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I 1	
  
#10 misconceptions on innovation @creaxnv	
  
Some say…
I 2	
  
There is a staggering amount of books
on innovation, explaining what it’s
all about.
	
  
In this presentation we give you
exactly the opposite.
I 3	
  
10 misconceptions on innovation
	
  
1.  Innova.on	
  equals	
  changing	
  your	
  product	
  
2.  Innova.on	
  is	
  about	
  products	
  
3.  Innova.on	
  is	
  about	
  predefined	
  goals	
  
4.  Innova.on	
  is	
  about	
  the	
  customer
5.  Innova.on	
  is	
  complicated	
  
6.  Inven.on	
  equals	
  innova.on	
  
7.  You	
  are	
  smarter	
  than	
  everybody	
  else	
  
8.  People	
  like	
  innova.on	
  
9.  Innova.on	
  is	
  about	
  brainstorming	
  
10.  Innova.on	
  is	
  about	
  ‘the’	
  solu.on	
  
Innova.on	
  
equals	
  changing	
  
your	
  product	
  
#1	
  
https://en.wikipedia.org/wiki/Cyanoacrylate
Innova.on	
  
equals	
  changing	
  
your	
  product	
  
#1	
  
https://en.wikipedia.org/wiki/Cyanoacrylate
Innova.on	
  
equals	
  changing	
  
your	
  product	
  
#1	
  
Superglue	
  has	
  known	
  some	
  
unorthodox	
  uses.	
  In	
  the	
  
Vietnam	
  war	
  it	
  was	
  used	
  to	
  
close	
  wounds	
  on	
  the	
  
baOlefield.	
  
à
LOOK at other industries to
sell your product.
I
The	
  most	
  certain	
  
way	
  to	
  fail	
  is	
  to	
  
focus	
  only	
  on	
  
products.	
  
Innova.on	
  is	
  
about	
  products	
  
#2	
  
In	
  his	
  latest	
  book	
  Larry	
  
Keeley	
  is	
  explaining	
  ten	
  types	
  
of	
  innova.on.	
  
	
  
It	
  is	
  clear	
  that	
  product	
  
innova.on	
  is	
  only	
  a	
  part	
  of	
  
the	
  possibili.es.	
  
à
CONSIDER other innovation
directions.
“
”
Focusing	
  on	
  the	
  innermost	
  workings	
  of	
  
an	
  enterprise	
  and	
  its	
  business	
  system	
  
Focusing	
  on	
  the	
  
core	
  product	
  or	
  
services	
  
Focusing	
  on	
  
‘customer-­‐facing’	
  
elements	
  
Innova.on	
  is	
  
about	
  products	
  
Innova.on	
  is	
  
about	
  products	
  
#2	
  
I 9	
  
Innova.on	
  is	
  
about	
  
predefined	
  goals	
  
#3	
  
I 10	
  
Innova.on	
  is	
  
about	
  
predefined	
  goals	
  
#3	
  
Some.mes	
  innova.ons	
  are	
  
based	
  on	
  #serendipity	
  or	
  
‘pleasant	
  surprises’.	
  Famous	
  
examples	
  are	
  the	
  discovery	
  
of	
  penicillin	
  or	
  the	
  inven.on	
  
of	
  the	
  microwave	
  oven.	
  
I 11	
  
Innova.on	
  is	
  
about	
  
predefined	
  goals	
  
#3	
  
Some.mes	
  innova.ons	
  are	
  
based	
  on	
  #serendipity	
  or	
  
‘pleasant	
  surprises’.	
  Famous	
  
examples	
  are	
  the	
  discovery	
  
of	
  penicillin	
  or	
  the	
  inven.on	
  
of	
  the	
  microwave	
  oven.	
  
à
Validate happy accidents.
Rumor	
  has	
  it	
  that	
  chicory	
  was	
  
discovered	
  by	
  accident	
  when	
  a	
  	
  peasant	
  
covered	
  his	
  chicory	
  roots	
  with	
  sand.	
  
Chicory	
  roots	
  used	
  to	
  be	
  a	
  subs.tute	
  
for	
  coffee.	
  
AZer	
  a	
  few	
  weeks	
  he	
  discovered	
  sweet	
  
tas.ng	
  leafs.	
  
