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What is Innovation Really?

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Presented at FITC Toronto 2017
More info at http://fitc.ca/event/to17/

Mike Costanzo

Friction And the Rise of Design

Innovation is one of the ultimate buzzwords of our era but what is it really? What is its meaning? How can we see it? Replicate it? Scale it?

Mike proposes that innovation really is the “removal of friction” from a system; and that through this lens we can understand the rise of design, lean startup, Silicon Valley and possibly many other innovative happenings across time.


Better understand the meaning of innovation and identify design’s role in it.

Target Audience

Anyone interested in startup culture, innovation and the idea of design.

Five Things Audience Members Will Learn

A brief history of innovation
A new framework for identifying innovation
How innovation equals the removal of friction
How Apple and Amazon and some less likely companies have applied this process
How to find ways to innovate in your own work

Publié dans : Internet
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What is Innovation Really?

  1. 1. What is Innovation – Really?
  2. 2. Use of ‘innovation’ and ‘Innovation” over time
  3. 3. What I’ll Cover 1. The Real Lesson Steve Jobs Taught Us 2. The Rise of Design 3. Innovation = The Removal Of Friction? 4. Co-opting Innovation
  4. 4. The Real Lesson Steve Jobs Taught Us
  5. 5. “A lot of times, people don’t know what they want until you show it to them.”
  6. 6. “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.”
  7. 7. Product innovation doesn’t come from a lone genius. It comes from the customer.
  8. 8. “The reason [for why great companies failed] is that good management itself was the root cause. Managers played the game the way it was supposed to be played. The very decision-making and resource-allocation processes that are key to the success of established companies are the very processes that reject disruptive technologies: listening carefully to customers; tracking competitors’ actions carefully; and investing resources to design and build higher-performance, higher-quality products that will yield greater profit. These are the reasons why great firms stumbled or failed when confronted with disruptive technological change.” ― Clayton M. Christensen, The Innovator's Dilemma: The Revolutionary Book that Will Change the Way You Do Business
  9. 9. Product innovation doesn’t just happen in the product. It happens across the entire customer value stream.
  10. 10. “We actually got rid of 70% of the stuff in the product roadmap. I couldn’t figure out the damn product line after a few weeks. I kept saying ‘What is this model? How does it fit? I started talking to customers, and they couldn’t figure it out either.” – Steve Jobs, on his return to Apple and the launch of the Think Different campaign.
  11. 11. “We have not kept up with innovations in our distribution…we’ve got anywhere from 2–3 months of inventory in our manufacturing supplier pipeline and about an equal amount in our distribution channel pipeline. So we’re having to make guesses four, five, six months in advance of what the customer wants. And we’re not smart enough to do that; I don’t think Einstein’s smart enough to do that. So what we’re going to do is get really simple and start taking inventory out of those pipelines so we can let the customer tell us what they want and we can respond to it super fast.” – Steve Jobs, on his return to Apple and the launch of the Think Different campaign.
  12. 12. Innovation can, and should occur across, the entire customer experience.
  13. 13. The Rise of Design How the global shift to a digital service industry has elevated and now venerated “innovation”
  14. 14. SOURCE: As Goes Apple, So Goes The Nation: Jobs In The Digital Service Economy
  15. 15. Every company is a service company. Every company is a software company.
  16. 16. Software is easy, people are hard.
  17. 17. You need to find the problem before you solve the problem.
  18. 18. Innovation = The Removal of Friction?
  19. 19. “Here’s the formula if you want to build a billion-dollar internet company: Take a human desire, preferably one that has been around for a really long time… Identify that desire and use modern technology to take out steps.” — Ev Williams, co-founder of Twitter and Medium
  20. 20. You should always start from the user’s journey. Hint: It doesn’t begin at the login screen.
  21. 21. 1. It doesn’t focus on or even suggest solution 2. It is validated against real people and their problems 3. It is a living document and your understanding of the customer should evolve Three aspects of a good user journey
  22. 22. blog.rangle.io/clarity-canvas
  23. 23. What is Clarity Canvas? Workshop to align team with the goals and priorities for the project through a series of focused discussions. ● Project goals - What outcomes do you want to achieve, as a result of completing this project successfully? ● Target users and stakeholders - Whose goals & concerns do we need to address to make this project successful? ● User journey - Starting with the highest priority goal of the highest priority end-user, create a User Journey Map. ● Assumptions and Risks - Outline any assumptions, risks and a mitigation plan
  24. 24. http://shop.oreilly.com/product/0636920033851.do
  25. 25. http://shop.oreilly.com/product/0636920033851.do Just get the book. User Story Mapping Discover the Whole Story, Build the Right Product By Jeff Patton Publisher: O'Reilly Media
  26. 26. https://www.nngroup.com/articles/journey-mapping-ux-practitioners
  27. 27. Need to get to a party Have no car so I call a cab Told cab will arrive in 5 mins but it never shows Call cab company and get a different operator
  28. 28. Source: User Story Mapping by Jeff Patton
  29. 29. You should always start from the user’s journey. Customer experience is the competitive advantage.
  30. 30. WARNING: If you’re spending too much time design the deliverables you’re probably doing it wrong.
  31. 31. Don’t stop at Low-Fidelity. Go for No-Fidelity.
  32. 32. Digital transformation is about people.
  33. 33. Co-opting Innovation
  35. 35. The language of innovation is suspect.
  36. 36. Doug Evans, the company’s founder (Juicero), would compare himself with Steve Jobs in his pursuit of juicing perfection. He declared that his juice press wields four tons of force—“enough to lift two Teslas,” he said. Google’s venture capital arm and other backers poured about $120 million into the startup. Juicero sells the machine for $400, plus the cost of individual juice packs delivered weekly. Tech blogs have dubbed it a “Keurig for juice.”
  37. 37. You might just create more problems than you solve.
  38. 38. Dedicated to:
  39. 39. Be thoughtful. Don’t make shit.” — @mikecostanzo “
  40. 40. medium.com/@lustandfury
  41. 41. THANK YOU!