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How to get Innovative ideas?

How to get Innovative ideas?. October 8th, 2010, Henrik Max Jensen, Danisco A/S. Agenda. About Danisco A/S Why do we need ideas? Innovation – what is it? HOW to get Innovative ideas? INN Culture & Creative processes Fact finding/Analysis Technology-driven Innovation – core compentence

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How to get Innovative ideas?

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  1. How to get Innovative ideas? October 8th, 2010, Henrik Max Jensen, Danisco A/S

  2. Agenda • About Danisco A/S • Why do we need ideas? • Innovation – what is it? • HOW to get Innovative ideas? • INN Culture & Creative processes • Fact finding/Analysis • Technology-driven Innovation – core compentence • Consumer-driven Innovation – Danisco Innovate • Innovation with the customer - Icebreaking • Blue-sky Innovation – Danisco IdeaLab • Summary Henrik Max Jensen Senior Scientist M.Sc. in organic chemistry (Univ. Århus) - 1993 NMR spectroscopy, analytical chemistry, chemometrics, organic synthesis and facilitator of creative processes Henrik Max Jensen, Danisco A/S

  3. The world needs your ideas!Companies ask for new ideas…always Thomas Edison • Better utilisation of raw materials in the world • Smarter drugs/delivery systems • New materials • Be innovative, test and implement! • Large companies are always scouting for ideas to license or venture Henrik Max Jensen, Danisco A/S

  4. DANISCO A/S: Food industries that we serve and more Bakery products Beverages Confectionery Culinary products Dairy products Frozen desserts Bio based solutions: Bioethanol Enzymes Detergent • Fruit preparations • Health & Nutrition • Meat, poultry & seafood • Oils & fats • Pet food Henrik Max Jensen, Danisco A/S INN-06/02 4

  5. Danisco inside… .. every 4th loaf of bread .. every 2nd ice cream .. every 3rd cheese .. every 3rd box of detergent Henrik Max Jensen, Danisco A/S

  6. Market positions Feed enzymes Technical enzymes Starter cultures Food enzymes Bio-preservation                          2 2 2 2 1 Textural ingredients Sweeteners Emulsifiers Functional systems Danisco (DK) Degussa/Cargill (USA) Kerry Group (IE)           Huber (DK/USA) Cognis (D) Novozymes (DK) PAI/Chr. Hansen (DK) DSM (NL) ABF(UK)      Danisco's global position 1 1 2 1 Note: Partnership agreement with Firmenich on Flavours Henrik Max Jensen, Danisco A/S 6

