The fairytale that is Apple; what can Norwegian firms learn from Apple's success story? Presentation prepared forStavanger Chamber (Stavanger Næringsforening) Dec. 8th, 2011

1. Eventyret Apple
Stavanger Næringsforening
8. desember 2011
Christian Rangen

2. “Whenever you see a successful business,
someone once made a courageous decision.”
Peter Drucker

5. Sillicon Valley, 1976

6. 1986:
5500 ansatte
$1,9 mrd i omsetning

7. Steve Jobs (30) forlater Apple
Starter NeXT
Kjøper Pixar for $10 mill.

15. 2006:
Selger Pixar til Disney for $7,4 mrd.
Steve Jobs blir største private
aksjonær i Walt Disney.

16. 1996 selges NeXT til Apple for $430 mill.
og 1,5 millioner aksjer i Apple
Steve Jobs er tilbake i selskapet
han startet 20 år tidligere

17. ‘‘Center Goes here’’

18. 1997
Selskapet er
to måneder
fra å gå konkurs

19. ‘’Sell yourself ‘’Apple died from
to IBM or Motorola’’ ‘good’ management’’

20. "I'd shut it down and give the money
back to the shareholders."
Michael Dell, 1997

21. 1997 - 2011

22. More cash World’s most
60 % / 3 years
than US Gov’t valuable
5 % market company
180 share, 60 %
profit share
iPad
160
Overtakes
140 Microsoft
120 Most admired
company
100
iPhone
80
iTunes World’s best
60 retailer
iPod
40
Apple Store
20 Think different
0
1997 1999 2001 2003 2005 2007 2009 2011 2013
Revenue ($bn)
Omsetn. Profits($bn)
Resultat 2 per. Mov. Avg. (Revenue ($bn))

23. ‘‘Center Goes here’’
‘’The most creative industrial
turnaround in history’’
Michael Moritz

24. Hva kan norske bedrifter lære
av eventyret Apple?

25. 1.

26. ‘’Problem: ...lost the creative zest...had
nothing imaginative in the works.’’
Michael Moritz

27. ‘’Hvordan får vi organisasjonen
til å tenke mer kreativt?’’

28. ‘‘Center Goes here’’
http://www.youtube.com/watch?v=dX9GTUMh490

29. “Here's to the crazy ones. The misfits. The rebels.
The trouble-makers. The round heads in the square holes.
The ones who see things differently. They're not fond of
rules. And they have no respect for the status-quo. You can
quote them. Disagree with them. Glorify, or vilify them. But
the only thing you can't do is ignore them. Because they
‘‘Center the human race forward. And
change things. They push
Goes here’’
while some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to think they can
change the world are the ones who do”

30. ‘‘Center Goes here’’

31. ‘‘Center Goes here’’
http://www.youtube.com/watch?v=Rco9xujjAak

34. Hopper fire frem
og to til siden

35. Bite
me
Beveger seg
en rute om
gangen, men
må tas to
ganger for å
slås ut

36. Går tre felt
rett linje,
kan ikke
tas av
bønder

37. Klassisk strategi handler om posisjoner
Strategisk innovasjon handler om å
redefinere spillet

38. Strategic Planning Strategic Innovation
Analytical Creative
Logical and linear Disruptive
Expect the future to be Expect the future to
much like the present be dynamic and different
Developing existing Developing alternativ
business model (new) business model
Focus on improving performance Focus on new realities
Technology & product-driven Customer-driven
Following traditions, rules Breaking traditions, rules
and mental models and mental models

39. Kan strategi være revolusjon?

41. Vijay Govindarajan ,
Ten Rules for Strategic Innovators: From Idea to Execution

42. ‘’You change the rules of the game’’

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46. http://www.youtube.com/watch?v=xh6KVz0KTQ4

47. 2.

48. Apple drev Åpen innovasjon (1996)
lenge før det ble populært (2003)

49. Apple Masters
Muhammed Ali
Richard Dawkins
John Cleese
Douglas Adams
Harrison Ford
Damien Hirst
Terry Gilliam
Tom Clancy
Michael Crichton
Richard Seymour

50. “There are tons of things we could have
done years ago; if we only could have
imagined it…..because we don’t see
things how they are. We see things how
we are”.
Richard Seymour

51. Hvilke radikalt andre perspektiver og
personer tør du invitere inn?

52. 3.

53. Plattform, ikke produkt

54. Produkt:
Fysisk
Står på egne ben

55. Plattform:
Grunnmur andre kan bygge på
Åpent for åpen innovasjon
Forretningsmodell andre kan tjene penger på

56. Plattform:
Tre år:
15 mrd downloads
200 mill. users
450 000 apps

59. m

60. Hvilke plattformer kan dere bygge?

61. 4.

62. Beauty,
not just functionality

63. Beauty,
not just functionality

66. ?

