i.school, The University of Tokyo "Foundation and methodology in creating innovation"

2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
1
1©
UT
i.school,
All
rights
reserved

consent.
2
School for Innovation, i.school,
The
University
of
Tokyo

consent.
3

3
Innova6on

Design
/
Science

consent.
4
Facilitators

Hayato
Shin

i.lab:
Researcher

Jun
Murakoshi

i.lab:
Product
Designer

Yu
Ogawa

i.school:
Assistant
Director

i.club:
Managing
Director

Yukinobu

Yokota

i.school:
Director

i.lab:
CEO

consent.
5
Goals of this series:

Understand the en6re
process of creating innovation

Learn to provide a concept idea

Understand the process of coming up with a concept idea

consent.
6
Format of this series

5 lectures
3
workshops

① 
4/16
[Founda6on
and
methodology
in

crea6ng
innova6on]

② 
4/23
[Understanding
1:
The
purposes

and
methods
of
interviews
and
ﬁeld

work]

③ 
4/30
[Understanding
2:
The
purposes

and
methods
of
technological
research

and
case
studies]

④ 
5/7
[Crea6on:
Divergence,

convergence,
and
expression
of
ideas]

⑤ 
5/14
[Realiza6on:
Methods
of
concept

designing
and
user
surveys]

⑥ 
6/3
[Workshop
1:
Learn
from
everyday

robots
in
the
future]

⑦ 
6/10
[Workshop
2:
Learn
from
services

in
India]

⑧ 
6/17
[Workshop
3:
Learn
from
on-‐

campus
services]

consent.
7

7
Theory and
practice

consent.
8

8
Today's objectives:

▶  Have
a
general
idea
of
what
innova6on
means
and
why
it's
necessary

▶  Understand
the
whole
picture
of
the
process
and
methodology
of

crea6ng
innova6on

consent.
9

9
Why innovate now?

consent.
10

10
2050

consent.
11

11
①
“People”
made
of inorganic substances

consent.
12
Intelligence

consent.
13
Physicality

consent.
14
What is the role human beings?

consent.
15

15
Collaboration of

creativity

consent.
16

16
→
Innova6on

consent.
17

17
② Matured society

consent.
18

18
How do you maintain the status-quo?

consent.
19

19
Humans and societies are in dynamic
equilibrium.

consent.
20

20
Active change
to maintain the status-quo

consent.
21

21
→
Innova6on

consent.
22
2
2©
UT
i.school,
All
rights
reserved

consent.
23

23
Recommended readings

consent.
24

24
Sustaining innovation (improvement for high-end
markets)

Disruptive innovation (low-end markets to new markets)

Current corporations used to start with disruptive
innovation and gradually shifted toward sustaining
innovation by listening to customers' needs. Their

innova6on
is
in
turn
replaced by disruptive innovation from
other companies emerging from low-end markets in
response to customers’
potential needs.

Management of disruptive innovation works well with
small companies through quick and early-stage feedback.

The
Innovator’s
Dilemma

consent.
25

25
IDEO, a design consulting firm advocates for
human-centered design thinking rather than
technology.

The essence of design thinking is that an
innovator starts an idea creating process by
empathizing with users through field work
and consumer interviews.

The
Art
of
Innova4on

consent.
26

26
Theory and
practice

consent.
27
Secret of Invention and
Discovery (translated
4tle)

consent.
28

28
50
Innova6ons

150
People

consent.
29

29
Innova6on?

consent.
30

30
What
are
some
examples
of

innova6on?

consent.
31

31
Enjoy your classes by:

Using your brain and

Having a positive attitude

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32

32
Use your brain: Engage your logical mind and senses.

Prepare a pen and paper to think with your hands using keywords and pictures.

32

consent.
33

33
Have a positive attitude: Look at the bright side.

90%
impossible
means
10%
possible!

33

consent.
34

34
What
are
some
examples
of

innova6on?

Post and share your ideas!

consent.
35

35
GT ARTS, IncJon Osborne
Examples
introduced
in

Secret
of
Inven4on
and
Discovery

The Department for Culture, Media and Sport

consent.
36
The essence of innovation is to provide

new values for humans and society

and bring irreversible changes to

our actions and value systems

(even without technological innovations).

consent.
37
3
7©
UT
i.school,
All
rights
reserved

consent.
38

38
Yokota
How do you

create innovation?

consent.
39

consent.
40

40
Focus on the process

leading
to
innovation

consent.
41

41
1
Concept

10
Market

introduction

consent.
42

42
100
Market
penetration

10
Market
introduction

consent.
43

43
Steps toward innovation

1

Concept

10

Market

introduc6on

100

Market
penetration

consent.
44

44
Famous quotes

consent.
45

45

"Because the purpose of business is to
create a customer, the business enterprise
has only two functions: marketing and
innovation."

