innovations-seminar: boost din front med bruger-dreven innovation

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Boost din front-end med bruger-dreven innovationWilke Innovations SeminarApril 21, 2016Copenhagen, Denmark

“Coming together is a beginning. Keeping together is progress. Working together is success”

Henry Ford

“Renovation is largely doing the

same, but better … Innovation is

thinking & doing different”

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Velkommen … til Wilke’s Innovations Seminar

Thomas Tuxen2006-12: VP Group Innovation, Carlsberg

Breweries A/S

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Innovationsambitionen og aktiviteten er begyndt at spire

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De fleste virksomheder synes at være forbi “den finansielle krise” med et mere optimistisk syn på fremtiden & vækst

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Investeringsvilligheden er stigende og innovation er så småt ved at komme tilbage på den strategiske agenda …

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… med henblik på effektivt at drive vækst – profitabel vækst!Growth & profitability levers

Margin improvement• Cost reductions• Effectiveness programs• Overhead efficiency

improvementsOrganic growth• New distribution channels• New demand (customers,

occasions)• Retention & customer loyalty

(NPS)

Innovation (new business)• New categories, consumer group, usage

occasions• New business model, products, packaging,

services, etc.• Improved products, packaging, services, etc.Mergers and acquisitions• Category expansion• Regional roll-up

Geographic expansion• Entrance into new geographies• Increased presence in

under-penetrated geographies

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Eller … med henblik på at forblive relevant overfor kunderne og undgå at blive overflødiggjort af “disrupters” …

https://www.google.dk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjH9sP3vprMAhUjS5oKHaGzCLUQjRwIBw&url=https://pixabay.com/da/sp%C3%B8rgsm%C3%A5lstegn-1106316/&psig=AFQjCNGs2bg46p2apUoHYiRiSigzdm_z8Q&ust=1461148081033325

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… som endnu engang understreger fundamentalt ændrede markedsmekanismer & infrastukturens reducerede betydning

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Skabelsen af succesfuld innovation er dog ikke nemt …

Strategic to operationalEnd-to-end project management

Cross-functional leadership & involvement

Idea/concept

Design/visual ID

Positioning (target group/occasions)

Portfolio range

Product & packaging

Launch plan(s)

IP/Trademark

Business case

Insight

Brand & namingProduction setup

Sales/channel strategy & plans

Marketing strategy & plans (BTL & ATL)

Quality & Regulatory

Breakthrough(Build new categories)

Substantial (Enter new categories)

Incremental(Line-extensions

in existing categories)

Support (Replacement of

existing products**)

Prod

uct

inno

vati

on le

vels

(con

sum

er n

ewne

ss)

Impcat/risk

High

High

LowLow

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Det kræver topledelsens fulde opbakning

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Det kræver benhårdt fokuseret arbejde fra strategi -> insight-> idé/koncept -> udvikling -> kommercialisering -> lancering

Uncertainty/riskFinalisation/investment

Gate 1

Stage 5(Launch & evaluation

)

Stage 0(Idea

generation)

Gate 3(Business decision)

Gate 4(Final launch decision)

Gate 0(Idea screening/selection)

Gate 2

Globalroll-out

P1

P2

P3

P4

P5

Iterate as appropriateIterate as appropriateIterate as appropriate

Front-end Innovation development Launch & roll-out

Stage 1(Concept

development)

Stage 2(Business casing)

Stage 3(Product

development)

Stage 4(Launch

preparation)

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… og de fleste virksomheder kæmper med at realiserederes innovationspotentiale!

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Succesfuld innovation kræver en effektiv “innovationsmotor”

Gate

Launch & evaluatio

n

Idea generati

on

Conceptdevelopment

Business casing

Product development

Launch preparation

Business decisionFinal launch

decision

Idea screening & selection

Gate

Globalroll-out

P1

P2

P3

P4

P5


1. Strategy

Roll-out decision

2. Process (development & testing)

3. Execution & follow-up

4. Organisation

Innovation platforms

Leadership Governance Culture IncentivesProject management

Insights

Insights

Insights

Insights

Insights

Insights

Creativity

Creativity

Creativity

Creativity

Front-end Innovation development

Launch & roll-out

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Dagens fokus … front-end & bruger-dreven innovation

Gate

Launch & evaluatio

n

Idea generati

on

Conceptdevelopment

Business casing

Product development

Launch preparation


decision


Gate

Globalroll-out

P1

P2

P3

P4

P5


1. Strategy

Roll-out decision



4. Organisation



Insights

Insights

Insights

Insights

Insights

Insights

Creativity

Creativity

Creativity

Creativity


Launch & roll-out

”Godt begyndt … halvt fuldendt!”

