Advocate to Innovate
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Ideas Matter! But, successful implementation of innovative ideas requires advocacy – the ability to sell to the people who make decisions in organizations. Successful people: those who have learned how to advocate their ideas to gain interest, support & funding from decision-makers. Everyone must perform the role of salesperson at some point To successfully sell, people must -Communicate their ideas clearly -Understand how their “brands” shape opinions -Build partnerships & alliances with subordinates, peers & managers. -“Pre-sell” their ideas
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Advocate to Innovate
- 1. Advocate To Innovate ASQ Webinar September 20, 2016 Cheryl Tulkoff ctulkoff@gmail.com
- 2. Advocacy Ability to sell ideas to the decision-makers in organizations
- 3. JUST BECAUSE IT’S INNOVATIVE DOESN’T MEAN IT’S GOOD…..
- 4. Common Definition New Idea New Device New Method Act of innovating Better Definition Applying a New AND Better solution New requirement Unmet need Existing need What is Innovation Anyway?
- 5. Did you “Need" Social Media? • Small snippets of wasted time • Bored in line • Waiting for an appointment • Stuck in traffic Innovative ideas can satisfy needs you might not know you have
- 7. Quality of Innovation Poor Good Lucky Break Lost Opportunity Wasted Investment Success! AdvocacyforInnovation EffectiveIneffective Source: John Daly, Advocacy
- 8. Successful Advocates for Unsuccessful Products
- 9. Outsiders may better advocate your ideas…. Created as a cleaning product Discovered that children used it for arts & crafts You may be blind to the best use for your innovation!
- 10. Selling Ideas Matters More! Successful Commercialization Need Advocacy Innovation
- 11. Persuasion Process Communicate the need (pain) Explain “why now?” Consider WIIFTS & FOMO • What’s in it for them? • Fear of Missing Out Tell a good, credible story FOMO Benefits
- 13. 10% 20% 90% 75% 50% 30% What we read What we hear What we see What we see & hear What we say What we learn when talking and interacting Source: Johnson & Johnson Retention Study cited by Dell Global Training People retain more information when they’re engaged
- 14. Naïve Followers Cheerleaders Cynics Adversaries Skeptics HighPositive LowNegative Knowledge Feelings Source: John Daly, Advocacy Your audience
- 15. • Defenders: optimize every opportunity to grow revenue • Challengers: create new business models & make competition obsolete • Which one are you? http://www.strategy-business.com/feature/Innovators-Are-You-a- Challenger-or-a-Defender?gko=dd66d
- 16. The Art of the “Pre-sell” • Scope – How many? Who? • Complexity – How difficult? • Magnitude – How are people affected? – Life threatening – Crisis • History – Random, cyclical, regular?
- 17. The Ultimate “Pre-Sell”? • Open Innovation • FirstBuild mines ideas from amateur inventors, students & appliance users • Produces small batches of new products for sale to test their appeal Opal, a countertop ice-nugget maker from FirstBuild. PHOTO: GE www.wsj.com/articles/a-new-approach-to-new-products-1474250821
- 18. Why Change Now? • Establish urgency! • Tough times? – Save money – Big risks • Good times? – Make more money – No radical changes
- 19. Fear Works • The risk of Zika is real, but not worthy of the hysterics • Fear is out of proportion with the risk • Great opportunity for product development http://www.theglobeandmail.com/news/nationa l/the-risks-of-zika-are-real-but-not-worthy-of- the-hysterics/article31235590/
- 20. WIIFTS: What’s In It For Them? Reputation Finances Efficiency Status Relation- ships Productivity Safety Security Appearance
- 21. “FOMO” “I'd rather regret the things I've done than regret the things I haven't done.” Lucille Ball “Regret of neglected opportunity is the worst hell that a living soul can inhabit.” Rafael Sabatini, Scaramouche
- 22. Share a Great Story!
- 23. Be the Evangelist! Innovation Need Advocacy SUCCESS!
