Companies often struggle with the dual challenges of protecting and growing their core businesses while simultaneously exploring new directions. And quite frankly the different approaches resonate differently with different types of cultures. So, what is an innovative culture? When asked this question many people mention example companies, such as Apple or Google. Or they cite tangibles, such as casual Friday or a Ping-Pong table in the break room. And others think about an organization full of creative individuals. But perhaps the question should be worded differently, as in what are elements of innovative cultures (plural)? Yes, plural. As a manager in charge of product managers, or an executive leading different business units, how do you encourage and motivate the right types of behaviors - and the right cultures -- to achieve your goals? About The Speaker: Linda Gorchels is an emeritus of the executive education faculty of the University of Wisconsin-Madison's business school in Madison, Wisconsin USA. An award-winning author, Linda received the Excellence in Thought Leadership distinction from the Association of International Product Marketing and Management for the 3rd edition of The Product Manager's Handbook, which is now in its 4th edition. This work plus her other books (The Product Manager's Field Guide, The Manager's Guide to Distribution Channels and Business Model Renewal) have been translated into multiple languages. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

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3. The Hub Of All Things Product Management
Association of International Product Marketing and
Management
• With members in nearly 70 countries, the AIPMM is the
worldwide certifying body of product team professionals
• The only organization that addresses the entire product life
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• Presently has offerings in North America, Europe, Middle East,
Australia and Southeast Asia
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4. AIPMM Certifications
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Innovative Culture:
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Hector Del Castillo:
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6. Participate and Win!
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7. Today’s Speaker
Moderator:
Hector Del Castillo, CPM, CPMM, PMP
Presenter:
Linda Gorchels, Professor Emeritus
Emerita Director, Executive Education, University of
Wisconsin-Madison
Creativity Curator, Tomorrow’s Mysteries, LLC
lgorchels@exed.wisc.edu
lgorchels@sbcglobal.net
© AIPMM 2013

8. Fostering
Learning and Innovative
Cultures
©Linda Gorchels

9. Learning objectives
This session will introduce you to:
• the importance of having a
learning and innovative
culture (or cultures)
• positive and negative
aspects of culture
• the concept and support
requirements of corporate
entrepreneurs
©Linda Gorchels

10. What is innovation?
Is it the same as creativity?
©Linda Gorchels

11. Innovation: my definition
Innovation is the
process and/or
output of creating
and realizing value
from that which is
new.
©Linda Gorchels

12. Where does value come from?
Value =
©Linda Gorchels
Perceived benefits
Perceived costs

13. Value can come from …
New Products or Services
©Linda Gorchels

14. Value can come from …
New Processes
©Linda Gorchels

15. Value can come from …
New Business Models
©Linda Gorchels

16. How does culture come in?
What is an innovative culture?
And why is it
important?
©Linda Gorchels

17. Innovation is linked to culture
Innovation is the
process and/or
output of creating
and realizing value
from that which is
new.
©Linda Gorchels
Culture is “the way we
do things around here.”
It is how innovation
“happens” (or not …).

18. Why is that important?
• Growth rates in many mature industries
have stagnated
• Customer value
propositions are
becoming less clear
• Almost all sales are
coming from existing
offerings
©Linda Gorchels

19. Why is that important?
• New entrants are disrupting the status quo
of incumbents
• Organizations may
(unknowingly) become
less responsive to
market shifts
©Linda Gorchels

20. Why is that important?
• Globalization and competency mismatch
create an urgency to do a better job of
organizational learning and unlearning
©Linda Gorchels

21. Why is that important?
• Society is challenging long-held
assumptions
©Linda Gorchels

22. Is there one “best” culture?
Innovation is the
process and/or
output of creating
and realizing value
from that which is
new.
©Linda Gorchels
There are many types
of innovation that create
value – and different
cultures to build them.

