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Business Innovation
April 2009
Koen Knaepen
Scope
In scope• Nature of innovation• Impact of innovation• Framework around innovation that makes innovation tangible
Out of scope• The history of innovation• The innovation friendly organization• The legal environment for innovation• Innovation implementation
-2-
Innovation
-3-
Innovation is a hazard
-4-
Chad HurleySteve Chen
Innovation cannot be ruled• Bill Gates believed that internet was only a temporarily phenomena
• Michael Dell started in 1986 and became successful in 1998
• IBM didn’t believe in the personal computer• Sony had 20 years ago more technology then Apple to introduce an iPhone
• Larry Page and Sergey Brin who founded Google couldn’t find any buyer for their new search engine and decided to commercialize it themselves.
-5-
Top of the iceberg
-6-
What people focus on
The work that is done before
EurekaChaos & failures
• To obey rules never leads to innovation
• Every innovation started with a failure
Innovation Life Cycle
-7-
Idea
Pit
ch
Pro
of
of
conce
pt
Pro
toty
pes
Pla
n
Ris
k A
ccepta
nce
Com
mit
ment
Exe
cuti
on
Inn
ovati
on
Com
modit
isati
on
Setting the scene
-8-Cost per unit
Pri
ce p
er
un
it
Low
Low
High
Hig
h
V.K. Rangan &G.T. Bowman
BusinessInnovation
Enterprise Innovation
BusinessInnovation
Market Expansion
Execution Excellence
What is innovation?
-9-
Innovation is not equal to invention• Invention is the creation of a new idea• An invention is innovative if it increases
the added value• Innovation is the practical consequence
of an invention
Voice of customers
-10-
Innocents
Your people
who know the clients
Client surveys often reproduce the arguments they were told when they bought your or your direct competitors
products and service
Strategic Value Maps
-11-
PriceMeals
Lounges
Seat ChoiceHubs
Friendly serviceSpeed
Frequency0
1
2
3
4
South WestCar TrafficCompetitors
Incremental More of the same
Fundamental Value Shuffling
Radical Value Change
SouthWest Airlines
Cirque de Soleil
-12-
Innovation Strategies
-13-
• Humour• Danger and
sensation Weaken Eliminate
• Stars• Animal Shows• Selling
Authorizations• Different podia
Strategic Value Map
As is To be• Theme shows• Refined
Environment• Several
productions• Artistic music• Dance
• Unique Location
Create Enforce
Cirque de Soleil
Innovation Techniques
-14-
Four levels of innovation implementation
-15-
Innovative
Usability
Recognition
Diversity
The
Cha
sm
Incubation Expansion Maturity Acceptation
Enthusiasts Pragmatics Conservatives Skeptics
Innovation-pushof
solution-pull
Niche-specialists are born
Market leaders inmass markets
Orientation on clientsand service
Shortage Choice
Clients
Phase
New idea
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