boosting innovation through collaborative online ideations

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DIVER

SITY? CULTURE?

SKILLS?INNOVATION

PROCESSES?

BOOSTING INNOVATION BY COLLABORATIVE ONLINE IDEATIONS

Frank HatzackBusiness InnovationNovozymesfhat@novozymes.com@frankhatzack

Presented atIATI BiomedTel AvivJune 11th, 2013

ABOUT NOVOZYMES

World leader in- Industrial enzymes- Microorganisms- Biopharmaceutical indgredients

Bio-solutions for- Detergents- Biofuels- Food & feed- Crops

Employees: 6000 worldwideTurnover: $ 2 billion Patents: > 6000Listed: NZYB.

BULLETS IN PLANES 2Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

THE STORY IN A NUTSHELL

2011Need for new growth bets leads to first COLIN

2012Fast adoption across theorganisation

2013COLIN = standard process

Why was COLIN succesful?

Why was adoption fast?

What did we learn here?

RAPID ADOPTION ACROSS THE ORGANIZATION

Q4 Q1 Q2 Q3 Q4

7670%48

5995%26

5891%42

1483%29

6276%38

43875%319

11280%75

4584%39

14575%222

100% R&D

TOTALS 1009 users 75% active users 871 ideas

2011 2012

users%active

ideas

=PUSH

=PULL

LEGEND

BULLETS IN PLANES 2Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

FACTORS OF SUCCESS

Strategic alignment

Timing Mobilization SIMPLICTIY

Robustness Familiarity

Crowd diversity Company

culture Capacity to absorb

ESTABLISHED SKILLS

FANCY SOME GAMIFICATION?

Gamification level needs to resonate with culture

INNOVATION PROCESS & SKILLS

SCOPE MOBILIZECROWD

ONLINE IDEATON

SCREEN MATURE PITCH ANCHOR

2 weeks 1 month

Existing innovation process & skills

= ABSORPTIVE CAPACITYNew steps & skills

MTOR

DIMENSIONS OF CROWD MOBILIZATION

FACE-TO-FACE TELEPRESENCE SOCIAL LAYER

OUTCOMESN

ew

Op

port

un

itie

sS

trate

gic

Beacon

s

New

Team

s

Think Big: www.bobbotsford.comBeacon:www.konstantinou.nl

A-team: http://springboard.com

Image sources

BULLETS IN PLANES 3Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

DIVERSITY MATTERS!

Value of diversity

Optimization of diversity

Cost of diversity

Statistical method: Fisher’s exact test

DIVERSITY CORRELATED WITH IDEA RANKING

Diversity dimensions: seniority, tenure, rank, site

…a long-tail case story

EVERY COMPANY HAS A HIDDEN DREAM TEAM

Frank Hatzack and Maria Carlsen@frankhatzack, @MaCarlsen

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z AA AB AC AD AE0

5

10

15

20

25

30

35

inventors

no. of

post

ed id

eas

Long tail group: 23 inventors (I – AE) accounted for 46 (30%) of the idea-web ideas in question

idea web curve

HISTORIC RECORD OF IDEA POSTING IN THE ’ALWAYS OPEN IDEA BOX’

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z AA AB AC AD AE0

5

10

15

20

25

30

35

ON-LINE CAMPAIGN OBSERVATIONS:

inventors

no. of

post

ed id

eas

2

21

1

1

11

1

11 1 1

1 111

x Top category idea (x= no. of top category ideas posted)

1 Winning idea

idea web curve

campaign curve

‘THE BANG IS IN THE TAIL!’

1

1

1

1

The ‘long tail group’ outperformed the ‘high activity group’ by producing more top-category ideas

THANKS

How we rewarded winners in our culture…

MOBILIZATION =

INTELLECTUALLY COMPELLING

+EMOTIONALLY

ENGAGING

*with reference toMichael Newman

COST OF ON-LINE DIVERSITY …

…plus the vendor’s fee!

COMPANY CULTURE

CONTINUITYNURSING

VALUES

PEOPLE

SENSITIVITY

PICTUREEdit: Insert picture by clicking icon in plane.

"IF YOU WANT TO BUILD A SHIP,

DON'T DRUM UP PEOPLE TO COLLECT WOOD AND DON'T ASSIGN THEM TASKS AND WORK,

BUT RATHER TEACH THEM TO LONG FOR THE ENDLESS IMMENSITY OF THE SEA." ANTOINE DE SAINT EXUPÉRY

1ST LESSON : IT IS ABOUT PEOPLE, NOT SOFTWARE

GET REAL ABOUT YOUR CULTURE!

…intensively discussed at

PICTUREEdit: Insert picture by clicking icon in plane.

OPTIMAL COGNITIVE DISTANCE

&ABSORBATIVE

CAPACITY

THE THEORY BEHIND DIVERSITY & INNOVATION

Nooteboom et al. (2007) in: Research Policy, vol 30, issue 7,

pp 1016–1034

BULLETS IN PLANES 1Animation: The plane in the back is fixed. Plane (Today green) in front is animated: Fade on click.

Use: To highlight information when discussing past and future situations.

FAST ADAPTATION – WHY?

1.Successful first movers have many followers

2.A tool & process gap was filled

3.CULTURE

COMPANY CULTURE IS CRITICAL FOR MOBILIZED DIVERSITY

externalculture

COMPANYCULTURE

INNOVATION

CROWDcomposition

extrinsicmotivators

MOBILIZATION

PICTUREEdit: Insert picture by clicking icon in plane.

CULTURE EATS STRATEGY FORBREAKFAST!

OR IN OTHER WORDS…

Intensively discussed during:

…and a paper accepted in

MOBILIZING THE CROWDOpen Letter from our CSO Per Falholt

COST OF DIVERSITY – CLASSIC IMAGES