INNOVATING INTO THE FUTURE IN HEALTHCARE

www.wecreateworldwide.com
@nickjankel
Astellas, Feb 2015
People-Powered Breakthroughs for a Brilliant World
Think Different About the Future

A bit about WECREATE Worldwide
• Breakthrough innovation: Process, service, product,
experience, brand etc
• Breakthrough leadership development, coaching, team
building etc.
• Breakthrough Innovation through Breakthrough
Leadership
!
Established in 2005 to support organisations and
leaders to have & sustain people-powered breakthroughs
for a brilliant world

Selected case studies
!
Leadership & team development for doctors, nurses
& management of a hospital group
Innovation, inﬂuence & leadership training
!
Telehealth Innovation & Service Design
Healthcare system innovation
!
Leadership development training

“My prototype was big as a toaster, but the technical people loved
it. But it was ﬁlmless photography, so management’s reaction
was, ‘that’s cute — but don’t tell anyone about it.”
Steven Sasson

6
INSTAGRAM: INNOVATED
ITS WAY TO 14 MILLION
ACCOUNTS & A BILLION
DOLLARS IN 1 YEAR
KODAK INVENTED THE
DIGITAL CAMERA BUT
COULDN’T UNDERSTAND
WHERE VALUE LIES FOR
THE DIGITAL CONSUMER

wecreateworldwide.combreakthrough for a brilliant world© 2005-2015 WECREATE WORLDWIDE LTD
SPENT by kodak, blackberry, tandy etc.
to stay at the top… MBAs, consultants,
processes etc
Why do great organisations fail to
embrace the future?
why do so many more under-perform
as the world changes?
how do resource-poor entrepreneurs
make resource-rich orgs redundant?
$$$

THE CHALLENGE:
how do we create & sustain breakthroughs - as
organisations & leaders - that bring about a
more brilliant world?
BREAKTHROUGH BIODYNAMICS™

A Deﬁnition of Breakthrough:
!
the leverage of ideas to create
impact in the future that could
not have been predicted by the
past
!

wecreateworldwide.combreakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD
Innovation
video games

Breakthrough
portable computing

Innovation
modern warfare
“The German triumph was
essentially a triumph of
intellect.”
Marc Bloch

Breakthrough
Clinical care

POCKETSof future in the present
‘weak signals’ to be discerned,
harvested, sense-made & amplified
strategically & systematically

Breakthrough
Breakthrough process
Inspire:
Stories,
engagement,
experiences that
compel people to
change and act
Interplay: Collaboration,
participation, crowds for
better, faster, cheaper
breakthrough
Insight: Deep intelligence 
into systems, users,
precedents that open up
possibilities
Breakthrough: Leveraging insights, switching assumptions and
exploding myths to create transformative ideas
Imagine: Vision, concepts, propositions which tap
into deep, systemic insight and move the world
forward towards brilliance
Invent: Ecosystems, prototypes,
blueprints, models that maximize positive
impacts across profit, people, planet and
purpose
Implement: Strategy,
performance, culture that
overcome resistance and
deliver brilliantly
Ignite: Passion,
purpose, intentions
that align the team
around a problem to
breakthrough
break 
through
Order
Chaos