Peter F.
Drucker

consent.
46

46
“Theory without practice is empty and

practice without theory is blind.”

Peter F.
Drucker

One more quote:

consent.
47

47

"Because the purpose of business is to
create a customer, the business enterprise
has only two functions: marketing and
innovation."

Peter F.
Drucker

consent.
48

48
1

Concept

10

Market

introduc6on

100

Market
penetration

①
Innovation functions
②
Marketing functions

Business activity

(=object of management)

consent.
49

49
"Innovation management"

as an academic field

consent.
50

50
1

Concept

10

Market

introduc6on

100

Market
penetration

Innovation management

Analytics of technology
management

(MOT)

Analytics of business
administration

(MBA)

consent.
51

51
In terms of roles in a company...

consent.
52

52
1

Concept

10

Market

introduc6on

100

Market
penetration

Planning, engineering,

designing

Marketing, sales

Operational process of
corporations

consent.
53

53
Is this enough?

consent.
54

consent.
55

55
0

Knowledge

1

Concept

consent.
56

56
0

Knowledge

1

Concept

This is the one thing
we were missing!

consent.
57

57
The innovation industry (industry?)
today

focuses on this ０⇒１ domain.

consent.
58

58
Our
target

0

Knowledge

1

Concept

consent.
59

59
Tips for getting

from 0 to 1

consent.
60

60
Just do it NOW!

consent.
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Come up with an idea!

- Try to think of ideas for future consumer electronics or
furniture!

- Make sure you come up with an idea. You can do it in
your own way.

- Post your favorite idea and share it with us.

- Silly ideas are welcome!

-‐
You have 3 minutes.

consent.
62
Next, recall your thought process.

- How did you come up with the idea?

- Describe the process by which you came up with the idea
in detail.

　Example）Cleanup Robot：First, I tried to think of what I find
bothersome in my everyday life and visualized that scene, which
made me think of cleaning up my room. I
wanted
to
build
a
robot

that
cleans
up
rooms
for
me.
I
didn't
want
it
to
be
bulky,
and
thought

it
should
be
shaped
like
a
person
so
it
matches
my
room.
So
I

decided
to
design
a
small,
humanoid
cleanup
robot.

- Post your thought process.

- You have 3 minutes to think.

consent.
63

63
In short, there is a process

in this domain, too!

0

Knowledge

1

Concept

consent.
64

64
Understanding and controlling your

subconscious inspiration process

could
be
the
key
to
coming
up
with

good
ideas
eﬀec6vely.

consent.
65

65
"I’m no genius because I can explain how I am able to get a
hit."

"I need to be more conscious of what I do subconsciously."

consent.
66

66
What approaches

are out there in general?

0

Knowledge

1

Concept

consent.
67
③ Human-centered approach

① Technology-centered approach

②
Market-‐centered
approach

•  Business development through
corporate planning, marketing,
strategic consulting, think tanks, blue
ocean strategy, "Break
the
Bias"

•  Business development through R&D,
strategic consulting, MOT expertise,
technology roadmap

•  Design research, design consulting,
design thinking

"What is the essential value felt by users of this
product/service?"

"How are people's lifestyles going to change?"

"What kind of product can you develop with this
basic technology?"

"What technological field is going to be hot in
the future?"

"Which market is going to grow?"

"What region or consumer groups have potential?"

"Are there any other values or experiences that
could compete with yours?"

consent.
68

68
Discuss the pros and cons

of each approach.

consent.
69

69
Post
your
ideas
on
the
pros
and
cons

of
a
technology-centered approach.

consent.
70

70
Post
your
ideas
on
the
pros
and

cons
of
a
market-centered approach.

consent.
71

71
Post
your
ideas
on
the
pros
and

cons
of
a
human-centered approach.

consent.
72
Society

Market

Human
s

Technolog
y

Idea

Technology
People
I d e a
m a k e r
Idea

(Product, service,
experience)

IDEA

Human-centered approach

Technology-centered
approach

Market-‐centered
approach

•  New business development
through corporate planning,
strategic consulting, think
tanks

•  Business development
through R&D, strategic
consulting, MOT expertise

•  Design consulting, design
research

consent.
73

73
Approach
Pros (+)
Cons (-)
Features

Ratings
①

(product
development)

Ratings ②

(service

development)
Ratings ③

(business
creation)

Technology-centered
▶Easier to differentiate
business as the business
ideas are based on unique
or advanced technologies.

