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