wecreateworldwide.combreakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD wecreateworldwide.combreakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD wecreateworldwide.com
Project Date
breakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD
Breakthrough
brand strategy
brand strategy
Breakthrough
POSITIONING & USP
culture & values educational philosophy & memes
conferences /
events
consulting programmes MEMBERSHIP PUBLICATIONS PLATFORM?
Brand vision & Narrative
Breakthrough
Innovation
problem definition
Problem title
what is the problem
Why does it matter
who is affected?
strategic drivers
source of
problem
Provide a short, accurate and memorable title (you may find it easier to do this last)
analogous industries
Horizon
In human terms, explain the problem, need, lack or issue, as
clearly and concisely as possible.
Try “This group of people (will) want / can’t / need... but...” or
“How to....”
Why is the problem is worth solving? What is the size and scope of it?
List geographies, sectors, roles affected within industry / org
List organizations, user groups / types, customers, consumers affected externally
List any relevant sustainability or business goals it relates to
What trends, conditions or assumptions is this problem driven by?
Where else have similar problems been faced? How
have they had breakthroughs?
SIGNALS How will we know this problem is growing in importance?
1. short
2. medium
3. long
WHY NOT SOLvED YET Why has the industry not solved this problem yet?
ResearcH What do we need to know more about?
WHY Why is it becoming a problem?
Breakthrough
networked innovation
INNOVATION EMERGES FROM A HEALTHY NETWORK OF
HUMAN BEINGS WHO DISCUSS IT, CREATE SPACE FOR IT,
CONNECT ON IT, CULTIVATE IT, ITERATE IT, EXPRESS IT
!
PHASE TRANSITIONS NOT STAGE GATES
NP New Products
F Franchise
N Novartis
If you feel supports / nurtures / incentivises
Neutral
If you feel blocked, discouraged or stifled
Influencer Leadership Star: Character Traits
COLLABORATIVE
Inclusive, diplomatic & co-operative; seek win wins
RESPONSIVE
Respond approriately and generously to others;
reciprocate freely and return favours
TRUSTWORTHY
Dependable, consistent; honour relationships
and agreements
KNOWLEDGEABLE
Reasoned, articulate & considered;
actively seek new knowledge
CURIOUS
Open to new things; seek learning and learn quickly
POSSIBILITY-ORIENTED
Always seek out greatest opportunities;
grounded optimism about new ideas
INTENTIONAL
Results-oriented, persistent, directional; take initiative
CONFIDENT
Believe in yourself & your value; can stand alone when
neccessary
COACHABLE
Welcome advice & feedback for growth and mastery
RESILIENT
Can bounce back with determination in
changing environments;
EMPATHIC
Intuitive and compassionate;
sympathetic to the experiences of others
AUTHENTIC
Aligned with purpose, values & principles
Basic
Advanced
Excellent
NP F N
EVALUATE THE ORGANISATIONEVALUATE YOURSELF
Evaluate yourself or your colleague with a score between 1-10
where 1 is basic proficiency and 10 is world-class excellence
RESILIENT
EM
PA
THIC
AUTHENTIC COLLABORATIVE
RESPO
N
SIVE
TRUSTYWORTHY
COACHABLE
CO
N
FIDENT
INTENTIONAL INNOVATION
CURI
O
US
KNOWLEDGEABLE
ORIENTED
© WECREATE WORLDWIDE LTD
wecreateworldwide.com
Project Date
Breakthrough
Breakthrough innovation roadmap
breakthrough insights
VISION
INCREASING VALUE / IMPACT
YEAR 1
YEAR 2
YEAR 3
YEAR 4
YEAR 5
breakthrough capabilities
and culture
VISION
breakthrough propositions
VISION
breakthrough technologies and
resources
VISION
Breakthrough
some of our tools for breakthrough
Inspire
Interplay
Insight
Breakthrough
Imagine
Invent
Implement
Ignite
break 
through
Project Date
Breakthrough
EASY
Implementation
Breakthrough / Impact
HARD
LOW HIGH
Breakthrough Prioritization Matrix
IMPLEMENTATION
BREAKTHROUGH
Project Date
Breakthrough
Breakthrough innovation ROADMAP
Breakthrough insights / needs
Breakthrough propositions
Breakthrough elements
Breakthrough technologies & capabilities
TIME
PURPOSE What is your/org purpose? Why do you exist?
VISION
What is the collective vision
of the combined impact?
VALUE
Project Date
Breakthrough
The storytelling engine
What is the problem or need? How many people have it? What
are the most shocking facts and figures? Can you tell us about
one person who is suffering? How does that feel to you? Why
might others resonate with this? Why should we listen to you?
Why are you involved? How does it impact you? What are your
intentions around it? What is at stake for you? What are your
past successes that relate to this issue? What is the headline
keeping us listening?
What has already been thought of that has failed? What already
exists but is not available, usable or enjoyable enough for a mass
solution? Where have all your ‘competitors’ got to? What models
of change have been applied (and where have they gone wrong)?
What are the underlying assumptions that originate the problem?
What are the things everyone thinks that are actually the root
drivers of the problem? What are the key reason’s that other
people’s models do not work? What part of the current story is
no longer working?
STAGE FOCUS KEY QUESTIONS THE STORY
1. connection
2. Context
3. Conventions
THE PROBLEM, THE NEED OR
DESIRE AND WHY IT IS
IMPORTANT IN HUMAN TERMS
FOR YOU, THE ORG & SOCIETY
WHY CURRENT OR PREVIOUS
SOLUTIONS HAVE FAILED TO
SOLVE THE PROBLEM
THE ASSUMPTIONS, BELIEFS
AND MYTHS THAT PERPETUATE
THE PROBLEM
What do you want from the listener? What is the call to action?
What is your ask? Do you have an invite for them? What would
you like them to provide for you exactly? What are you going to
do with it?
8. Call to Action
THE INSIGHTS, CREATIVE
LEAPS & BREAKTHROUGH
THINKING OF THE TEAM
How does it, or could it, have an impact? What analogies or
parallels can you draw on to demonstrate it? How will you
measure this impact? What new behaviors and patterns do you
