Innovation: The Result of the Intersection of Invention and Value w/ Jose Briones, PhD

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7 23 12 nnovat on: The Resu t of the ntersect on of
IInventiion and Vallue w// Jose Briiones,, PhD
nvent on and Va ue w Jose Br ones PhD

GLOBAL PRODUCT MANAGEMENT TALK
http://www.prodmgmttalk.com @ProdMgmtTalk
Podcast: http://bit.ly/MGEZQZ

Links: http://bit.ly/MAlud5

Jose says, "The Global Product Management Talk is an innovative
attempt to enable real time participation simultaneously on open platforms
using Twitter, Skype and BlogTalkRadio. I look forward to discussing how
companies define innovation and what systems are currently in place to
support and manage development of innovation throughout the entire
process during #ProdMgmtTalk."

Jose Briones, Ph.D. spoke at the weekly Global Product Management Talk on
Monday, July 23, 2012 with host Cindy F. Solomon and co-host Therese Padilla.

One of the biggest problems that a product manager encounters when starting an
innovation program is to reach consensus on the definition of innovation. This is
more than a semantics issue. Without agreement on exactly what the goal is - the
team is unlikely to achieve it. The traditional definition of innovation has been
simply “a new method, idea or product”.

Jose Briones, Ph.D. proves that this definition of innovation is obsolete, and that
being new is not enough for something to be called innovative. He proposes a
definition of innovation as the intersection of invention and value. He discusses how
the magnitude of incremental value that the invention brings to the user or market
subsequently defines the innovation further as incremental, radical or disruptive.
Note that this definition applies not just to products but to services, business
models or business processes. The implications of this definition are that different
types of innovations must be managed differently within the development process.

Jose Briones, Ph.D. Discusses The Distinctions Of
Incremental, Radical Or Disruptive Definitions of Innovation

Visit our sponsor, The Association of International Product Marketing & Management http://www.aipmm.com

Sponsor us http://bit.ly/gF0Tt3 Thank you.
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For the past year, Dr. Briones has been creating a next-generation framework for
innovation management based on a spiral approach. The basis for the framework is the
different management approaches for disruptive or new-market innovation vs.
incremental innovation combined with a controlled iterative approach to the discovery
process. This framework has been presented at numerous conferences and webinars to
great reviews.
Contact Jose Briones
brioneja at gmail dot com
blog: Eye on Innovation, Design and Technology
http://eyeontheworld.typepad.com/eidt/
LinkedIN: http://www.linkedin.com/in/brioneja
Twitter: @Brioneja

Our co-host today: Therese Padilla
Therese is President of the Association of International Product Marketing &
Management. She is a product management professional with broad experience in all
areas of product development and management, including consumer products,
enterprise software in startups and large corporate environments. Therese created the
first product management certification program at the AIPMM which she co-founded in
1998.
Contact Therese
site: http://www.aipmm.com
email: therese at aipmm dot com
twitter: @TheresePadilla @AIPMM
LinkedIn: http://www.linkedin.com/in/theresepadilla

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Questions for Discussion:

PreQ: Please introduce yourself, where you are tweeting from & your
involvement with #prodmgmt

Q1 How do you or your company define innovation?

Q2 Has this definition changed in the past few years?

Q3 How do you define invention?

Q3A Do you believe that invention is equivalent to innovation?

Q4 Do you believe that innovations can be classified or segmented and if
so how?

Q5 How do you or your company define value?

Q6 How do you relate innovation and value?

Q7 What management system or process do you or your company use to
manage the development of innovation?

Q8 Is your current innovation development process adequate for your
needs?

Q9 How would you improve your current innovation development
process?

Q10 Do you believe that different types of innovation need different
management processes?




Tweet Chronology

cindyfsolomon #ProdMgmtTalk July 23 Join us to talk with Jose Briones, Ph.D. who will
discuss how the distinctions of the magnitude o…http://t.co/7lL5lxQa -10:42 AM Jul
23rd, 2012

ProdMgmtTalk #ProdMgmtTalk July 23 Follow us to talk w/ @brioneja to discuss
distinctions in magnitude of #innovation http://t.co/JXonAIvm #prodmgmt -12:55 PM Jul
23rd, 2012

cindyfsolomon Awesome! @TheresePadillaPres @AIPMM cohosts #ProdMgmtTalk w/
@brioneja Classifying Innovation distinctions & Value http://t.co/qWXLsXIV-2:22 PM Jul
23rd, 2012

ProdMgmtTalk #Prodmgmt Join us in 15 minutes! Follow for
reminders:http://t.co/IWpRCL2i http://t.co/JXonAIvm #prodmgmttalk -2:47 PM Jul 23rd,
2012

