how to build your own emerging technologies function
TRANSCRIPT
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How to build your own Emerging Technologies function
Steve Watt
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CC flickr @davidyuweb
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Creative Destruction
Data provided courtesy of Ralph Katz, Professor at MIT Sloan School of Management
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Disruptive Technologies - A long term example
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A recent example
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is this possible?
But
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Those low-margin customers don’t matter
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OpticsI may look like a raccoon, but I’m actually a dog
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Stubbornness and Arrogance
I’m the expert in this market, that new startup is going to fail.
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Sticking your head in the sand
I have millions invested in our roadmap. I’m secretly hoping this will all blow over
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Lack of Incentive
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My performance review and compensation is based on how well I deliver on our current strategy. I don’t have the time or energy for this battle.
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Do you want to anticipate & manage disruption or not?
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Great, but carefully consider these aspects to increase your chances of success.
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Where should the function reside?
CTO
VP of Product EngineeringVP of Emerging Technologies
CTO
VP of Product Engineering
Director of Emerging Technologies
VP of R&D
Director of Product DevelopmentDirector of Research
VP of R&D
Director of Product Development
Director of Research
Yes No
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How does it work?
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Assemble the team
Identify and Experiment with the disruptive technology
Socialize the Point of View
Advise the Stakeholders1
2 3
4
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Who do we hire?
The Negotiator
The Strategist
Core Engineering
Early Adopters / Customers / Conferences
Product Management
C Suite
Internal - Emerging Technologies
External
Internal - Rest of Company
Field Engineering The Evangelist
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Identifying and Experimenting with disruptive technologies
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Socializing the Point of View
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Early adopters
Innovators
What do you think of my prototype? What is & isn’t working? Do you want to partner?
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Advising the stakeholders
TECHNOLOGY TRANSFER
But sometimes, it’s just the point of view that transfers...
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How do I fund the function?
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What additional challenges should I expect?
It can be hard to be taken seriously when positing that you can predict the future.
ET requires a thick skin!
Embarrassment
Success comes with a commitment.
Nonsensical marketing/messaging
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Thanks for coming
For more information:
Email: [email protected]
Twitter: @wattsteve
LinkedIn: https://www.linkedin.com/in/wattsteve
GitHub: https://github.com/wattsteve
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Backup
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Diffusion and Chasm Theory