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Dagens program Velkomst & introduktionv/ Thomas Tuxen

Kundecentreret innovationv/ Claus Rantzau & Sanne Dalgaard MadsenColoplast innovation inkl. Eve casev/ Marc BrøndumCarlsberg innovation inkl. Nordic casev/ Pernille ArntAfrunding inkl. effektiv udviklingsprocesv/ Philip N. Alexandersen & Thomas Tuxen

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© 2016 – Side 17

STRATEGY & INNOVATIONStrengthening long-term

resilience & market impact

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In recent years, we have seen a lot of examples of companies being disrupted by seemingly sudden changes in the market

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Let us revisit how the world has recently changed exponentially

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How do you strategically handle the ongoing changes?

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To manage exponential change and disruptions, companies need to approach strategy and innovation development much more efficiently

Sustaining innovation Radical Innovation

Organization

(company structure)

Execution (approach

)

• Innovation is episodic

• Planning orientation• Governance and budgeting

done the same way across business

• People work on innovation in addition to their day jobs

• Resources devoted primarily to exploitation

• Begin with our offerings and innovate to extend them to new areas

• Failures avoided

• Innovation is an ongoing, systematic process

• Experimental orientation• Governance and budgeting for

innovation separate from business as usual

• Resources dedicated to innovation activities

• A balanced portfolio of initiatives that support the core, build new platforms, and invest in options

• Begin with customers and innovate to help them get their jobs done

• Fail fast

© 2016 – Side 22

Companies need to practice transformative (re)thinking to be disruptive & avoid disruptions

IMPACT

TIM

E

CUSTOMER OFFERING

S

EXPERIMENTAL ORIENTATIONJobs to be done are tested and reevaluated through co-creation

Definition of Strategic Opportunity Areas and what customers’ problems to address and how

Innovation and strategy

development in sync with the

changes of the market demand

Disruptive innovation

PLANNING ORIENTATIONAssumptions regarding what is valuable to customers are carried on (inside out)

What customers’ problems to address not fundamentally reevaluated

Sustaining innovation

Rules of the game remain the

same

© 2016 – Side 23

WHAT IS OUR FRAMEWORK?The principles that we build our consultancy on

© 2016 – Side 24

4 principles for strong innovations

Think and react exponentially

IOT

Innovate from a customer job to be done – NOT from existing

products and outIdentify future

SOAs

Co-create with costumers and non-costumers

Experiment & fail fast

Longitudinal approach

Walk the Future Back

Operationalize short term and

long term innovations

Strengthen core and plan for new

arenas

© 2016 – Side 25

STRATEGY & INNOVATION TOOLS & CONCEPTS

© 2016 – Side 26

PLACEHOLDER

Signals of Change

Reading market and technology changes for better innovationSustaining innovation Mange etablerede virksomheder er

dygtige til at lytte til kunderne i forhold til at forbedre den eksisterende produktportefølje.

Mange virksomheder investerer tungt i at udvikle videre på de eksisterende tilbud.

Men… Hvordan disrupter man?Hvordan undgår man at dræbe en ide, kunden ikke ønsker lige nu. Og skal man dræbe den?Hvordan finder man de løsninger markedet ikke ved det har brug for?Hvordan kan man rette blikket mod et til at begynde med mindre marked? Hvordan får man et marked som ”ikke eksisterer” til rent faktisk at opstå og blomstre? Hvordan forhindrer man virksomheden i kontinuerligt at overshoote markedet?Hvordan skal man arbejde med en fail fast tilgang? Skal man give innovationsafdelingen frie hænder?

© 2016 – Side 27

PLACEHOLDER

Jobs to be done

”Without deviation from norm, progress is not

possible”- Frank Zappa

Hvilket problem skal løses?Når vi undersøger folks jobs to be done (hvilke problemer der skal løses), så får vi mulighed for at skabe bedre og mere innovative produkter, og vi bliver bedre til at forstå vores strategiske mulighedsrum.

Hvordan skaber man nye innovationer?En jobs to be done tilgang kan vise nye veje i forhold til at drive strategi, innovere, og spotte fremtidens indsatsområder.

Konteksten er afgørende for at finde de løsninger kunderne har brug for. Gennem en kontekstuel tilgang identificerer vi de løsninger du bør tilbyde som virksomhed for at løse forbrugerens udfordringer.

