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Case Study: Ideation at CSC
A 21stCentury
Suggestion Box
Howard SmithGlen Hoffherr
An Enterprise Ideation Portal
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Business Change projects ... Walk of the Living Dead!
MURKY MIDDLE
THROW
IT OVERTHE
WALL
PROJECTS: THE
WALK OF THE LIVING
DEAD
VALLEY
OF
DEATH
EXECUTIVE MOODSWINGS
BLAME
GAME
FUZZYFRONT-END
DECISIONS AT THE
TWISTED GATE
ONE-MAN-BAND PORTFOLIO MASTER
CORPORATE
AMNESIA
Source: Imaginatik, inventor of enterprise idea management
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CSC cash flow ideation as reported by CFO
Challenge:
Day SalesOutstanding
(DSO)reduction
Duration 8weeks
Reviewteam: 27experts
The Ideation event
resulted inreduction of DSOby at least 4 days($64M/annum),
possibly twice asmuch, over 12month period
Audience: 2300 cross functionalActive participants: 317Ideas: 182Comments and other reviews: 334Votes: 1789Hits on site: 39941
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Ideation event concept
Creating value through employee and customer engagement
Identifythe
problem& owner
Detail thechallenge
&audience
LaunchCapture
ideasBuild out
ideas
Evaluateand
review
Conclusionsand
decisions
??
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Ideas as Products, Services, Strategies, Risks, Problems
??
??
??
1. Problem + Ideas =Solution
2. Situation + Insights =
Better Knowledge
3. Portfolio + Ideas =
Updated Portfolio
New ideas, Improvement ideas, Contrary ideas
Three patterns for using ideation ....
http://images.google.com/imgres?imgurl=http://www.infowit.com/images/time_graphic.jpg&imgrefurl=http://www.infowit.com/&h=396&w=370&sz=41&hl=en&start=12&sig2=AgOBGr9JdBp2AC4UsN7LEQ&um=1&usg=__5XgdBITtX63hntcsHccreTPdbyI=&tbnid=ws-pWNv_m-oqgM:&tbnh=124&tbnw=116&ei=DaP9SP-CB4iy0QSer4CWAQ&prev=/images?q=project+manager&um=1&hl=en&rls=com.microsoft:*http://images.google.com/imgres?imgurl=http://www.cogentis.com.au/images/marketing-strategy-win-new-clients.jpg&imgrefurl=http://www.cogentis.com.au/&h=475&w=370&sz=17&hl=en&start=3&sig2=oPpPS_LYY1TrMKKvmTcpjQ&um=1&usg=__J5pUxqVeLEZKeR7tu-gALPO3z1U=&tbnid=tseTvUo0bvEAvM:&tbnh=129&tbnw=100&ei=raL9SLQug_zQBOfw6Z4B&prev=/images?q=strategy&um=1&hl=en&rls=com.microsoft:*http://images.google.com/imgres?imgurl=http://www.walsh-electric.com/walshelectric/files/ccLibraryFiles/Filename/000000000025/service%20team.jpg&imgrefurl=http://www.walsh-electric.com/index.asp?sid=6&RootPageID=6&bid=6&AllowChildPageList=True&ContentName=Page+Content&ccIPage=l6d09a10sP&h=1014&w=1873&sz=684&hl=en&start=14&sig2=1-p5jjaP_p35yZVkOajfmg&um=1&usg=__GiqZUwXY6E54JePOBzLC6g0Rt1Y=&tbnid=hs74_SjrTjAZ6M:&tbnh=81&tbnw=150&ei=laL9SPegCpCG0wTi752RAQ&prev=/images?q=service&um=1&hl=en&rls=com.microsoft:*http://images.google.com/imgres?imgurl=http://images.appleinsider.com/product-red-ipod-mock2.gif&imgrefurl=http://www.appleinsider.com/article.php?id=2134&h=390&w=594&sz=62&hl=en&start=3&sig2=IQXhw_AgwDmfXN-itD7Afw&um=1&usg=__2s6qOV5SconOe0gIksOvpiS79RI=&tbnid=WRnpH_A9gdnA4M:&tbnh=89&tbnw=135&ei=eKL9SJ6ZLY2W0gT8r8COAQ&prev=/images?q=product&um=1&hl=en&rls=com.microsoft:*8/2/2019 OID2012 Howard Smith
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Leaders create the conditions for convergence
Do not fish for ideas
Collective Intelligencerequires an additive ideationprocess
Ideas as additivecontributions
Contributing to a solution, agoals, a challenge ...
