Download - Designing for Innovation by Edward Draper
I want to illustrate my approach to innovation in design
I want to illustrate my approach to innovation in design
I’m going to do this by introducing you to two people with different approaches
I want to illustrate my approach to innovation in design
I’m going to do this by introducing you to two people with different approaches
The first is Des
The first is Des
The second is Ian
Des is a first-rate Design Engineer
Des is a first-rate Design Engineer
Ian is more of an innovator
Des is a first-rate Design Engineer
Ian is more of an innovator
A Smart Creative
Let’s see how they both work
Here’s Des waiting for an idea from above
It arrives as a high-level instruction
It arrives as a high-level instruction
In this example it is from the Board
It arrives as a high-level instruction
In this example it is from the Board
But it could be from somewhere like a key customer or sales
Des wastes no time
Des wastes no time
And bangs out the design to meet the agreed specification
And very quickly he’s ready
And Des is ready for the next idea
Now let’s look at Ian
In comes the high-level instruction
Ian doesn’t start drawing
Ian doesn’t start drawing
He starts talking across the Company
And then leaves the office
And then leaves the office
‘Genchi genbutsu’ as they say in Toyota
He sees the high-level instruction not as a product that needs making
He sees the high-level instruction not as a product that needs making
But a potential hole in the market that he needs to understand if he is going to fill it properly
He goes off and observes
He goes off and observes
People using similar products
Products that are opposite of what he’s interested in
In fact anything that helps in learn about the solution
He questions people
He questions himself
He thinks
He learns
This activity is not always understood back home
However, eventually Ian will get it
However, eventually Ian will get it
All that time, energy and effort will be a good investment
Then, and only the, does Ian starts to actually do drawings
At this point many are saying Ian has been slow and wasteful
At this point many are saying Ian has been slow and wasteful
I often hear the word ‘Lean’ to describe Des’s approach
At this point many are saying Ian has been slow and wasteful
I often hear the word ‘Lean’ to describe Des’s approach
But now let’s look at the effects of these two approaches
Let’s look at cost and income with time
Let’s look at cost and income with time
Income is above the line
Let’s look at cost and income with time
Income is above the line
Cost is below
Des’s approach does cost less and takes much less time to get to launch
But after Des’s launch there is no strong response from the market
However, the market love Ian’s product
It’s off like a rocket
Whereas Des’s is in the land of the living dead
Whereas Des’s is in the land of the living dead
Just making enough to cover its costs
The two shaded areas give a good feel for the different costs to launch
The two shaded areas give a good feel for the different costs to launch
But it is important not to just focus on this
The real issue is the rocketing profit from an innovative product
The real issue is the rocketing profit from an innovative product
Notice also that Ian’s product breaks even sooner than Des’s
This improved effect continues to be felt
This improved effect continues to be felt
Ian’s product is the gift that just keeps on giving
So what’s going on?
Is it that Ian is a superstar and Des is not?
No, it’s simpler than that
It’s about innovation
It’s about innovation
Innovation is not just about NEW but about SUCCESS
It’s about innovation
Innovation is not just about NEW but about SUCCESS
Ian OWNS the innovation process Des does not
It’s about innovation
Innovation is not just about NEW but about SUCCESS
Ian OWNS the innovation process Des does not
Innovation takes time and effort
…and guts
It’s about innovation
Innovation is not just about NEW but about SUCCESS
Ian OWNS the innovation process Des does not
Innovation takes time and effort
…and guts
And it SO pays its way when it’s done well
Let me ask you
Let me ask you