Astdice2010 w212 presen_slideshare

ASTD 2010 International Conference & Exposition

Session W212
Managing Technical Innovation: Practice
From Japanese Manufacturing Companies

Koko Nakahara
koko@instructionaldesign.jp

Instructional Design, Inc. Japan
Visiting Researcher, Keio Research Institute at SFC

May 19, 2010

1

Learning Objectives

1. Define “Innovation” needs
2. Apply to the assessment tool of innovative talent.
3. Define the key concept of making rapid innovation
seeds.
4. Apply an idea generation tool to create diverse
ideas into a service or product concept.

2

Question

What “Innovation”
have you experienced
recently?

3

Focus of Innovation level
Innovation Hierarchy

Management Innovation

Organization and
Strategy Innovation Top management

Product & Service Innovators
Innovation

Challenge to orthodoxies

Operational Innovation

Referred from Gary Hamel “The Future of Management”

4

Let’s try
There are total 14 questions in the following slides.
Check your innovative talent in product & service innovation
project.

For each question, there are 3 answer-choices.
Please choose one which you think most close to your
thoughts or situations.
The answer sheet is the next page of your handout.

Scoring note: Next Page

5

Scoring Sheet
Innovative Talent

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Number Score
Answer of Sub Total
Number answers
1

2

3

Total Score

6

Not in Handout
Check your innovative talent

Question 1
In your daily life, do you often come up with new
ideas?

Answers:
1. Yes, I do.
2. Sometimes I do.
3. Not really.

7

Not in Handout

Question 2
Is it important for a new product to hold surprises
compared with price or functions?

Answers:
1. Yes, it is.
2. It depends on the product
3. No, it isn’t.

8

Not in Handout

Question 3
Even though you have some difficulties, do you still
proactively participate in seminars or exhibitions you
want?

Answers:
1. Yes, I do
2. It depends on the situation
3. I rarely do so.

9

Not in Handout

Question 4
Do you have certain customer images when your
products (or services) are realized?

Answers:
1. Yes, I always do
3. No, I rarely do

10

Not in Handout

Question 5
Can you recognize information resources to realize
your ideas into a product (or service)?

Answers:
1. Yes, I can.
2. I can recognize some of them
3. No, I can’t.

11

Not in Handout

Question 6
Do you always have your own ideas for new products
(or services)?

Answers:
1. Yes, I do. I can always suggest more than 10 ideas.
2. I have few.
3. Not really.

12

Not in Handout

Question 7
Are you interested in gathering information of latest
trends regardless of your field ?

Answers:
1. Yes, I am.
2. It depends on subject.
3. Not really.

13

Not in Handout

Question 8
Is it important for you to be regarded as a
“character”?

Answers:
1. Yes, it is.
2. It depends on the situation.
3. Not really.

14

Not in Handout

Question 9
Are you a quick catch-upper of trends?

Answers:
1. Yes, I am.
2. I am sometimes interested in trends
3. No, I’m not. I'm not so interested in trends

15

Not in Handout

Question 10
Can you nominate candidates for examining concept
on your new products (or services) ?

Answers:
1. Yes, I can.
3. Not really.

16

Not in Handout

Question 11
Do you think that having attractive design is the
most important for a new product?

Answers:
1. Yes, I do.
2. It depends
3. No, I don’t.

17

Not in Handout

Question 12
Have you ever amazed by the way of your
observation?

Answers:
1. Yes, I have.
2. I have sometime.
3. No, I haven’t.

18

Not in Handout

Question 13
Are you willing to participate on any meetings
discussing on new business?

Answers:
1. Yes, I am.
2. Sometimes I am.
3. No, I am not.

19

Not in Handout

Question 14
Do you think there are breakthrough points at any
stage of project?

Answers:
1. Yes, I do.
2. It depends on cases.
3. No, I don't .

20

Please score your answers. Scores
will be showed in the following slides.

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Number Score
Answer of Sub Total
Number answers
1 ×3 =

2 ×1=

3 ×0=

Total Score

21

What’s your innovative
talent Score?

Innovative Talent Score
H : 42~32
M: 31~14
L: 13~0

22

Not in Handout

How do we recognize the sound?

