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10 Ingredients for your Innovation Recipes
Key Points for Success
Amsterdam, 10.10.2010
Strive for Success through Innovation
Mr. Jean F. Schrurs Expert Advisory Team
1
Introduction
2
1. Use 4 Innovation Types 2. Align with your Strategy 3. Capitalize on Trends 4. Where to get Innovative Idea’s ? 5. Concept is not Development 6. Qualify and Quantify 7. Trust Yourselves 8. Allow for different Paces 9. Communicate and Sell 10. Just do it !
Highlights
3
- practitioner’s shared experience - no non-sense > pragmatic recommendations - based on : 20+ years of experience (Coke, ABI, FMCG clients) 50+ new product launches 20+ developed technologies 50+ new concept developments - holistic approach - from ideation to product launch
Introduction
4
- Four types
Technology widely available in the target industry (process improvements and material reductions).
Non-existing technology in the target industry : medium level of complexity, risks and rewards.
Non-existing technology or in embryonic stage, high level
of complexity, risks and rewards.
Existing technology in the target industry : low levels
of complexity.
H0 Efficiency Improvements
H1 Evolutionary
or Incremental
H2 Revolutionary
H3 : Pre- Revolutionary
Consumer
Hint n°1 : use 4 Innovation Types !
5
Key points : - local versus global innovations - leadership versus consulting - documenting knowledge (specs, procedures, results)
Background - roles and responsibilities - management of expectations - observations - most R&D functions “technical services experts” - technology reapplications - innovation R&D steps
Hint n°2 : Align with your Strategy !
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technical assistance
regional local projects local brands
to drive business growth
strategic
to sustain current business
tactical
maintain/improve the fundamentals : • renovation • base business support • low risk
Innovation as growth and profitability driver : • breakthrough innovation • incremental innovation • competency development
Objective
Focus
Scope
Method
key corporate projects global brands
new concepts competence development
local project leadership
global initiatives leadership local project consulting
Involvement
Differentiated Innovation Mandates
Headquarter Division
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Hint n°3 : Capitalize on Trends !
The Siemens-Method to Plan the Future
based on the combination of Extrapolation and Retropolation
INFLUENCING FACTORS
Operating Units
“Extrapolating” over roadmaps Products Technologies Customer Requirements
STRATEGIC VISIONING
today short term medium term long term
“Retropolating” from Scenario’s new Markets new Customer Requirements new Technologies New Business Opportunities
Time horizons are heavily dependent on strategic opportunity area
Services
Materials
Lighting
Medical
Transportation
Power
Information & Communications
Automation & Control
SCENARIO’s FOR SIEMENS
STRATEGIC OPPORTUNITY AREA’S AND
CROSS-SECTION TECHNOLOGIES
Individual
Company
Politics
Economy
Environment
Technology
Customers
Competition
Source : Siemens
8
Recommendations : - scout your marketplace - talk to consumers - visit tradeshows in : - your industry - adjacent industries - read, read and read more - invest in scouting
Hint n°4 : Where to get Innovative Ideas ?
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Concept Development “Fuzzy Front End”
Hint n°5 : Concept is not Development !
Idea generation
and enrichment
Concept definition
Concept selection
Opportunity identification
Opportunity analysis
Engine
1
Source : PDMA Toolbook for New Product Development Chapter 1 : Fuzzy Front End : Effective Methods, Tools and Techniques (P. Koen, G. Ajamian, S. Boyce, A. Clamen, E. Fisher, S. Fountoulakis, A. Johnson, P. Puri, R. Seibert)
3
2
Start 1
Start 2
to NPD
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PHASE I : Idea &
Concept
PHASE II : Project &
Development
PHASE III : Launch & Volume
Manufacturing
Ranking
H0 Efficiency Improvements
H1
Evolutionary
Pre- Revolutionary H2
Revolutionary
H3
Consumer
Technical Feasibility
Financial Opportunity
Global Brand
Innovative Score
Strategic Endorsement
Score
Time to Market
Competitive Insulation
Process
Mapping
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- use scorecards to prioritize your initiatives - map your projects and resources against time horizons - measure the value of your innovation portfolio regularly using risk-weighted project valuation - maximize your portfolio - ultimate Innovation KPI : Σ (NPV)last 5 years ------------------------- Σ (FTE)innovation and R&D
Hint n°6 : Qualify and Quantify !
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I. Technical Feasibility
IV. Financial Opportunity
V. Global Brand
VI. Innovative Score
VII. Strategic Endorsement
TOTAL SCORE
II. Time to Market
9
6
3
Sure Thing
Likely
Low 3
> 3 years
6
1 < … < 3 years
9
< 1 year
III. Competitive Insulation
9
6
3
First to Company
First to Industry
IP Protected/Patented
9
6
3
2
1
0
3
No
Yes
3 6
9
Re-application New to Company
New to Industry
3
0
« must do »
other
>1 M Euro
1..3 M Euro
3..5 M Euro
5 .. 15 M Euro
>15 M Euro
Scorecard
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- feed your left and right brain - document > get the learnings > go to the next level - invest in yourself - keep track of your time - communicate
Hint n°7 : Trust Yourselves !
Hint n°8 : Allow for different Paces
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- measure your time as an accountant Examples - time usage ratio’s in R&D departments - 70% project work - 30% organization excellence - 2/3 projects with direct impact - 1/3 longer term projects - use time-sheets
15
Communication and Innovation - you are in competition for resources (M&A, …) - give your portfolio a 6th dimension - feed your intuition - commercialize your innovation function - generates idea’s > identify gaps - ‘operationalizes’ innovation
Hint n° 9 : Communicate and Sell !
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Raw material supply
Finished goods supply
Replenishment, delivery &
merchandising
Market channel
Petroleum Convenience
Stores
Vending Channel
Super Markets
Hotels, Cafés
Restaurants
Warehouse Delivery
New Channel
17
- take one risk per day - experiment, experiment, experiment - put yourself into difficult situations - put things in writing, take a distance and reflect - make assumptions, share, validate, proceed - athletic behavior : norm/storm/perform/transform - build credibility using business cases and success stories - welcome constraints, drivers for innovation
You take big risks by not taking one !
Hint n° 10 : Just do it !