Creative Innovation

1

• Agenda
• Short Presentation of Crossroads and Me
• Introduction to Entrepreneurial Thinking
• Tools for Entrepreneurial Thinking
• Summary and Questions

2
CROSSROADS COPENHAGEN

• Crossroads Copenhagen is an independent platform
  for private and public cooperation. We facilitate
  the creation of new ICT-based projects across the
  areas of
• Lifelong Learning
• The Environment
• Health

3

MEMBERS

• BUSINESS
• ALEXANDRA INSTITUTE
• ACTICS
• BØRSEN
• CONGIN
• CSC
• DANISH LIBRARY CENTER
• FRONTAL
• HIQ
• INDSIGT
• KRÆFTENS BEKÆMPELSE
• LIFE IN DENMARK
• LOOP ASSOCIATES
• NOKIA
• PRIWAY
• SKANSKA
• VOPIUM
• WEBTWO

• RESEARCH / EDUCATION
• CMI, AALBORG UNI, BALLERUP
• CBS
• DEN GRAFISKE HØJSKOLE
• IT UNIVERSITY
• COPENHAGEN UNIVERSITY
• ØRESTAD GYMNASIET

• PUBLIC INSTITUTIONS
• DR RADIO TV
• DSB
• FORBRUGERSTYRELSEN
• THE CITY OF COPENHAGEN

4
CROSS-DISCIPLINARY INNOVATION
Technology
Social Sciences The Humanities Users Design
Business models
5
SOME OF OUR
PROJECTS

• INSIDE OUT
• A mobile calorie counter for Physical Education,
  Biology and Home Economics in elementary school
• WONDER LIFE
• A Facebook application to raise awareness about
  the HPV vaccine to prevent cancer
• 40.000 users in 20 days!
• WWW.THECLIMATEMYSTERY.DK
• Online youth universe about climate as a global
  challenge
• MELFO
• A mobile tool for dyslexic people

6
CV of Pouline Middleton

• Education
• Masters Degree in Intl. Economics, Copenhagen
  Business School
• Professional Experiences
• Managing Director of Crossroads Copenhagen
• Commissioning Editor at DR - Radio TV
• General Manager of Pinocchia Film A/S
• Other relevant information
• Writer (first novel published in 2003)
• Mom (frist child born in 1997)
• Curious (always)

7
CV of Pouline Middleton

• Education
• Masters Degree in Intl. Economics, Copenhagen
  Business School
• Professional Experiences
• Managing Director of Crossroads Copenhagen
• Commissioning Editor at DR - Radio TV a
  success
• General Manager of Pinocchia Film A/S a failure
• Other relevant information
• Writer (first novel published in 2003)
• Mom (frist child born in 1997)
• Curious (always)

8
2. Introduction to entrepreneurial thinking
From Wikipedia, the free encyclopedia
Entrepreneurship is the practice of starting new
organizations or revitalizing mature
organizations, particularly new businesses
generally in response to identified
opportunities. At the core of
this creativity, innovation, daring, thinking
outside the box, seeing that which does not exist
- yet
9
2. Introduction to entrepreneurial thinking
From Wikipedia, the free encyclopedia
Think outside the box is to think differently,
unconventionally, from a new perspective. This
phrase often refers to novel, creative and smart
thinking. (Sam Loyds 1914
Cyclopedia of Puzzles.)
10
The Constraints of Thinking
Professional, social and cultural conventions

• Physical frames and conditions around us are
  established and thereby very static
• Therefore, our own role and engagement is also
  more or less static.
• And the larger an organization the more static it
  is
• Within businesses the planning and problem
  solving focuses on optimizing the existing
  parameters, which the industry compete on per
  tradition.
• The target is to beat the competitors on the
  existing market place.

11
The establishments predictions

• "We don't like their sound, and guitar music is
  on the way out."
• Decca Recording Co. Said about the Beatles in
  1962.
• "Stocks have reached what looks like a
  permanently high plateau.
• Irving Fisher, Professor of Economics, Yale
  University, 1929.
• "Who the hell wants to hear actors talk?
  
• H.M. Warner, Warner Brothers, 1927.

"100 million dollars is way too much to pay
for Microsoft." IBM, 1982
Microsoft Corporation, 1978
12
What made them beat the establishment?