＋

A Music Box A sheet of paper

23

Out of Box thinking
Not in Handout

- Challenging Orthodoxies
Transverse wave speaker

Prototype speaker

By Keio University Takefuji Lab

24

Innovative Products Samples
• Power Mat
• Transverse wave speaker
• Thermo Electronic Generator

By Keio University Takefuji Lab
http://www.neuro.sfc.keio.ac.jp/

25

Out of Box thinking
Not on Handout

- Challenging Orthodoxies
Power Mat
Harvested power: 766KWs
using 90m² per day (on the
peak )

Super capacitor to
store
generated electric
power

Keio University Takefuji Lab & JR East Collaboration Project

26

Thermo Electronic Generator &
Not in Handout

Power Mat

27

Building Novel Insights

Three perceptual “lenses”

1. Out of box thinking
(Not to be a part of orthodoxies)
2. Search substantial new opportunities
3. Find out unarticulated (hidden) needs

28

Focus of Innovation level
Innovation Hierarchy

Management Innovation

Organization and
Strategy Innovation Top management

Product & Service Innovators
Innovation

Challenge to orthodoxies

Operational Innovation

Referred from Gary Hamel “The Future of Management”

29

Definitions of Innovation:

Definition of innovation we discuss in this session :

Novel idea/process-based
Novel idea/process-based
“Realization of new business” by groundbreaking people.
“Realization of new business” by groundbreaking people.

Technology Revolution

30

30

Explanation Details are
not in Handout
Recruiting the innovative people
– leverage the diversity of human resources
（Researched by Dr. Lee Fleming）

Required for core business Required for Innovation
expansion
Operational Excellencies

• concentrate on his assignment • goes beyond stereotype-thinking

• follow through his strong area • steps into the unknown

Typical natures
Typical natures
• meet the needs of current customers • finds potential customer needs

• plan things in detail and manage it • sets new directions through intentional
trials
• demand certainty and accountability
• puts high value on flexibility and learning
• is subject to conventional system and
organizational structure • omits procedures and construct
framework beyond organizational structure

Innovative people who is highly capable from idea creation to product
Innovative people who is highly capable from idea creation to product
development is crucial for innovations.
development is crucial for innovations.

31

Not in Handout

Essential elements for Innovations
• People with innovative talent ： People with inquisitive mind who could
overcome conventional practices in the
organization
• understand and make sharp observation on
markets and customers
• can visualize concepts
• can produce with trained skill
• Learning-oriented process ： Processes that enable to learn quickly for
further refinement while products and
services are produced.
• Organizational direction that ： Management policy that encourages various
values new ideas and ideas and flexible plans for sales and
activities revenues, that puts high value in speed of
learning.
• Organizational culture: ： Managements allow innovators to find
encouraging challenges, business opportunities through experiments
delegation of authority, noticing some risks around.
acknowledge the risks

32

Explanation Details are
Facilitate and leverage the
Collaboration of the innovation team
not in Handout
member’s talent,
– the fundamentals and product development cycle and
Understands future trend and
Be a bridge of management
unnoticed revolutionary potent project team. Communicate with
management for budgeting.
Observe
Observe Test
Test
Observe market Marketer
Marketer Validate business
Key modules of the project are:
and customers opportunities
who can make
prototypes
Keys:
1. to understands latent needs of customers and sophisticateand
Find potential needs
Present to customers the
evaluate
Have holistic point of as solution for customers’ needs products
2. visualize products view, not only drilling down a certain
products referring
or technologies. and
Discover insights Producer
Producer
3. experiment with products and services for validation and
draw a hypothesis
customers’ feedbacks
Prototype
Wider consideration on the products including the environment
sophisticate them. Promote development
through Bird’s / Bug’s
Concept creator
Concept creator Engineer
Engineer
Be in the context of customer usage of a product
eye view Prototype
Hypothesis
Hypothesis Prototype
production
production
Create concept Prototype design

visualize concrete image of a person can be an on- and
Refine with trained skill
products leveraging their core off member of the project.
competencies add value /
Researcher
Like, at the stage of
Researcher prototyping, if the team
brings new values to-existing needs special technical
daily life
Proficiency skill
knowledge or skills
-improved
-new

33

Quality through quantities

Business High potential
Breakthrough
opportunities products
Ideas

Informal communications Rapid prototyping
Generating
with diverse and numbers
numbers of ideas
of people

Active communication and interaction with diverse of potential customers creates ideas
→ Enhance imaginative faculty, communications, and capability of product realization
→ Leading creative organization

