A perspective on why innovation is so brutal for companies, through the double crunch of the "uncanny valley of tech" and the "market hype cycles", and why training killer rabbits is key to reboot your company's DNA.

1. Death
Awaits You
ALL http://www.google.fr/imgres?
http://i
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg
Philippe Méda
@merkapt

2. Innovation
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

3. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

4. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

5. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

6. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

7. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

8. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

9. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

10. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

11. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

12. Real Life...
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

13. Double Crunch
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
➊ Market Hype Cycles
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
➋ The Uncanny Valley of Tech
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

14. ➊ Market Hype Cycles
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

15. ➊ Market Hype Cycles
LIFT09
http://i
2014
http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg
IoT
M2M

16. ➋ The Uncanny Valley of Tech
http://i http://www.google.fr/imgres?✔ Internet of things
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
✔ Wearable device
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
✔ Connected
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
✔ Ergonomic
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
✔ Autonomy
%2F0%2Ffire-ball-icon✔ Hi-Tech
md.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
✔ Trendy
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
✔ OLED Display
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

17. ➋ The Uncanny Valley of Tech
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

18. RISK
Your Pain Threshold to Innovation?
Uncanny Valley of
➋TECHNOLOGY
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
Business Model ?
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
INCREMENTAL
ROI ✔︎
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg
Businesses
➊ MARKET
Hype Cycles

19. From Homeostasis…
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
Vision
3-6 months
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
Life Expectancy
3-5 years
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
Dreams
Sustain ROI
%2F0%2Ffire-ball-iconone more quarter…
md.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg
DEAD END
➋Through the
Uncanny Valley
of TECHNOLOGY

20. From Homeostasis to Anti-fragility
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
Vision
25 years
3-6 months
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
Life Expectancy
3 weeks
3-5 years
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
Dreams
Change
Sustain ROI
%2F0%2Ffire-ball-icon- f** market!
one more quarter…
the
md.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg
DEAD END
➋Through the
Uncanny Valley
of TECHNOLOGY
FAIL
FAIL
FAIL
?
?
?
?
?
?

21. Rebooting your DNA
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg

22. Rebooting your DNA
http://i http://www.google.fr/imgres?
client=safari&sa=X&rls=en&biw=1436&bih=803&tbm=isch&tbnid=zcj
bZs0BoiB4jM%3A&imgrefurl=http%3A%2F%2Fwww.clker.com
%2Fclipart-fire-ball-icon.html&docid=grRys4g94COZGM&imgurl=http
%3A%2F%2Fwww.clker.com%2Fcliparts%2Fg%2Fp%2FS%2FV%2FL
%2F0%2Ffire-ball-iconmd.png&w=299&h=267&ei=0c_oUqeWCobO0QX05IHYDQ&zoom
=1&iact=rc&dur=2539&page=3&start=76&ndsp=44&ved=0CM8CEK
0DME8 mages.pcworld.com/howto/graphics/112916-2112p155-8b.jpg
YOU
Philippe Méda
@merkapt