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The Triage or Funnel analogy is not always helpful inunderstanding ideation
??Ideation is not about pickingwinners or top ideas ....manyevents are additive
Ideas should not compete withone another, but add to anemergent picture, e.g.:
Fleshing out details... of a problem... of a solution... of a product design... of a marketing campaign
A few winners ...
Everyone wins and contributes
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Three more patterns we use
?? ?? ??
Qualification Competition Improvement
Candidates +Questions = Decision
Candidates +Criteria = Winners
Process + Exceptions =Insight for Improved Process
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The process in greater detail
1. A leader wants to solve aproblem or get some newideas so they
2. Stimulate a targetedcommunity
3. With communications,challenges, seed ideas,conditions for action
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The process in greater detail
!
Raw ideas
Idea building/peer review
Developing ideas
1. A leader wants to solve aproblem or get some newideas so they
2. Stimulate a targetedcommunity
3. With communications,challenges, seed ideas,conditions for action
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The process in greater detail
!
Raw ideas
Idea building/peer review
Developing ideas
Formal review/ stage-gate
Reviewed ideas
Review/Evaluation/Facilitationteam
SubjectMatterExperts
Idea categorization/recommendations
Evaluatione.g. scorecard
1. A leader wants to solve aproblem or get some newideas so they
2. Stimulate a targetedcommunity
3. With communications,challenges, seed ideas,conditions for action
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The process in greater detail
!
Raw ideas
Idea building/peer review
Developing ideas
Formal review/ stage-gate
Reviewed ideas
Idea bucketing/Conclusions/
Decisions Review/Evaluation/Facilitationteam
SubjectMatterExperts
Idea categorization/recommendations
Evaluatione.g. scorecard
Assign responsibility Action plan Track
Decision/action team
1. A leader wants to solve aproblem or get some newideas so they
2. Stimulate a targetedcommunity
3. With communications,challenges, seed ideas,conditions for action
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A typical ideation event launch sequence
EventDesign
IdeasGeneration
IdeaDevelopment
ConclusionsReviews
Purpose
Examples
Selection criteria
Populations
Recognition
Sponsorship
Communication
Communication
Encouragement
Re-enforcement
Sponsors &stakeholdersset objectives
Employees,experts or
externals areinvited to
participate
Review team& expertsguide bestideas todevelop
Review teamleaders conclude
the event interms of
outcomes
Categorise
Publicisedecisions
Next steps
Allocateresponsibility
Comments
Peer reviews
Expertreviews
Final reviews
Public
comments
Eventlaunch
Review teamevaluates,scores &formally
reviews ideas
Configure Portal Portal supports process throughout Best ideas transition to projects
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Best practice template for designing ideation events
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Touches Many/All AreasF&A AccountingF&A - Cash Operations (Billing &Cash Collections)F&A ContractsF&A - Contract Close-out andfinal billing
F&A - Program ControlF&A SubcontractsNew Business AcquisitionIT SystemsSr. Operations ManagementProgram/Project ManagementPresidents and VPs
Sterling Service CenterSenior NPS ManagementOther Area - specify in ideadescription
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Problem-challenge definition is a critical step
The right questions
The appropriate decision process The appropriate evaluation process A convergent design A committed team
1. Interview sponsor, problem owner
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Problem-challenge definition is a critical step
The right questions
The appropriate decision process The appropriate evaluation process A convergent design A committed team
1. Interview sponsor, problem owner
2. Distribute problem definition questionnaire(PDQ) to those with insights/ the involved
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Problem-challenge definition is a critical step