34

New products and service development process
Process that develop new products through practices

GENSEKI
Nominate Produce ideas Develop
Production/
Research Potential Commercialization
/selection
appropriate people products

Creating ideas and Customer needs
bringing experiences of
values, comfort surprises
to customers

Potential Process that allows learning
technology in practice
Ideas with
GENSEKI Members clear vision
Observation
Observation Test
Test

Execute in
high speed

Nominating groundbreaking talent and speedy execution of above is a mother of
Nominating groundbreaking talent and speedy execution of above is a mother of
Innovation
Innovation

35

Let’s try - Idea Generation 1
“View Blending”

“View Blending” is a tool to
stimulate imagination and bring out
unique perspective.
Training for communication of
one’s unique idea and concepts.
Developing out of box thinking.

Worksheet : View Blending

36

Not in Handout

“View Blending” work step 1. (Sheet A)

1. Group the pictures by your idea.
2. Put Descriptive word(s) of the
group – one or two words

Ｘｘｘｘｘ A, C,G, E, I,

xxxxx B, J, K, L

xxxxxx D, H, F

37

Not in Handout

“View Blending” work step 2. (Sheet B)

5. Copy only the word(S) to sheet (B)
6. Pass the sheet (B) to your partner
7. Sort the pictures for the word(s) given,
by your imagination of the word(s).
8. Give the sheet (A) to your partner.
9. Exchange explanation of the grouping
concept.
10.As your “AHA!” level, rate “Excellent”
Ｘｘｘｘ A, B, C D
“Great” “Nice” “Fair”
Ｘｘｘｘ E, F, G, H,
11. Rate “understandable” level
“Absolutely” “ Very much” “Yes” “Some
xxxxxx I, J, K, L
what”

38

Let’s try - Idea Generation 2
“Idea Relay”
“Generating idea of the product （or service） on the development theme

<Sample>
4- 6 people in a group.
Theme: A technological mechanic supporting elderly life Write your ideas at the first line. Turn the paper
to the next person. You will get 4-6 idea sheets
A B C
in a group at the end of this idea generation work.
1 Remind me when I Help me for easy
need to take my get up of bed Write three ideas desirable on the theme
medicine.
2 An alarm watch tells Height changeable Second person writes a solution or products to
me the time to take bed to support easy fulfill the first person’s idea.
my modifications in get up
words

3 The alarm watch has Extensible cane Third person writes an additional tips to the
recording function of supports sit up.
second person’s idea.
the daily medication

４ It measures and Wearable machine
records the daily to supports
body temperature movement of lower
and blood pressure, limbs.
and send information If you can’t come up with new ideas on the
to a home doctor. solution, you can write a new idea to fulfill the
first person’s “desire”.

39

Theme is:

Intelligent Mobile

40

[Job Aid] “Idea Relay”
Generating idea of the product （or service） on the development theme
Theme ：

A B C

1

2

3

４

5

41

Image of an execution system
Balancing innovation and the core business

Support by top management

Strategies for
Core business Innovation fund
¥
Timeframe: 1~2 years
¥
¥
Engineer
Researcher

Marketing staff
Current organization (customer and
market observer
Producer who can connect
the potential with
Project Team
Project Team the needs)
Concept
GENSEKI Members creator
Team of innovative members

Keep organization supportive and open to innovative activities.
Keep organization supportive and open to innovative activities.

42

Summary
To develop innovative talent :
Recruit GENSEKI (= high potential innovative talent) in your organization.
Sometime, they are people being evaluated less by conventional
business standard. Retain the “Out of Box” talent in organization.
Build competitive innovation teams to attain rapid product development
Set specific performance criterion to the innovation teams apart from the
conventional business members of the organization. Not bring a for-
profit agenda in the early stage of GENSEKI (= high potential innovative
products and service) creation process.
Ensure the customer oriented perspective over the every innovation
process; observation, hypothesis, test, and examination of the products
or services.
Manage and facilitate the speedy process of the new product and service
development.
Support and facilitate discretionary and diverse communication between
the team and the organization as well as in the team.
43

Thank you
ありがとうございました。

6-58-1003 Honcho, Naka-ku, Yokohama, 231-0005 JAPAN
Tel: +81 45 228 6316 Fax: +81 45 228 6317
Homepage: http://instructionaldesign.jp
Mailto: innov_gr@instructionaldesign.jp

44

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