- 24. Further Reading • John Daly, Advocacy • Norbert Aubuchon, The Anatomy of Persuasion • Nancy Duarte, Harvard Business Guide to Persuasive Presentations • Nancy Duarte, Slide:ology • Bill McGowan, Pitch Perfect • Carmine Gallo, Talk like Ted & The Presentation Secrets of Steve Jobs • Chip Heath & Dan Heath, Made to Stick • Jeffrey Gitomer, The Little Red Book of Selling • *All titles available on Amazon
- 25. Speaker Biography • Cheryl has over 20 years of experience in electronics manufacturing focusing on failure analysis and reliability. She is passionate about applying her unique background to enable her clients to maximize and accelerate product design and development while saving time, managing resources, and improving customer satisfaction. • Throughout her career, Cheryl has had extensive training experience and is a published author and a senior member of both ASQ and IEEE. She views teaching as a two-way process that enables her to impart her knowledge on to others as well as reinforce her own understanding and ability to explain complex concepts through student interaction. A passionate advocate of continued learning, Cheryl has taught electronics workshops that introduced her to fascinating companies, people, and cultures. • Cheryl earned a Bachelor of Mechanical Engineering degree from Georgia Tech and a Master of Science in Technology Commercialization (MSTC) program at the University of Texas at Austin. She was drawn to the MSTC program as an avenue to acquire relevant and current business skills which, combined with her technical background, serve as a springboard enabling her clients to succeed in introducing reliable, blockbuster products tailored to the best market segment. • In her free time, Cheryl loves to run! She’s had the good fortune to run everything from 5k’s to 100 milers including the Boston Marathon, the Tahoe Triple (three marathons in 3 days) and the nonstop Rocky Raccoon 100 miler. She also enjoys travel and has visited 46 US states and over 20 countries around the world. Cheryl combines these two passions in what she calls “running tourism” which lets her quickly get her bearings and see the sights in new places. ctulkoff@gmail.com 512-913-8624
Hinweis der Redaktion
- gain interest, support, and funding, control of resources, public, private, non-profit
- Innovative gets thrown around a lot. What does it really mean to you and your organization? What’s really valuable? Let’s discuss some defintions
- Twitter, Facebook, better mousetrap, changing requirements – RoHS, global warming, internet, currency exchange, uber & lyft Better definition is more useful – solves a problems AND for companies – something people are willing to PAY for
- Creating a “need”, market research Apple – don’t ask customers what they want – solve a problem or need. Come up with something that they couldn’t have articulated
- Not just sales, not con artists. Focus on real innovation. We’re not talking about tricking people into buying crud. Want to emphasize that! So let’s talk about different kinds of ideas. Light Bulb Questions (Intermediate) To reproduce the box effects on this slide, do the following: On the Home tab, in the Slides group, click Layout, and then click Blank. On the Design tab, in the Themes group, click the arrow next to Colors and then click Oriel. On the Insert tab, in the Illustrations group click the arrow under Shapes, and then under Rectangles, select rectangle (first row, first option from left). On the slide, drag to draw a rectangle. Under Drawing Tools, in the Format tab, in the Size group, click the arrow at the bottom right corner launching the Format Shape dialog box. In the Format Shape dialog box, select Size in the left pane, under Size and rotate in the right pane set Height to 1.88” and Width to 2”. Also in the Format Shape dialog box, select Fill in the left pane, and under Fill in the right pane select No Fill. Also in the Format Shape dialog box, select Line Color in the left pane, under Line Color in the right pane, select Solid Line, and then click the arrow to the right of Color, and under Theme Colors, select Black, Text 1 (first row, second option from left). Also in the Format Shape dialog box, select Line Style in the left pane, under Line Style in the right pane set Width to 0.25 pt. Close the Format Shape dialog box. Select the rectangle. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align Left. Click Align Top. Select the rectangle. On the Home tab, in the Clipboard group, click the arrow to the right of Copy, and then click Duplicate. Repeat this process three more times for a total of five rectangles. Select duplicate on right side. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align Right. Click Align Top. Select all five rectangles. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align Top. Click Distribute Horizontally. Under Drawing Tools, on the Format tab, in the Arrange group, click the arrow to the right of Group and select Group. Select the grouped rectangles. On the Home tab, in the Clipboard group, click the arrow to the right of Copy, and then click Duplicate. Repeat this process two more times for a total of four grouped sets. Select one grouped set. