100%Open 20149 February 2015 9Chatham House Rules
Participants are advised not to
share anything confidential, and
so are free to use any information
received, but neither the identity
nor the affiliation of any other
participant, may be revealed.
100%Open 2014Introduction
9 February 2015 11
Introduction and Context
- Steve Whipp
UKWIR Project Manager
100%Open 2015
UKWIR Project Steering Group
Name Company Role
Paul Henderson Welsh Water Client Manager
Hans Jensen UKWIR Client Manager
Lewis Jones South West Water Steering Group
Mark Keen Southern Water Steering Group
Martin Bradley Welsh Water Steering Group
Mark Jones Severn Trent Water Steering Group
Kieran Brocklebank United Utilities Steering Group
Mark Williams Scottish Water Steering Group
George Ponton Scottish Water Steering Group
Chris Jones Northumbrian Water Steering Group
Paul Rutter Thames Water Steering Group
Sarah Gledhill Yorkshire Water Steering Group
Barrie Holden Anglian Water Steering Group
Steve Whipp Independent Project Manager
UKWIR Project Steering Group
100%Open 2015
Why are we here?
The UKWIR Programme Group asked:
• “Are we missing an opportunity by not undertaking open innovation?”
• “How could we benefit from undertaking Open Innovation with a much wider community than we traditionally turn to for ideas?”
• “How would we run competition to stimulate new ideas that might be better if they actually are generated by our customers?”
• “Could use of social media be an opportunity to influence customers through providing better communication and understanding which would lead to a more empathetic relationship”
The UKWIR Board sees this as a novel project but one that is entirely appropriate and an activity which is “safe” in working under the UKWIR Brand.
We have reviewed open innovation facilitators from around the World and 100%Open has been engaged to lead us through an exercise to answer these questions.
Why are we here?
UKWIR PM03 A Design and Innovation Competition 100%Open challenge design workshop 28 Jan 2015
100%Open 2015
Outcomes from today
To: • provide an understanding of open web-based crowd
sourcing to provide innovative challenge solutions,
• discuss options for development of an UKWIR demonstration challenge,
• agree the topic(s) and scope of challenge(s) as well as to learn about and agree the language to be used,
• agree involvement of working group in the challenge.
Outcomes from today
100%Open 2015UKWIR challenge design workshop
9 February 2015 15
Introduction to
Open Innovation
Roland Harwood
© 100%Open 20159 February 2015 16The Birthday Paradox
What are the chances that two people in this room
share the same birthday?
100%Open 2015Birthday Paradox
9 February 2015 17
The probability of 2 people sharing the same
birthday is over 50% with just 23 people in a
group, and 99% in a group of just 57 people.
© 100%Open 200909/02/2015 183 minute JV
“A new idea is nothing more or less than the combination
of old elements.”James Webb Young
100%Open 20153 Minute Joint Venture
1. Turn to somebody you don’t know.
2. Introduce yourselves to each other.
3. Find something you could do together.
4. Give your joint venture a name.
© 100%Open 20159 February 2015 21Open Innovation
Innovating with partners by sharing the risks
and the rewards.
100%Open 20159 February 2015 22
22
More important to us
Less important to us
Sub-contract Archive
Do it ourselves Open
Innovation
Within our
capability
Outside our
capability
Open Innovation
100%Open 20159 February 2015 23Two Models of Open Innovation
• Starts with ‘what’ question: an innovation
brief detailing a specific unmet need
• Is a competitive marketplace amongst
customers, suppliers or users
• The innovation process is mediated by a
Trusted Agent
• Innovations are extracted through a
linear process
• Tend to be internal routes to market (e.g.
license deals)
Discover
• Starts with a ‘who’ question: finding
partners to explore a broad opportunity
• Is a cooperative community & process ,
with customers, suppliers or users
• The innovation process is facilitated
through a Catalyst
• Innovations are built using an iterative
process
• Tend to be external routes to market (e.g.
joint ventures)
Jam
© 100%Open 2015Case Study – The LEGO Group
We helped LEGO create their open innovation strategy and develop an ideas
platform rolled out to all employees and to an external community of 500,000 people.
09/02/2015 25
100%Open 20152 degrees of Separation
9 February 2015 26
"There are more smart people outside your
company, than within it. It’s the law of numbers.
Be adaptive.”
Reid Hoffman
© 100%Open 2015Case Study – P&G
We have designed and ran various open innovation challenges with P&G, creating
new productive partnerships with their customers, suppliers and other brands.
09/02/2015 27
© 100%Open 2015Give > Get
2809/02/2015
“Connect on your similarities, and benefit from your differences.”
Valdis Krebs
© 100%Open 2015Case Study – E.ON
Home of the Future was a service innovation competition with 45,000 customers,
linked to a Channel 4 TV programme, that lead to 8 x £10m propositions.
09/02/2015 29
100%Open 2015Explore > Extract > Exploit
9 February 2015 30
“Open innovation is a
U-Shaped Process.”Paul Vanags
100%Open 2015Outcomes
9 February 2015 31O
utc
om
es
Co-created a new open innovation strategy that was
approved by CMO and currently in process of being implemented.
