Download pptx - Ideation at CSC for Open Innovation Day 2012 Stockholm

04/07/2023 01:28 PM 6029-09_CSC 1

Case Study: Ideation & Jams @CSC

A 21st Century Suggestion Box

Howard SmithGlen Hoffherr

An Enterprise Ideation Portal

Collective Intelligence 04/07/2023 01:28 PM 6029-09_CSC 2

Business Change projects ... Walk of the Living Dead!

MURKY MIDDLE

THROW IT OVER

THE WALL

PROJECTS: THE WALK OF THE LIVING

DEAD

VALLEY OF

DEATH

EXECUTIVE MOODSWINGS

BLAME GAME

FUZZY FRONT-END

DECISIONS AT THE TWISTED GATE

ONE-MAN-BAND PORTFOLIO MASTER

CORPORATE AMNESIA

Source: Imaginatik, inventor of enterprise idea management


CSC cash flow ideation as reported by CFO

Challenge: Day Sales

Outstanding (DSO)

reduction

Duration 8 weeksReview

team: 27 experts

The Ideation event resulted in

reduction of DSO by at least 4 days ($64M/annum),

possibly twice as much, over 12 month period

Audience: 2300 cross functionalActive participants: 317Ideas: 182Comments and other reviews: 334Votes: 1789Hits on site: 39941


Ideation ‘event’ concept

Creating value through employee and customer engagement

Identify the

problem & owner

Detail the challenge

& audience

Launch Capture ideas

Build out ideas

Evaluateand

review

Conclusions and

decisions

??


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://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:*

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://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.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:*


Leaders create the conditions for convergence

• Do not ‘fish’ for ideas• Collective Intelligence requires an additive ideation process

• Ideas as additive contributions

• Contributing to a solution, a goals, a challenge ...


The ‘Triage’ or ‘Funnel’ analogy is not always helpful in understanding ideation

??Ideation is not about picking winners or top ideas ....many events are additive

Ideas should not compete with one another, but add to an emergent 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


Three more patterns we use

?? ?? ??

Qualification Competition Improvement

Candidates +Questions = Decision

Candidates +Criteria = Winners

Process + Exceptions = Insight for Improved Process


The process in greater detail1. A leader wants to solve a

problem or get some new ideas so they …

2. Stimulate a targeted community …

3. With communications, challenges, seed ideas, conditions for action


The process in greater detail

!Raw ideas

Idea building/peer review

Developing ideas

1. A leader wants to solve a problem or get some new ideas so they …





!Raw ideas


Developing ideas

‘Formal’ review/ stage-gate

Reviewed ideas

Review/Evaluation/Facilitationteam Subject

MatterExperts

Idea categorization/recommendations

Evaluatione.g. scorecard






!Raw ideas


Developing ideas

‘Formal’ review/ stage-gate

Reviewed ideas

Idea bucketing/Conclusions/

Decisions Review/Evaluation/Facilitationteam Subject

MatterExperts

Idea categorization/recommendations

Evaluatione.g. scorecard

Assign responsibility Action plan Track

Decision/action team





A typical ideation event launch sequence

Event Design

Ideas Generation

IdeaDevelopment ConclusionsReviews

Purpose

Examples

Selection criteria

Populations

Recognition

Sponsorship

Communication

Communication

Encouragement

Re-enforcement

Sponsors & stakeholders set objectives

Employees, experts or

externals are invited to

participate

Review team & experts guide best

ideas to develop

Review team leaders conclude

the event in terms of

outcomes

Categorise

Publicise decisions

Next steps

Allocate responsibility

Comments

Peer reviews

Expert reviews

Final reviews

Public comments

Event launch

Review team evaluates, scores & formally

reviews ideas

Configure Portal Portal supports process throughout Best ideas transition to projects


Best practice template for designing ideation events


Touches Many/All AreasF&A – AccountingF&A - Cash Operations (Billing & Cash Collections)F&A – ContractsF&A - Contract Close-out and final billingF&A - Program ControlF&A – SubcontractsNew Business AcquisitionIT SystemsSr. Operations ManagementProgram/Project ManagementPresidents and VPsSterling Service CenterSenior NPS ManagementOther Area - specify in idea description



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






3. Agree with sponsor/ problem owner

4. Start the ideation project


Ideation Is Not All About ‘Innovation’

