4. Getting it right the wrong way
The amateur chefs who occasionally
beat celebrity chefs - “They simply
know how to do one thing well, and
when customers no longer want that
one thing, they can’t adapt”
It’s better to simply look at the
relationships and understand why
circumstances have changed
6. Threats to Longer-Term Relationships
Outside developments
● Health food business
● Chocolate companies
Habituation
● Television industry
Losing touch with
customer needs and
desires
● Yuban coffee ad
9. The Innovation Conundrum
“It states that a track record of successful
innovation usually leads to a situation
that deters further innovation”
Innovating within a large organization
often follows the Hero’s Journey - Have
challenges, trials, allies, and enemies
10. Blockers to Innovation
Cultural Antibodies
● See new initiatives as
distraction
● Managers aren’t willing
to suspend disbelief
The Incubator problem
● Create a space for
innovation outside of
the existing structures
(E.g Xerox PARC)
● Incubate vs. Acquire
Cultural Toxicity
● Can’t innovate because
they are set in their
ways and have no
incentive to change
(E.g. Newspaper
industry)
11. A Transformative Process
Six D of Becoming by doing
Distancing Discovering Deciding
Declaring Designing Delivering
13. Team Structure and First Steps
Setting up a team and giving team members distance or space for innovation
Large team
● Select from all departments
● They can provide valuable perspective
● Foster close relationship among
groups
● Evangelize the new ideas in their own
home departments
Core design team
● When designing products and service,
it’s better to pare down
14. Understanding the Problem of Biases
Gaining distance from their own personal biases and perceptions
Recognizing Biases
● You and your team members are never
ordinary customers of your companies
● Jared Spool’s automotive company story
● Brenda Laurel’s preconception practice