▶Compatible with existing
o p e r a t i o n a n d i d e a
inspiration process.
▶Ideas are practically less
stable and in low demand.
Specific follow-up needs
surveys are required for
discussing the possibility
of starting a business.

▶Probably one of the most
common approaches used
in existing product and
business development
processes.

○
△
△/◎

S o c i e t y / m a r k e t -
centered

▶The risk of making a fatal
business related mistake
are lower as promising
markets are identified.

▶Novel business ideas are
rare as they are the social
events and promising
markets that everybody
pays attention to.

▶Uses macro data and
mainly makes quantitative
analysis.

△
○
○

Human-centered

(= design thinking)

▶Allows coming up with
business ideas of not only
the product itself but also
the usage environment.

▶Consumers are likely to
see novelty in the idea.

▶Engineers are unlikely to
f i n d n o v e l t y o r
differentiating factors and
a competitive edge is hard
to ensure.

▶ The process often
r e q u i r e s n o n - l i n e a r
thinking and the quality of
the idea depends on the
processing proficiency and
capacity of an individual.

▶Qualitative analysis and
hypothesis building based
o n o b s e r v a t i o n a n d
interview are main.

▶ M o s t l y t h e s a m e
approach as "design
thinking."

◎
○
△

i.school/i.lab
▶Both consumers and
engineers see a certain
level of potential and
possibility.

▶Compatible with business
thinking as it is based on a
logical thinking process.

▶Sometimes hard to
a c c e s s a d v a n c e d
technological information
for environmental reasons.

▶ T h e l e v e l o f
u n d e r s t a n d i n g a n d
potential utilization of
advanced technological
information depend on
individual background and
competence.

▶ A h y b r i d a p p r o a c h
combining strengths of
both human-centered and
technology-centered
approaches.

▶Verifies constructed
hypothesis including
quantitative data based on
qualitative analysis and
hypothesis building.

○
○
◎

Features and ratings

consent.
74
Society

Market

Human
s

Technology

Idea

Technology
People
I d e a
m a k e r
Idea

(Product, service,
experience)

IDEA

i.school's

integrated
approach

consent.
75

75
Next classes are dedicated to research on

people and technologies.

We'll learn a method of coming up with ideas

by combining those research results.

consent.
76
Society

Market

Human
s

Technolog
y

Idea

Technology
People
I d e a
m a k e r
Idea

(Product, service,
experience)

IDEA

The next class is dedicated to
research on people

consent.
77
Guest facilitator for the next class

Hiroshi
Tamura

The University of Tokyo
i.school:

Founder/Execu6ve
Fellow

Re:public:

Co-founder

consent.
78

78
Review

consent.
79

79
Why innovate now?

consent.
80

80
2050

consent.
81

81
①
“People”
made
of

inorganic substances

consent.
82

82
② Matured society

consent.
83

83
What
are
some
examples
of

innova6on?

consent.
84

84
GT
ARTS,
Inc
Jon
Osborne

Doesn't always require technological innovation

The
Department
for
Culture,
Media
and
Sport

consent.
85
Secret of Invention and
Discovery

consent.
86

86
Steps toward innovation

1

Concept

10

Market

introduc6on

100

Market
penetration

consent.
87

87
0

Knowledge

1

Concept

consent.
88

88
Our
target

0

Knowledge

1

Concept

consent.
89

89
Understanding and controlling your

subconscious inspiration process

could
be
the
key
to
coming
up
with

good
ideas
eﬀec6vely.

consent.
90
Society

Market

Humans

Technolog
y

Idea

Technology
People
I d e a
m a k e r
Idea

(Product, service,
experience)

IDEA

Human-centered approach

Technology-centered
approach

Market-‐centered
approach

•  New business development
through corporate planning,
strategic consulting, think
tanks

•  Business development
through R&D, strategic
consulting, MOT expertise

•  Design consulting, design
research

consent.
91
Society

Market

Human
s

Technolog
y

Idea

Technology
People
I d e a
m a k e r
Idea

(Product, service,
experience)

IDEA

i.school's

integrated
approach

consent.
92

92
Today's objectives:

▶  Have
a
general
idea
of
what
innova6on
means
and
why
it's
necessary

▶  Understand
the
whole
picture
of
the
process
and
methodology
of

crea6ng
innova6on

consent.
93

93
Q&A

consent.
94

94
Thank
you!

i.school, The University of Tokyo "Foundation and methodology in creating innovation"

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