The document discusses innovation processes used by different consulting firms. It provides an overview of the firms IDEO, frog, and Gravity Tank and compares their approaches. While the traditional consultant is described as formal and rigid, the innovation consultant is flexible and thinks outside the box. The firms apply different frameworks in their processes such as IDEO's framework focusing on observation and inspiration. There are also some differences in the firms' focus, with IDEO working on a wide range of clients, frog focusing on engineering, and Gravity Tank emphasizing getting things done. However, the document notes there is little differentiation among the firms' approaches which can be shades of grey.
2. Your Presenters:
Julia Letuchy: Global Insights Manager at Takeda Pharmaceuticals
Kaye Cheung: FT MBA student at Kellogg
William Edmondson: Software Tech Lead at Restaurant.com
Riyaz Vazir: Health Benefits Client Manager at Aon Hewitt
Quentin Navellou: Business Analyst at McKinsey & Company
3. TEAQUE LENAHAN: Executive Director, Business Development
THOMAS STAT: Innovation realist and provocateur (ex-IDEO)
ARIELLE DEANE: Associate, Strategy, gravitytank
Our Process
4. Strong Differentiation from Traditional Consulting
The Traditional Consultant The Innovation Consultant
“Formal and rigid”
“The traditional MBA”
“Spread sheets, frameworks”
“Flexible and open”
Multifaceted
Thinks outside of the box
Analogous to:
9. Value Proposition
Brand
Expression
Function
Benefit: Applying technology
brokering to effectively meet client
needs
The Story:
- Books and publications
(Gravitytank leverages a local
start-up / incubator story)
• Open workspaces, Casual attire
- MBA program collaboration
“We imagine the
ideal and make it
real”
“Fail often to succeed
sooner”
“Strong opinion
loosely held”
10. Successful people at these companies are known to be
T-shaped, unconventional and open-minded
• T-style shaped
• Very open-
minded
• Differences ?
Gravity Tank
people put more
emphasis on
“getting things
done”
11. • “We drive innovation for
the connected world”
• Focus on engineering
projects, in particular in
the consumer electronics
and medical industry
• Realized projects in other
fields where their
connected approach
brings superior value
• “We help clients grow
their businesses, define
new products and
services, enter new
markets and change their
organizations”
• Retail, CPG, Food
companies and non
profits
Creating a visible
sought-after private
label
Different client focus reveal each firm’s strength
• “[We] take a human
centered approach
designed-based approach
to helping organizations in
the public and private
sectors innovate and
grow”
• Wide range of clients in
every sector and
internationally
IDEO FROG GRAVITY TANK
Green strategy &
visualization for general
services administration
Remote monitoring of
post-operative cardiac
patients
12. However, Little Differentiation Among Each Other
“It’s really
shades of
grey…”
The Tech-Savvy
Follower
The Respected
Founding Father
The New Kid on the
Block
Tech-capability and
prototyping
Creator of the category,
oldest and largest
The baby of the family,
newest and smallest
Archetype
Shade
13. Technology brokering is getting Crowdsourced
frogMob and OpenIDEO (nothing at gravitytank so far)
However. Innovation is not in the idea
Creative Commons has allowed a community based on group creativity for years
Innovation is in the context setting. Model seeks to broadly leverage technology
and design solutions by including more people in the inspiration and concept
phase i.e. the hardest parts
Notes de l'éditeur
Primary Research:Phone interviews with:* TeaqueLenahan: Executive Director at Frog Design. Also a Kellogg Alum and ex-Gravitytank employee* Arielle Deane: Associate of strategy at Gravitytank. Kellogg AlumInterviews were focused on Process and Framework of innovation within these organizationsCulture, People and spaceKey Features of innovationSpeakers were enthusiastic about speaking with usSecondary Research:Using the company websites for fact sheetsAcademic material from MKTG 465, along with material from Northwestern LibraryArticles and Learnings from Tom Stat’s presentation, along with IDEO publications such as + ‘Design Thinking’ by Tim Brown, CEO of IDEO+ T-shaped stars: the backbone of IDEO's collaborative culture: Interview with Tim Brown of IDEO- Books such as Steve Jobs biography by Walter Issacson
Learning TheoryBased on research by D.A. Kolb, Experiential Learning: Experience as the Source of Learning and DevelopmentCharles Owen, Design Research: Building the Knowledge Base and Design, Advanced Planning and Production DevelopmentGrasping ExperienceConcrete experienceAbstract conceptualizationTransforming ExperienceReflective observationActive experimentationQuadrantsObservation – Contexts: Deep, concrete understanding developed through ethnographic research (use, ability, and meaning)Frameworks – Insights: Based on research extracts patterns, reframes data, and focus on important central details from observationsImperatives – Ideas: Using frameworks creates a value proposition defining the goals to be accomplishedSolutions – Experiences: Development of concrete concepts based off of goals generated through the imperative phase
IDEO FrameworkAs presented by Thomas Stat the IDEO framework maps very closely to Kolb and Owen’s Learning frameworkIDEO draws the line for abstract vs Concrete higher in the process than Kolb and Owen but the similarities are striking
Frog FrameworkDiscover: From conceptual/concrete to conceptual/abstractDesign: From conceptual/abstract to experimental/abstractDeliver: From experimental/abstract to experimental concreteShaped very much like a gated system but with heavy focus on discovery
Gravity Tank FrameworkObservation – Discover what is MeaningfulFrameworks – Frame the OpportunityImperatives – Create compelling experiencesSolutions –Define Valuable Solutions (focus)
Source : T-shaped stars : the backbone of IDEO’s collaborative cultureEveryorganizationwants people. How do thesecompaniesdeveloptheirassets ? http://www.gravitytank.com/team_profile/ann_hintzmanhttp://www.ideo.com/people/neil-stevensonhttp://www.gravitytank.com/team_profile/ann_hintzman
We’ve seen firms move from:Traditional R&D where innovation was within the confines of the company’s boundaries Technology brokered solutions where firms with access to different industries were able to bring together the best of many worlds EXTENDING the idea of brokering to broader cultures and industriesHow does OpenIDEO work?After a challenge is posted at OpenIDEO.com, the three development phases – inspiration, concepting, and evaluation – are put into motion. Community members can contribute in a variety of different ways, from inspirational observations and photos, sketches of ideas, to business models and snippets of code. Sometimes this can be in the form of a comment; other times, it’s building off a previous person’s work.How might we design an accessible election experience for everyone?How does frogMob work?Our practice is always pushing the boundaries of design to find ways to gather insights that fit our project and client needs. We recently pioneered a new methodology called frogMob™, which allows us to tap into our global network in a matter of days to take the pulse of consumers worldwide. frogMob is an innovative approach grounded in social media that can help us quickly identify promising directions before investing in more rigorous, in-depth studies.Examples: Childhood memories – where users were asked to “snap a photo and tell us the story behind the object, why it is or was meaningful, and the age of the child (or how old you were). If possible, let us know who purchased the object (e.g., parent, grandparent, friend, etc.).”How does Creative Commons work?Creative Commons is a nonprofit organization that enables the sharing and use of creativity and knowledge through free legal tools.Allows for brokering across broader industries and cultures making richer design solutions