23. Gorchels’ innovation growth portfolio
Boost existing customer
markets
Cultivate and reframe existing
products, offerings, revenue
streams and competencies
Cultivate and collaborate with
external partners for products,
offerings, revenue streams and
competencies
©Linda Gorchels
Move into adjacent
customer markets
Create new customer
markets
Sustaining Growth
(shorter-term planning
horizon; mining the core)
Transformative Growth
(intermediate-term planning
horizon; advancing into
adjacencies)
Disruptive Growth
(long-term planning horizon;
inciting breakthroughs)

24. Interrelated organizational factors
Leadership
Management
People
Strategy
& mission
Power
centers
Culture
Insights
Skillbuilding
External
Multi-
Forces
dimensions
Interaction
Governance
Processes
Creativity
Adapted from Peter van den Brink, “Organizational Competencies for Radical Innovation” University of Twente, 2005.
©Linda Gorchels

25. Dan Pink - Motivation
• Note the different impacts of incentives for
creative versus routine tasks by viewing
Dan Pink’s speech at TED

26. Henry Mintzberg on culture
“Culture is the soul of the
organization — the beliefs
and values, and how they are
manifested. I think of the
structure as the skeleton, and
as the flesh and blood. And
culture is the soul that holds
the thing together and gives it
life force.”
©Linda Gorchels

27. Positive aspects of culture
Positive
• social glue
• boundary-defining
• common sense of
identify
• facilitates
commitment
©Linda Gorchels

28. Negative aspects of culture
Negative
• can be a barrier to
change
• can be a barrier to
diversity
• can be dysfunctional
for new business
models
©Linda Gorchels

29. Multi-functional teams
versus
Multi-faceted individuals
©Linda Gorchels

30. T-shaped corporate entrepreneurs
©Linda Gorchels

31. Componential Model of Creativity
The Environment
Domainrelevant skills
Mop
Task
motivation
©Linda Gorchels
Creativityrelevant
processes
Adapted from Teresa M. Amabile, Working Paper:
“Componential Theory of Creativity,” April 26, 2012.

32. The company is a crucial part of
the environment
Training
Role clarity
Resources
Domainrelevant skills
Job “fit”
Recognition
©Linda Gorchels
Task
motivation
Creativityrelevant
processes
Time
Freedom
Risk tolerance
Confidence

33. Key points
• Challenge everyone in your organization
to be alert to changes in how customers
value your offer
• Be open to relearning as well as to
opportunities for sustaining, transformative
and possibly breakthrough innovation
• Take advantage of the positive attributes
of culture (and minimize the negative
aspects) to establish a portfolio of
innovative thinking
• Look for corporate entrepreneurs –
individuals with depth in desired
competencies along with a breadth of
awareness and empathy
©Linda Gorchels

34. Linda M. Gorchels
Linda Gorchels is an emeritus of the executive education faculty of the University of Wisconsin-Madison’s
business school in Madison, Wisconsin USA. She has taught over 10,000 corporate executives from the
United States and globally. As a member of the international World Future Society, she provides insights
into 21st Century trends that are important for companies to consider in their strategic planning efforts.
An award-winning author, Linda received the Excellence in Thought Leadership distinction from the
Association of International Product Marketing and Management for The Product Manager’s Handbook
(now in its 4th edition). This work plus her other books (The Product Manager’s Field Guide ; The
Manager’s Guide to Distribution Channels; and Business Model Renewal) have been translated into
multiple languages.
Gorchels has provided on-site instruction for organizations such as Trane Commercial Systems, GE
Medical, Siemens, Metso Automation, Nokia (in Beijing), J.F. Pearson (in Shanghai); conducted workshops
in Poland and Hungary; and lectured in an MBA forum at Fudan University in Shanghai.
She can be contacted through her website (BrainSnacksCafe.com where she posts miscellaneous tidbits ,
i.e., “brain snacks”), at lgorchels@exed.wisc.edu, or through LinkedIn or Twitter. She is in the process of
launching Tomorrow’s Mysteries, LLC to branch out into mystery writing and jewelry creation.

35. Q&A
Moderator:
Hector Del Castillo, CPM, CPMM, PMP
Presenter:
Linda Gorchels, Professor Emeritus
Emerita Director, Executive Education, University of
Wisconsin-Madison
Creativity Curator, Tomorrow’s Mysteries, LLC
lgorchels@exed.wisc.edu
lgorchels@sbcglobal.net
© AIPMM 2013

36. Upcoming Courses
November 26-28, 2013
December 2-3, 2013
Follow the links above for more information, or contact
Katerina Protonatoriou, kpro [at] ait.gr
Athens Information Technology (AIT)
19 km, Markopoulo Ave.
GR - 19002 Peania, Athens, Greece
http://www.productmanagement.gr/
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37. Upcoming Courses
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Singapore, Singapore
Washington, DC
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Transform Your Career.
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