

43875%319

11280%75

4584%39

14575%222

100% R&D

TOTALS 1009 users 75% active users 871 ideas

2011 2012

users%active

ideas

=PUSH

=PULL

LEGEND

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"IF YOU WANT TO BUILD A SHIP,

DON'T DRUM UP PEOPLE TO COLLECT WOOD AND DON'T ASSIGN THEM TASKS AND WORK,

BUT RATHER TEACH THEM TO LONG FOR THE ENDLESS IMMENSITY OF THE SEA." ANTOINE DE SAINT EXUPÉRY

1ST LESSON : IT IS ABOUT PEOPLE, NOT SOFTWARE

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CULTURE EATS STRATEGY FORBREAKFAST!

OR IN OTHER WORDS…

Intensively discussed during:

BULLETS IN PLANES 2Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

FACTORS OF SUCCESS

Strategic alignment

Timing Mobilization SIMPLICTIY

Robustness Familiarity

Crowd diversity Company

culture Capacity to absorb

SIMPLICITY, ROBUSTNESS, FAMILIARITY

FANCY SOME GAMIFICATION?

Gamification level needs to resonate with culture

BUSINESS PROCESS & SKILLS

SCOPE MOBILIZECROWD

ONLINE IDEATON

SCREEN MATURE PITCH ANCHOR

2 weeks 1 month

Existing process & skillsNew process & skills

MOBILIZING THE CROWDOpen Letter from our CSO Per Falholt

We joined 6 global locations, spanning 10 hours of time difference to kick-start an online ideation campaign. The face-to-face ‘live’ experience had a clear mobilizing effect – at zero travel costs!

MOBILIZING CROWDS BY COMBINING TELEPRESENCE WITH ONLINE IDEATION

MOBILIZATION =

INTELLECTUALLY COMPELLING

+EMOTIONALLY

ENGAGING

*with reference toMichael Newman

OUTCOMESN

ew

Op

port

un

itie

sS

trate

gic

Beacon

s

New

Team

s

Think Big: www.bobbotsford.comBeacon:www.konstantinou.nl

A-team: http://springboard.com

Image sources

BULLETS IN PLANES 1Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

FAST ADAPTATION – WHY?

1.Successful first movers have many followers

2.A tool & process gap was filled

3.CULTURE

…and a paper accepted in

Statistical method: Fisher’s exact test

MARIA’S KEY FINDINGS

Diversity dimensions: seniority, tenure, rank, site

BULLETS IN PLANES 3Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

DIVERSITY MATTERS!

IMPLICATIONS OF MARIA’S FINDINGS

Value of diversity

Optimization of diversity

Cost of diversity

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OPTIMAL COGNITIVE DISTANCE

&ABSORBATIVE

CAPACITY

THE THEORY BEHIND DIVERSITY & INNOVATION

Nooteboom et al. (2007) in: Research Policy, vol 30, issue 7,

pp 1016–1034

COST OF DIVERSITY – CLASSIC IMAGES

COST OF ON-LINE DIVERSITY …

…plus the vendor’s fee!

COMPANY CULTURE IS CRITICAL FOR MOBILIZED DIVERSITY

externalculture

COMPANYCULTURE

INNOVATION

CROWDcomposition

extrinsicmotivators

MOBILIZATION

COMPANY CULTURE

CONTINUITYNURSING

VALUES

PEOPLE

SENSITIVITY

GET REAL ABOUT YOUR CULTURE!

…intensively discussed at

THANKS

How we rewarded winners in our culture…