I 1   #10 misconceptions on innovation @creaxnv  

Some say…

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There is a staggering amount of books on innovation, explaining what it’s all about.  In this presentation we give you exactly the opposite.

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10 misconceptions on innovation  1.  Innova.on  equals  changing  your  product  2.  Innova.on  is  about  products  3.  Innova.on  is  about  predefined  goals  4.  Innova.on  is  about  the  customer 5.  Innova.on  is  complicated  6.  Inven.on  equals  innova.on  7.  You  are  smarter  than  everybody  else  8.  People  like  innova.on  9.  Innova.on  is  about  brainstorming  10.  Innova.on  is  about  ‘the’  solu.on  

Innova.on  equals  changing  your  product  

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https://en.wikipedia.org/wiki/Cyanoacrylate

Innova.on  equals  changing  your  product  

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https://en.wikipedia.org/wiki/Cyanoacrylate

Innova.on  equals  changing  your  product  

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Superglue  has  known  some  unorthodox  uses.  In  the  Vietnam  war  it  was  used  to  close  wounds  on  the  baOlefield.  

à LOOK at other industries to sell your product.

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The  most  certain  way  to  fail  is  to  focus  only  on  products.  

Innova.on  is  about  products  

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In  his  latest  book  Larry  Keeley  is  explaining  ten  types  of  innova.on.    It  is  clear  that  product  innova.on  is  only  a  part  of  the  possibili.es.  

à CONSIDER other innovation directions.

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Focusing  on  the  innermost  workings  of  an  enterprise  and  its  business  system  

Focusing  on  the  core  product  or  services  

Focusing  on  ‘customer-­‐facing’  elements  

Innova.on  is  about  products  

Innova.on  is  about  products  

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Innova.on  is  about  predefined  goals  

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Innova.on  is  about  predefined  goals  

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Some.mes  innova.ons  are  based  on  #serendipity  or  ‘pleasant  surprises’.  Famous  examples  are  the  discovery  of  penicillin  or  the  inven.on  of  the  microwave  oven.  

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Innova.on  is  about  predefined  goals  

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Some.mes  innova.ons  are  based  on  #serendipity  or  ‘pleasant  surprises’.  Famous  examples  are  the  discovery  of  penicillin  or  the  inven.on  of  the  microwave  oven.  

à Validate happy accidents.

Rumor  has  it  that  chicory  was  discovered  by  accident  when  a    peasant  covered  his  chicory  roots  with  sand.  Chicory  roots  used  to  be  a  subs.tute  for  coffee.  AZer  a  few  weeks  he  discovered  sweet  tas.ng  leafs.  

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Innova.on  is  about  the  customer  

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Innova.on  is  about  the  customer  

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Coca  Cola  zero  was  put  in  the  market  to  give  men  a  sugar  free  &  manly  alterna.ve  to  diet  Coke.    The  fact  that  sugar  is  the  most  expensive  ingredient  of  the  classical  coke  has  nothing  to  do  with  it…    

à Recognize the ROI of innovation for your company.

Innova.on  is  complicated  

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Simple  innova.ons  oZen  have  the  biggest  ‘eureka  effect’  .    This  asymmetrical  buOon  is  designed  so  that  the  elderly  and  people  with  a  handicap,  can  easily  use  the  buOon  when  ge_ng  dressed  or  undressed.

à VALUE simple solutions as much as complicated ones.

Innova.on  is  complicated  

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Inven.on  equals  innova.on  

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Inven.on  equals  innova.on  

#6  An  inven.on  is  a  solu.on  to  a  problem,  this  doesn’t  mean  it  is  innova.on.    An  innova.on  is  the  applica.on  of  a  beOer  solu.on  that  meets  new  requirements  &  customer  or  market  needs.  

à LEVERAGE inventions into meaningful innovation concepts.

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We’ve  always  been  shameless about  stealing  great  ideas.  (Steve  Jobs,  1996)  

You  are  smarter  than  everybody  else  

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You  are  smarter  than  everybody  else  

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The  concept  of  open  innova.on  has  been  around  for  some  years.  In  prac.ce  lots  of  companies  are  not  able  to  embrace  the  proudly  found  elsewhere  philosophy.  

à REUSE existing technologies, ideas & concepts.

#2: People like changes

People  like  innova.on  #MAYA  

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#2: People like changes

People  like  innova.on  #MAYA  

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People  can’t  handle  radical  changes.  Something  Renault  painfully  discovered  launching  the  Avan.me  in  2001.  The  car  was  not  received  well  and  only  8450  cars  were  produced.  The  car  didn’t  live  up  to  the  MAYA  principle;  most  advanced,  yet  acceptable.  

à SURVEY your customer.

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Innova.on  is  about  brainstorming  

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Innova.on  is  about  brainstorming  

#9  According  to  Wikipedia  brainstorming  is  a  crea.vity  technique  to  gather  ideas  for  a  specific  problem.  This  idea  genera.on  phase  is  only  a  part  of  innova.on.    Innova.on  also  consists  of  idea  championing,  making  people  enthusias.c  about  an  idea.  The  third  aspect  of  innova.on  is  called  implementa.on.  

à RECOGNIZE all three aspects of an innovation trajectory.

Innova.on  is  about  ‘the’  solu.on  

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Innova.on  is  about  ‘the’  solu.on  

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Free  Record  Shop  is  a  Dutch  retailer  of  home  entertainment  selling  CD’s,  DVD’s  and  video  games.  In  2014  the  store  went  bankrupt.    Free  Record  shop  only  focused  on  one  solu.on  to  the  func.on  home  entertainment.  A  solu.on  which  turned  obsolete  by  the  compe..on:  iTunes,  Neilix,  Spo.fy,  Steam,  Video  on  demand,  etc  

à BE AWARE that functions stay & solutions change

SYSTEMATIC  INNOVATION  

WWW.CREAX.COM  

Inspired?  We  help  companies  with  their  innova.on  challenges.  problem  solving  –  product  innova.on  –  process  innova.on  technology  transfer  –  new  applica.ons  and  markets    Diederik  Syoen  -­‐  Marke.ng  Manager  ds@creax.com            

www.creax.com  

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