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align Center. Click Align Bottom. Select all other grouped sets, and also on the Home tab, in the Drawing group, click Arrange, point to Align, do the following: Click Align Center. Click Distribute Vertically. Select all grouped rectangles. Under Drawing Tools, on the Format tab, in the Arrange group, click the arrow to the right of Group and select Ungroup. To reproduce the video effects on this slide, do the following: On the Insert tab, in the Media group, click Video, and then click Video from File. In the left pane of the Insert Video dialog box, click the drive or library that contains the video. In the right pane of the dialog box, click the first video that you want, and then click Insert. Under Video Tools, on the Format tab, in the Size group, click the arrow at the bottom right corner to launch the Format Video dialog box. In the Format Video dialog box, select Size in the left pane, under Size and Rotate in the right pane, set Height to 1.88” and Width to 1.99”. In the Animations tab, in the Animation group, select Play. Also on the Animations tab, in the Timing group, click the arrow to the right of Start and select With Previous. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align Left. Click Align Top. Also on the Home tab, in the Drawing group, click Arrange, under Order Objects, click Send to Back. On the Insert tab, in the Media group, click Video, and then click Video from File. In the left pane of the Insert Video dialog box, click the drive or library that contains the video. In the right pane of the dialog box, click the second video that you want and then click Insert. In the Format Video dialog box, select Size in the left pane, under Size and Rotate in the right pane, and set Height to 1.88” and Width to 1.99”. In the Animations tab, in the Animation group, select Play. Also on the Animations tab, in the Timing group, click the arrow to the right of Start and select With Previous. On the Home tab, in the Drawing group, click Arrange, point to Align, and then click Align Top. Press and hold CTRL, select second video and second rectangle from top left. On the Home tab, in the Drawing group, click Arrange, point to Align, and then select Align Left or Align Right (depending on which way the video needs to move to match up with rectangle). Select the second video, on the Home tab, in the Drawing group, click Arrange, under Order Objects, click Send to Back. On the Insert tab, in the Media group, click Video, and then click Video from File. In the left pane of the Insert Video dialog box, click the drive or library that contains the video. In the right pane of the dialog box, click the third video that you want and then click Insert. Under Video Tools on the Format tab, in the Size group, click the arrow at the bottom right corner to launch the Format Video dialog box. In the Format Video dialog box, select Size in the left pane, under Size and Rotate in the right pane, set the Height to 3.75” and the Width to 4”. In the Animations tab, in the Animation group, select Play. Also on the Animations tab, in the Timing group, click the arrow to the right of Start and select With Previous. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align Right. Click Align Top. Also on the Home tab, in the Drawing group, click Arrange, under Order Objects, click Send to Back. On the Insert tab, in the Media group, click Video, and then click Video from file. In the left pane of the Insert Video dialog box, click the drive or library that contains the video. In the right pane of the dialog box, click the fourth video that you want and then click Insert. In the Format Video dialog box, select Size in the left pane, under Size and Rotate in the right pane, set the Height to 1.88” and the Width to 1.99”. In the Animations tab, in the Animation group, select Play. Also on the Animations tab, in the Timing group, click the arrow to the right of Start and select With Previous. On the Home tab, in the Drawing group, click Arrange, point to Align, and then click Align Bottom. Press and hold CTRL, select fourth video and seventeenth rectangle (fourth row, second option from left). On the Home tab, in the Drawing group, click Arrange, point to Align, and then select Align Left or Align Right (depending on which way the video needs to move to match up with rectangle). Select just the video, on the Home tab, in the Drawing group, click Arrange, under Order Objects, click Send to Back. On the Insert tab, in the Media group, click Video, and then click Video from file. In the left pane of the Insert Video dialog box, click the drive or library that contains the video. In the right pane of the dialog box, click the fifth video that you want and then click Insert. In the Format Video dialog box, select Size in the left pane, under Size and Rotate in the right pane, set the Height to 1.88” and the Width to 1.99”. In the Animations tab, in the Animation group, select Play. Also on the Animations tab, in the Timing group, click the arrow to the right of Start and select With Previous. Press and hold CTRL, select fifth video and thirteenth rectangle (third