• Adaptive Creativity operate within the
  paradigm the paradigm is part of the solution
• Prefer rules
• Prefer efficiency
• Prefer proven solutions
• Innovative Creativity operate to challenge the
  paradigm - the paradigm is part of the problem
• Prefer autonomy
• Low regard for efficiency
• Prefer to be diffffffferent

13
Adaptive versus Creative Innovation
The 7 Levels of Innovation Level 1 Corrective
Innovation Level 2 Protective
Innovation Level 3 Progressive
Innovation --------------------------------------
--- Level 4 Reductive Innovation Level 5
Adaptive Innovation -----------------------------
------------- Level 6 Transformative
Innovation Level 7 Imaginative Innovation
Adaptive innovation, done by the organisation
itself
Adaptive innovation, done with help from
external consultants
Creative Innovation
14
INNOVATION level 1
Level 1 Corrective Innovation Innovations that
help people do the right things
15
INNOVATION level 2
Level 2 Protective Innovation Innovations to
help people do things right
16
INNOVATION level 3
Level 3 Progressive Innovation Innovations to
improve things that already exist
17
INNOVATION level 4
Level 4 Reductive Innovation Innovations
remove complexity from a product, process, or
business model
18
INNOVATION level 5
Level 5 Adaptive Innovation Innovations that
apply known concepts (processes, models,
products) in new ways
19
Adaptive versus Creative Innovation
Level 6 Transformative Innovation Innovations
that render existing paradigms obsolete,
replacing the current state with a new state a
sea change
If I had asked my customers what they wanted,
they would have said a faster horse -Henry Ford
Changed the World!
20
Adaptive versus Creative Innovation
Level 7 Imaginative Innovation Innovation
that is perceived to be impossible until
someone does it!
I believe that this nation should commit itself
to achieving the goal, before this decade is out,
of landing a man on the moon and returning him
safely to the Earth President Kennedy, May 25,
1961
21
Adaptive versus Creative Innovation
22
3. Tools for Entrepreneurial Thinking
The Disney Strategy 1. Dreamer creating ideas
2. Critic analyzing the ideas 3. Realist
planning the innovation . The Storyboard
23
Walt Disneys approach used for a Business
Innovation Process
Tools for Entrepreneurial Thinking
1
Creating the future
Solution for Tomorrow
Scenario of the Future
Situation Today
3
Proof of Concept
Backcasting
2
24
How do you create the new thoughts and
discussions that expand your perspective?
Take a 360º tour through the market place and
society

• Path 1 Look across alternative industries
• Path 2 Look across strategic groups within
  industries
• Path 3 Look across the chain of buyers

• Path 4 Look across complementary product and
  service offerings
• Path 5 Look across functional or emotional
  appeal to buyers
• Path 6 Look across time

Find the real values!
25
Finding inspiration in other sectors disciplines
The Apple story
Apple launched an MP3 player 6 years ago long
before the iPod it was a failure The
customers wanted music not technology! They
created iPod a medium quality MP3 player
technology wrapped in stylish design to be used
with iTunes which is a new innovative business
model for music. They failed wisely - learning
from their mistakes. And today 70 of the young
people in the US have a Mac. ............By the
way, it saved the company!
26
10 Business Trends
Areas that need entrepreneurial thinking in the
future

• The return of the long term 
• Abundance of everything but lack of great ideas
• The return of CSR Corporate Social
  Responsibility
• Global value chains and outsourcing
• Polarisation high end/low end segment
• Prosumers interactive producing consumers
• Does your work matter?
• The return of the new economy internet is all
  over
• Goodbye Europe hello the world
• Goodbye youth hello seniors young at heart

27
How to learn innovative entrepreneurial thinking
To strengthen the business comprehension and
entrepreneurial skills of students - Emax
Nordic
Inspiration, knowledge and networks Inspiration
Comes from the guest speakers who visit the
event each day. Knowledge - Through a
competition based on an online business
simulation. Network The participants meet
peers from all over the Nordic region and create
a strong and long lasting personal network
Other examples of camps Nokia Innovation
Camp
28
Summary
Adaptive Creativity vs. Innovative Creativity
inside the box or outside the box The Disney
Strategy Dreamer, Critic, Realist to define
solutions for tomorrow today Take a 360º Tour
to turn your thinking around
and combine in new ways across the market
place 10 business trends - to direct your
innovative creativity to areas where new
solutions will be needed
29
Always fail wisely learn from your
mistakes, we all make them Problems are worth
gold dont ever miss a chance to address a
problem, since it is the direct road to value
creation You can never know your customer too
well hire the competences necessary to listen
well to customers and you will have an advantage
that is difficult to copy The Context of an Idea
is just as Important
as the Idea a good idea can become a
masterpiece in the right
context If the idea is not absurd, then there
is no hope for it push it
further Albert Einstein
Alternative Summary
30
Video
31
Thank you! Pouline Middleton pm_at_crossroadscop
enhagen.dk