Innovation & Management

Guo Ren, (Mike) Lee

Toothfilm Inc.

2015.3.4 @ NCKU

Not Yet A Successful Story

But We Learned….. The Golden Rule

Why We Do It

Why We Exist

Selling “WHY”

When It Comes To……… Technology Innovation

• It’s NOT about how to do it

• It’s about WHY we do it….

Problems to be solved?

EX: Toothfilm / T-Spray by toothfilm Inc

Changes to be made to better life?

EX: MSN/Skype by Microsoft

Envisioned life that people want?

EX: Space Travel by XSpace

Remember Again…

People Buy Why You Develop It….

NOT How you make it happen and not even WHAT you have with it….

Startups/Enterprises

What is Successful Innovation ?

Innovations that make $$$.....

The question is NOT “What” makes $ or “How” to make $

The question is “Why” people want to buy In

It’s the start of any business partnership

WHY

HOW

WHAT

Clients

Consumers

1. Product doesn’t have to be

perfect. Apple & Tesla included.

2. Message has to be clear and

simple. Communication can be

very costy. Geek languages

(牙本質小管再礦化、牙周囊袋抑菌) v.s Human language (牙敏感、牙周流血)

3. People buy why you deliver it.

Do you hit customers’ pain

points? Do you create their

needs?

There is NO so-called customer

royalty if there is no palpable

value (why) the org. exists.

Palpable Value Creation…

• Solve Problems – iPhone

Pain Point palpable enough ?

Market big enough ? Matters?

Cost to get TA pay?

• Envision New Life – Tesla

Needs wanted badly?

Market big enough? Matters?

Cost to get TA pay?

Now we talk about “HOW”

• Know-How determines execution performance and

ability to make it big.

• Either Me-Only or Me-Better innovative products could

rely on Old Business Models.

• New Business Models beyond

the scope of the course today.

Old

Business

Model

New

Business

Model

Me-Only

Products

Me-Better

Products

Business Model is how you sell and how you get

people pay Channels (margin game)-where consumers are

Marketing (communication ability)-what consumers

listen

Regulations: obstacles but also entry barrier

Business terms: payment and time of AR.

Repeated-buying & product life cycle strategies

Understanding “WHO” ?

• User-oriented : both products & biz models

• Style : User-friendly design & Aesthetically design

• Content : Technical design

• Keep asking why….

why 1. why 2. why 3……..

Style/Materials used/Formula functions

Production OK High Yield & Risk

Regulations OK Time is $ & Risk

Cost OK Margins & Risk

Technology Innovation & Management

• Technology Innovation

“WHATs”, already in all the WHYs

• Management

Standards/Principle/Guidelines

All the WHYs that touch consumers and all the

HOWs that make doing business easier.

Case Insights & Inside Case

Innovate & Manage

with Why/How/What principles

6 mins each, 30 secs leeway

Get All These Done : You Win

If You Fully Understand Why You Innovate

If Your Communication With Users Is Sound

If Your Target Audience Buy In Your Why

If You Happen To Make It Easily

Available & Affordable & Accessible

Survival Rate Is Higher