row, third option from left). On the Home tab, in the Drawing group, click Arrange, point to Align, and then select Align Left or Align Right, and then Align Top or Align Bottom (depending on which way the video needs to move to match up with rectangle). Select just the video, on the Home tab, in the Drawing group, click Arrange, under Order Objects, click Send to Back. On the Insert tab, in the Media group, click Video, and then click Video from file. In the left pane of the Insert Video dialog box, click the drive or library that contains the video. In the right pane of the dialog box, click the sixth video that you want and then click Insert. In the Format Video dialog box, select Size in the left pane, under Size and Rotate in the right pane, set Height to 1.88” and Width to 1.99”. Close the Format Video dialog box. In the Animations tab, in the Animation group, select Play. Also on the Animations tab, in the Timing group, click the arrow to the right of Start and select With Previous. On the Home tab, in the Drawing group, click Arrange, point to Align, and then click Align Bottom. Press and hold CTRL, select sixth video and nineteenth rectangle (fifth row, fourth option from left). On the Home tab, in the Drawing group, click Arrange, point to Align, and then select Align Left or Align Right (depending on which way the video needs to move to match up with rectangle). Select just the video, on the Home tab, in the Drawing group, click Arrange, under Order Objects, click Send to Back. To reproduce the text effects on this slide, do the following: Press and hold CTRL, select rectangles six, seven and eight (second row, first, second and third options from left), then under the Home tab, in the Clipboard group, click the Cut icon. On the Insert tab, in the Text group, click Text Box, and then on the slide drag to draw your text box in the area you just cut. Type text, Questions, in the text box, and then select the text. On the Home tab, in the Font group, select Book Antiqua from the Font list, with a Font Size of 88 pt. Under Drawing Tools, on the Format tab, in the WordArt Styles group, click the arrow at the bottom right to launch the Format Text Effects dialog box. In the Format Text Effects dialog box, select Text Fill in the left pane, under Text Fill in the right pane select Solid fill, then click the arrow to the right of Color and under Theme Colors, select Light Yellow, Background 2, Darker 75% (fifth row, third option from left). Also in the Format Text Effects dialog box, select Shadow in the left pane, under Shadow in the right pane, click the arrow to the right of Color and under Theme Colors, select Black, Text 1 (first row, second option from left), and the do the following: In the Transparency box, enter 35%. In the Size box, enter 100%. In the Blur box, enter 6 pt. In the Angle box, enter 90 degrees. In the Distance box, enter 4 pt. Also in the Format Text Effects dialog box, select 3-D Format in the left pane, under 3-D Format in the right pane, click the arrow to the right of Top, under Bevel select Art Deco (third row, fourth option from left), and then do the following: To the right of Top, in the Width box, enter 2 pt. To the right of Top, in the Height box, enter 4.4 pt. Under Contour, click arrow to right of Color and under Theme Colors, select Light Yellow, Background 2, Darker 10% (second row, third option from left), then set Size to 2pt. Under Surface, click the arrow to the right of Lighting and under Neutral, select Soft (first row, third option from left). Select text. On the Home tab, in the Paragraph group, select Center Text. Close the Format Text Effects dialog box. To reproduce the background effects on this slide, do the following: On the Design tab, in the bottom right corner of the Background group, click the arrow at the bottom right to launch the Format Background dialog box. In the Format Background dialog box, select Fill in the left pane, under Fill in the right pane, select Gradient fill, then click the arrow to the right of Type and select Radial. Still in the Fill pane, under Gradient stops, click Add gradient stop or Remove gradient stop until four stops appear on the slider. Customize the gradient stops as follows: Select the first stop on the slider, and then do the following: In the Position box, enter 0%. Click the button next to Color, and then under Theme Colors select Gold, Accent 4, Lighter 80% (second row, eighth option from the left). Select the second stop on the slider, and then do the following: In the Position box, enter 26%. Click the button next to Color, and then under Theme Colors select Gold, Accent 4, Lighter 60% (second row, eighth option from the left). Select the third stop on the slider, and then do the following: In the Position box, enter 59%. Click the button next to Color, and then under Theme Colors select Gold, Accent 4, Lighter 40% (fourth row, eighth option from the left). Select the last stop on the slider, and then do the following: In the Position box, enter 100%. Click the button next to Color, and then under Theme Colors select Gold, Accent 4, Darker 25% (fifth row, eighth option from the left). Close the Format Background dialog box.
