Creativity ? Innovation How Organizations Can Really Make Innovation Happen

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Creativity ? InnovationHow Organizations Can
Really Make Innovation Happen

• Barbara Kivowitz
• Senior Partner
• im21 innovation/measurement/21st century
• bkivowitz_at_post.harvard.edu

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Innovation Financial Performance
Performance in Points
Innovation
The greater the amount of innovation, the
greater the market and financial performance
Soo, Devinney, Midgley Deering (2002)
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What have innovative companies done?

• 3M corporate goal of achieving 30 of sales
  from newer products. "3M 15 Rule" allows
  employees to spend 15 of their time on projects
  of their own choosing
• Google holds 8 brainstorming sessions a year
  with 100 engineers. All engineers can dedicate
  20 of their time to pet projects
• Toyota OObeya big, open office. Brings
  together people from all parts of the company
  every month to discuss design, costs, mistakes,
  bottlenecks. Has saved Toyota millions of
  dollars
• PG - shifted from RD as the innovation pipeline
  to CD, "Connect and Develop. PG acquires 50
  of its innovations outside the company, resulted
  in 3 successful new products in the first 6
  months
• Whirlpool - group of employees serve as
  innovation consultants to assess best ideas and
  strategies to market. Employees submit ideas via
  a corporate-wide virtual bulleting board. A third
  of senior leader pay is tied to innovation.
  Whirlpool had record results in 2005
• GE GE WorkOut 60 of projects initiated in
  this creativity program become successful products

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Customers dont buy innovations

• They buy solutions to problems

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Defining Our Terms

• Creativity
• Innovation

Creativity is thinking up new things. Innovation
is doing new things.
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• CREATIVITY
• Generation of new unusual ideas
• Divergent thinking
• Quantity driven process

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4 Rules of Idea Generation

• Withholding judgment
• Freewheeling
• Generating a quantity of ideas
• Hitchhiking

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Brainwriting Quick Quiet
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Exercise
How many uses can you come up with for
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Barriers to Creative Thinking

• Functional fixedness
• Previous experience
• Excessive faith
• Intolerance of ambiguity
• Paradigms
• Emotion
• and
• Assumptions

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The Astronaut Pen (urban legend 1)

• During the space race in the 1960s NASA was
  faced with a major problem. The astronauts
  needed a pen that would work in zero gravity.
  NASA spent 1.5 million developing the Astronaut
  Pen. It enjoyed minor commercial success back
  on Earth.
• The Russians were faced with the same problem.
• They used a pencil.

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Lets Do Some Math

• 1000
• 40
• 1000
• 30
• 1000
• 20
• 1000
• 10

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Lets Do Some Math

• 1000
• 40
• 1000
• 30
• 1000
• 20
• 1000
• 10
• 4100

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A radio conversation with the US Chief of Naval
Operations (urban legend 2)

• NAVY Please divert your course 15 degrees to
  the North to avoid a collision
• CIVILIAN Recommend you divert YOUR course 15
  degrees to the south to avoid a collision
• NAVY This is the captain of a US Navy ship. I
  say again, divert YOUR course
• CIVILIAN No, I say again, you divert YOUR
  course
• NAVY THIS IS THE AIRCRAFT CARRIER ENTERPRISE.
  WE ARE A LARGE WARSHIP OF THE US NAVY. DIVERT
  YOUR COURSE NOW!
• CIVILIAN This is a lighthouse. Your call.

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Exercise

• How do you spell your name
• How else could you spell it?

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SALE

• Solution
• After
• Last
• Example

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• INNOVATION
• The process of turning ideas into money

• Implementation of great ideas
• Convergent thinking
• Quality driven process

• Implementation of great ideas
• Convergent thinking
• Quality driven process

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Can you help TiVo?

• Problems
• TV networks advertisers hate TiVos ad skipping
  functionality
• TiVo loses advertising revenue
• Customers miss ads that could actually be useful

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Of all the core functions of most companies,
innovation has the most competitive value and is
managed with the least discipline.Booz Allen
Hamilton
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Creative Problem Solving Process
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THE MESS How can we make our space look
better?
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Clarify

• What data do we need in order to fully understand
  our problem?
• Tool
• 5Ws an H
• Who
• What
• Where
• When
• Why
• How
• How might we reframe our original problem
  statement to make it more solvable, profitable,
  or innovative?

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REFRAME How can we make our space look better?

• How can we create a green space?
• In what ways might we construct our space to
  promote productivity?
• In what ways might we construct our space to
  promote creativity?
• How can we foster knowledge sharing through the
  use of open space design?
• How can we eliminate the need for space?

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Ideate

• Go for quantity explore a wide range of ideas
• Tools
• Brainwriting
• SALE
• Converge and chose the ideas that have the
  greatest potential

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Develop

• Strengthen the ideas from multiple angles
  customer experience, features, marketing, sales,
  etc.
• Tool
• PPCO
• Pluses
• Potentials
• Concerns
• Overcomes

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Implement Project Types
Eddie Obeng, All Change Project Manager's Secret
Handbook
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CPS Fundamental Concepts
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Remember When doing creative problem solving --

• Notice interesting problems
• Defer judgment
• Question assumptions
• Seek diversity
• Look at ideas affirmatively

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