usc faculty lecture 3
TRANSCRIPT
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Faculty Seminar on
Virtual WorldsEpisode 3 - Innovation - 2/26/08
cory ondrejka - [email protected]
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why innovation?
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why innovation in a
discussionof virtual worlds?
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cause I agree with these guys
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open innovation
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future of work
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structural holes
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tertius iungens
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but more importantly,
I wanted to understand whythese entrepreneurs succeeded
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but, before we dive in
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innovation
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anybody want to define it?
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like art,
we know itwhen weseeit
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and we have some sensefor how it differs from
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invention
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innovation
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improvement
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I like an economic definition
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per capita gdp growth
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in other words,productivity
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which most people want more of
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although it is creativedestructionafter all
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but, generally
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we are all
proinnovation
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so why does it happen?
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so how does it happen?
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so where does it happen?
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lots of maps
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clusters
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breed theories
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and correlation-causation errors
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ants and picnics
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but, we know a bit
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innovation happens at the edges
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at intersections
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at collisions
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(this is ron’s work)
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backed by north
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who tied innovation to learning
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we can pay to change thedirection of innovation
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but the cost of learningconstrains the rate of innovation
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which brings us to
long tailsandrandom walks
ll k thi i ht?
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we all know this, right?
l t il ti
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long tail consumption
d th
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areas under the curve
d th
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areas under the curve
d th
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areas under the curve
more or less equals
d th
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areas under the curve
more or less equals
d d lk
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and random walks
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what does this have to do withinnovation?
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myths of innovation
b th t ?
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remember the ants?
’ tt t h
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we’re pattern matchers
thi
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we see things
h h ld ’t
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even where we shouldn’t
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so we want explanations
lik hi i th i t
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like hiring the innovators
lik hi i th i t s
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like hiring the innovators
lik hirin th innov tors
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like hiring the innovators
like hiring the innovators
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like hiring the innovators
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selection bias
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we want
innovationto work like darts
ready aim fire
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ready, aim, fire
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but the evidence is otherwise
random walk
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random walk
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but ideas aren’t the problem
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but ideas aren t the problem
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it is all about connectingsolutions and problems
a personal example
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a personal example
or innocentive
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or innocentive
30% solution rate
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30% solution rate
most only solve one problem
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most only solve one problem
or the hive mind
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or the hive mind
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so want lots of solvers
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so, want lots of solvers
but not just lots right?
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but not just lots, right?
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need to be
learning from each other
otherwise you just have monkeys
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otherwise you just have monkeys
but if they communicate
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but if they communicate
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dramatic change in us
per capita growthpost IT (1995) revolution
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but connecting isn’t enough
back to autos
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back to autosus automakers toyota us suppliers toyota suppliers
back to autos
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back to autosus automakers toyota us suppliers toyota suppliers
back to autos
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back to autosus automakers toyota us suppliers toyota suppliers
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back to autos
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back to autosus automakers toyota us suppliers toyota suppliers
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collaborative exploration
shared processtrust
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so, to sum up
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a large, diverse set of explorerscheaply learning from each other
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back to our long tail
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g
think long tail innovation
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g
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what is the cost to try?
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y
what drives this?
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capital
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stigma of failure
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regulatory/legal challenges
how do you let everyone try?
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capital
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stigma
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regulatory
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who do explore design space
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0
16.25
32.50
48.75
65.00
Web Wikipedia Sims Open SourceMainstream Media Second Life
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a large,diverse
set of explorerscheaply learning from each other
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multinational,
genderbalancedaudience of explorers
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a large, diverse set of explorerscheaply learning from each other
all kinds
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of learning
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a large, diverse set of explorerscheaply learning from each other
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remember, it is azero marginal cost world
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but, more than that,avatars build trust
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and cultural collisions
which we want
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whether your goals are virtual
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or not
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because,in the experience economy
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defusing one general problem
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often the tension between
structures that are good atgenerating ideas
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can be mitigated in the
information and experienceeconomy
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if problems can be divided intoindependent pieces
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virtual worlds give us theopportunity to
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teach
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study
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explore
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innovation
which matters
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because innovation is exponential
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whichcurve do
you want tobe on?
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