hope to create? How does this bring about the preferred state of
the system in your vision? What other impacts do you expect?
What is the size of pie and the slice of pie? How can you bring it
to life in words or images? What do you want from the listener?
What is the call to action?
7. Concrete Impact THE DESIRED STATE ALONG
WITH QUADRUPLE BOTTOM-
LINE IMPACT MEASURES
INCLUDING NEW BEHAVIOURS
CREATED
What is the purpose of the project or enterprise? Who is the team
that has conviction to execute this purpose? What is the preferred
state of the system / market according to your vision? What are you
resolved to do as specific brand and growth strategies to get there?
6. Conviction THE PURPOSE, VISION
& STRATEGY FOR EXECUTION
What is the essence of your idea or project (or the question you
want to investigate / answer)? What, for who, when, where? How
is it designed to work for real-people? How will they use it? How
can it be sustainable? Scaleable? What is a prototype and MVP
for the concept? Longer term, what is the roadmap for seizing
the opportunity? How can you offer people more membership,
mastery or meaning?
5. Concept THE SOLUTION DESIGN,
BUSINESS & DELIVERY
MODELS & ROAD MAP
How do you see things differently? What is your insight into human
nature or the world that opens up a new possibility? What is your
epiphany?
4. Consciousness
Shift
WHAT YOU WANT
THEM TO DO
Project Date
Breakthrough
The impact canvas
partners &
collaborators infrastructure value
proposition
channels &
touchpoints
users &
customers
footprint cost
structure
revenue
streams impact
culture &
values
assumptions
& risks
scale strategy brand strategy
What is the problem or need? How many people have it? What are the most shocking facts
and figures? Can you tell us about one person who is suffering? How does that feel to you?
Why might others resonate with this? Why should we listen to you? Why are you involved?
How does it impact you? What are your intentions around it? What is at stake for you? What
are your past successes that relate to this issue? What is the headline keeping us listening?
What is the problem or need?
How many people have it? What
are the most shocking facts and
figures? Can you tell us about one
person who is suffering? How
does that feel to you?
figures?
What is the problem or
need? How many people
have it? What are the most
shocking facts and figures?
purpose
Breakthrough
wecreateworldwide.combreakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD wecreateworldwide.combreakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD wecreateworldwide.com
Project Date
Breakthrough
stakeholder EMPATHY MAP
footprint
impact
brand strategy
PAIN GAIN
Breakthrough
STAKEHOLDER
FEEL
Think
Say & DO
SEE & HEAR
Breakthrough
What friends & influencers
saying & doing?
Boss & colleagues saying &
doing?
What market offers?
What environment looks like?
Anxieties & worries
Inspirations & aspirations
What touches her? Scares
her?
Beliefs & assumptions
Attitudes & mindsets
Actions
Appearances
Statements
What are her biggest fears & frustrations?
What obstacles stand between her and what she wants
or needs to achieve?
Which risks might she fear taking?
What are her aspirations & visions?
What does she want or need to achieve?
What strategies might she take?
wecreateworldwide.combreakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD wecreateworldwide.com
Project Date
breakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD wecreateworldwide.combreakthrough for a brilliant world© 2014 WECREATE WORLDWIDE LTD
ECIS COMPETITOR MAP
CIS: Setting the standards
for international education
CREATIVITY
GLOBAL &
NETWORKED
CREDIBILITY
REGIONAL /
SPECIFIC
Breakthrough
IBO: Quality
education for a better
world
PTC: Quality training institutes
for international educators
NAIS: Participate
Learn Analyze
AAIE: Advancement of
international education
COBIS: Serving British international
schools of global quality.
CASIE: Professional development
from a global viewpoint
EARCOS
wecreateworldwide.combreakthrough for a brilliant world© 2013 WECREATE WORLDWIDE LTD wecreateworldwide.com
Project Date
Breakthrough
(Target user) wants /
needs .Unlike (conventional competition)
who offer (conventional proposition) because
they think (conventional assumptions) , we have
realised that (breakthrough insight) . So we
have created (project name) which
delivers (breakthrough proposition) . Uniquely
it offers (breakthrough elements) and
therefore will (breakthrough vision).
© 2007-2012 wecreate worldwide ltd.
breakthrough concept
the three horizons
1. Improvements 3. Game-changers
TIME
2. Revisions  
Enhancements
Innovation
We need to change
this now
What are we waiting for?
Let’s try something!
It would be brilliant if we
worked out how to…
Pockets of future in
presnt
presnt
Project Date
Breakthrough
SERVICE BLUEPRINT
People
Stages >
Steps >
Information
Physical
content
Questions
/ barriers
Touchpoints
User Scenarios >
Who are the different patient
types and what is there journey
through the service?
Google
A Bvs
Pharmacy
THE BREAKTHROUGH CONCEPT & VISION
1
2
3
4
5
6
break
through
Project Date
Breakthrough
Use the space to write your answers
1. problem What is the problem, in human terms?
2. Proposition
What is the current
proposition that results
in this problem?
3. Assumptions
What do we have to
believe to generate and
validate this
proposition?
4. Breakthrough
Insight
What is a more insightful,
future-positive belief?
5. Breakthrough
proposition
What is a more insightful,
future-positive belief?
6. Breakthrough vision
What vision do you have of
the impact of this
proposition?
THE BREAKTHROUGH ENGINE
PURPOSE What is your/org purpose? Why do you exist?
Storytelling, brand
narratives &
engagement
Service, ecosystem &
business model design
Innovation
strategy
Breakthrough
Insight tools: Systems,
scenarios, open
innovation, empathy
etc.
Problem
diagnostics;
collaboration IQ;
open innovation