ProdMgmtTalk What is #ProdMgmtTalk?http://t.co/WxgEfwFp Join Global Product
Management Talk! http://t.co/2SwVjB0o #prodmgmttalk -2:52 PM Jul 23rd, 2012

ProdMgmtTalk Never participated in a#prodmgmt twitter chat?
FAQshttp://t.co/AuYVI76R #prodmgmttalk -2:53 PM Jul 23rd, 2012

ProdMgmtTalk Learn about Tweeting Best Practices and Twitter Talk
FAQshttp://t.co/mKHMNbAv #prodmgmttalk -2:53 PM Jul 23rd, 2012

Brioneja @ProdMgmtTalk Our #prodmgmttalkdiscussion on innovation and value starts
in 5 minutes #prodmgmttalk -2:59 PM Jul 23rd, 2012

equintanilla RT @Brioneja: @ProdMgmtTalkOur #prodmgmttalk discussion on
innovation and value starts in 5 minutes #prodmgmttalk -2:59 PM Jul 23rd, 2012

ProdMgmtTalk Welcome @equintanilla RT@Brioneja: @ProdMgmtTalk discussion on
innovation and value background: http://t.co/uqXKX2ak #prodmgmttalk -3:07 PM Jul
23rd, 2012

ProdMgmtTalk Welcome to today's speaker@Brioneja speaking fast re: how to marry
innovation program & value to drive revenue #prodmgmttalk -3:08 PM Jul 23rd, 2012

johnnewbury Just tuned into #prodmgmttalk, talking invention, innovation and
value.http://t.co/QSqtHkcK -3:08 PM Jul 23rd, 2012

ProdMgmtTalk Welcome to our cohost@TheresePadilla of @AIPMM #prodmgmttalk-
3:08 PM Jul 23rd, 2012

ProdMgmtTalk PreQ: Please introduce yourself, where you are tweeting from & your
involvement with #prodmgmt #prodmgmttalk -3:08 PM Jul 23rd, 2012




ProdMgmtTalk Welcome @johnnewbury Just tuned into #prodmgmttalk, talking
invention, innovation and value. http://t.co/E29xrQj1 #prodmgmttalk -3:08 PM Jul 23rd,
2012

ProdMgmtTalk Invention is the creation of something new - in order to be innovative,
must offer value! #prodmgmttalk -3:09 PM Jul 23rd, 2012

johnnewbury Many company's suffering from innovation fatigue, driven by a confusion
between innovation and invention. Listening to #prodmgmttalk -3:09 PM Jul 23rd, 2012

ProdMgmtTalk @TheresePadilla asking about "innovation fatigue" result of so many
ideas that can't drive revenue - like movie industry! #prodmgmttalk -3:09 PM Jul 23rd,
2012

ProdMgmtTalk Want to reach target audience of Product Professionals? Sponsor Global
Product Management Talk! http://t.co/S6EsE2Th #prodmgmttalk -3:10 PM Jul 23rd,
2012

ProdMgmtTalk Thank you to today's sponsor@AIPMM check out upcoming webinars &
trainings http://t.co/ehPeS4Vk #prodmgmttalk -3:10 PM Jul 23rd, 2012

ProdMgmtTalk RT @johnnewbury: Many companies suffering from innovation fatigue,
driven by confusion betw innovation & invention #prodmgmttalk -3:10 PM Jul 23rd, 2012

ProdMgmtTalk If you want to call in: (323) 927-2957 to join conversation - please tweet
first to let us know & we'll bring you in! #prodmgmttalk -3:11 PM Jul 23rd, 2012

ProdMgmtTalk @TheresePadilla asks - how do you measure
value? @JoseBriones says dif conversation, however, start w/ unmet
need #prodmgmttalk -3:12 PM Jul 23rd, 2012

ProdMgmtTalk Depending on what unmet need & magnitude of unmet need addressing
determines the magnitude of the innovation #prodmgmttalk -3:13 PM Jul 23rd, 2012

johnnewbury A1: Typical in non-tech co’s, innovation is (incorrectly) defined as products
< x years old, and measured as % of sales. #prodmgmttalk -3:13 PM Jul 23rd, 2012

ProdMgmtTalk RT @johnnewbury: A1: Typical non-tech co’s, innovation (incorrectly)
defined as products < x years old & measured % of sales #prodmgmttalk -3:14 PM Jul
23rd, 2012

ProdMgmtTalk Discipline of branding is about creating an unmet need based on status:
diff betw $100 watch and $10K watch says @brioneja #prodmgmttalk -3:14 PM Jul 23rd,
2012

ProdMgmtTalk Can value be easily segmented? asks @TheresePadilla Answ:
magnitude of value in marketplace tied to segment - essential #prodmgmttalk-3:15 PM
Jul 23rd, 2012