I 12	
  
Innova.on	
  is	
  
about	
  the	
  
customer	
  
#4	
  
I 13	
  
Innova.on	
  is	
  
about	
  the	
  
customer	
  
#4	
  
Coca	
  Cola	
  zero	
  was	
  put	
  in	
  
the	
  market	
  to	
  give	
  men	
  a	
  
sugar	
  free	
  &	
  manly	
  
alterna.ve	
  to	
  diet	
  Coke.	
  
	
  
The	
  fact	
  that	
  sugar	
  is	
  the	
  
most	
  expensive	
  ingredient	
  of	
  
the	
  classical	
  coke	
  has	
  
nothing	
  to	
  do	
  with	
  it…	
  	
  
à
Recognize the ROI of
innovation for your company.
Innova.on	
  is	
  
complicated	
  
#5	
  
Simple	
  innova.ons	
  oZen	
  
have	
  the	
  biggest	
  ‘eureka	
  
effect’	
  .	
  
	
  
This	
  asymmetrical	
  buOon	
  is	
  
designed	
  so	
  that	
  the	
  elderly	
  
and	
  people	
  with	
  a	
  handicap,	
  
can	
  easily	
  use	
  the	
  buOon	
  
when	
  ge_ng	
  dressed	
  or	
  
undressed.
à
VALUE simple solutions as
much as complicated ones.
Innova.on	
  is	
  
complicated	
  
#5	
  
Inven.on	
  equals	
  
innova.on	
  
#6	
  
Inven.on	
  equals	
  
innova.on	
  
#6	
  
An	
  inven.on	
  is	
  a	
  solu.on	
  to	
  
a	
  problem,	
  this	
  doesn’t	
  
mean	
  it	
  is	
  innova.on.	
  
	
  
An	
  innova.on	
  is	
  the	
  
applica.on	
  of	
  a	
  beOer	
  
solu.on	
  that	
  meets	
  new	
  
requirements	
  &	
  customer	
  
or	
  market	
  needs.	
  
à
LEVERAGE inventions into
meaningful innovation
concepts.
I 18	
  
We’ve	
  always	
  been	
  
shameless
about	
  stealing	
  great	
  ideas.	
  
(Steve	
  Jobs,	
  1996)	
  
You	
  are	
  smarter	
  
than	
  everybody	
  
else	
  
#7	
  
I 19	
  
You	
  are	
  smarter	
  
than	
  everybody	
  
else	
  
#7	
  
The	
  concept	
  of	
  open	
  
innova.on	
  has	
  been	
  around	
  
for	
  some	
  years.	
  In	
  prac.ce	
  
lots	
  of	
  companies	
  are	
  not	
  
able	
  to	
  embrace	
  the	
  proudly	
  
found	
  elsewhere	
  philosophy.	
  
à
REUSE existing
technologies, ideas &
concepts.
#2: People like changes
People	
  like	
  
innova.on	
  
#MAYA	
  
#8	
  
#2: People like changes
People	
  like	
  
innova.on	
  
#MAYA	
  
#8	
  
People	
  can’t	
  handle	
  radical	
  
changes.	
  Something	
  Renault	
  
painfully	
  discovered	
  
launching	
  the	
  Avan.me	
  in	
  
2001.	
  
The	
  car	
  was	
  not	
  received	
  
well	
  and	
  only	
  8450	
  cars	
  were	
  
produced.	
  The	
  car	
  didn’t	
  live	
  
up	
  to	
  the	
  MAYA	
  principle;	
  
most	
  advanced,	
  yet	
  
acceptable.	
  
à
SURVEY your customer.
I
Innova.on	
  is	
  
about	
  
brainstorming	
  
#9	
  
I
Innova.on	
  is	
  
about	
  
brainstorming	
  
#9	
  
According	
  to	
  Wikipedia	
  
brainstorming	
  is	
  a	
  crea.vity	
  
technique	
  to	
  gather	
  ideas	
  for	
  
a	
  specific	
  problem.	
  This	
  idea	
  
genera.on	
  phase	
  is	
  only	
  a	
  
part	
  of	
  innova.on.	
  
