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Innovation(3)
Crowdsourcing, Culture and Tools Summit
Doubletree ,Orlando, FL
http://www.worldrg.com/showConference.cfm?confCode=MW10005
Follow us on Twitter #i310 and @innovationrules
Part 2, Day 1 Dec. 9
Motorola’s Think Tank Idea Exchange: Leveraging the Power of Decision Markets to identify Valuable Ideas (Rami Levy, Motorola Open Source)
Wisdom of the Crowd…
Every new idea is constructed upon existing ideas… (like Shakespeare)
Pre 2007- Idea- ThinkTank-Idea queues-> Value
17,000 idea’s today…100 idea’s a month
Filter through Voting and Discussion Forums
Added TIX Thinktank Idea Exchange, combining ideas
Collective Intelligence Markets: Predictive :News, Political, Misc. sources or Decision Markets
Crowds need to be diverse, Independent and decentralized,
Markets need to aggregate results and have incentives
Ideas are approached as Stock, 5 votes and becomes stock, 30 day window
Incentivize: three “R” Rewards Recognition Recreation
Recognition of top traders, originators, promoters
“Keep Market fresh” periodically add ideas
Social interactive tools used
Voting participation and discussions are growing
17K Prioritized ideas , 5 or more vote 900, vote winners 140 (8%)…
Before Tix 180 days , now 89…
-Openness key to success
-Decision Markets help prioritize
-TIX to use crows to decide
Trading took a while to be accepted, play money
Turning Open Innovation into Business Results (Steve Hoover, Xerox)
To get scale in idea funnel…
Go beyond transactional view
Don’t forget Open Innovation Inside
Consider multiple models
Open up the black box
Innovation requires change
Innovation Framework, what and how you innovate
Transactional vs Strategic
Ideally towards ecosystem design, growth and sustenance vs Traditional product development
Involve and incentivize customers
Two Initiatives: CrossThink : Idea gathering and selection tool. Discuss, review, build. Idea Selection process key, involve associates, not just management
Focus, Targeted area, limited time…
Gold mining, prospecting vs farming
XTIN, Xerox Technology Incubation Network: Like minded interest, connect and build. Small budget, “angel investment like”, mile stone driven
Open Xerox Web Portal http://open.xerox.com
How scale: look for Complementary Assets
Looking for Mega trend analysis: globalization, technology, environment etc.
Early and deep customer understanding, when was the last time you tried your product or service?
Dreaming with your customers…
Opening the Black Box: Open Innovation needs to look at the ten types of innovation
PARC as agent of Open Innovation
Innovation means change…
Acquisition as Open Innovation, expansion into services business, ACS Xerox’s service provider.
Delivering smarter business processes
Kraft on Innovating : The How we Innovate (Steve Goers, Kraft)
World’s #2 Food co., 11 billion dollar Brands, 5% growth challenge
Innovation is the fuel to drive growth.
Global development challenge. Mission Critical: Need leading edge Innovation capabilities: Innovation-enabling Competencies -3:
-Knowledge Management
-Open Innovation, leverage what other’s know
-IP management
The Inventing Delicious Framework and Toolbox , What and How
Corp/Buss Unit Strategy, Techn Challenge/Needs
Intel gathering, What do we know, what do others know…
IP Strategy. Development
Key questions by step…
Framework enabler/derailer:
-Time: Need for speed
-Access, User friendly tools
-Value Add, recognize value
Clear benefits of best practices; Increase Innovation capacity
Kraft has great knowledge management system (sharepoint ) plus global R&D suite
Using BrightIdea Cooking up new Idea’s
Monthly success story sharing
Lots of training.
Hub and Spoke in OI :
Hub :Tools, Process, Culture.
Spoke: Scout, Content, Collaborate
The wheel different product groups are now sharing and communicating
Key learning:
Addressing culture and behavior change #1 priority
Build capabilities
Tools user friendly/intuitive
Share case studies
Get buy in…
Using the Alliance Framework to Develop High Quality Collaborative Relationships (Gene Slowinski, Rutgers U.)
Growth is what it is all about, Tool =Open Innovation
Lipton tea case study. Compete with Snapple, need distribution/bottlers…alliance with Pepsi , cost capital zero, access to distribution instant.
OI Model
Want Find Get Manage Model:
What ext resources do we need to succeed in our mission
Find: What mechanisms will we use to find these resources
Get: What Process use to negotiate agreement
Manage : What Tools to measure/manage
The Alliance Framework: do things quick, win win, commitment from all stakeholders
Alliance fail due to none alliance
Consider Alliance Framework elements, above and below the line
Rights to use matrix Tool
Look for Reinventing Corp Growth
Efficiently Integrating New Tools to facilitate an Innovation network (Mary Lou Tierney The Mitre Corp)
Holistic approach to Innovation
Think broadly about Innovation management
Used BrightIdea and Spigit, cross firewall challenges
Idea collection and participation< great thread depth
Broad and deep participation
Dont measure transactional data
Launch of 5 month process, knowledge management process, metrics and analytics.
Ideas, submitted, threads created, and voted
Lessons Learned: Communicate, Communicate
Champions
Process ripe for change
Use of visual triggers that are familiar, internal as well as external
Looking at Innovation Tournaments
Please focus on idea gathering vs selection process