ProdMgmtTalk Is someone from SoCal calling in? #prodmgmttalk -3:16 PM Jul 23rd,
2012

ProdMgmtTalk There's nothing wrong w/continuing path of incremental innovation - must
always improve product features to keep up... #prodmgmttalk -3:17 PM Jul 23rd, 2012

evanwolf Q. What does the innovation ecosystem look like and do? #prodmgmttalk -
3:18 PM Jul 23rd, 2012

ProdMgmtTalk Clay Christenson: The Innovator's Dilemma - provides definitions of
innovation that @josebriones uses #prodmgmt #prodmgmttalk -3:18 PM Jul 23rd, 2012

ProdMgmtTalk When keep adding #prodmgmtfeatures - 1. increases cost of product:
power users ask for additional features 2. too complex #prodmgmttalk -3:19 PM Jul
23rd, 2012

ProdMgmtTalk Welcome @evanwolf Do you mean innovation software ecosystem? RT:
Q. What does the innovation ecosystem look like and do? #prodmgmttalk -3:20 PM Jul
23rd, 2012

evanwolf Q. What are the PM's roles in invention and innovation
processes?#prodmgmttalk -3:20 PM Jul 23rd, 2012

ProdMgmtTalk @JoseBriones says Clay Christenson stays on high level for biz mgmt -
always relevant to #prodmgmt #prodmgmttalk -3:21 PM Jul 23rd, 2012

ProdMgmtTalk Great question - will ask@josebriones RT @evanwolf: Q. What are the
PMs roles in invention and innovation processes? #prodmgmttalk -3:21 PM Jul 23rd,
2012

evanwolf @ProdMgmtTalk An innovation ecosystem sometimes includes tech media,
investors, R&D, education, early customers, et al #prodmgmttalk -3:22 PM Jul 23rd,
2012

ProdMgmtTalk Today's context and questions are here: http://t.co/uqXKX2ak
#prodmgmttalk -3:22 PM Jul 23rd, 2012

ProdMgmtTalk @evanwolf we're talking more about definitions & approach to innovation
on a strategic level first #prodmgmttalk -3:23 PM Jul 23rd, 2012

ProdMgmtTalk @josebriones says to slash half of the features to make product much
simpler - this is innovative in software! #prodmgmt #prodmgmttalk -3:23 PM Jul 23rd,
2012

ProdMgmtTalk People get upset w/less features that performs less well in order to
contain costs & respond to market segment #prodmgmt #prodmgmttalk -3:24 PM Jul
23rd, 2012




ProdMgmtTalk Very hard to wrap head around delivering less because market values
different things than developers/R&D (MVP prod/mrkt fit) #prodmgmttalk -3:25 PM Jul
23rd, 2012

ProdMgmtTalk RT @evanwolf: innovation ecosystem sometimes includes tech media,
investors, R&D, education, early customers, et al #prodmgmttalk -3:26 PM Jul 23rd,
2012

ProdMgmtTalk @evanwolf - be a showcased speaker to discuss the innovation
ecosystem!http://t.co/8CvfVQlH #prodmgmttalk -3:27 PM Jul 23rd, 2012

ProdMgmtTalk @TheresePadilla describing case study example of delivering product
innovation appropriate to market need #prodmgmttalk -3:28 PM Jul 23rd, 2012

ProdMgmtTalk Incremental innovation refers to marginal improvements along current
features. Radical innovation magnitude improved benefits #prodmgmttalk -3:30 PM Jul
23rd, 2012

ProdMgmtTalk Incremental innovation - level of uncertainty is low - classical stage gate
mgmt method works well - NOT for disruptive innov #prodmgmttalk -3:31 PM Jul 23rd,
2012

ProdMgmtTalk By the time you can use #Agile, must already define market segment &
space - @josebriones created hiarchy for iteration stages #prodmgmttalk -3:33 PM Jul
23rd, 2012

ProdMgmtTalk There is continuum of incremental levels in a spiral of when to use what
method of management for type of innovation #prodmgmttalk -3:33 PM Jul 23rd, 2012

ProdMgmtTalk Sorry about a technical glitch & welcome to our live phone
caller!#prodmgmttalk -3:36 PM Jul 23rd, 2012

ProdMgmtTalk Our speaker's twitter handle: Jose Briones, PhD @brioneja (not
josebriones)#prodmgmttalk -3:37 PM Jul 23rd, 2012

ProdMgmtTalk Uphill battle to convince people that alternatives to Stage Gate more
appropriate for radical & disruptive innovation #prodmgmttalk -3:37 PM Jul 23rd, 2012

ProdMgmtTalk LOL! Popular question@TheresePadilla: What is predominance
of#Agile in your experience, @brionja? #prodmgmt #prodmgmttalk -3:38 PM Jul 23rd,
2012

