little “i” innovation: why small ideas matter as much as big ones
DESCRIPTION
When it comes to design-led innovation, we love the big idea — those breakthrough inventions that signal a disruptive change. But these big ideas are rarely the result of a single moment of genius. Instead, it comes from the culmination of smaller ideas, developed over time, from the minds of many. The ideas that really stick in our fast-paced digital world are the ones that “live in beta” — embracing a culture of learning, adapting and improving everyday. In Little “i” Innovation, we will explore how the process of continual, incremental improvement has been used to develop some of the worlds most innovative and dominant consumer brands.TRANSCRIPT
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LITTLE ‘i’ INNOVATIONWHY SMALL IDEAS MATTER AS MUCH AS BIG ONES
DMI Design/Management Thinking 24 Guthrie DolinExecutive Director of Strategy@gee3
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Body goes here...
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WE’RE ODOPOD, a new kind of design consultancy — one that thinks like a start-up, understands brands like an ad agency and creates products and services like an innovation firm.
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 20123
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The seduction of big ideas.A FEW MINUTES ON BIG “I” INNOVATION
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The domestication of plants and animals (also known as farming). A big innovation that really settled us down — so to speak.
BIG INNOVATION
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9000 BC
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The first mammal was cloned. A sheep named Dolly — born from a somatic cell using the process of nuclear transfer.
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1996ADBIG INNOVATION
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The wheel. Arguably the most important mechanical invention of all time — and one of humankind's most significant.
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3500 BCBIG INNOVATION
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The mass production of affordable automobiles debuted. And the suburbs followed shortly thereafter.
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1902 ADBIG INNOVATION
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Gutenberg developed a complete printing system, including movable type — leading to the mass production of books.
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1440 ADBIG INNOVATION
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Amazon released the first gen Kindle. E-book sales triple year-over-year while paper books decline in every category.
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2007 ADBIG INNOVATION
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Encyclopedias, reference books filled with printed articles of factual information, have existed for more then 2,000 years.
77 ADBIG INNOVATION
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Wikipedia launched. The collaboratively edited encyclopedia has fundamentally re-architected information publishing.
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2001 ADBIG INNOVATION
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We’re obsessed with big ideas.
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We idolize their champions.
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Why do we love them so much?THEIR SIMPLE SWEEPING NARRATIVES ARE SEDUCTIVE, BUT...
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
STEVEN JOHNSON | AUTHOR OF WHERE GOOD IDEAS COME FROM: THE NATURAL HISTORY OF INNOVATION
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It’s very, very rare to find cases where somebody on their own, working alone, in a moment of sudden clarity has a great breakthrough that changes the world. And yet there seems to be this bizarre desire to tell the story that way.
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Innovative ideas often come from the
connection or the collision between
smaller (or even half-baked) ideas.
Often a technological advancement,
devoid of specific purpose, will inspire
new, sometimes innovative ideas.
Many big ideas are more of a ‘slow
hunch’ that develops over time — from
multiple inputs and perspectives.
CULMINATION
Most big ideas come from little ones.
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CONNECTION CAPACITY
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
But, this isn’t about big versus little — it’s about considering them together.
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Think of it as an “innovation portfolio.”
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CORE
ADJACENT
TRANSFORMATIONAL
MANAGING YOUR INNOVATION PORTFOLIO HARVARD BUSINESS REVIEW — MAY 2012
FROM
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Think of it as an “innovation portfolio.”
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EXISTING
PRODUCTS AND ASSETS
EXISTING
MARKETS AND CONSUMERS
CORE
ADJACENT
TRANSFORMATIONAL
Optimizing what’s existing
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Think of it as an “innovation portfolio.”
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RELATED
PRODUCTS AND ASSETS
CONTIGUOUS
MARKETS AND CONSUMERS
CORE
ADJACENT
TRANSFORMATIONAL
Expanding into into neighboring territories
Optimizing what’s existing
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Think of it as an “innovation portfolio.”
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ENTIRELY NEW
PRODUCTS AND ASSETS
ENTIRELY NEW
MARKETS ANDCONSUMERS
AND/OR NEEDS
CORE
ADJACENT
TRANSFORMATIONAL
Expanding into into neighboring territories
Inventing new things for markets that don’t yet exist
Optimizing what’s existing
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Think of it as an “innovation portfolio.”
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CORE
ADJACENT
TRANSFORMATIONAL
Expanding into into neighboring territories
Inventing new things for markets that don’t yet exist
Optimizing what’s existing THE GOLDEN RATIO
For most companies the 70/20/10 split is a good starting point.
70%20%
10%
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
And, 90% of the investment is here...
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90%
UNHERALDED MAJORITY Yet these efforts are often ill-considered and/or underestimated
INCREMENTAL
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Who are the little “i” innovators?JUST A FEW EXAMPLES, AND THEY MIGHT SURPRISE YOU.
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APPLE’S IPOD A HISTORY OF INCREMENTAL INNOVATION
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 201228
1998Google Search had an index of about 60 million pages in their engine.
They have followed (continually) with smaller core and adjacent innovations to their initial search offering ever since.
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All while developing transformational ones for the broader brand.