the three horizons
TIME
Innovation
1. Improvements
We need to change
this now!
2. Revisions / 
Enhancements
What are we waiting for?
Let’s give it a go!
3. Game-changers
How can we change the rules
forever?
present
present

Breakthrough
weak signals in wellness
NIKE+ MEMBERSHIP
INCREASES SALES IN
RUNNING DIVISION BY C.
30% TO
$2.8 BILLION BETWEEN
2011-2012
ple
s
CONSUMER VALUE
FUNCTIONAL
The Nike+ range gives users feedback on their
performance.
EMOTIONAL
Capturing and feeding back user data taps into
the desire for self-improvement.

WEAK SIGNALShow to make sense of them?
‘insights’ into real people and how
they might live
people at the edges of mainstream
today

Project Date
Breakthrough
© 2007-2012 wecreate worldwide ltd.
the breakthrough value pyramid
INSIGHT
KNOWLEDGE
DATA
IDEA
PROPOSITION
STORY
Increasing
Value
PROBLEM
Reality observed to
understand problem
Information interpreted within
context of problem
Data selected because of what
it might reveal about problem
Insight ﬂexed creatively to solve
problem (and reinterpret problem)
Business proposition developed
to exploit problem with solution
Concept pitched to engage
stakeholders in problem and its
visionary solution

emerge over time when we engage fully
with a problem using innovative
research techniques
INSIGHTS
from unknowns unknowns not knowns
mother of all breakthroughs

ASSUMPTIONS
mother of all mistakes
source of all business models, brand &
leadership failures
future is rarely what we assume!
!

Sydney Finkelstein, Why Smart Executives Fail
“Failures [are] caused by…: ﬂawed
executive mindsets that throw off a
company’s perception of reality;
delusional attitudes that keep this
inaccurate reality in place;”

FINISH
THESE SENTENCES (in your head)...