ProdMgmtTalk @Brioneja says hard to measure - #Agile is used within waterfall, not
helpful for radical innovation #prodmgmttalk -3:38 PM Jul 23rd, 2012

ProdMgmtTalk Q9 How would you improve your current innovation development
process? #prodmgmttalk #prodmgmt http://t.co/JXonAIvm #prodmgmttalk -3:39 PM Jul
23rd, 2012




ProdMgmtTalk @Brioneja trained with Miller & McGrath on levels of uncertainty in
innovation - replaced new product/new market matrix #prodmgmttalk -3:40 PM Jul 23rd,
2012

ProdMgmtTalk Classify innovation by how much you do NOT know - puts you step
ahead of understanding how much info still need to gather #prodmgmttalk -3:40 PM Jul
23rd, 2012

ProdMgmtTalk Answering @evanwolf#Prodmgmt is the best qualified to address
innovation within org - not classical mrktg people #prodmgmttalk -3:42 PM Jul 23rd,
2012

ProdMgmtTalk #Prodmgmt needs additional training to tackle innovation in all
distinctions successfully (AIPMM Certified Innovation Leader) #prodmgmttalk -3:43 PM
Jul 23rd, 2012

ProdMgmtTalk AIPMM CIL developed by two professors at Colorado State University -
deep curriculum for training innovation leaders #prodmgmttalk -3:44 PM Jul 23rd, 2012

ProdMgmtTalk @AIPMM Certified Innovation Leadership training
informationhttp://t.co/HFRUL9GE #prodmgmttalk -3:46 PM Jul 23rd, 2012

ProdMgmtTalk @TheresePadilla remembering first learning about GDP - cumulative
aggregation: amt of goods & services trillions$ to move 1% #prodmgmttalk-3:48 PM Jul
23rd, 2012

ProdMgmtTalk How do you define new products? Not enuf resources devoted to game
changers #prodmgmttalk -3:52 PM Jul 23rd, 2012

ProdMgmtTalk To @evanwolf - YES, innovation is entire process of services &
ecosystem being brought to marketplace re: Apple itunes #prodmgmttalk -3:52 PM Jul
23rd, 2012

ProdMgmtTalk Q10 Do you believe that different types of innovation need different
management processes? #prodmgmt http://t.co/JXonAIvm #prodmgmttalk -3:53 PM Jul
23rd, 2012

ProdMgmtTalk A10 dangerous that companies use 1 process to address all the different
innovative needs at every stage - results in failure #prodmgmttalk -3:53 PM Jul 23rd,
2012

johnnewbury A10: Incremental innovations can have very different requirements to
disruptive innovations - need different approach. #prodmgmttalk -3:54 PM Jul 23rd, 2012

ProdMgmtTalk @brioneja The seguay is the classic example of difference between
innovation & invention #prodmgmttalk -3:57 PM Jul 23rd, 2012




ProdMgmtTalk RT @johnnewbury: A10: Incremental innovations can have very dif
reqments to disruptive innovations - need different approach. #prodmgmttalk-4:01 PM
Jul 23rd, 2012

ProdMgmtTalk Thanks for joining us today! Thanks for speaking @brioneja Thanks for
co-hosting @theresepadilla Thanks for sponsoring @AIPMM #prodmgmttalk -4:02 PM
Jul 23rd, 2012

ProdMgmtTalk Thanks for tweeting! @johnnewbury @evanwolf @equintanilla
@cindyfsolomon #prodmgmttalk -4:02 PM Jul 23rd, 2012

ProdMgmtTalk Follow Us BlogTalkRadiohttp://t.co/rgViu7aT Like Us on Facebook
http://t.co/ppUBptJB Join LinkedIn http://t.co/2SwVjB0o #prodmgmttalk -4:03 PM Jul
23rd, 2012

ProdMgmtTalk Please join us next week: 7/30/12 Why Exceptional Product Managers
Have Many Mentors w/ Hector Del Castillo @hmdelcastillo #prodmgmttalk -4:04 PM Jul
23rd, 2012

ProdMgmtTalk Twitter transcript will be available shortly http://t.co/p2kkA6dn
#prodmgmttalk -4:04 PM Jul 23rd, 2012

ProdMgmtTalk Today's stats: 87 tweets generated 172,821 impressions, reaching an
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ProdMgmtTalk Today is 1 year anniversary of Premier Global Product Management Talk
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Today's twitter stats: 87 tweets generated 172,821 impressions, reaching an
audience of 22,619

Thank you for speaking @brioneja Thank you for co-hosting @TheresePadilla Thank
our sponsor @AIPMM




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Innovation: The Result of the Intersection of Invention and Value w/ Jose Briones, PhD

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Innovation: The Result of the Intersection of Invention and Value w/ Jose Briones, PhD