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The fairytale that is Apple; what can Norwegian firms learn from Apple's success story? Presentation prepared forStavanger Chamber (Stavanger Næringsforening) Dec. 8th, 2011
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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’’
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: [email protected]. +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: [email protected]. +4792415949Apple PPT: www.slideshare.net/Engage-Innovate/eventyret-apple-in-norwegian
