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CONFIDENTIAL
CONFIDENTIAL
How to mobilize for breakthrough innovation :
Think BIG, act small
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David Pas
Design & Innovation Consultant
Guest lecturer at Integrale Productontwikkeling, Antwerpen
Design Coach ‘5x5’
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once upon a
time….
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once upon a time….
…a big beverage company lacked
some new breakthrough ideas
Budget was not an issue, but timing
was very short
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what is
‘breakthrough’?
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a breakthrough can be something simple,
but it’s never easy to make a breakthrough
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INCREMENTAL
market pull
technology
epiphanies
NEW
USERS
RADICAL
meaning driven
technology push
INC
RE
ME
NTA
L
TE
CH
NO
LO
GY
CH
AN
GE
RA
DIC
AL
MEANING CHANGE
based on
Verganti
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new technology offering and new users
EXISTING
OFFERINGS
incremental
breakthrough
NE
W
US
ER
S
NEW
OFFERINGS
evolutionary
evolutionary
EX
IST
ING
US
ER
S
based on
Verganti
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only new technology
EXISTING
OFFERINGS
incremental
breakthrough
NE
W
US
ER
S
NEW
OFFERINGS
evolutionary
EX
IST
ING
US
ER
S
based on
Verganti
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CONFIDENTIAL
new meaning, new technology
EXISTING
OFFERINGS
incremental
NE
W
US
ER
S
NEW
OFFERINGS
evolutionary
EX
IST
ING
US
ER
S
based on
Verganti
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CONFIDENTIAL
think BIG
you can build an unbeatable
and sustainable competitive
advantage through
innovations that do not
come from the market but
that create new markets
Roberto Verganti
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a breakthrough is not for ever
now old
once breakthrough
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does it need to be breakthrough?
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does it need to be breakthrough?
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it’s about speed
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timing
1 2 3
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lean approach
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C O N C E P T L A B ©
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lean approach
C O N C E P T L A B ©
idea
build learn
© VERHAERT
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timing
technical
conceptual
6-8 days 360° IDEATION
© VERHAERT
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timing
technical
conceptual
2 months
idea
build learn
6-8 days 360° IDEATION
© VERHAERT
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in the process
front end innovation strategy development
INNOVATION ROCKET PROGRAM ©
VISUALISED
IDEA
NEW APPLICATION &
BUSINNESS CONCEPT
CONCEPT LAB ©
© VERHAERT
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objective
= to trigger more ideas
= to make ideas more ‘alive’
C O N C E P T L A B ©
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lean approach
idea ≠ a problem solved
build learn
C O N C E P T L A B ©
© VERHAERT
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≠ problems to be solved
= a ‘proactive’ exploration
= exploring objectives
according to themes/occasions related to the innovation ambition
of the company (innovation spaces)
the idea generation is based on a exploration of future
technologies in combination with an exploration of consumers
trends
idea
‘big’
trends
technology
opportunities
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lean approach
idea
build ≠ a proof of concept
learn
C O N C E P T L A B ©
© VERHAERT
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≠ building of a prototype
≠ validation
= to trigger more ideas
“build” as an extension of a description and drawings
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insight for money the least effort to bring us to a new insight level
SCKETCH PROTOTYPE
COST
INSIGHT
INTERPRETATIO
N
“BUILD”
© VERHAERT
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case
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it’s more about building an idea,
not about making a finished product
© humin
© humin
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idea
build learn ≠ validating
C O N C E P T L A B ©
© VERHAERT
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make it a continuous proces
1
2
3
© VERHAERT
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in your
organisation
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get buy in
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how to get it landed
who needs to say yes
who should be joining
how to avoid resistance
stakeholders and ownership
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forget one time the typical
processes
from problem solving to
pro-active envisioning
process, structure, plan…
not your daily attitude
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CONCEPTLAB© team
core team
chairman
external specialists
resources, commitments
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think of ambitious innovation spaces,
the big issues…forget the details
embrace the unknown
….
innovation spaces and themes
CONCEPTLAB© themes
© VERHAERT
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once upon a
time….
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first edition
more than 5 breakthrough concepts
1 global patent
today
2nd year
outcome goes global
remains a lean “think big, act small” approach
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conclusion
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the “think big, act small” approach is suitable for
every ambitious company, small or large
CONCEPTLAB© ingredients
courage - creativity - flexibility
make it a part of your daily business
continuity is more important than budget
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timing
technical
conceptual
3x/YEAR
idea
build learn
360° IDEATION
© VERHAERT
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VERHAERT MASTERS IN INNOVATION® Headquarters
Hogenakkerhoekstraat 21
9150 Kruibeke (B)
tel +32 (0)3 250 19 00
fax +32 (0)3 254 10 08
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VERHAERT MASTERS IN INNOVATION® Netherlands
ESIC European Space Innovation Centre
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Tel: +31 (0)618 12 19 19
More at www.verhaert.com
MASTERS IN INNOVATION® is a platform set up by VERHAERT to train, stimulate and incubate
you as an innovator.
We provide an extensive training program with different tracks and covering critical areas of new
products and business innovation.
Furthermore we manage the VERHAERT venturing program and organize our Innovation Day, an
annual conference on best practices and insights on new products & business innovation.