67. "Design is not just what it looks like
and feels like. Design is how it works"
Steve Jobs, 2003

68. http://www.youtube.com/watch?v=So7qrFO_p44&feature=youtu.be

69. ‘’Apple was supposed to become a
wonderful consumer products company.
This was a lunatic plan.
High tech could not be designed
and sold as a consumer product’’
John Sculley, Former Apple CEO, 1987

75. ‘’We make
beautiful
proposals
to people’’

76. "We made the buttons
...look so good you'll
want to lick them".
Steve Jobs, 2000

77. ‘’it's so elegant and logical, it becomes part of your life so quickly
that you can't remember what it was like beforehand’’
Moby, 2003

78. ''The Dells of the world don't spend money
on design innovation. They don't think
about these things.''
Steve Jobs, 2003

79. "It's really hard to design products by focus
groups. A lot of times, people don't know
what they want until you show it to them".
Steve Jobs, 1988

80. Create new meanings

81. MODEL VERG.

82. "Design is not just what it looks like
and feels like. Design is how it works"
Steve Jobs, 2003

83. Hvilken strategisk rolle
har design hos dere?

84. 5.

85. Redefine the shopping experience

86. ‘‘Center Goes here’’

90. Omsetter for fire ganger
bransjens standard pr. m2.

91. 6.

92. Seeing what’s next

93. “Steve has a power of vision that is almost
frightening. When Steve believes in
something, the power of that vision can
literally sweep aside any objections, problems
or whatever. They just cease to exist.”
Young and Simon, 2005

95. “The developments will be in making the
products more and more
portable, …maybe the merging of the
telephone and the personal computer."
Steve Jobs, in Playboy, 1985

96. 2007

97. 6

98. 6

99. Future Back Migration Mapping

100. Desired
state

101. Har dere en tydelig ‘desired state’
og ‘innovation challenges’?

102. 7.

103. ’’Recklessly ambitious’’
6

104. ..
‘’Some people aren't used to an environment
where excellence is expected"
Steve Jobs, 1998

105. “My job is not to be easy on people.
My job is to make them better.”
Steve Jobs, 1998

106. ‘’Take risks, fail early, create magic’’

107. "The only way to do great work
is to love what you do"
Steve Jobs, 2005

108. "Innovation has nothing to do with how
many R&D dollars you have. When Apple
came up with the Mac, IBM was spending
at least 100 times more on R&D. It's not
about money. It's about the people you
have, how you're led, and how much you
get it"
Steve Jobs, 1998

109. Kan du si
’’Recklessly ambitious’’
om din bedrift?

110. 8.

111. ‘’Apple and the art of innovation’’
The Economist, 2007

112. ‘’We are
determined
to make
Apple
the most
innovative
company in
the world...’’
Steve Jobs, 2008

113. ‘’Apple is a very unique company
…innovation is in their corporate DNA.
This is the highest level of
innovation maturity ….’’
Stefan Lindegard, 2010

114. ‘’Six levels of innovation maturity’’

115. Level 6
Company runs
internal
Level 5 certification
programs in
Innovation. 60+ %
50 % of have completed.
employees
completed Innovation KPI’s
innovation
Level 4 training
are widely known
and used.
programs., severa
40 % of l completed Company is
employees Master degrees experimenting
completed in innovation. with innovation
innovation strategies and
Level 3 training Innovation is an new business
programs. explilcit part of models.
leadership
20 % of
Innovation is a requirements Company is
employees
completed part of corporate actively working
strategy Company has with open
innovation
Level 2 training
developed innovation
Use KPI’s for processes and
programs.
Management team innovation projects for Case studies
or selected groups innovation. written by
Internal
talk about innovation Internal training external experts
innovation. center for Skunk projects
programs or
Level 1 innovation exists Innovation in
presentations
A few people have developed. company DNA
One person/ completed Dedicated Open innovation
department innovation training budgets for programs exists
Dedicated
working on programs. budgets for innovation
innovation. Internal case Rangen & Øvstebø, 2011,
innovation
Read random Read regular studies written Inspired by Innovation Factory
material.

120. 1997. Apple uten zest
2008. Verdens mest innovative selskap

121. Du kan bestemme deg

122. Hva vil du?

123. Åtte punkter oppsummerer

124. Seeing what’s next
‘’Think Different’’
‘’Think Different’’
‘’Think Different’’
‘’Think Different’’
‘’Think Different’’
‘’Think Different’’
‘’Think Different’’
Beauty, ikke (bare) funksjonalitet
’’Recklessly ambitious
Skap en ny kjøpsopplevelse
Åpen innovasjon
Tør å skape innovasjon
Plattform, ikke produkt

126. Takk for meg
Twitter: @engageinnovate
Blog: http://wp.me/1BUWt
E: christian.rangen@bi.no
M. +4792415949
Apple PPT:
http://www.slideshare.net/Engage-Innovate/eventyret-apple-in-norwegian

127. Christian Rangen
Høyskolelektor, Handelshøyskolen BI
Partner, Engage // Innovate
Twitter: @engageinnovate
Blog: http://wp.me/1BUWt
E: christian.rangen@bi.no
M. +4792415949
Apple PPT:
www.slideshare.net/Engage-Innovate/eventyret-apple-in-norwegian