Eventyret Apple (in Norwegian)

Eventyret Apple

Stavanger Næringsforening8. desember 2011

Christian Rangen

“Whenever you see a successful business, someone once made a courageous decision.”

Peter Drucker

Sillicon Valley, 1976

1986: 5500 ansatte

$1,9 mrd i omsetning

Steve Jobs (30) forlater Apple

Starter NeXT

Kjøper Pixar for $10 mill.

2006:

Selger Pixar til Disney for $7,4 mrd.

Steve Jobs blir største private aksjonær i Walt Disney.

1996 selges NeXT til Apple for $430 mill. og 1,5 millioner aksjer i Apple

Steve Jobs er tilbake i selskapet han startet 20 år tidligere

‘‘Center Goes here’’

1997

Selskapet er to måneder

fra å gå konkurs

‘

‘’Apple died from

‘good’ management’’‘’Sell yourself

to IBM or Motorola’’

"I'd shut it down and give the moneyback to the shareholders."

Michael Dell, 1997

1997 - 2011

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

20000

40000

60000

80000

100000

120000

140000

160000

180000

Revenue ($bn) Moving average (Revenue ($bn)) Profits($bn)Omsetn.

Resultat

Think different

iPhone

iTunes

iPod

Apple Store

Most admired company

Overtakes Microsoft

World’s best retailer

iPad

More cash than US Gov’t

World’s most valuable company5 % market

share, 60 % profit share

60 % / 3 years

‘‘Center Goes here’’

‘’The most creative industrial turnaround in history’’

Michael Moritz

Hva kan norske bedrifter lære av eventyret Apple?

1.

‘’Problem: ...lost the creative zest...had nothing imaginative in the works.’’

Michael Moritz

‘’Hvordan får vi organisasjonen til å tenke mer kreativt?’’

‘‘Center Goes here’’

http://www.youtube.com/watch?v=dX9GTUMh490

‘‘Center Goes here’’

“Here's to the crazy ones. The misfits. The rebels. The trouble-makers. The round heads in the square holes. The ones who see things differently. They're not fond of

rules. And they have no respect for the status-quo. You can quote them. Disagree with them. Glorify, or vilify them. But

the only thing you can't do is ignore them. Because they change things. They push the human race forward. And

while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can

change the world are the ones who do”

‘‘Center Goes here’’

‘‘Center Goes here’’

http://www.youtube.com/watch?v=Rco9xujjAak

Hopper fire frem og to til siden

Beveger seg en rute om

gangen, men må tas to

ganger for å slås ut

Bite me

Går tre felt rett linje, kan ikke tas av bønder

Klassisk strategi handler om posisjoner

Strategisk innovasjon handler om å redefinere spillet

Strategic Planning Strategic Innovation

Analytical Creative

Logical and linear Disruptive

Expect the future to be much like the present

Expect the future to be dynamic and different

Developing existing business model

Developing alternativ (new) business model

Focus on improving performance Focus on new realities

Technology & product-driven Customer-driven

Following traditions, rules and mental models

Breaking traditions, rules and mental models

Kan strategi være revolusjon?

http://www.vijaygovindarajan.com/2006/03/strategy_as_transformation.htm

Vijay Govindarajan , Ten Rules for Strategic Innovators: From Idea to Execution

‘’You change the rules of the game’’

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http://www.youtube.com/watch?v=xh6KVz0KTQ4

2.

Apple drev Åpen innovasjon (1996) lenge før det ble populært (2003)

Apple Masters Muhammed AliRichard Dawkins

John Cleese Douglas AdamsHarrison Ford Damien Hirst Terry Gilliam Tom Clancy

Michael CrichtonRichard Seymour

“There are tons of things we could have done years ago; if we only could have imagined it…..because we don’t see

things how they are. We see things how we are”.

Richard Seymour

Hvilke radikalt andre perspektiver og personer tør du invitere inn?

3.

Plattform, ikke produkt

Produkt: Fysisk

Står på egne ben

Plattform:Grunnmur andre kan bygge på

Åpent for åpen innovasjonForretningsmodell andre kan tjene penger på

Plattform:

Tre år: 15 mrd downloads

200 mill. users 450 000 apps

m

Hvilke plattformer kan dere bygge?

4.

Beauty, not just functionality

Beauty, not just functionality

?

"Design is not just what it looks like and feels like. Design is how it works"

Steve Jobs, 2003

http://www.youtube.com/watch?v=So7qrFO_p44&feature=youtu.be

‘’Apple was supposed to become a wonderful consumer products company.