  7. Raw materials

  8. International presence: 80 locations in more than 40 countries Canada Scarborough  USA Ardsley, NY  Bakersfield, CA  Beloit, WI  Cedar Rapids, IA  Elmsford, NJ  Fairfield, NJ  Lakeland, FL  Madison, WI  New Century Kansas, KS  Palo Alto, CA  Pine Brook, NJ  Rochester, NY  St. Joseph, MI  St. Louis, MO  Terre Haute, IN  Thomson, IL  Argentina Arroyito  Buenos Aires  Brazil Pirapozinho  São Paolo  Chile Pargua  Santiago  Colombia Bogota  Guatemala Guatemala City  Mexico Apatzingán  Guadalajara  México City  Tecoman  Tlalnepantla  Veracruz  Peru Lima  Austria Lenzing  Probsdorf  Vienna  Belgium Brugge  Louvain-La-Neuve  Denmark Brabrand  Copenhagen  Grindsted  Haderslev  Holeby  Nakskov  Nykøbing  Tønder  Finland Hanko  Jämsänkoski  Jokioinen  Kantvik  Kotka  Naantali  Säkylä  Vaasa  France Compiègne  Dangé Saint Romain  Epernon  Fayencet  Grasse  Landerneau  Melle  Paris  Roncq  Sassenage  Seillans  Tourettees  Vinay  Germany Anklam  Frankfurt  Königslutter Niebüll  Iceland Reykjavik Italy Granarolo dell'Emilia Milan  Netherlands Leiden  Zaandam  Norway Bryne  Oslo  Portugal Faro  Spain Barcelona  Madrid  Valencia  Sweden Arlöv  Köpingebro  Norrköping  Örtofta  Switzerland Kreuzlingen  UK Beaminster  Lincoln  Marlborough  Oxfordshire Redhill  Stockport  Tullibody  Wellingborough  Croatia Zagreb  CzechRepublic Smirice  Estonia Tallinn Hungary Budapest  Latvia Riga  Lithuania Kedainiai  Panevézys  Vilnius  Poland Olsztyn  Poznan  Warszawa  Romania Bucharest  Russia Moscow  Serbia and Montenegro Beograd  Slovak Republic Bratislava  Ukraine Kiev  Egypt Cairo  SouthAfrica Johannesburg  Cape Town  Australia Sydney  China Anyang  Beijing  Guangzhou  Kunshan  Nanyang  Shanghai  Wuxi  Zhangjiagang  India Haryana  Japan Osaka  Tokyo  Korea Seoul  Malysia Kuala Lumpur  Penang  NewZealand Auckland  Singapore Singapore  Thailand Bangkok  •  Sales offices •  Innovation center • Production Henrik Max Jensen, Danisco A/S

  9. Denmark Danisco has app. 1.400 employees in Denmark on 5 different locations: • Copenhagen • Headquarter • Brabrand • Research and innovation • Grindsted • Production • Haderslev • Production • Tønder • Production Brabrand: 500 Grindsted: 570 Copenhagen: 260 Haderslev: 60 Tønder: 7 Henrik Max Jensen, Danisco A/S

  10. Well-positioned to move Danisco forward Sales & Application Food Ingredients Sales Industry Enzymes Technology GENENCOR ENABLERS BIO ACTIVES Bio Chemicals Projects Emulsifiers Gums & Systems Cultures Sweeteners Non-Food Ingredients Corporate - Technology & Business Development - Shared Services …END OF COMMERCIALS  Henrik Max Jensen, Danisco A/S 10

  11. INNOVATION INNOVATION WHY & WHAT IS IT? Henrik Max Jensen, Danisco A/S

  12. Becoming First Choice for innovation ”Becoming First Choice” • OurSTRATEGYis to create value by • Selecting and investing in the right • opportunities in order to deliver the right solutions first time, on time, and every time. • We will achieve this by: • Having engaged and empowered employees and an innovative culture • Having active company-wide innovation processes and tools • Leveraging knowledge actively through our network • Partnering with our customers to identify unmet needs VISION To be the most innovative bio-based solutions company MISSION To deliver profitable growth to ourselves and our customers through the creation of innovative solutions Henrik Max Jensen, Danisco A/S

  13. FOOD HEALTH ENERGY CHEMICALS Addressing the global megatrands through our global innovation network from 6.9 to 9.1 billion people in the next 40 years

  14. INNOVATIONWhat is it? • R&D by itself is not innovation but an investment that could lead to an innovation • Innovation should be embedded into every function throughout Danisco: ”An innovation is the conversion of a new idea into revenues and profits” Ram Charan, Game-Changer 2008 Henrik Max Jensen, Danisco A/S

  15. INNOVATION: • A solution to a task is creative, when: • New and useful • the road is not straightforward Innovation: Succesful implementing of creative solutions Prof. Terese Amabile, HBS ‘Creativity in context’, 1996 Henrik Max Jensen, Danisco A/S INN culture

  16. The Innovator: Thomas Edison – 1091 patents(1848 – 1931) – founder of GE Edison Botanical Reseach Coop. 1920’ies search for altrnative rubber source. • the parallel circuit, • a durable light bulb, • an improved dynamo, • the underground conductor network, • the devices for maintaining constant voltage, • safety fuses and insulating materials, and • light sockets with on-off switches. Danisco BioIsopreneTM Henrik Max Jensen, Danisco A/S