The right questions
The appropriate decision process The appropriate evaluation process A convergent design A committed team
1. Interview sponsor, problem owner
2. Distribute problem definition questionnaire(PDQ) to those with insights/ the involved
3. Agree with sponsor/
problem owner
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Problem-challenge definition is a critical step
The right questions
The appropriate decision process The appropriate evaluation process A convergent design A committed team
1. Interview sponsor, problem owner
2. Distribute problem definition questionnaire(PDQ) to those with insights/ the involved
3. Agree with sponsor/
problem owner
4. Start the ideation project
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Ideation Is Not All
About Innovation
Marketing -market
opportunities,potential new
offerings,reduce costof slogans,
brandnames, etc
New Product
Development -new productconcepts,identifying
potential marketopportunities,supporting thefront-end of the
product
developmentprocess
Research &Development -
technology solutions,applications forexisting or new
technology, improveefficiency of R&Dprocess, project
evaluation
Finance
cost reduction andprocess
improvement,
structured tool andprocess for thecompany, solve
specific, time criticalproblems, create
sustainablecompetitive
advantage through
ongoing commitmentto innovative work onsmall improvementsthat competitors find
hard to replicate
Sales
identify newsellingopportunities,explore new
markets,improve selling
process andinteraction withthe rest of the
firm and withcustomers
Channel
how toleveragepartners,agents,
etc
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Analysis of Over
1000 Ideation Events
CustomerService
identifyopportunities toimprove
customerservice, tap intocustomer insightand feed into theR&D, marketing
and sales
process, createdifferentiators
through service
Manufacturing
cost reduction,process
improvement,sharing best
practices
Supply Chain &
Procurement -how to tap intothe supply chain
forimprovements,cost reductions,
and ways ofadding morevalue through
supplier-driveninnovation
HR
supportinggeneral
employeeengagement
goals,resolving
issues fromemployee
surveys
Legalensure
follow goodprocess,protect
intellectualproperty,
streamline
IP process
Executive -involve
employees instrategy to
promotealignment and
buy-in,addressspecific
executivechallenges,
support searchfor large
breakthroughtype innovation
initiatives forgrowth
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9 more examples of successful ideation projects at CSC
CSC GreenwaySponsored by a panel of
Presidents/VPs90,000 Employees invited200 Review Team membersResult: Establishment ofwww.csc.com/greenway
Cash Flow OptimizationSponsored by CFO of largest CSC unit2000 participants20 person evaluation teamResult: Savings $64 to $128/annum
CEO ChallengeSponsored by CEO
Part of CSC 50th
celebrationAll employees invited2000 ideas developedIntegrated to Senior Leader conferenceResult: 3 new strategic initiatives
SEEDSSponsored by Office of InnovationTech Topic based events
throughout yearGrowing database of SEEDSResult: awareness, educationSpinoff: popular Serendipityall staffNewsletter
R&D Tax Rebates
Sponsored by B.Unit CFOs500 Architects invitedReturn: $50K to bottom lineRepeated in other BUs
Elephants in the RoomSponsored by VP Culture Change
Pre-CSC Annual Conference ideation1500 Attendees invitedResult: Defined CSC Culture Changeprogram
Sales TransformationSponsored by President Sales &MarketingSales community engagement/change5000 Global Sales community invitedResult: Firm basis for SalesTransformation
Global Customer EchoSponsored by ideation program
Employees invited to speak for theirclient90,000 EmployeesResult: Input to BU change programs
Risk Register UpdateSponsored by Chief Audit OfficerSecure ideation Director level and above350 Senior Leaders invitedResult: Updated CSC Risk disclaimers
http://www.csc.com/greenwayhttp://www.csc.com/greenway8/2/2019 OID2012 Howard Smith
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Ideation events must be targeted and convergent
Degreetowhich
challen
geistargeted
Degree to whichchallenge is convergent
Got any ideas?
