1 The Innovation Process September 21, Gary Williams – Director Jeni Clark – Associate Director

2 Innovation Webster Definition of Innovation: The process of introducing new methods, devices, etc. A new method, customer, device, etc. 2

3 Innovation Process This workshop addresses 3 different aspects of the innovation process including: Ideation: “Winning at New Products” by Robert G. Cooper, Addison-Wesley Publishing Company Achieving Superior Differentiation, Speed to Market, and Increased Profitability: “Fast Innovation” by Michael George, James Works, Kimberly Watson- Hemphill, McGraw-Hill, Fast Cycle Time Concepts: “Fast Cycle Time” by Christopher Meyer, The Free Press, NY,NY

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5 Approaches to Innovation 5 R&D defines the technical solution Manufacturing SalesMarket Need? Marketing defines the needs R&D Fit?ManufacturingSales Marketing & R&D defines the needs, fit, and solutions R&DManufacturingSales A. Technology - Push B. Market-Pull C. Product/Markets (Hybrid of A&B)

6 The Innovation Process 6 Idea Generation 1.Individual 2.Group Brainstorming—generally will generate more ideas and more diversity of ideas. Need to be sure that you always ask the question: “What am I going to make or sell?”

7 The Innovation Process 7 Idea Generation—some useful techniques 1.Establish a focal point—a person to stimulate and handle ideas. 2.Survey your customers. 3.Observe customers as they use (or misuse) your product. 4.Examine the patent files regularly. “

8 The Innovation Process 8 Idea Generation—some useful techniques, continued 5. Routinely survey your competition. Analyze their products, strategies and business successes. 6. Run a new product idea contest. 7.Organize creativity sessions involving sales, manufacturing and technical people in the same session. 8.Set up a user panel to discuss unmet needs, wants, and problems that might lead to new product ideas. “

9 The Innovation Process Innovation Phase —What do you do with the idea? 1. Market Research—single biggest reason new products fail is lack of sufficient understanding of the market. 2. Market needs have to be recognized. In a study of 567 successful product innovations, most were market-pull projects; only 21% were technology push. 3. When a technological success does not meet a specific market need, the product should be adapted to suit an identified need. 4. Proof-of-concept should be done as early as possible. 9

10 The Innovation Process Innovation Phase —What do you do with the idea? 5. Protect the Intellectual Property (IP) a. Invention disclosure b. Provisional patent—for one year c. Non-provisional patent 6. Use non-disclosure agreement with customer and other 3 rd parties a. Protects the IP and reserves right to file new patent ideas 10

11 The Innovation Process Innovation Imperative “ Fast Innovation is the process of creating new products, services, processes, business models and markets with sufficient differentiation and speed such that the company maintains above- average shareholder returns for decades.” 11

12 The Innovation Process Sustaining Innovations--Incremental Improvements 1.Likely offer only modest improvements 2.Have a low risk of failure 3.Can be quickly copied and commoditized. 4.Can be evaluated with conventional financial tools. 5.Create growth in revenue without destroying potential of incumbent offerings. 6.Most likely would generate predicable volumes and profits. 12

13 The Innovation Process Disruptive Innovations 1.Innovations that obsolete current offerings, processes and business models will catch the competition flat-footed and may provide great propulsive power to growth. 2.The impact of differentiated products is significant and positively impacts the success rate. 13

14 The Innovation Process Disruptive Innovations 1.May require new technologies or core competencies 2.May require completely different sales channels 3.May compete with and cannibalize existing offerings. 4.Will have unpredictable sales volumes and profits (at least at first). 5.Cannot be evaluated by conventional financial tools 14

15 Impact of Differentiated Products 15

16 Fast Cycle Time Principles What is Fast Cycle Time? Answer: Fast cycle time is the ongoing ability to identify, satisfy, and be paid for meeting customer needs faster than anyone else. 16

17 Fast Cycle Time Principles Key elements include: 1. Create a New Products Strategy 2. Identify Customer Problems 3. Communicate Effectively 4. Practice Good Planning and Project Management 5. Process Simultaneously 6. Utilize Cross-Functional Teaming 7. Involve Customers on an Ongoing Basis 8. Prioritize and Make Decisions as Fast as Practical 9. Motivate organization and Measure key activities 17

18 Fast Cycle Time Principles New product strategy should include: 1.List of products to be developed 2.Market sectors each will serve 3.Unmet need that will be addressed 4.Priority listing of development 5.Channel of distribution that will be utilized 18

19 Innovation Process SUMMARY 1.Innovation is the most important aspect of the business process. 2.Differentiation, satisfying unmet needs, getting to the market as quickly as possible and involving the customer every step of the way are important keys to success. 19

20 The Innovation Process September 21, Gary Williams – Director Jeni Clark – Associate Director