Download - Voka kempen innovatieacademie 2015 session 2
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Frank Dethier
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Frank Dethier –
INNOVATION?
Innovate = Create Value by using Creativity
Value: Ensure that concept provides advantage for market, customers &
company Create: What needs to happen to
initiate the work and to hold on Creativity: find fresh ideas and combinations
of ideas
Innovation ≠ Creativity2
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Frank Dethier –
TYPES OF INNOVATION
Product Innovation
Business model Innovation
Service Innovation
Any company can realize different types of Innovation
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Process Innovation
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Frank Dethier –
BUSINESS MODEL CANVAS
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Key Partners Key Activities
Key Resources
Value Propositions Customer Relationships
Channels
Customer Segments
Revenue StreamsCost Structure
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Frank Dethier
Session 2: Innovation Strategy
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Frank Dethier –
HOW TO INNOVATE?ONE HOLISTIC FRAMEWORKIntegrate Strategy, Process, Organization, People & Culture in one holistic approach this will seriously improve your chances of success
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Strategy
Process
Organization
Resources
Culture
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Frank Dethier –
ONE DIMENSIONAL APPROACHES DO NOT HAVE ENOUGH IMPACT
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Strategy
Process
Organization
Resources
Culture
Cool! Let’s do a
brainstorm
On which challenges?
Is there budget to
further execute
outcome?
Which steps thereafter?
Which parts of
organization do we
involve?
Isn’t there conflict with
‘delivery’ culture now?
Why am I here?
I’m not creative!
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Frank Dethier –
ONE DIMENSIONAL APPROACHES DO NOT HAVE ENOUGH IMPACT
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Strategy
Process
Organization
Resources
Culture
Other examples ofsuch one dimensional approaches?
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Frank Dethier –
HOW TO INNOVATE?ONE HOLISTIC FRAMEWORK 2014 Survey by IBM on ‘how most successful
organizations innovate’
‘The top 9 percent of organizations in both operating efficiency and revenue
growth pursue distinct strategies in innovation organization, culture and
process ‘
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Frank Dethier –
HOW TO INNOVATE?ONE HOLISTIC FRAMEWORK
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Strategy
Process
Organization
Resources
Culture
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY
Strategy sets scope & direction
Timing?
Strategic challenges?
Funding magnitude?What do you want to
achieve?…
SPORC
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY The innovation strategy defines in what ways and to
what extent the organization will use innovation to execute its business strategy. This boils down to defining what resources and the extent of resources to be allocated to innovative efforts, and the levels of risk the organization will undertake in the pursuit of innovation.
5W2H approach Why? Where? What? Who? When? How? How much/many? 12
WSPORC
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY?
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Innova-tion
Strategy
1. Align within organization what you’reshooting for, e.g.• Double your business?• Hold it steady?• Innovative image?• Something else?
SPORC
What is your company’s goal?
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Frank Dethier –
INNOVATION STRATEGYGROWTH GAP
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SPORC
Current sales
Expected growthfrom currentactivities
Expected stallfrom currentactivities
Expectedrevenuesin future
Visible effort – do not forget!
Still big effort – do not forget!
Grow
thga
p
Explicit target
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Frank Dethier – 15
INNOVATION STRATEGYINCREASE SALES?
SPORC
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY?
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Innova-tion
Strategy
2. A) How much investment? From where? B) When? C) Who?
How would you define thisfor your company?
SPORC
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY?
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Innova-tion
Strategy
SPORC
2. A) How much investment? From where?• Start-up: 100%• Intel (with growing core) couple of years ago: less than 5%
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY?
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Innova-tion
Strategy
SPORC
2. B) When?• This year?• Within 3 years?• Different goals & different timings?
C) Who?• Whole company?• Few employees?
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY?
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Innova-tion
Strategy
3. Define & select your opportunities(strategic innovation area’s)
SPORC
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Frank Dethier – 20
INNOVATION STRATEGYSTRATEGIC INNOVATION AREA’S SELECTION
How Risky?Risk MatrixPlot intuitively
How much value?
SWOTHow will we win?
Market size?Growing?How much profit?
RBV
5 competitive forces / R-W-W
Easy Difficult
SPORC
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Frank Dethier – 21
STRATEGIC INNOVATION AREA’SHOW RISKY?
SPORC
Products
Mar
kets
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Frank Dethier – 22
STRATEGIC INNOVATION AREA’SHOW RISKY?
