David Nordfors presented Innovation Driving Journalism
Journalism Driving Innovation at the Interfacing Innovation conference Brussels

1. INNOVATION JOURNALISM
Innovation Driving Journalism
Journalism Driving Innovation
David Nordfors
Executive Director, VINNOVA-Stanford Research Center of Innovation Journalism
Senior Research Scholar, Stanford University
INTERFACING INNOVATION
Brussels Apr 21 2009
www.innovationjournalism.org
© D. Nordfors

2. www.innovationjournalism.org
© D. Nordfors

3. Definitions
www.innovationjournalism.org
© D. Nordfors

4. Definitions
• Innovations IN Journalism =>
www.innovationjournalism.org
© D. Nordfors

5. Definitions
• Innovations IN Journalism =>
• Innovative Journalism
www.innovationjournalism.org
© D. Nordfors

6. Definitions
• Innovations IN Journalism =>
• Innovative Journalism
www.innovationjournalism.org
© D. Nordfors

7. Definitions
• Innovations IN Journalism =>
• Innovative Journalism
• Journalism ABOUT Innovation =>
www.innovationjournalism.org
© D. Nordfors

8. Definitions
• Innovations IN Journalism =>
• Innovative Journalism
• Journalism ABOUT Innovation =>
• Innovation Journalism
www.innovationjournalism.org
© D. Nordfors

9. www.innovationjournalism.org
© D. Nordfors

10. Examples of Innovation Journalism
www.innovationjournalism.org
© D. Nordfors

11. THE BOTTOM LINE:
Innovation IN Journalism &
Journalism ABOUT Innovation =
Good Match
www.innovationjournalism.org
© D. Nordfors

12. Innovation is More Than Invention
Innovation is
the Process of Creating and Delivering
New Value
• INNOVATION IS THE MAJOR DRIVER OF ECONOMIC GROWTH
• INNOVATION IS A KEY WORD IN ECONOMY (OECD ETC.)
• INNOVATION IS NOT A KEYWORD FOR NEWS (AP, REUTERS ETC.)
www.innovationjournalism.org
© D. Nordfors

13. Innovation Journalism is
journalism covering innovation.
It covers innovation processes
and innovation (eco)systems
www.innovationjournalism.org
© D. Nordfors

14. Innovation Journalism is
journalism covering innovation.
It covers innovation processes
and innovation (eco)systems
• Expression ”Innovation Journalism” DID NOT EXIST before 2002
www.innovationjournalism.org
© D. Nordfors

15. Innovation Journalism is
journalism covering innovation.
It covers innovation processes
and innovation (eco)systems
• Expression ”Innovation Journalism” DID NOT EXIST before 2002
• New as a concept and community - Not new as a practice
www.innovationjournalism.org
© D. Nordfors

16. Innovation Journalism is
journalism covering innovation.
It covers innovation processes
and innovation (eco)systems
• Expression ”Innovation Journalism” DID NOT EXIST before 2002
• New as a concept and community - Not new as a practice
• Horizontal: Technology AND Business AND Politics AND…
www.innovationjournalism.org
© D. Nordfors

17. Innovation Journalism is
journalism covering innovation.
It covers innovation processes
and innovation (eco)systems
• Expression ”Innovation Journalism” DID NOT EXIST before 2002
• New as a concept and community - Not new as a practice
• Horizontal: Technology AND Business AND Politics AND…
• Able to see the bigger picture. Able to discuss the future.
www.innovationjournalism.org
© D. Nordfors

18. Innovation Journalism is
journalism covering innovation.
It covers innovation processes
and innovation (eco)systems
• Expression ”Innovation Journalism” DID NOT EXIST before 2002
• New as a concept and community - Not new as a practice
• Horizontal: Technology AND Business AND Politics AND…
• Able to see the bigger picture. Able to discuss the future.
• Places innovation issues on the public agenda
www.innovationjournalism.org
© D. Nordfors

19. Innovation Journalism is
journalism covering innovation.
It covers innovation processes
and innovation (eco)systems
• Expression ”Innovation Journalism” DID NOT EXIST before 2002
• New as a concept and community - Not new as a practice
• Horizontal: Technology AND Business AND Politics AND…
• Able to see the bigger picture. Able to discuss the future.
• Places innovation issues on the public agenda
(Nordfors VINNOVA Information VI 2003:5 Oct 2003)
www.innovationjournalism.org
© D. Nordfors