Marketing - market

opportunities, potential new

offerings, reduce cost of slogans, brand

names, etc

New Product Development - new product

concepts, identifying potential market

opportunities, supporting the

front-end of the product

development process

Research & Development - technology

solutions, applications

for existing or new

technology, improve

efficiency of R&D process,

project evaluation

Finance cost reduction and process

improvement, structured tool and process

for the company,

solve specific, time critical problems,

create sustainable competitive advantage

through ongoing

commitment to innovative

work on small improvements

that competitors find hard to

replicate

Sales identify new

selling opportunities, explore new

markets, improve selling

process and interaction

with the rest of the firm and

with customers

Channel how to

leverage partners,

agents, etc


Analysis of Over 1000 Ideation Events

Customer Service –

identify opportunities to improve customer

service, tap into customer

insight and feed into the

R&D, marketing and sales process,

create differentiators

through service

Manufacturing –

cost reduction, process

improvement, sharing best

practices

Supply Chain &

Procurement - how to tap

into the supply chain for

improvements, cost

reductions, and ways of adding more value through supplier-driven

innovation

HR –supporting

general employee

engagement goals,

resolving issues from employee surveys

Legal – ensure follow good process,

protect intellectual property,

streamline IP process

Executive - involve

employees in strategy to promote

alignment and buy-in,

address specific

executive challenges,

support search for

large breakthrough

type innovation

initiatives for growth


9 more examples of successful ideation projects at CSC

CSC GreenwaySponsored by a panel of Presidents/VPs90,000 Employees invited200 Review Team membersResult: Establishment of www.csc.com/greenway

Cash Flow OptimizationSponsored by CFO of largest CSC unit2000 participants20 person evaluation teamResult: Savings $64 to $128/annum

CEO ChallengeSponsored by CEOPart 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 “SEEDS”Result: awareness, educationSpinoff: popular Serendipity all staff Newsletter

R&D Tax RebatesSponsored by B.Unit CFOs500 Architects invitedReturn: $50K to bottom lineRepeated in other BUs

Elephants in the RoomSponsored by VP Culture ChangePre-CSC Annual Conference ideation1500 Attendees invitedResult: Defined CSC Culture Change program

Sales TransformationSponsored by President Sales & MarketingSales community engagement/change5000 Global Sales community invitedResult: Firm basis for Sales Transformation

Global Customer EchoSponsored by ideation programEmployees 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/greenway


Ideation events must be targeted and convergent

Degree to w

hichchallenge is targeted

Degree to whichchallenge is convergent

“Got any ideas?”

“What ideas do we have around topic T?

“What ideas do we need? Why? How will we get them? Do the part come from different sources? What perspectives need to be included? ..... Etc.”

“What T ideas do we need to achieve our goal G in time X with resources Y under constraints C?”

Design the collaboration in all details to get the ideas we need:

- Target-

Communications- Community- Process- Etc.


Divergent question

We need new ideas – click here to submit


Additive question

We need ideas that could help us get closer to our

objective X


Additive (improved)

Can you improve this idea?

Enter ideas that help us flesh out all the details we

need, such as A, B, C and D


Convergent challenge

Our objective is X. We must achieve milestone M by date D using resources R under constraints L.

The types of ideas we need are T. The kinds of ideas we don’t want are N. When you enter your idea, please supply information A, B and C.

We’ll 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.


Event design drives everything

Convergence

The process by which the community helps ‘build out’ the ideas

The evaluation criteria

The nature of recommendations by your experts

The stages of development of ideas

The decisions you will take to move ideas to the next stage

Who you invite

How you invite them

The challenge you give them

The types of ideas you do and do not want

The content of the ideas you need


The sponsor’s objective is NOT the same as the question he should give to the community

I need to grow the business by $100M

To community: Do you have any growth ideas?


Asking indirect questions often yields significantly more ideas and higher quality ideas

I need to grow the business by

$100MTo community: Why are

not growing fast enough?


Other ideation techniques

Covert questioning• The question is stated in ways that solicit additional information

• The community is not aware they are providing the additional information

Social engineering• Posing the question itself sends a signal to the community

• The sponsor may be wishing to send a signal about future employee behavior

“What is the most important single thing we can do to achieve our objectives?”

“What will happen if we don’t act on your idea?”

“What can we do to be more customer intimate?”

“What can you personally do to help in your role?”

Examples ...


Good Leader

Knows why they are asking for new ideas, has well defined goals, time, resource inputs and constraints

They are ready to act in a timely

fashion if the rights ideas are found

They pre-budget for the implementation project, even ahead

of the event

They don’t build up a body of ideas ‘just

in case’

They know that one event does not

create an ideation program in support

of their organizations

objectives

The success of ideation depends largely on the leader

The time spent in design is worthwhile – but only to the extent the event is mission critical


Poor Leader

Wants to launch ideation tomorrow – is frustrated by any delay

Looks to ideation as a last resort

Believes that ideas are ‘out there’ if only

they ask

Fishes for any and all ideas, hoping for

results

Thinks that just asking 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!