© 2016 – Side 28

PLACEHOLDER

Co-creation

“The future is inescapable. How are you

going to shape it?”- Max Frisch

Styrk din impact!Co-creation handler om at turde inddrage forbrugeren i innovationsprocessen som en medskaber, eller influent på hvordan produkter med succes kan løse deres jobs to be done på den korte og på den lange bane.

Skab stærkere innovationerHvis du vil skabe stærkere og mere holdbare innovationer så bør du tage dine vigtigste interessenter med i innovationsprocessen. Sammen styrker man resultatet af det produkt, eller den service man skal leve af i morgen.

Lær at arbejde med provotyper og prototyper i innovationsprocessen og få et stærkere innovations-output.

© 2016 – Side 29

PLACEHOLDER

Innovation for Growth

Identifying game changing business opportunitiesPave the way for creating breaking business opportunities both on short term and on long term perspectives on existing markets and non-existing markets.

We will define the new strategic arenas suitable for your business to move into and we will help you create the right strategy and innovations for now and for the future.

Scoping & environment readingWhere are we?Why are we here?Where do we need to be?Exponential development and its impact on businessWhat is the strategy palette?

Workshops C-level

Jobs to be doneFunctional, emotional and social dimensions of the jobs to be done.

Strategic Opportunity Areas

Ethnography

Co-creation The value of quick feedback and the purpose of instant reactions

Co-creation sessions with customers & non-customers

Opportunity portfolio

Business estimationDefine growth gap

Volume of business and revenue

Portfolio strength

Walk the Future Back

Anticipate future competition and future disruptive challenges.

Execute a long-term growth strategy with impact today.

LEGO SERIOUS PLAY Workshop – Guiding principles for short-term and long-term growth

© 2016 – Side 30

PLACEHOLDER

Future Back

A strategic planning process for ensuring future growthSustaining InnovationEnhance existing offerings or improves current operations.Enhance the current strategy and organization structure with the objective of offering rapid and substantial returns in the near future.

Radical InnovationExtending current strategy or introduce new strategies that offer complementary or completely new products and/or services to existing customers or new customers and new markets.Generates new opportunities by reaching new markets or new customers.

New Growth

Innovation

1: Align on the future

environment

2: Blueprintin

g the future state

3: Walking the future

back to move

forward

Closing growth gap and staying

ahead of competition!

1

2

3

© 2016 – Side 31

PLACEHOLDER

LEGO® Serious Play® for Strategy Development

Building a better business!LEGO® SERIOUS PLAY® is a radical, innovative, experiential process designed to enhance business performance. It enables you to take a speedy shortcut to the core.

OUTPUTYou will come out with skills to communicate more effectively, to engage their imaginations more readily, and to approach your strategy and innovation with increased confidence, commitment and insight.

The technique improves group problem solving. By utilizing visual, auditory and kinesthetic skills, the Method requires participants to learn and listen, and it provides all participants with a voice. The Method serves as a shared language regardless of culture or position.

STORY MAKINGYou will be building models, giving them meaning through story-making, and playing out various possible scenarios – a process which deepens understanding, sharpens insight, and socially "bonds" together the group as it "plays" together.

WANT TO UNDERSTAND YOUR CUSTOMER?You will experience that the real issues are addressed, and ultimately you will be able to see things through the eyes of your customers or colleagues – and have them view the picture through yours.

"You can learn more about a person in an

hour of play than you can from a lifetime of

conversation" - Platon

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Succesfuld innovation kræver en effektiv “innovationsmotor”

Gate

Launch & evaluatio

n

Idea generati

on

Conceptdevelopment

Business casing

Product development

Launch preparation


decision


Gate

Globalroll-out

P1

P2

P3

P4

P5


1. Strategy

Roll-out decision



4. Organisation



Insights

Insights

Insights

Insights

Insights

Insights

Creativity

Creativity

Creativity

Creativity


Launch & roll-out

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… også i den efterfølgende udviklingsproces (inkl. test)

Gate

Launch & evaluatio

n

Idea generati

on

Conceptdevelopment

Business casing

Product development

Launch preparation


decision


Gate

Globalroll-out

P1

P2

P3

P4

P5


1. Strategy

Roll-out decision



4. Organisation



Insights

Insights

Insights

Insights

Insights

Insights

Creativity

Creativity

Creativity

Creativity


Launch & roll-out

”Godt begyndt … halvtfuldendt!”

