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Creativity ≠ Innovation How Organizations Can Really Make Innovation Happen. Barbara Kivowitz Senior Partner im21 : innovation/measurement/21 st century [email protected] Innovation & Financial Performance. Performance in % Points. Innovation.

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Creativity innovation how organizations can really make innovation happen l.jpg

Creativity ≠ InnovationHow Organizations Can Really Make Innovation Happen

Barbara Kivowitz

Senior Partner

im21: innovation/measurement/21st century

[email protected]


Slide2 l.jpg

Innovation & Financial

Performance

Performance

in % Points

Innovation

“The greater the amount of innovation, the greater the market

and financial performance”Soo, Devinney, Midgley & Deering (2002)


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What have innovative companies done?

  • 3M – corporate goal of achieving 30% of sales from newer products. "3M 15% Rule" allows employees to spend 15% of their time on projects of their own choosing

  • Google – holds 8 brainstorming sessions a year with 100 engineers. All engineers can dedicate 20% of their time to pet projects

  • Toyota – OObeya = big, open office. Brings together people from all parts of the company every month to discuss design, costs, mistakes, bottlenecks. Has saved Toyota millions of dollars

  • P&G - shifted from R&D as the innovation pipeline to C&D, "Connect and Develop.” P&G acquires 50% of its innovations outside the company, resulted in 3 successful new products in the first 6 months

  • Whirlpool - group of employees serve as innovation consultants to assess best ideas and strategies to market. Employees submit ideas via a corporate-wide virtual bulleting board. A third of senior leader pay is tied to innovation. Whirlpool had record results in 2005

  • GE– GE WorkOut – 60% of projects initiated in this creativity program become successful products


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Remember the Segway

Customers don’t buy innovations

They buy solutions to problems


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Defining Our Terms

  • Creativity

  • Innovation

Creativity is thinking up new things.

Innovation is doing new things.


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  • CREATIVITY

  • Generation of new & unusual ideas

  • Divergent thinking

  • Quantity driven process


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4 Rules of Idea Generation

  • Withholding judgment

  • Freewheeling

  • Generating a quantity of ideas

  • Hitchhiking



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Exercise

How many uses can you come up with for:


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Creativity is the ability to modify self-imposed constraints.

Barriers to Creative Thinking

  • Functional fixedness

  • Previous experience

  • Excessive faith

  • Intolerance of ambiguity

  • Paradigms

  • Emotion

    and

    Assumptions


The astronaut pen urban legend 1 l.jpg
The Astronaut Pen constraints.(urban legend #1)

During the space race in the 1960’s NASA was faced with a major problem. The astronauts needed a pen that would work in zero gravity. NASA spent $1.5 million developing the “Astronaut Pen.” It enjoyed minor commercial success back on Earth.

The Russians were faced with the same problem.

They used a pencil.


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Let’s Do Some Math constraints.

1000

40

1000

30

1000

20

1000

10


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Let’s Do Some Math constraints.

1000

40

1000

30

1000

20

1000

10

4100


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A radio conversation with the US Chief of Naval Operations constraints.(urban legend #2)

  • NAVY: Please divert your course 15 degrees to the North to avoid a collision

  • CIVILIAN: Recommend you divert YOUR course 15 degrees to the south to avoid a collision

  • NAVY: This is the captain of a US Navy ship. I say again, divert YOUR course

  • CIVILIAN: No, I say again, you divert YOUR course

  • NAVY: THIS IS THE AIRCRAFT CARRIER ENTERPRISE. WE ARE A LARGE WARSHIP OF THE US NAVY. DIVERT YOUR COURSE NOW!

  • CIVILIAN: This is a lighthouse. Your call.


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Exercise: constraints.

  • How do you spell your name

  • How else could you spell it?


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SALE constraints.

  • Solution

  • After

  • Last

  • Example


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  • INNOVATION: constraints.

  • The process of turning ideas into money

  • Implementation of great ideas

  • Convergent thinking

  • Quality driven process

  • Implementation of great ideas

  • Convergent thinking

  • Quality driven process


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Can you help TiVo? constraints.

  • Problems:

    • TV networks & advertisers hate TiVo’s ad skipping functionality

    • TiVo loses advertising revenue

    • Customers miss ads that could actually be useful


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“Of all the core functions of most companies, innovation has the most competitive value —and is managed with the least discipline.”Booz Allen Hamilton


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Mess has the most competitive value —and is managed with the least discipline.”

CLARIFY

IDEATE

DEVELOP

IMPLEMENT

Pinpoint the

problem to solve

Come up

with new

ideas

Refine ideas

into strong

solutions

Put the plan

into action

Stakeholder Plan

Data

Reframe

Idea Clusters

Complete Solution Set

Project Plan

Risk Analysis

Creative Problem Solving Process


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THE MESS: has the most competitive value —and is managed with the least discipline.”How can we make our space look better?


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Clarify has the most competitive value —and is managed with the least discipline.”

  • What data do we need in order to fully understand our problem?

  • Tool:

    • 5W’s & an H

      • Who

      • What

      • Where

      • When

      • Why

      • How

  • How might we reframe our original problem statement to make it more solvable, profitable, or innovative?


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REFRAME: How can we make our space look better? has the most competitive value —and is managed with the least discipline.”

  • How can we create a “green” space?

  • In what ways might we construct our space to promote productivity?

  • In what ways might we construct our space to promote creativity?

  • How can we foster knowledge sharing through the use of open space design?

  • How can we eliminate the need for space?


Ideate l.jpg
Ideate has the most competitive value —and is managed with the least discipline.”

  • Go for quantity & explore a wide range of ideas

    • Tools:

      • Brainwriting

      • SALE

  • Converge and chose the ideas that have the greatest potential


Develop l.jpg
Develop has the most competitive value —and is managed with the least discipline.”

  • Strengthen the ideas from multiple angles – customer experience, features, marketing, sales, etc.

  • Tool:

    • PPCO –

      • Pluses

      • Potentials

      • Concerns

      • Overcomes


Implement project types l.jpg

Paint by has the most competitive value —and is managed with the least discipline.”

Numbers

Yes

Quest

know WHAT

to do

Fog

Movie

No

No

Yes

know HOW to do it

Implement: Project Types

Eddie Obeng, All Change: Project Manager's Secret Handbook


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CPS Fundamental Concepts has the most competitive value —and is managed with the least discipline.”


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Remember: has the most competitive value —and is managed with the least discipline.”When doing creative problem solving --

  • Notice interesting problems

  • Defer judgment

  • Question assumptions

  • Seek diversity

  • Look at ideas affirmatively


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