	
  
Innova.on	
  also	
  consists	
  of	
  
idea	
  championing,	
  making	
  
people	
  enthusias.c	
  about	
  an	
  
idea.	
  
The	
  third	
  aspect	
  of	
  
innova.on	
  is	
  called	
  
implementa.on.	
  
à
RECOGNIZE all three
aspects of an innovation
trajectory.
Innova.on	
  is	
  
about	
  ‘the’	
  
solu.on	
  
#10	
  
Innova.on	
  is	
  
about	
  ‘the’	
  
solu.on	
  
#10	
  
Free	
  Record	
  Shop	
  is	
  a	
  Dutch	
  retailer	
  of	
  home	
  
entertainment	
  selling	
  CD’s,	
  DVD’s	
  and	
  video	
  
games.	
  In	
  2014	
  the	
  store	
  went	
  bankrupt.	
  
	
  
Free	
  Record	
  shop	
  only	
  focused	
  on	
  one	
  solu.on	
  
to	
  the	
  func.on	
  home	
  entertainment.	
  A	
  solu.on	
  
which	
  turned	
  obsolete	
  by	
  the	
  compe..on:	
  
iTunes,	
  Neilix,	
  Spo.fy,	
  Steam,	
  Video	
  on	
  
demand,	
  etc	
  
à
BE AWARE that functions stay & solutions
change
SYSTEMATIC	
  
INNOVATION	
  
WWW.CREAX.COM	
  
Inspired?	
  
We	
  help	
  companies	
  with	
  their	
  innova.on	
  
challenges.	
  
problem	
  solving	
  –	
  product	
  innova.on	
  –	
  process	
  innova.on	
  
technology	
  transfer	
  –	
  new	
  applica.ons	
  and	
  markets	
  
	
  
Diederik	
  Syoen	
  -­‐	
  Marke.ng	
  Manager	
  
ds@creax.com	
  
	
  	
  	
  	
  	
  
www.creax.com	
  
Visit our website or follow us

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10 misconceptions on innovation