100’s of social media marketing insights codified and synthesised
based on 10,000’s social media comments.
New £10m ideas co-created with 5000 customers
including an E.ONelectric vehicle
breakdown recovery service
New LEGO Ideas platform with
500,000 customersleading to several of
LEGO’s most profitable recent
product launches.
Flexible giving app co-created and
prototyped with Oxfam donors and customers and now in process of being
built.
Successfullylaunched Somersby
in Switzerland reaching 20% of the population without traditional media
activity.
100%Open 20153 + 1
9 February 2015 32
1. What three things could we take from these case studies?
2.What one thing does not apply from these case studies and why?
1. Setting the innovation strategy – Vectors, Co-Lab Test
2. Finding unmet needs – Personas, Unmet Needs, Blueprint
3. Discovering new ideas – Co-Creation Techniques, Ideas Jam, Insight Crowd
4. Building prototypes – Prototyping Techniques, Prototype Evaluator
5. Developing propositions – IP Strategy Tool, Airlock, Sketch Templates
6. Making business models – Open Innovation Metrics, Business Model Canvas
45
Creating community focused social media channels
Building trust in our communities
Providing a contextual customer experience
Social Media at Affinity Water 2015
46
Easy
PersonalConsistent
Quick
Real-time
Relevant
Adds value
Accuracy
Sincerity
Social Media at Affinity Water 2015
Highly visible and emotional contact
47
70% service failure
30%
2nd
contact
70% positive
Social Media at Affinity Water 2015
50
Community focused social media
Building trust in our communities
Providing a contextual customer experience
Social Media at Affinity Water 2015
100%Open 2015UKWIR challenge design workshop
9 February 2015 53
Listen and Learn Research
Jeremy Hollow
100%Open 2015Introduction to Interesting Questions
9 February 2015 62
Open innovation only works if we ask
Interesting Questions.
100%Open 2015Interesting Questions
9 February 2015 63
An Interesting Question is a summary of our challenge in less than 20 words.
Writing it in this way serves to focus our minds on what we actually want
An Interesting Question serves as an advertisement for our challenge and should
be understandable and memorable
1. Imagine it on a poster in a local park. Will it interest passers –by?
2. It needs to be jargon-free so it can be understood by a wide non-
technical audience. Specialists will still understand it!
3. Does it contain an interesting proposition for our innovation partners?
If 1+2+3 then our Question is probably qualifies as interesting to innovators.
100%Open 20159 February 2015 64
Our Questions need to be as Interesting to our colleagues as to our
audience (or they won’t be interested in the answers and the innovation
will be unlikely to reach the market)
1. Does our challenge qualify as an urgent and important need,
rather than merely a want?
2. Would answering it increase growth or avoid a serious market
issue?
3. Is it a question that we have failed to answer internally?
If 1+2+3, our question probably qualifies as ‘interesting’ to our
organisation.
Interesting Questions
100%Open 2015Interesting Question Examples
1. “How can we double the fun of the LEGO play experience?”
2. “How can the LEGO Group reduce the likelihood of static in the production
atmosphere all year round, regardless of weather conditions?”
3. “Can you help P&G eliminate tomato stains fast?”
4. “How can people wash their clothes, their homes or their bodies, with just 1
cup of water?”
5. “How can people do good using their mobile phones in 3 minutes or less?”
6. “Orange invites proposals for innovative products, services, solutions or
business models that grow audience share, increase customer loyalty and
create significant revenues (in excess of €20m over 3 years) through web,
mobile and TV propositions.”
7. “How can we measure energy in more meaningful ways than kWh or
money, so that people use less?”
8. “How can we get people competing or collaborating to use less energy?”
100%Open 2015Asking Interesting Questions
67
1. Please develop 3 – 5 interesting questions
2. Write for as wide an audience as possible, beyond the
usual suspects.
3. Understand the motivations of your chosen audience.
4. Write your challenge like a newspaper headline or poster.
5. Be polite and enthusiastic in tone.
6. Before publishing we are now going to ask you to try it out
on a sample of your audience (your colleagues).
100%Open 2014100%Open Process
9 February 2015 69
Explore Extract Exploit
Frame, Listen & Ideate Test Refine, Launch & Evaluate
100%Open 2015Personas tool
9 February 2015 72
• Who do we want to be part of the
community?
• Which groups could be interesting
to engage?
100%Open 2014Feedback
9 February 2015 74
1. One thing that worked well/I enjoyed was…
2. One thing you would do differently next time was…
3. Anything else…
100%Open 2014
Project contacts
9 February 2015 75
Roland Harwood Co-Founder & Networks Partner
100%Open | Somerset House | West Wing | London | WC2R 1LAPhone: +44 (0)20 7759 1050 | +44 (0)7811 761 435Email: [email protected] | [email protected]: www.100Open.comTwitter: @100Open
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