What made the CSC cash flow event work?

HighPriority

DefinedOwner

More than Open Suggestion Box

Ideation Design

ProcessEvaluation

Against Scorecard Formal

Recommendations

Decisions Implemented

Decisions Explained

Focused Organization

On Issue

Right Starting

Point


How does “social” fit in?

Idea platform top down

Social platform bottom up

Conceptual centre the “idea” and the “process”

The two solutions have very different conceptual

centers and profound differences of functionality

Conceptual centre the “connection” and the

“community”

Business InitiativesEmployee Communities

Com

mun

ity g

row

s th

roug

h id

ea m

anag

emen

t

Idea

s gr

ow th

roug

h co

mm

unity

man

agem

ent


Where is the technology going?

• The solutions are evolving– Idea platforms are evolving to add

social functionality– Social platforms may be evolving to

add idea functionality

• An incoherent strategy is unwise– Technical integration challenges– “Attention” challenges from

competing initiatives– Need for governance, process,

ergonomics and architecture

• Enterprises are learning– Companies are learning how to

deploy idea management as their primary collaboration platform

– Others use idea management to complement a social platform

• Take your pick– IT leaders love ‘social networks’ –

turn on and forget– Business leaders prefer ‘idea

management’ because they have projects to run and need results


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, action assignment, tracking, measurement of results (long term), closed loop best practice development

• 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, customer service, voice of employee, strategy planning, investigation/audit, NPD, six sigma/lean, future planning

http://www.imaginatik.com/

http://www.spigit.com

http://www.hypeinnovation.com/http://www.brightidea.com/



http://www.spigit.com/

http://www.spigit.com/

http://www.hypeinnovation.com/

http://www.brightidea.com/

http://www.brightidea.com/


Complementary methods and tools

• Text mining can amplify understanding of the ideation conversation

• Locating thematic centers, pinpointing hidden or outlier themes

• Root cause analysis can verify the plan for moving forward beyond the top ideas

www.triviumsoft.com www.southbeachinc.com

http://www.triviumsoft.com/

http://www.southbeachinc.com/


Contact details

• Howard Smith led the development of CSC’s “Collective Intelligence” (ideation, crowdsourcing) program from its outset in 2006 to 2011– During this period the program delivered $500M in audited value to the company

• Smith is the author of the widely referenced white paper What Innovation Is – How Companies Create Operating Systems for Innovation

• A case study and pack of additional information is available upon request

https://twitter.com/smithhhttps://www.linkedin.com/profile/view?id=9859 [email protected]

https://twitter.com/smithh

https://www.linkedin.com/profile/view?id=9859

04/07/2023 01:29 PM 6029-09_CSC 41

Ideation with our clients

Four examples of ‘open innovation’

patterns:

Details removed for confidentiality


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 about the need to solve a problem

• Knowing what the problem is but not knowing what the best solution is

• Knowing what the solution is, but not knowing how best to implement it

• Choosing between multiple solution options

• Facing a lack of consensus about the need to deploy a solution

• Needing more detailed knowledge to clarify a fuzzy problem or solution

• Problems tied up in parts of the organization outside of your control

• Removing barriers – hard or soft - to implementation of a solution

• Having clear objectives – but not knowing what the next step is

• Difficulty communicating through layers of management


1. Impossible problems

1.A small multi-organizational domain team, set out challenges which …

2.Are promoted to experts in each org, thereby …

!

3.Eliciting some promising ideas which …

5. Leads to the selection of promising ideas that can be …

4.Are evaluated by a joint review team, which …

6. Evaluated by a larger implementation review team …


2. Expertise on demand

?

1.Some experts cannot be full time on an important project, so they...

2.Make themselves available remotely, which...

5.Eliciting some responses... which lead to more engagement and access with projects that need that expertise

4.Which the experts answer, thereby...

!

3.Allows the projects that need them to have direct access for questions …


3. Shared challenges

?1.A program is in a fix

and needs real help, so they...

2.Pose a hard challenge which...

!5.Eliciting some

specific ideas, which...

6.Helps the project

3. Is shared very widely …

4. Possibly including partners and suppliers


4. Collaborative solution development

1.A joint venture team wants to develop a solution so they …

2.Pose challenges, which are given to …

!

5.Creating collaborative working on solutions together which …

7.Helps meets the objectives for the joint venture

!Joint venture solution development team

3. Experts in one partner and …

!6. Leads to jointlyowned ideas for solutions which …

4. Experts in another partner

04/07/2023 01:29 PM 6029-09_CSC 47

More information [email protected]

www.csc.com

mailto:[email protected]