Products
Mar
kets
SPORC
?Reach in more than
120 countries
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Frank Dethier –
SPORC
EXAMPLE ANSOFF MATRIXComposite
s
Yarns
ZHLS
Pebax replaceme
ntHigh heat resistance
Film coating
3D Printing
Self healing
TPUFoam slabs
Biobased
Breathable films
FHF
85 ABU
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Frank Dethier –
STRATEGIC INNOVATION AREA’SHOW RISKY?
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Key Partners Key Activities
Key Resources
Value Propositions Customer Relationships
Channels
Customer Segments
Revenue StreamsCost Structure
SPORC
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Frank Dethier – 25
STRATEGIC INNOVATION AREA’SRISKY? - AMAZON KINDLE FIRE
SPORC
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Frank Dethier –
STRATEGIC INNOVATION AREA’SHOW MUCH VALUE?1. What’s market size?
2. Is the market growing?
3. How much profit will it generate?
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SPORC
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Frank Dethier –
STRATEGIC INNOVATION AREA’SHOW WILL WE WIN?
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SPORC
Book
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY?
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Innova-tion
Strategy
1. What’s your goal?
SPORC
2. A) How much investment? From where? B) When? C) Who?
3. Define & select your opportunities(strategic innovation area’s)
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Frank Dethier –
INNOVATION STRATEGY EXERCISE
Teams of 2 people Create Innovation Strategy v0.1 of your
company
Discuss within your team Time foreseen: 30 min
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SPORC
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Frank Dethier –
INNOVATION STRATEGY EXERCISE
What’s your goal?
How much investment? From where?
When?
Who?
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SPORC
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Frank Dethier – 31
INNOVATION STRATEGY EXERCISE
How Risky?Plot intuitively
How much value?Market size?Growing?How much profit?
SPORC
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Frank Dethier – 32
HOW TO INNOVATE?INNOVATION STRATEGY?
SPORC
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Frank Dethier – 33
WHAT I WILL MAIL YOU
How Risky?Risk Matrix
How much value?
SWOTHow will we win?
RBV
SPORC
Excel sheet
Excel sheet
Excel sheet & article
Article
5 competitive forces / R-W-W
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Frank Dethier –
HOW TO INNOVATE?P&G2009 annual report1. Growing our core we will focus on growing
market share profitably across all our business2. Winning with underserved and unserved
business Increase presence in developing markets Extending distribution systems (e.g. drug, pharmacy,
e-commerce, …) Expanding brand & product portfolios (e.g. expand into
value priced segment with Mach3 disposable razors)3. Develop faster growing, attractive business:
concentrated in beauty & health market and several households categories
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SPORC
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Frank Dethier –
HOW TO INNOVATE?P&GP&G has simple checklists that help teams define types of Growth/Innovations
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SPORC
Sustaining innovations helped Tide brandgrow significantly even in mature markets
Radical innovations of Crest 3D white
Disruptive innovation
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Frank Dethier –
HOW TO GROW?P&G
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SPORC
Review Growth Strategy &
metrics early 2000s
Review Growth Strategy &
metrics in 2008Reduce # of Innovation projectsIncrease # of radical innovations
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Frank Dethier –
HOW TO INNOVATE?ONE HOLISTIC FRAMEWORK
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SPORC
Strategy
Process
Organization
Resources
Culture
Start small
& Iterate
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGYHaving a plan/strategy is great, but your initial plan/strategy should not become your goal!
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SPORC
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY Explain also what you’re NOT going to do
Especially those ideas that are living in the organization and you’re sure they will not bring you forward
Do you have already examples yourself?
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SPORC
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Frank Dethier –
HOW TO INNOVATE?INNOVATION STRATEGY Share your Innovation Strategy/Vision with
rest of organization You need enthusiasm & drive of whole
organization Visible measures/metrics to track progress
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SPORC
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Frank Dethier –
SUMMARYONE HOLISTIC FRAMEWORK & STRATEGY
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Strategy
ProcessOrganization
ResourcesCulture
Innovation Strate
gy
1. Goal?
2. A) Investment? B) When? C) Who?
3. Innovation area’s?
SPORC
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Frank Dethier –
MAKE PROGRESS
Complete your Innovation Strategy v0.1 !
What will it bring you, Elements covered in next sessions will fit lot
better You can improve your Innovation Strategy while
learning next sessions
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SPORC
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Frank Dethier –
PROCESS?
Do you have a process to bring products/services to market?
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SPORC