- Examples coming up.
- Sometimes people are convincing for poor ideas!
- Sometimes the inventor is wrong or fails to see the best application for the innovation. Recruit others who might be better advocates for your idea. Inventors often get “tunnel vision” when thinking of applications.
- Ideas do matter but how many times have good ideas failed to launch? Companies worry about cannibalizing product Industry is filled with them – Kodak & the digital camera. Innovation – novel & USEFUL. Microsoft & the operating system. Sometimes folks have to leave their company to press their ideas. Wozniak & Apple.
- Simplified version of the process. successful advocates use a four-step persuasion process to sell their ideas. Technical people tend to focus on the SOLUTION – wodget or gadget rather than the PROBLEM being solved. Get lost in the gory technical details. The story communicates the problem. Vet, Amazon and rural areas. Origin story – garage, buying local. ● They create a pain. ● They explain the “Why now?” ● They communicate the WIIFTS (What’s In It For Them?). ● They understand that the fear of missing out is greater than the potential benefits of an opportunity. What happens if we don’t adopt?
- Explain – elevator pitch – short sweet simple, amazed at how easy it is to lose someone here if you can’t explain your concept simply & effectively – 60-90 seconds. If longer, lose people. You don’t understand it. Don’t get bogged down! Give the answer first. Demonstrate – prototype, cardboard, mock up Apply: leader, seek examples from decision makers, similar projects in the past that worked well. Show the value Closer the steps are, the better the learning
- Know your audience
- Know your audience! These are the people you have to sell to and educate. Innovation in the news. Naïve followers – educate them, ground them, get them committed Cheerleaders – bolster them, hug them, inoculate them Cynics – abandon, use power to go around them Adversaries – use evidence-based persuasion Skeptics – answer questions, inform & persuade
- And, of course, know yourself & your orgs’s culture. Should you stay or should you go? Conservative, bold, risk-taking, regulated, environments are different.
- Intersection between ideas, advocacy, and commercialization, convergence, don’t go in thinking it’s a home run, play devil’s advocate – have your friend do it. Don’t frame it as this or nothing. Talk about alternatives. Change is hard. No one like change.
- NO SURPRISES! Pre-sell / preempt BEFORE you get to the big decision making meeting or budget meeting. No one really likes surprises…. Complex – demographics, other groups / products needed for adoption, buying cycle, replacement versus new installation Magnitude – safety, security, recalls Random – is often easiest to sell to by nature of its unpredictability
- Just in the news in the wall street yesterday. Open
- Biggest danger to international travelers is not infectious disease, but motor-vehicle crashes About 80 per cent of people infected have no symptoms and, in others, the symptoms tend to be minor – fever, rash, joint pain and pink eye. However, when a fetus is infected with Zika, it can cause a serious birth defect, microcephaly. Still, even when a pregnant woman is infected, the risk of passing on the virus to her baby is estimated at about one in 100.