20. • DEMOCRATIC SYSTEM:
Competition between ideas. Alliances, compromises,
conflicts, fight for attention. Winners Implement Their
Ideas on Society.
• Power is with citizens’ votes
Political Systems are recognized communities. Role of
Political Journalism is recognized.
• INNOVATION SYSTEM:
Competition between ideas. Alliances, compromises,
conflicts, fight for attention. Winners Implement Their
Ideas on the Market.
• Power is with citizens’ money
Innovation Systems not recognized communities. Role of
Innovation Journalism needs to be recognized
www.innovationjournalism.org
© D. Nordfors

21. THE BOTTOM LINE:
Journalism is Key for Connecting
Innovation Economy and
Democratic Society
www.innovationjournalism.org
© D. Nordfors

22. The Innovation Economy is an
Attention Economy
www.innovationjournalism.org
© D. Nordfors

23. The Innovation Economy is an
Attention Economy
• Innovation = Introduction of Something New
www.innovationjournalism.org
© D. Nordfors

24. The Innovation Economy is an
Attention Economy
• Innovation = Introduction of Something New
• Innovation is an ecological process
www.innovationjournalism.org
© D. Nordfors

25. The Innovation Economy is an
Attention Economy
• Innovation = Introduction of Something New
• Innovation is an ecological process
• Ideas & people need to survive selection!
www.innovationjournalism.org
© D. Nordfors

26. The Innovation Economy is an
Attention Economy
• Innovation = Introduction of Something New
• Innovation is an ecological process
• Ideas & people need to survive selection!
Funding decisions, Technology decisions, Customer
decisions
www.innovationjournalism.org
© D. Nordfors

27. The Innovation Economy is an
Attention Economy
• Innovation = Introduction of Something New
• Innovation is an ecological process
• Ideas & people need to survive selection!
Funding decisions, Technology decisions, Customer
decisions
Public policy decision, etc.
www.innovationjournalism.org
© D. Nordfors

28. The Innovation Economy is an
Attention Economy
• Innovation = Introduction of Something New
• Innovation is an ecological process
• Ideas & people need to survive selection!
Funding decisions, Technology decisions, Customer
decisions
Public policy decision, etc.
• ATTENTION IS A SCARCE COMMODITY
www.innovationjournalism.org
© D. Nordfors

29. Proposed new concept:
Attention Work
• Attention Workers generate and broker
attention professionally
• Examples of Attention Work: Journalism, PR,
Lobbying, Marketing
(Nordfors / Innovation Journalism Vol.3 No.5 Oct 25 2006)
www.innovationjournalism.org
© D. Nordfors

30. Proposed concept:
The Innovation Communication
• An Innovation Communication System
deals with the flow of attention among
people, enterprises and institutions which is
key to an innovative process.
• Key Actors: Attention Workers
• ICS is a part of the Innovation System
(Nordfors / Innovation Journalism Vol.3 No.5 Oct 25 2006)
www.innovationjournalism.org
© D. Nordfors

31. COMPONENTS OF AN INNOVATION
www.innovationjournalism.org
© D. Nordfors

32. COMPONENTS OF AN INNOVATION
• A NAME
So we can refer to it
(Brand / Trademark)
• A DEFINITION
So we know what it is
(R&D)
www.innovationjournalism.org
© D. Nordfors

33. COMPONENTS OF AN INNOVATION
• A NAME
So we can refer to it
(Brand / Trademark)
• A DEFINITION
So we know what it is
(R&D)
• A BUSINESS MODEL
So we can sustain it
(Business)
• A NARRATIVE
So we can relate to it
(Marketing/Communication)
www.innovationjournalism.org
© D. Nordfors

34. COMPONENTS OF AN INNOVATION
• A NAME
So we can refer to it
(Brand / Trademark)
• A DEFINITION
So we know what it is
(R&D)
• A BUSINESS MODEL
So we can sustain it
(Business)
• A NARRATIVE
So we can relate to it
(Marketing/Communication)
• CONSIDER CO-DEVELOPMENT
www.innovationjournalism.org
© D. Nordfors

35. Innovation Requires Language
www.innovationjournalism.org
© D. Nordfors

36. Innovation Requires Language
• Innovation = introduction of something new
www.innovationjournalism.org
© D. Nordfors

37. Innovation Requires Language
• Innovation = introduction of something new
Introduction requires communication
www.innovationjournalism.org
© D. Nordfors