  • 1. I 1   #10 misconceptions on innovation @creaxnv   Some say…
  • 2. I 2   There is a staggering amount of books on innovation, explaining what it’s all about.   In this presentation we give you exactly the opposite.
  • 3. I 3   10 misconceptions on innovation   1.  Innova.on  equals  changing  your  product   2.  Innova.on  is  about  products   3.  Innova.on  is  about  predefined  goals   4.  Innova.on  is  about  the  customer 5.  Innova.on  is  complicated   6.  Inven.on  equals  innova.on   7.  You  are  smarter  than  everybody  else   8.  People  like  innova.on   9.  Innova.on  is  about  brainstorming   10.  Innova.on  is  about  ‘the’  solu.on  
  • 4. Innova.on   equals  changing   your  product   #1  
  • 6. https://en.wikipedia.org/wiki/Cyanoacrylate Innova.on   equals  changing   your  product   #1   Superglue  has  known  some   unorthodox  uses.  In  the   Vietnam  war  it  was  used  to   close  wounds  on  the   baOlefield.   à LOOK at other industries to sell your product.
  • 7. I The  most  certain   way  to  fail  is  to   focus  only  on   products.   Innova.on  is   about  products   #2   In  his  latest  book  Larry   Keeley  is  explaining  ten  types   of  innova.on.     It  is  clear  that  product   innova.on  is  only  a  part  of   the  possibili.es.   à CONSIDER other innovation directions. “ ”
  • 8. Focusing  on  the  innermost  workings  of   an  enterprise  and  its  business  system   Focusing  on  the   core  product  or   services   Focusing  on   ‘customer-­‐facing’   elements   Innova.on  is   about  products   Innova.on  is   about  products   #2  
  • 9. I 9   Innova.on  is   about   predefined  goals   #3  
  • 10. I 10   Innova.on  is   about   predefined  goals   #3   Some.mes  innova.ons  are   based  on  #serendipity  or   ‘pleasant  surprises’.  Famous   examples  are  the  discovery   of  penicillin  or  the  inven.on   of  the  microwave  oven.  
  • 11. I 11   Innova.on  is   about   predefined  goals   #3   Some.mes  innova.ons  are   based  on  #serendipity  or   ‘pleasant  surprises’.  Famous   examples  are  the  discovery   of  penicillin  or  the  inven.on   of  the  microwave  oven.   à Validate happy accidents. Rumor  has  it  that  chicory  was   discovered  by  accident  when  a    peasant   covered  his  chicory  roots  with  sand.   Chicory  roots  used  to  be  a  subs.tute   for  coffee.   AZer  a  few  weeks  he  discovered  sweet   tas.ng  leafs.  
  • 12. I 12   Innova.on  is   about  the   customer   #4  
  • 13. I 13   Innova.on  is   about  the   customer   #4   Coca  Cola  zero  was  put  in   the  market  to  give  men  a   sugar  free  &  manly   alterna.ve  to  diet  Coke.     The  fact  that  sugar  is  the   most  expensive  ingredient  of   the  classical  coke  has   nothing  to  do  with  it…     à Recognize the ROI of innovation for your company.
  • 15. Simple  innova.ons  oZen   have  the  biggest  ‘eureka   effect’  .     This  asymmetrical  buOon  is   designed  so  that  the  elderly   and  people  with  a  handicap,   can  easily  use  the  buOon   when  ge_ng  dressed  or   undressed. à VALUE simple solutions as much as complicated ones. Innova.on  is   complicated   #5  
  • 17. Inven.on  equals   innova.on   #6   An  inven.on  is  a  solu.on  to   a  problem,  this  doesn’t   mean  it  is  innova.on.     An  innova.on  is  the   applica.on  of  a  beOer   solu.on  that  meets  new   requirements  &  customer   or  market  needs.   à LEVERAGE inventions into meaningful innovation concepts.
  • 18. I 18   We’ve  always  been   shameless about  stealing  great  ideas.   (Steve  Jobs,  1996)   You  are  smarter   than  everybody   else   #7  
  • 19. I 19   You  are  smarter   than  everybody   else   #7   The  concept  of  open   innova.on  has  been  around   for  some  years.  In  prac.ce   lots  of  companies  are  not   able  to  embrace  the  proudly   found  elsewhere  philosophy.   à REUSE existing technologies, ideas & concepts.
  • 20. #2: People like changes People  like   innova.on   #MAYA   #8  
  • 21. #2: People like changes People  like   innova.on   #MAYA   #8   People  can’t  handle  radical   changes.  Something  Renault   painfully  discovered   launching  the  Avan.me  in   2001.   The  car  was  not  received   well  and  only  8450  cars  were   produced.  The  car  didn’t  live   up  to  the  MAYA  principle;   most  advanced,  yet   acceptable.   à SURVEY your customer.
  • 22. I Innova.on  is   about   brainstorming   #9  
  • 23. I Innova.on  is   about   brainstorming   #9   According  to  Wikipedia   brainstorming  is  a  crea.vity   technique  to  gather  ideas  for   a  specific  problem.  This  idea   genera.on  phase  is  only  a   part  of  innova.on.     Innova.on  also  consists  of   idea  championing,  making   people  enthusias.c  about  an   idea.   The  third  aspect  of   innova.on  is  called   implementa.on.   à RECOGNIZE all three aspects of an innovation trajectory.
  • 24. Innova.on  is   about  ‘the’   solu.on   #10  
  • 25. Innova.on  is   about  ‘the’   solu.on   #10   Free  Record  Shop  is  a  Dutch  retailer  of  home   entertainment  selling  CD’s,  DVD’s  and  video   games.  In  2014  the  store  went  bankrupt.     Free  Record  shop  only  focused  on  one  solu.on   to  the  func.on  home  entertainment.  A  solu.on   which  turned  obsolete  by  the  compe..on:   iTunes,  Neilix,  Spo.fy,  Steam,  Video  on   demand,  etc   à BE AWARE that functions stay & solutions change
  • 26. SYSTEMATIC   INNOVATION   WWW.CREAX.COM   Inspired?   We  help  companies  with  their  innova.on   challenges.   problem  solving  –  product  innova.on  –  process  innova.on   technology  transfer  –  new  applica.ons  and  markets     Diederik  Syoen  -­‐  Marke.ng  Manager   ds@creax.com             www.creax.com   Visit our website or follow us