the future of innovation
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The Future of Innovation?
Christian De Neef
Fast Track Consulting – Brussels
Who was leading the market in “smart” phones in 1998?
Then why didn’t Motorola/Nokia bring the 1st Blackberry to the
market?
Who was leading the market in “personal music players” in 2001?
Then why didn’t Sony develop & market the iPod?
Who was leading the market in “stunning skylines” 25 years ago?
Then why isn’t the Shanghai skyline located on a US Coast?
Yesterday's Innovation
recipes don't work in
today's world anymore
Yesterday's Innovation
recipes don't work in
today's world anymore
Pressure...
Pressure...
Service
“The perfect
experience”
Costs“A free
ride”
Performance
"The speed
of light"
Complexity“The ubiquitous -
invisible interface”
Quality
Sustainability
“A safe future”
Expectations...
zero
infiniteProcessor
speed
Network
bandwidth
Energy
price
Energy
consumption
Environmental
footprint
Access
(always-on)
Access
cost Storage
price
Strategic...
Strategic...
Product
Process
Busines Model
Market
?
Strategic...In
tern
al
Exte
rnal
FOCUS
CAPABILITYTactical Strategic
Traditional (R&D)
Technology
Protected
Crowdsourcing
Problem solving
Community
Value chain
Core Competency
Business
Focused
“Fully Open Innovation”
Cocreation - Coproduction
Engaged community
“Disruptive”
Open...
Open...
Are we doing things right?
Are we doing the right things?
Launch Ideation
DesignDevelop
ment
Coproduction
Crowdsourcing
Cocreation
Prototyping
User panels
Social Media
Are we getting things done?
Are we reaping the benefits?
Open…
Partnering
Open Infrastructure
Cocreation & Coproduction
Collaborative InnovationInnovation Intermediaries
Patent Pools
Facilitation
Crowdsourcing
Competitive InnovationInnovation Competitions
IP Markets
Design
Thinking...
Visionary...
Holistic Thinking
Scenario-Planning
Shifting Paradigms
Business Model Innovation
Imagining (im)possible Futures
"Every problem contains the
seeds of its own solution“
Solving Problems
Toyota-Thinking
TRIZ et al
Design Focus...
Product
People
Experience
Systems evolve towards “ideality”
“function without interface”
Ideality...
Surprising!
Surprising?
What do a Golf Ball and a High Speed Train have
in common?
Surprising?
What do Kraft Cheese and Goodyear Tires have
in common?
Surprising?
Why would a Truck Seat and an X-Ray Scanner
ever meet?
Surprising?
What do Coca Cola and Heinz have in common?
Surprising? Extend your views…
True Invention represents only a fraction of a % of Innovation…
“Actling” A simple, easily found and almost standard solution…
“Knowling” A solution found WITHIN the sector or industry
“Borderling” A solution found IN ANOTHER sector or industry
“Researchling” A solution found in another discipline of science
Invention A new, so far inexistent scientific concept/creation
So What?
Where is your market?
• By 2050, world population will grow to 9 billion people
• 99% of this increase will be in the developing world
• The economic growth will be there, NOT here
• But… these people are NOT your current clients
Where is your market?
• Look at your NON customers
• The developing world is growing a new middle class
• 5-10% of 5 billion people?
• Maybe you should stop selling to the elite...
Elite
(Fortune 500)
Base
(of the pyramid)
What else is changing?
Possession Access
Having/Owning Being/using
SedentaryNomadic
(again)
PayingFree
(apparently)
Infinite
Recycling/Reuse
Resource
Constraints
VirtualPhysical
(but not the same)
What else is changing?
2010-06-24 30
From now on, all Innovation
will be social, because…
“Business cannot survive in
a society that fails” - Feike
Sijbesma (DSM)
What else is the same?
2010-06-24 31
Innovations thrives in a
world of (material/social)
constraints…
--- energy – precious metals – water ---
What else is the same?
2010-06-24 32
The crises
(and the opportunities)
are ahead of us
With a tip of the hat to Drew Marshall
(Primed Associates) from the #i2c collective
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