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Vi reducerer usikkerheden og øger chancen for succes

Supportere front-endv/ Ide generering

Berige og sortere i ideerv/ koncept- og brand stretch test

Validere ideer og produkterv/ koncept og produkt test

Sælge budskabetv/ kommunikations test

Optimering og trackingv/ brand tracking, pris- & produktoptimering

Vi hjælper med at fuldende innovationerne …

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Opbygning af ide-katalog





Alle dine kunder er partnere i din mission, og kundens perception, er din virkelighed


Crowd sourcing som support til front-end innovation

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Hvilke ideer/ koncepter har potentiale?





Koncept screening og brand stretch analyser sikrer fokusOptimering og trackingv/ brand tracking, pris- & produktoptimering

Hvis du elsker vores syltede agurker, så prøv de nye desserter, universal rengøring & løse jeans – nu 25% rabat på fejlramte brand extensions

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Hvor stort er potentialet Supportere front-endv/ Ide generering




Forstå synergien mellem ide og produkt Optimering og trackingv/ brand tracking, pris- & produktoptimering

Hvor stærkt er konceptet

Hvor stærkt er produktet

Det koster det samme at lancere en succes, som det koster at lancere en fiasko

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Sælger du det rigtigt? Supportere front-endv/ Ide generering





Kommer budskabet igennem

Skaber det interesse

Reklametests sikrer dit budskab når igennem til målgruppen og vækker interesse

Den der stopper med at reklamere for at spare penge, er den samme der stopper uret for at spare tid

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Går det som planlagt Supportere front-endv/ Ide generering





Når vi målsætningerne

Har markedet ændret sig & skal produkt eller pris tilpasses

Hvis du ikke måler det, kan du ikke styre detOptimering og udvikling er ikke en styrke, det er en nødvendighed

Hold din nye innovation i hånden efter lanceringen

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Succesfuld innovation kræver den rigtige tilgang & kulturDysfunctional innovation

• Episodic (ad hoc & by coincidence)

• Ongoing effort & systematic process

• Management model, governance, budgetting, etc. same as existing business

• Management model different & separate from business as usual (especially for breakthrough innovation!)

• Innovation portfolio largely focused on incremental projects for core business (simple line extensions)

• Balanced innovation portfolio supporting existing core business, new business platforms & investment into entirely new future growth options

• Short term – in line with normal business planning process

• Balanced short, medium & long term focused – goes beyond normal business planning process

• Largely product focused - “inside out” (extend offerings into new areas)

• Truly customer centric – ”outside in! (customers, their needs & ”jobs to be done”)

• Innovation done on top of people’s everyday jobs (an add-on)

• Dedicated people to drive & facilitate innovation

• Limited real customer insight, involment, testing of assumptions & learning

• Truly customer-driven insight, ideation & development approaches, iterative incl. continuous testing/adaption/optimization & learnings

• Risk-aversion – failures are unacceptable & people will be punished

• Entrepreneurial culture & risk willingness – Initiative, bets, intelligent failures & learnings are encouraged

• Sequential planning & execution orientation

• Experimental & iterative approaches

High performing innovation

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjBpIPF7cHJAhVBcA8KHezSAOAQjRwIBw&url=http://www.tenecoport.eu/index.php/technical-activities/ten-ecoport-platform/from-ecoport8-to-ten-ecoport&bvm=bv.108538919,d.ZWU&psig=AFQjCNGyTVxkre3gmYnFPncHmN7jyvHfSg&ust=1449306481202817

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Vi håber I har fået lidt god inspiration i dag

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Tak … held & lykke med det fortsatte innovationsarbejde!

”It is not the strongest of species that will survive but the one most adaptable to change”

Charles Darwin

”Wherever you see a successful business, someone once made a courageous decision”

Peter F. Drucker

“The future is inescapable - how are you going to shape it?”

Max Frisch

“Innovation is disciplined rule breaking”

Paul Walton

“Renovation is largely doing the

same, but better … Innovation is

thinking & doing different”

”Without deviation from norm, progress is not possible”

Frank Zappa

“Man cannot discover new oceans unless he has the courage to lose sight of the shore”

Andre Gide

”If I had asked the public what they wanted, they would have said a faster horse”

Henry Ford

”Innovation is the ability to see change as an opportunity - not a threat”

Anonymous

”Innovation distinguishes between a leader and a follower”

Steve Jobs”If you're not failing every now and again, it's a sign you're not doing anything very innovative”

Woody Allen

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innovations-seminar: boost din front med bruger-dreven innovation

Presentations & Public Speaking