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Launched to improve on Friendster —
got seedy, looked awful and now is
focused on music entertainment.
Launched as “hot or not” —
continually innovated and now has
nearly a billion users worldwide.
One of the first social networks with
over a million users. Today, it’s a social
gaming site — big in Singapore.
2004FACEBOOK
2002FRIENDSTER
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Text
2003MYSPACE
Not the first-mover, but the best mover.
8MIL
25MIL
900+MIL
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Then there’s Justin Timberlake.
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 201232
Singer-songwriter, musician, record producer, dancer, actor, comedian, businessman — JT is constantly pivoting with core and adjacent innovations to evolve — and in doing so he’s enjoyed a successful, long lasting career in this extremely fickle consumer environment.
LET’S REVIEW
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 201233
The Innovation Timeline of Justin Timberlake
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The Innovation Timeline of Justin Timberlake1982
JT debuts his bright smile.
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The Innovation Timeline of Justin Timberlake1992
JT, the child country singer (with a bright smile).
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The Innovation Timeline of Justin Timberlake
JT sings and smiles as a child star.
1993
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The Innovation Timeline of Justin Timberlake1995
Child star becomes teen heartthrob.
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The Innovation Timeline of Justin Timberlake2002
Heartthrob gets heart broken, and goes solo.
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The Innovation Timeline of Justin Timberlake2002
(Britney cries a river)
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The Innovation Timeline of Justin Timberlake2004
JT precipitates a sexy “wardrobe malfunction.”
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The Innovation Timeline of Justin Timberlake2006
And then brings sexy back, officially.
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The Innovation Timeline of Justin Timberlake2006
JT puts his sexy in a box.
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BARRY GIBB
D*CK IN A BOX
A SINGLE LADY
BON IVER A BREAST IMPLANT
A BEER
AN OMELET
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The Innovation Timeline of Justin Timberlake2006
And puts sexy on the runway.
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The Innovation Timeline of Justin Timberlake2007
Brings sexy to the big screen.
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The Innovation Timeline of Justin Timberlake2010
JT makes Internet entrepreneurs sexy.
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The Innovation Timeline of Justin Timberlake2012
And now, JT is a real Internet entrepreneur.
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Taking notes young Padawan?
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Four fundamental principles. BUILDING A CULTURE FOR LITTLE ‘I’ INNOVATION
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EMBRACE CHANGE
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EMBRACE CHANGING
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Life is flux. Plan and work accordingly.
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Adopt an agile approach
Develop flexible frameworks and smart toolkits to enable ideation — avoid locking into ridged processes or dictatorial methodologies.
• Be responsive and ready to adapt your plans• Work iteratively in smaller, faster cycles• Establish a pace that you can sustain, continuously • Maintain focus, favoring clarity over certainty
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Profound and powerful forces are shaking and remaking our world. And the urgent question of our time is whether we can make change our friend and not our enemy.PRESIDENT BILL CLINTON | 42ND PRESIDENT OF THE UNITED STATES — FIRST INAUGURAL ADDRESS
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
FOSTER EXCHANGE
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Chance favors the connected mind.
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Develop a “platform” for sharing ideas
Innovation isn’t something you stick in a secret lab in the basement — you need to encourage innovative thinking everywhere, and from everyone.
• Let ideas fly (no judgement) and see what sticks• Create an environment for serendipitous discovery• Invite unexpected people and perspectives• Reward participation and reduce friction (make it fun)
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
... expand the range of your possible next moves by exposing yourself to as much serendipity, as much argument and conversation, as many rival and related ideas as possible; to borrow, to repurpose, to recombine.STEVEN JOHNSON | WHERE GOOD IDEAS COME FROM: THE NATURAL HISTORY OF INNOVATION
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
THINK ECOLOGICALLY
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Examine the whole as intimately as you do the parts.
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Consider the full ecosystem
No view on innovation is good if it’s myopic — don’t get lost iterating on the details, or go “all in” on one big idea.
• Clarify your innovation goals and move with purpose• Strike the right balance with your ‘innovation portfolio’• Place little bets, double down on what’s working• Coordinate efforts, considering how it all works together
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Rather than hoping that their future will emerge from a collection of ad hoc efforts, smart firms will manage for “total innovation.”BANSI NAGJI & GEOFF TUFF | MANAGING YOUR INNOVATION PORTFOLIO — HBR MAY 2012
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
INNOVATE EVERY DAY
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Actively seek improvement, daily.
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Our perennial design questions
• What isn’t there that should be? • What is there that doesn’t need to be?• How can I make this more valuable?• How can I make it more delightful?• What do I understand today that I didn’t yesterday?
Compete with yourself. And, don’t fall in love with ideas!
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EMBRACE CHANGINGFOSTER EXCHANGETHINK ECOLOGICALLYINNOVATE EVERY DAY
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LITTLE "I" INNOVATION WHY SMALL IDEAS MATTER AS MUCH AS BIG ONES6 / 2012
Please keep in mind, this is about attitudes and a culture not adhering to some stone-chiseled doctrine.
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And, don’t forget to innovate (a little) today.
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Thanks. Guthrie Dolin@gee3
Odopod@odopod