38. Innovation Requires Language
• Innovation = introduction of something new
Introduction requires communication
Communication requires language
www.innovationjournalism.org
© D. Nordfors

39. Innovation Requires Language
• Innovation = introduction of something new
Introduction requires communication
Communication requires language
Something new needs a name and narratives in order to
be discussed
www.innovationjournalism.org
© D. Nordfors

40. Innovation Requires Language
• Innovation = introduction of something new
Introduction requires communication
Communication requires language
Something new needs a name and narratives in order to
be discussed
The News shapes and spreads the new words and
narratives so that new things can be discussed and
introduced.
www.innovationjournalism.org
© D. Nordfors

41. We need a language for innovation
www.innovationjournalism.org
© D. Nordfors

42. We need a language for innovation
• InJo gives language for discussing e.g.
How innovation happens
Who does what, and why, in the innovation ecosystem
Our ability to innovate and our competitiveness
What stops us or enables us from innovating
What we can do about it
Who wants to do what about it (politics of innovation)
www.innovationjournalism.org
© D. Nordfors

43. Triple Helix
Government
Business Academia
Knowledge is not transferred but
co-developed
www.innovationjournalism.org
© D. Nordfors

44. Triple Helix
Government
Business Academia
Knowledge is not transferred but
co-developed
www.innovationjournalism.org
© D. Nordfors

45. Triple Helix Q: Which information
do they share?
Government
Business Academia
Knowledge is not transferred but
co-developed
www.innovationjournalism.org
© D. Nordfors

46. Triple Helix Q: Which information
do they share?
Government A: The News,
for sure!
Shared
News
Business Academia
(shared attention)
Knowledge is not transferred but
co-developed
www.innovationjournalism.org
© D. Nordfors

47. Triple Helix Q: Which information
do they share?
Government A: The News,
for sure!
Shared
News
Business Academia
(shared attention)
Knowledge is not transferred but
co-developed
News media are main actors for
Creating shared knowledge
www.innovationjournalism.org
© D. Nordfors

48. The Innovation Economy is a Market
www.innovationjournalism.org
© D. Nordfors

49. The Innovation Economy is a Market
• Attention more valuable then ever in innovation
economy
www.innovationjournalism.org
© D. Nordfors

50. The Innovation Economy is a Market
• Attention more valuable then ever in innovation
economy
• Reporting on Innovation Economy Empowers Readers
and Democratic Society
www.innovationjournalism.org
© D. Nordfors

51. The Innovation Economy is a Market
• Attention more valuable then ever in innovation
economy
• Reporting on Innovation Economy Empowers Readers
and Democratic Society
• Editorial material will continue to generate attention
www.innovationjournalism.org
© D. Nordfors

52. The Innovation Economy is a Market
• Attention more valuable then ever in innovation
economy
• Reporting on Innovation Economy Empowers Readers
and Democratic Society
• Editorial material will continue to generate attention
• BUT HOW CAN IT BE BROKERED?
www.innovationjournalism.org
© D. Nordfors

53. The Innovation Economy is a Market
• Attention more valuable then ever in innovation
economy
• Reporting on Innovation Economy Empowers Readers
and Democratic Society
• Editorial material will continue to generate attention
• BUT HOW CAN IT BE BROKERED?
• Q: What must the news industry do to be relevant in
the innovation economy?
www.innovationjournalism.org
© D. Nordfors

54. WHY IS NOT
INNOVATION JOURNALISM
DEVELOPING FASTER?
CHALLENGES & FACTS OF LIFE
www.innovationjournalism.org
© D. Nordfors

55. www.innovationjournalism.org
© D. Nordfors

56. The Traditional News Room Organisation:
I nnova t i o n
Science
Technology
Business & Finance
Politics
Culture
www.innovationjournalism.org
© D. Nordfors

57. The Traditional News Room Organisation:
I nnova t i o n
Science
Technology
Challenge: Finance Line Organizations
Breaking
Business &
Politics
Culture
www.innovationjournalism.org
© D. Nordfors

58. The Traditional News Room Organisation:
I nnova t i o n
Science
Technology
Challenge: Finance Line Organizations
Breaking
Business &
Same challenge as for other industries!
Politics
Culture
www.innovationjournalism.org
© D. Nordfors

59. www.innovationjournalism.org
© D. Nordfors

60. Challenge: Global vs National/Local
• The Innovation Economy is Global
• Most International Journalism is Political
• Most Business/Tech Journalism is National
• Need For International Journalism Reporting on
Innovation and the Creation of Value
www.innovationjournalism.org
© D. Nordfors