  17. HOW TO GET INNOVATIVE IDEAS? Creativity Creative processes Fact finding Technology driven Consumer driven Customer relations Henrik Max Jensen, Danisco A/S

  18. Danisco = Innovation CultureInnovation = (knowledge+dialogue)creativity Henrik Max Jensen, Danisco A/S 18 Creativity INN kulturen

  19. A view into the Creative brainIdentifying patterns – breaking them down – and creating new patternsA question of mindset Synapse density at Birth 6 years 14 years Illustration C. Kühl, Kilde:Rima Shore ”Rethinking the Brain” Henrik Max Jensen, Danisco A/S Creativity

  20. Breaking the thinking patterns: • Associations: images, fantasy, music, words • Dialogue • Use roles/new angles – views • Take on another persons identity • Create severe constraints – rather beautiful constraints • Ask postive open questions: in how many ways can..?, what if..? Henrik Max Jensen, Danisco A/S

  21. What do you see? Ideas for a new ice-cream? Henrik Max Jensen, Danisco A/S

  22. Fact-finding Ideation Concepts Concept-development Pilot project Product-launch Product Koncept udvikling Creative Processes • Have a clear objective – stay focussed • Separate the process in open brainstorm sessions, followed by selection & evaluation. • Select the best ideas and work more with them (brainstorm again or conceptualise/literature/market search) before select/reject Reflect: - ever used a brainstorm session during your project to get ideas – why not? Henrik Max Jensen, Danisco A/S

  23. Creative processesConcept/idea evaluation • Adapted from ’Blue Ocean Strategy’ Implementation Difficult easy High Low Strategic fit Low potential High potential Red ocean: where competitors are Blue ocean: sail alone Green: just do it! Henrik Max Jensen, Danisco A/S

  24. Fact finding/analysis • Knowledge, knowledge & knowledge • Core in Technology-driven Innovation • Intimite insight into technologies/problems • Market insights: • Market analysis/Market Trends/products sold – retrospective, often red ocean ideas • Close alliances with customers/partnerships • Consumer questionnaires • Consumer insights (interviews..) – unmet needs • Super-users • Open Innovation Henrik Max Jensen, Danisco A/S

  25. HOW do YOU get ideas? • Reflect a moment: when, where, why..how? • How do you evaluate the ideas? Henrik Max Jensen, Danisco A/S

  26. Technology-driven InnovationA core competency

  27. Technology-driven Innovation • Ideas from the science & knowledge present in a company • …or from a University Lab. • What can we do with the technology Science idea – reading literature-Great technology ! Is the market ready? Raw material availability Is it technical possible? Is it just an incremental innovation/an improvement? Can it be up-scaled Patent landscape? Stuck somewhere?! Need more ideas!? use a brainstorm Test in the Laboratory Evaluate the result Re-do/improve… Proto-typing/scale-up Documentation Often the competitor launches a similar product/patent at the same time – why? Product launch Henrik Max Jensen, Danisco A/S

  28. Technical/Expertise IdeationAsking the right questions… Stuck somewhere?! Need more ideas!? use a brainstorm Henrik Max Jensen, Danisco A/S

  29. Technology-driven Innovation Breakthrough blue-ocean idea Implementation Soft’N’Safe • Example: Difficult easy DANISCO SOFT’N’SAFE – PVC softener/plastizer to replace phthalates. Green label - based on castor oil. High Low Strategic fit Low potential High potential http://www.danisco-softnsafe.com./ Henrik Max Jensen, Danisco A/S