“People must go to the Dr. to receive a diagnosis.”
“Pharma companies create substances that treat
illnesses.”
“Pharma research studies are how doctors choose
treatments.”
“Given new services, people can be empowered to
deal with many issues themselves.”
“Given big data services, patients, together with
professionals, could choose their own treatment
pathways.”
“Given an expanded purpose & new services,
pharma companies can keep people well.”

myth of linear breakthrough
break 
through
A
B

people do not change ways of being /
beliefs / behaviours easily!
!
!
we are
fundamentally
illogical
!
!
!
!
emotions &
reason
intertwined
!
!
!

“Emotions are mechanisms that set
the brains highest goals...
!
they probably evolved because they
were hard to fake.”
Steven Pinker

!
wired for survival over risk
emotion-fuelled
rationalised by assumptions
confirmation bias
!
HABITS
Sources: Antonio D’Amasio, Baba Shiv,
Andrew Newberg, Jonathan Haidt

STUCKin past
no longer creating with future
repeating same habits as the world
changes…
!
!

Vegetable Peel Soup Recipe
Ingredients:
!
1. 1/2 cup carrot Peels
2. 1/2 cup cucumber peels
3. 1/2 cup ridged gourd peels
4. 1/4 cup potato peels
5. 1 tsp corn ﬂour
6. Pinch of sugar
7. Salt to taste
8. Pepper powder as per taste
9. Water as per requirement
Source: http://www.boldsky.com/cookery/soups-snacks-drinks/vegetarian-soup/vegetable-peel-soup-recipe-250211-
aid0111.html

we TEND TOWARDS CONFORMITY
& AGREEMENT
culture becomes right &
righteous
orgs wired for efficiency
not innovation
GROUP THINK
Source: Harvard Business Review; Intro to Social Psychology

“19 future Nobel Laureates encountered
resistance [from the] scientiﬁc
community;
!
24 future Nobel Laureates encountered
resistance [from] journal editors to
manuscripts that dealt with discoveries
that later would earn them the Nobel
Prize.”
!
!
!
!
Scientometrics, Nov 2009, Volume 81”

facts & rational
argument can
actually
reinforce old
beliefs
“BACKFIRE”
EFFECT
... to minimize
cognitive dissonance
Source: U of Michigan

STUDY EXTREMES TO DISCOVER
EVERYDAY TRUTHS

non-linear
grapple with uncertain future
ambiguous
not fully controllable
engage with real emotional human beings
(providers & users)
BREAKTHROUGH

in our DNA
Concepts /
language
emotion-fuelled
promethean spirit
!
CREATIVE
Source: U of Illinois; Scientiﬁc American
10 tools to 1010
in 5000 years

BEGINNER’SMIND
!
asking the ‘stoopid’ questions
trying on new insights

“FAILURE”inevitable with all newness
successfully working out how not to
do something
fail fast, once, smartly

A BILLION LIVES
A BILLION DOLLARS

INTUITION looking for pockets of future
everywhere
unafraid to share, discuss, debate and
action them
innovation

REJECTIONhurts in the same
place we feel
physical pain
Sources: Science 2003; Journal of
Experimental Psychology 2013

“To do disruptive innovation, you have to
be willing to be misunderstood for a very
long time.”
Jeff Bezos, Amazon
“Timing, perseverance, and ten years of
trying will eventually make you look like
an overnight success.” ”
Biz Stone, Twitter

FIT OR FAIL
CHANGE IS
RELENTLESS

Charles Darwin
“In the long history of humankind
(and animal kind, too) those who
learned to collaborate and
improvise [innovate] most
effectively have prevailed.”

OUT NOW
Unleash Your Creativity &
Thrive With The New
Science & Spirit Of
Breakthrough

Get The Little Book of
Breakthrough
!
IT’S FREE!
Sign Up for Inspiring
Wisdom Each Week
www.www.ripeandready.com

Question us.
Challenge us.
Have breakthroughs with us.
You never change things by ﬁghting the
existing reality. To change something,
build a new model that makes the
existing model obsolete.’
!
R. Buckminster Fuller
nick@wecreateworldwide.com
nick@ripeandready.com

INNOVATING INTO THE FUTURE IN HEALTHCARE

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