61. The VINNOVA Stanford Research
Center of Innovation Journalism
The Entrance to the International InJo
Community
www.innovationjournalism.org
© D. Nordfors

62. The Stanford Research Center
www.innovationjournalism.org
© D. Nordfors

63. The Stanford Research Center
• Belongs to Stanford H-STAR Institute
www.innovationjournalism.org
© D. Nordfors

64. The Stanford Research Center
• Belongs to Stanford H-STAR Institute
• 1: The Innovation Journalism Fellowship Program
• 2: Research (Visiting researchers - being built up)
How Journalism Influences Innovation
How Innovation Influences Journalism
The Ability of Journalism to Cover Innovation
• Director: Stig Hagström
www.innovationjournalism.org
© D. Nordfors

65. The Stanford Research Center
• Belongs to Stanford H-STAR Institute
• 1: The Innovation Journalism Fellowship Program
• 2: Research (Visiting researchers - being built up)
How Journalism Influences Innovation
How Innovation Influences Journalism
The Ability of Journalism to Cover Innovation
• Director: Stig Hagström
• Executive Director: David Nordfors
www.innovationjournalism.org
© D. Nordfors

66. The Stanford Research Center
• Belongs to Stanford H-STAR Institute
• 1: The Innovation Journalism Fellowship Program
• 2: Research (Visiting researchers - being built up)
How Journalism Influences Innovation
How Innovation Influences Journalism
The Ability of Journalism to Cover Innovation
• Director: Stig Hagström
• Executive Director: David Nordfors
• FAB: Stanford: Arthur Bienenstock, VINNOVA: Sylvia Schwaag Serger
www.innovationjournalism.org
© D. Nordfors

67. The Stanford Research Center
• Belongs to Stanford H-STAR Institute
• 1: The Innovation Journalism Fellowship Program
• 2: Research (Visiting researchers - being built up)
How Journalism Influences Innovation
How Innovation Influences Journalism
The Ability of Journalism to Cover Innovation
• Director: Stig Hagström
• Executive Director: David Nordfors
• FAB: Stanford: Arthur Bienenstock, VINNOVA: Sylvia Schwaag Serger
• Advisors: Vint Cerf, Don Kennedy, Curtis Carlson, Anders Flodström,
David Demarest, Jacob Ziv
www.innovationjournalism.org
© D. Nordfors

68. Funding
VINNOVA (SE), Sitra (FI), Sanoma Foundation (FI), USAID / CSF,
NICe, Ad Futura (SI)
www.innovationjournalism.org
© D. Nordfors

69. Injo Programs
• Stanford - Global
• Sweden
• Finland
• Pakistan/USAID
• Slovenia
• EJC
• Deutsche Welle World Service
• Mexico
• More to come…..
www.innovationjournalism.org
© D. Nordfors

70. Collaboration for Developing InJo
Globally
• World Economic Forum
• European Journalism Center, Netherlands
• University of Jyväskylä, Finland
• Vibacom, Slovenia
• Deutsche Welle World Service
• SRI International, USA
• Saïd Business School, Oxford University
• Etcetera….
www.innovationjournalism.org
© D. Nordfors

71. International Innovation Journalism
Fellowship Program at Stanford
• InJo Fellows from Sweden, Finland, Slovenia, Pakistan
• 2 Feb 09: Introduction at Stanford -
• Stanford Faculty Lectures
• Industry Expert Lectures
• Fellows hosted by leading US Newsrooms
• May 18-20: IJ-6, Innovation Journalism Conference at
Stanford. (Speakers: Vint Cerf, Curt Carlson etc.)
• Injo Fellowship Program Partners:
www.innovationjournalism.org
© D. Nordfors

72. Intl. Innovation Journalism Fellowships
www.innovationjournalism.org
© D. Nordfors

73. World Economic Forum Global Agenda
Council on The Role of Media in Society
• Social Media
• Intellectual Property and Copyright
• Media and Global International public opinion
• Media new models
• The role of Media as public service
• Women in Media
• Innovation Journalism
Council Inauguration in Dubai November 2009.
www.innovationjournalism.org
© D. Nordfors

74. Stories by Fellows -
Examples
www.innovationjournalism.org
© D. Nordfors

75. Thank You!
More info:
Email:
nordfors@stanford.edu
Phone: +1 650 804 5184
www.innovationjournalism.org
© D. Nordfors