  30. CONSUMER-DRIVEN INNOVATION

  31. ETHNOGRAPHY MARKET ANALYSIS Only possible to test offers that already exist Possible to find future innovation opportunities Research builds on actual, observed behavior - avoid verbal miscommunications Users answer what they think is important and restricted by their existing perceptions User behavior is observed Users tell about their behavior The analysis follows a fixed topic guide Observation follows the path that the user chooses to take CONSUMER-DRIVEN INNOVATION • Why use ethnographics? Henrik Max Jensen, Danisco A/S

  32. CONSUMER-DRIVEN INNOVATION 15 respondents Three countries: Germany, UK and Spain 75-150 hours of field work (5-10 hours with each respondent) 15-20 hours of video 400-500 photos 15 photo diaries 60-80 pages of field notes Henrik Max Jensen, Danisco A/S

  33. CONSUMER-DRIVEN INNOVATION • Outcome: • Clear target-groups • Ideas can be grouped accordingly • New product launches focused • Pro-active to customers Henrik Max Jensen, Danisco A/S

  34. CONSUMER-DRIVEN INNOVATIONDanisco Innovate • We are all consumers… • High quantity: >1000 ideas, voting, clustering.. • Evaluation: fit to divisional strategy • Selection: investigate patent-landscape Change the Reference field under ‘View’ –’Header and Footer’ and write in field ‘Footer’ Deactivate by clicking off the checkbox Henrik Max Jensen, Danisco A/S

  35. INNOVATION WITH THE CUSTOMER

  36. INNOVATION WITH THE CUSTOMER • Creative ideation: ’Ice-breaking on the edge’ • – partners: • Hennig Olsen Is, Norway – isproducent • Danish chef: Mads Nybro • Tetra-Pak Høyer (ice-cream packaging) • Zentropa workZ • ’Second life’-creator from IO-Interaction (Hitman) • Consumers • WOW-gamer • + 6 Danisco food scientists REFLECT: HOW ARE YOUR ’CUSTOMERS’ or END-USERS? Henrik Max Jensen, Danisco A/S

  37. INNOVATION WITH THE CUSTOMERFact-finding + breaking orthodoxies about ice-cream What is Ice-cream NOT!! Henrik Max Jensen, Danisco A/S

  38. INNOVATION WITH THE CUSTOMER • ’Ice-breaking on the edge’ Henrik Max Jensen, Danisco A/S

  39. INNOVATION WITH THE CUSTOMERConcepts & prototypes – fast!! Henrik Max Jensen, Danisco A/S

  40. BLUE SKY INNOVATION

  41. IdeaLab – a new process for getting ideas • Breakthrough ideas (’Blue-ocean’) by • Cross-divisonal teams – taking out from daily routines – recombining knowledge and skills • Questioning orthodoxies (you would never say..) of the business • Identifying core competences • Consumer insight Henrik Max Jensen, Danisco A/S

  42. ORTHODOXIES: THE ELEPHANTS IN THE ROOM Orthodoxy held: “Dealing with animal waste is a costwe have to put up with running a zoo . . . Orthodoxy Flipped: “What if animal waste was a profitcenter? Reflect: what are the orthoxies in your research area? Henrik Max Jensen, Danisco A/S

  43. IdeaLab BioActives Enablers Genencor SAFI Representatives from each Division and from SAFI, for X weeks Representatives from T&BD as the “Support Team” Guided by Innovation consultancy IdeaLab Danisco Pipeline M A R K E T Henrik Max Jensen, Danisco A/S

  44. SUMMARY • Knowledge, knowledge…IS important…in-dept work generates ideas ….. break usual thinking patterns => blue ocean ideas • Work with/listen to/think as the end-users • Creativity can be ’forced through’ by focus • Separate brainstorm/ideation from selection • Select the ideas with most energi – from you heart • Dialogue – discuss – ideas - teamwork enhances the idea-flow • Concepts/ Prototype fast (lab-tests fast) • Successful Innovation by • Culture, Visions, Dialoque • ’Beautiful Constraints’ • High energy..workflow • Patience Thank for you listening  Henrik Max Jensen, Danisco A/S

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