What ideas do
we have aroundtopic T?
What ideas do
we need? Why? Howwill we get them? Dothe part come fromdifferent sources?
What perspectivesneed to be included?..... Etc.
What T ideas do
we need to achieveour goal G in time Xwith resources Yunder constraintsC?
Design thecollaboration in alldetails to get theideas we need:
- Target
- Communications- Community- Process- Etc.
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Divergent question
We need new ideasclick here to submit
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Additive question
We need ideas that couldhelp us get closer to our
objective X
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Additive (improved)
Can you improve this idea?
Enter ideas that help usflesh out all the details we
need, such asA, B, C and D
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Convergent challenge
Our objective is X. We must achieve milestone M bydate D using resources R under constraints L.
The types of ideas we need are T. The kinds of ideas
we dont want are N. When you enter your idea,please supply information A, B and C.
Well be evaluating the ideas like this E. Ideas will
progress to the next stage if they meet criteria C.
The decisions we will take are either P, Q, R or S.
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Event design drives everything
Convergence
The process by which the communityhelps build out the ideas
The evaluation criteria
The nature of recommendations
by your experts
The stages ofdevelopment of ideas
The decisions you will take tomove ideas to the next stage
Who you invite
How you invite them
The challenge
you give them
The types of ideas youdo and do not want
The content of theideas you need
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The sponsors objective is NOT the same as the question heshould give to the community
I need to grow the
business by $100MTo community: Do you
have any growth ideas?
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Asking indirect questions often yields significantly more ideasand higher quality ideas
I need to growthe business by
$100M
To community: Why are
not growing fast enough?
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Other ideation techniques
Covert questioning
The question is stated inways that solicit additionalinformation
The community is not awarethey are providing theadditional information
Social engineering
Posing the question itselfsends a signal to thecommunity
The sponsor may bewishing to send a signalabout future employeebehavior
What is the most important
single thing we can do toachieve our objectives?
What will happen if we dont
act on your idea?
What can we do to be more
customer intimate?
What can you personally do tohelp in your role?
Examples ...
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Good LeaderKnows why they are asking for new ideas, has
well defined goals, time, resource inputs andconstraints
They are ready toact in a timely
fashion if the rightsideas are found
They pre-budget forthe implementationproject, even ahead
of the event
They dont build up
a body of ideas justin case
They know that oneevent does not
create an ideation
program in supportof their
organizationsobjectives
The success of ideation depends largely on the leader
The time spent in design is worthwhilebut only to the extent the event is mission critical
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Poor LeaderWants to launch ideation tomorrow
is frustrated by any delay
Looks to ideation asa last resort
Believes that ideas
are out there if onlythey ask
Fishes for any and
all ideas, hoping forresults
Thinks that justasking is enough
The success of ideation depends largely on the leader
A little fishing is ok, as long as the sponsor understands
that is what they are doing!
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What made the CSC cash flow event work?
High
Priority
Defined
Owner
More than OpenSuggestion Box
Ideation
DesignProcess
Evaluation
AgainstScorecard Formal
Recommendations
DecisionsImplemented
DecisionsExplained
FocusedOrganization
On Issue
RightStartingPoint
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How does social fit in?
Idea platform
top down
Social platformbottom up
Conceptual centre theidea and the process
The two solutions have
very different conceptualcenters and profound
differences of functionalityConceptual centre theconnection and the
community
Business InitiativesEmployee Communities
Community
growsthrough
ideamanageme
nt
Ideasgrow
throughcommunitymanageme
nt
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Where is the technology going?