This was a lunatic plan. High tech could not be designed and sold as a consumer product’’

John Sculley, Former Apple CEO, 1987

‘’We make beautiful proposals to people’’

"We made the buttons ...look so good you'll want to lick them".

Steve Jobs, 2000

‘’it's so elegant and logical, it becomes part of your life so quickly that you can't remember what it was like beforehand’’

Moby, 2003

''The Dells of the world don't spend money on design innovation. They don't think about these things.''

Steve Jobs, 2003

"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them".

Steve Jobs, 1988

Create new meanings

MODEL VERG.

"Design is not just what it looks like and feels like. Design is how it works"

Steve Jobs, 2003

Hvilken strategisk rolle har design hos dere?

5.

Redefine the shopping experience

‘‘Center Goes here’’

Omsetter for fire ganger bransjens standard pr. m2.

6.

Seeing what’s next

“Steve has a power of vision that is almost frightening. When Steve believes in something, the power of that vision can literally sweep

aside any objections, problems or whatever. They just cease to exist.”

Young and Simon, 2005

“The developments will be in making the products more and more portable, …maybe the merging of the telephone and the

personal computer."

Steve Jobs, in Playboy, 1985

2007

6

6

Future Back Migration Mapping

Desired state

Har dere en tydelig ‘desired state’ og ‘innovation challenges’?

7.

6

’’Recklessly ambitious’’

..

‘’Some people aren't used to an environment where excellence is expected"

Steve Jobs, 1998

“My job is not to be easy on people. My job is to make them better.”

Steve Jobs, 1998

‘’Take risks, fail early, create magic’’

"The only way to do great work is to love what you do"

Steve Jobs, 2005

"Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not

about money. It's about the people you have, how you're led, and how much you get it"

Steve Jobs, 1998

Kan du si ’’Recklessly ambitious’’

om din bedrift?

8.

‘’Apple and the art of innovation’’

The Economist, 2007

‘’We are determined to make Apple the most innovative company in the world...’’

Steve Jobs, 2008

‘’Apple is a very unique company …innovation is in their corporate DNA. This is the highest level of

innovation maturity ….’’

Stefan Lindegard, 2010

‘’Six levels of innovation maturity’’

Level 1

Level 5

Level 2

Level 4

Level 3

Level 6

One person/ department working on innovation.Read random material

Management team or selected groups talk about innovation.

A few people have completed innovation training programs.

Read regular material.

20 % of employees completed innovation training programs.

Internal innovation programs or presentations developed.

Dedicated budgets for innovation

40 % of employees completed innovation training programs.

Innovation is a part of corporate strategy

Use KPI’s for innovation

Internal training center for innovation

Dedicated budgets for innovation

Company runs internal certification programs in Innovation. 60+ % have completed.

Innovation KPI’s are widely known and used.

Company is experimenting with innovation strategies and new business models.

Company is actively working with open innovation

Case studies written by external experts

Innovation in company DNA

50 % of employees completed innovation training programs., several completed Master degrees in innovation.

Innovation is an explilcit part of leadership requirements

Company has developed processes and projects for innovation.

Skunk projects exists

Open innovation programs exists

Internal case studies written

Rangen & Øvstebø, 2011, Inspired by Innovation Factory

1997. Apple uten zest 2008. Verdens mest innovative selskap

Du kan bestemme deg

Hva vil du?

Åtte punkter oppsummerer

‘’Think Different’’‘’Think Different’’

‘’Think Different’’‘’Think Different’’

‘’Think Different’’‘’Think Different’’

‘’Think Different’’

Åpen innovasjon

Plattform, ikke produkt

Beauty, ikke (bare) funksjonalitet

Skap en ny kjøpsopplevelse

Tør å skape innovasjon

Seeing what’s next

’’Recklessly ambitious

Twitter: @engageinnovate Blog: http://wp.me/1BUWtE: christian.rangen@bi.noM. +4792415949Apple PPT: http://www.slideshare.net/Engage-Innovate/eventyret-apple-in-norwegian

Takk for meg

Christian RangenHøyskolelektor, Handelshøyskolen BIPartner, Engage // Innovate Twitter: @engageinnovate Blog: http://wp.me/1BUWtE: christian.rangen@bi.noM. +4792415949Apple PPT: www.slideshare.net/Engage-Innovate/eventyret-apple-in-norwegian