horizontalism: power is vertical, potential is horizontal
DESCRIPTION
Until recently, short term economic growth was about doing more of the same. Now, in the innovation economy, it is about doing new things instead. Growth used to be about optimizing silos, now it is about challenging them. In today's innovation economy, there is a challenge: POWER IS VERTICAL but POTENTIAL IS HORIZONTAL. This slide show presents an idea of how to boost innovation drive growth by applying a new, straight and very simple mindset.TRANSCRIPT
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© David Nordfors
HORIZONTALISM
IMPROVING INNOVATION SYSTEMSBY IMPROVING COMMUNICATION
David Nordfors, CEO, IIIJMenlo Park, CA, USA
Monday, September 2, 13
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© David Nordfors
Power is VERTICAL, but...
AN INNOVATION ECONOMY DILEMMA
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© David Nordfors
...potential is HORIZONTAL
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© David Nordfors
If the NEXT thing is what keeps the customer,INNOVATION is the CORE business
LIFE CYCLES ARE SHORTENING
Then : “Get a new one when the old one breaks.”Now : “Get rid of it when it’s dated.”
Monday, September 2, 13
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© David Nordfors 2011
ECONOMIC GROWTH - THEN• WAS about doing MORE OF THE SAME
• Players knew who they were and what to do.
• Must fit the norm of players doing the same things.
• VERTICAL COMMUNICATION is key.
• Shoemakers discuss how to make shoes with other shoemakers.
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© David Nordfors 2011
VERTICAL GROWTH
• A race for MORE OF THE SAME
• IMPROVE the SILOS
• PEOPLE DOING THE SAME THINGS MEET.
• SECTORS, GUILDS, BEST PRACTICES
• “DON’T CROSS THE LINE!”
• REGULATION is POWER.
Monday, September 2, 13
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© David Nordfors 2011
VERTICAL LANGUAGESTRENGTHENING SILOS
IMPROVING OLD PRACTICES
• Represents;
• Expertise, Best Practice, Peer Review
• “NEED TO KNOW” language spread by
• Courses, Certificates, Committees
• VERSATILE, EXACT, ACCURATE, enabling VERTICAL COMMUNICATION
Monday, September 2, 13
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© David Nordfors 2011
ECONOMIC GROWTH - NOW• IS about doing NEW THINGS
• Players must RENEW themselves.
• Must match players doing OTHER things who ALSO are renewing themselves.
• HORIZONTAL COMMUNICATION is key
• Shoemakers discuss how to make shoes with users, physicians, chemical industry, etc...
Monday, September 2, 13
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© David Nordfors 2011
HORIZONTAL GROWTH
• A race for THE NEXT BIG THING
• CHALLENGE SILOS
• PEOPLE DOING DIFFERENT THINGS MEET.
• CLUSTERS, NETWORKS, VENTURES
• ‘TRY SOMETHING NEW!’
• INNOVATION is POWER.
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© David Nordfors 2011
HORIZONTAL LANGUAGEINNOVATION ECOSYSTEMSSHAPING NEW PRACTICES
• Represents:
• Interaction across expertise, general knowledge
• “WANT TO KNOW” language spread by
• Storytelling, public discussion, media
• SIMPLE, ENGAGING, RELEVANT, enabling HORIZONTAL INTERACTION
Monday, September 2, 13
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© David Nordfors 2011
INNOVATION MEANS NEW LANGUAGE
• Every Innovation Needs
• A name - so we can refer to it
• A definition - so we know what it is
• A story - so we can relate to it
• Innovation = New Shared Language
Monday, September 2, 13
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© David Nordfors
WE CAN NOT INNOVATE FASTER THAN WE CAN CREATE
NEW SHARED LANGUAGE
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© David Nordfors
SHARED LANGUAGEBUSINESS EDUCATION
GOVERNMENT
$
$
$Ω
Ω
Ω
§
§
Ω§§$
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© David Nordfors 2011
INNOVATION IS NEW SHARED LANGUAGE
• INNOVATION IS NEW SHARED LANGUAGE FOR
• TEAMS doing news things together
• STAKEHOLDERS joining forces in new ways
• MARKETS trading innovation
• SOCIETIES building new quality of life
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© David Nordfors 2011
THE INNOVATION COMMUNICATION
SYSTEM• What is the INFRASTRUCTURE for creating
new shared language?
• in the team?
• among stakeholders?
• in the market?
• in society?
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© David Nordfors
INFRASTRUCTURE FOR CREATING NEWSHARED LANGUAGE:
THE INNOVATION COMMUNICATION
SYSTEM (ICS)
Monday, September 2, 13
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© David Nordfors 2011
INNOVATION PARADIGMS
• -90s: HARD: Science & Technology
• 90s-10s: HYBRID: Products & Services
• 10s-: SOFT: Brands & Narratives?
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© David Nordfors
CONTACT
IIIJc/o SRI International, 333 Ravenswood Ave
Menlo Park, CA, USA
Monday, September 2, 13