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Media Lab Europe

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Title: Media Lab Europe


1
Media Lab Europe Making Innovation
Work Simon-Jones_at_Simon-Jones.com
2
Intimate Interfaces - What Are They ?
Making Innovation Work Creating an Innovation
Culture Centre
3
Making Innovation
  • Why Innovate?
  • The 7 Keys to success
  • Inter-disciplinarity
  • People
  • Projects
  • Leadership, Management and Process
  • Stakeholders and Sponsors
  • Delivering Value
  • Sponsor and Prospect Interaction
  • Making it happen

4
Why Innovate?
  • Not broken? dont fix it/sweat assets to
    maximise return
  • But.sooner or later youll be overtaken
  • Most true in ICT sector
  • Lifecycles of months
  • Small start-ups waiting to replace your business
    model
  • Consumer demand changing ever faster
  • Innovation best opportunity for survival

5
Why Innovate?
  • Innovation extracts most value
  • from assets old and new
  • Need to shake up and revolutionise
  • Industry, society and business
  • Innovation Culture
  • Disruptive high-technology key to prosperity

6
Innovation Centre
  • High-technology innovation
  • Mixture of University/Research Centre/industry
  • Heavily sponsored by public sector
  • How do we make them sustainable and effective?

7
Inter-disciplinarity
  • Disciplines do not innovate
  • Once its a discipline most innovation already
    occurred
  • Look for spaces where 0 or 2 disciplines connect
  • Dont underestimate resistance to this

8
People
  • Easy to describe, difficult to find
  • Mix together many disciplines
  • People pre-disposed to inter-disciplinarity
  • Multiple degrees in different subjects
  • Worked in different specialisations
  • Hinterland
  • Gifted Professional

9
Director
  • Complex specification
  • High level of technical skill credibility
  • Manage highly-gifted, wilful, articulate people
  • Work with sponsors and stakeholders
  • Speak business and government agendas
  • Charismatic innovator Prudent steward

10
Churn
  • Keep it fresh
  • Bring in new people constantly
  • Management challenge for research groups
  • MLE 2 years for Research Assistants
  • All staff on fixed contracts
  • We never renew.

11
Projects
  • Jointly defined and owned by team
  • Otherwise retreat to fort discipline
  • Create way of articulating complex concept

12
Management
  • Innovation centres are unstable
  • Gives them flexibility and focus
  • Light-weight informal internally
  • Significantly more formal
  • Stakeholders and Sponsors
  • Importance of Failure
  • Stakeholders uneasy at this
  • Innovation arises after series of failures

13
Sponsors Stakeholders
  • Stakeholders
  • Long term interest in Lab, Cheerleaders in
    government, need lab to bring prestige
  • Sponsors
  • Provide funding, perspectives and challenges,
    need lab to deliver value
  • Avoid 1 sponsor per project
  • Too few perspectives for innovation

14
Delivering Value
  • After while, you commercialise
  • Spinout companies not first choice
  • Licensing much more preferable
  • Look to Sponsors for first route
  • Demo-based approach accelerates
  • Demo or Die not Publish or Perish

15
Sponsors and Prospects
  • The 3 Stuffs
  • Stuff for Today
  • For Business Units
  • Stuff for Tomorrow
  • For Product Dev and RD
  • Stuff for the Future
  • For VP (Strategy)
  • All 3 need to be delivered

16
Sponsors and Prospects
  • No prospects without happy sponsors
  • Innovation hardest pitch to sell
  • Short term vs. long term, tangible vs. intangible
  • Importance of Case Studies

17
Making it all happen
  • Needs significant public investment
  • Needs world-class research partner
  • Needs diverse sponsor base
  • Outstanding staff
  • Recognition high-risk, intrinsically unstable
    platform
  • Delivers more value than any other approach

18
4 Key Areas of Expectations //
The Future View
The Harvest
  • Keep in touch with left field ideas/ trends
  • Avoid pinning colours to wrong mast
  • Predict what will happen 5-10 years out
  • Capture the unexpected and unorthodox
  • Transfer projects and technology to tangible
    products, applications, services
  • Deliver ultimate out of the box applications
    and solutions
  • Invest in new start-up opportunities

The Network
The Culture
  • Participate in international programme
  • Collaborate with other companies and
    organisations
  • Demonstrate on the cutting edge of innovation
  • Credibility associated with the MIT brand
  • Leverage MLE innovation, creativity, ethos and
    style of doing things
  • Hugely Interdisciplinary style
  • Radical Demo approach
  • Cross-pollenation

www.medialabeurope.org
19
Media Lab Europe Thank You
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