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Copyright 2008 Gregg Fraley
InnovationFoundations
A keynote bythe Author of Jack’s Notebook
Finnovation2008November 20th, 2008
Buy this book Now
Copyright 2008 Gregg Fraley
Disclaimer• I’m not going to be politically correct
• I apologize in advance if I offend any person ororganization, there is no malice intended
• This is my truth, and, there is more than oneright answer
Copyright 2008 Gregg Fraley
Innovation• If it were easy
everybody would do it
• Innovation is holistic,we must “be” it, not“do” it
• Best viewed as acomplex challenge
• Best process would bedesigned for complexproblem solving
Copyright 2008 Gregg Fraley
One Big Difference BetweenMotorola and Apple.
Visionary Leadership. There is no substitute
Copyright 2008 Gregg Fraley
Under Past LeadershipApple looked like Motorola does now
Copyright 2008 Gregg Fraley
Once Upon a Time
Now a visionary company without a visionary leader
Copyright 2008 Gregg Fraley
RAZR SuccessNot Sustained
Incidental innovation is an indication thatsomething is right -- and something is wrong.
Copyright 2008 Gregg Fraley
Coping With Complexity
• The “Four P’s”
• Working adeliberateinnovationprocesscontinuously
• A HolisticApproach
Copyright 2008 Gregg Fraley
TheFour “P’s”
Mel Rhodes, 1957
Copyright 2008 Gregg Fraley
People• Talent matters
– Who is Jonathan Ive?
• Diversitymatters– Who is Michael Kirton?
– Includes Consumers &Outside Experts
• Training matters– What is CPS?
• Practice matters– What is “IO?”
Copyright 2008 Gregg Fraley
Jonathan Ive is. . .
A designer who makes a big difference
Copyright 2008 Gregg Fraley
Michael Kirtontheorist of creativity
Created a measure ofcreative style, theKAI (Kirton Adaptor-Innovator Inventory)
• Adaptors thinkbetter
• Innovators thinkdifferent
• You need bothstyles on Innovationteams
• Myth: out-of-the-box thinking is allyou need
Copyright 2008 Gregg Fraley
Suggestion
• Assess your teams usingmeasures like the KAI or theFourSight Online Measure
• This will tell you if you have theright balance of:
– Clarifiers
– Ideators
– Developers
– Implementors
Copyright 2008 Gregg Fraley
CPS is. . .
The Osborn-Parnes Model ofCreative Problem Solving
Copyright 2008 Gregg Fraley
IO is. . .
• Improv Olympics
– Based in Chicago
– Founder: Del Close
• Three year journeyto trusting my ownspontaneousthought
Copyright 2008 Gregg Fraley
Product• Must be novel
• Must be useful
• Design– A key toperception ofvalue
• Work withconsumers all thetime to dialogregardingproduct ideas
Copyright 2008 Gregg Fraley
Press (Environment)• Leadership sets
tone
• Innovation shouldbe part of all youdo, not justproducts
• If it’s not fun --you’re not doing itright
• Impacts the threeother P’s
Copyright 2008 Gregg Fraley
Process• Innovation is informal
• Innovation is “hosed” oraugmented by otherprocesses– Six Sigma!
– Old Financial models
– Toyota “kaizen”
• CPS is designed forcomplexity
• Idea Management isappropriate as the glue --
– gathering, recording,sorting, evaluating,preserving
Copyright 2008 Gregg Fraley
Idea ManagementOr Idea Pipeline Management
• IPM Systems:
– Save money
– Make processcontinuous
– Invite broaderparticipation
– Make effortsmeasurable
– Work well withstructured problemsolving process
Copyright 2008 Gregg Fraley
BrightIdea.com• Enabled Cisco toimplement I-Prizecompetition
• Experian growsrevenue from 500Mto 1B
• Value of IPM is notjust idea tracking --it’s project mgmt.and financialtracking
Copyright 2008 Gregg Fraley
Overview of CPSThe Osborn-Parnes model
Copyright 2008 Gregg Fraley
Overview of CPSThe Osborn-Parnes model
• Withoutstructureproblem solvingtends to “spin”
• CPS providesa structureto bespontaneouswithin
• Serves well as acommunicationtool/commonlanguage
Copyright 2008 Gregg Fraley
Mel Rhodes, 1957
Copyright 2008 Gregg Fraley
Summation
• Somebody needs to be in charge ofInnovation and needs to tend to all4 “p’s”
• It needs to be a continuous,deliberate, holistic effort
– Informal efforts beget inconsistency
• If you need process help, by allmeans get it!
Copyright 2008 Gregg Fraley
Deliberate InnovationProcessFly
Through
Copyright 2008 Gregg Fraley
Step One:Objectives
• You’ve got tohave a dream
• It’s not all aboutmoney
• A businesswithout soul dies
• Innovation needsto be integralwith allorganizationalgoals
Copyright 2008 Gregg Fraley
Step Two:Facts
• There is no substitute for knowing yourmarket, consumers, customers inside out
• And, you must be able to think for them, aheadof them, with them for breakthrough’s
• Take facts and ask what they mean for thefuture…
• Insights are more meaningful when projectedinto scenarios
Copyright 2008 Gregg Fraley
Step Three:Challenges
• Framing the consumer need infresh ways is a path to innovation
• Researchers need to challengeassumptions to do moremeaningful work
Copyright 2008 Gregg Fraley
Step Four:Ideation
• Is not an event
• It’s a way ofliving, breathing,thinking, being
• EVERYONEinside, and manypeople outside,should beinvolved
• And why notvirtual?
Copyright 2008 Gregg Fraley
Open InnovationMeans Open Ideation
• P&G has beentransformed byinnovation glasnost
• Cisco is doing openideation, annually$250,000 prize, I-Prize
• Adobe “ChampionShowcase”
• Ideation sessions arealmost always betterwhen outsidersparticipate
Copyright 2008 Gregg Fraley
Copyright 2008 Gregg Fraley
Step Five:Solutions
• Gets back to research
• Refine ideas with consumers,iteratively, continuously
• Requires its own round ofideation/problem solving
• It’s about a complete solution
Copyright 2008 Gregg Fraley
Step Six:Action
• Time waits for no man(or woman)
• Failure is a good thing
• Excitement internallyfirst
• InternalOperations/Logistics ofproduct deployment isan opportunity area forresearchers
Copyright 2008 Gregg Fraley
The Bottom Line• Innovation springs from creativity
• Creativity happens with talented peoplewho are empowered
• Leaders do the empowering
• Diversity of thinking and marketknowledge are pre-requisites
• Structured process and idea managementare essential
• Passion and motivation can overcome alot of other challenges
Copyright 2008 Gregg Fraley
Copyright 2008 Gregg Fraley
InnovationFoundations
A keynote bythe Author of Jack’s Notebook
Finnovation2008November 20th, 2008
Buy this book Now
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