The solutions are evolving Idea platforms are evolving to add
social functionality
Social platforms may be evolving toadd idea functionality
An incoherent strategy isunwise Technical integration challenges
Attention challenges fromcompeting initiatives
Need for governance, process,ergonomics and architecture
Enterprises are learning Companies are learning how to
deploy idea management as theirprimary collaboration platform
Others use idea management tocomplement a social platform
Take your pick
IT leaders love social networks turn on and forget
Business leaders prefer ideamanagement because they haveprojects to run and need results
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Innovation Management platforms
A small number of leading solutions
Many niche/trivial solutions Look for an end-to-end solution
Communication, engagement, ideation,evaluation, stage-gate, decisions, actionassignment, tracking, measurement of results(long term), closed loop best practicedevelopment
Workflow + collaboration
Business process agnostic
Any Business Initiative management
Sales, marketing, R&D, HR, best
practices, CEO/leader special projects,launch innovation, competitive response,customer echo, open innovation, customerservice, voice of employee, strategyplanning, investigation/audit, NPD, sixsigma/lean, future planning
http://www.imaginatik.com/Used by CSC 2007 to 2012
http://www.spigit.comPossible future use by CSC
http://www.hypeinnovation.com/http://www.brightidea.com/Future investigation by CSC
http://www.imaginatik.com/http://www.spigit.com/http://www.hypeinnovation.com/http://www.brightidea.com/http://www.brightidea.com/http://www.hypeinnovation.com/http://www.spigit.com/http://www.imaginatik.com/8/2/2019 OID2012 Howard Smith
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Complementary methods and tools
Text mining can amplify
understanding of the ideationconversation
Locating thematic centers,pinpointing hidden or outlierthemes
Root cause analysis can verify
the plan for moving forwardbeyond the top ideas
www.triviumsoft.com www.southbeachinc.com
http://www.triviumsoft.com/http://www.southbeachinc.com/http://www.southbeachinc.com/http://www.triviumsoft.com/8/2/2019 OID2012 Howard Smith
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Ideation with our clients
Four examples ofopen innovation
patterns:
Details removed for confidentiality
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Open Innovation objectives come in all shapes and sizes
Not knowing what the problems
are or where they reside Not knowing which are the most
important problems to focus on
Facing a lack of consensus aboutthe need to solve a problem
Knowing what the problem is butnot knowing what the bestsolution is
Knowing what the solution is, but
not knowing how best toimplement it
Choosing between multiplesolution options
Facing a lack of consensus about
the need to deploy a solution Needing more detailed
knowledge to clarify a fuzzyproblem or solution
Problems tied up in parts of the
organization outside of yourcontrol
Removing barriers hard or soft -to implementation of a solution
Having clear objectives but notknowing what the next step is
Difficulty communicating throughlayers of management
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1. Impossible problems
1. A small multi-organizational domainteam, set out challengeswhich
2. Are promoted to
experts in each org,thereby
!
3. Eliciting somepromising ideaswhich
5. Leads to the selection ofpromising ideas that can be
4. Are evaluated by ajoint review team,which
6. Evaluated by a largerimplementation reviewteam
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2. Expertise on demand
?
1. Some experts cannot befull time on an importantproject, so they...
2. Make themselvesavailable remotely,which...
5. Eliciting someresponses... which
lead to moreengagement andaccess withprojects that needthat expertise
4. Which theexperts answer,thereby...
!
3. Allows the projects thatneed them to have directaccess for questions
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3. Shared challenges
?
1. A program is in a fix
and needs real help,so they...
2. Pose a hardchallenge which...
!5. Eliciting some
specific ideas,which...
6. Helps theproject
3. Is shared very
widely
4. Possibly includingpartners and suppliers
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4. Collaborative solution development
1. A joint ventureteam wants todevelop asolution so they
2. Pose challenges, whichare given to
!
5. Creating collaborativeworking on solutionstogether which
7. Helps meets theobjectives for thejoint venture
!Joint venturesolutiondevelopmentteam
3. Experts in onepartner and
!6. Leads to jointlyowned ideas forsolutions which
4. Experts inanother partner
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More information via
hsmith23@csc.com
www.csc.com
mailto:hsmith23@csc.commailto:hsmith23@csc.comRecommended