Ttu innovatsiooni seminar talv 2013

Business creativity
developing multiple versions of you business
model? how to avoid thinking patterns?

Indrek Maripuu
twitter.com/indrekmaripuu

Creative Commons
Attribution-NonCommercial-ShareAlike 3.0
Unported License.

Why are we here?

To develop new versions
of your current
business model!

- Brainstorm
- Prioritize
- Learn new tools


WARNING!
It is not a lecture. It is a workshop. You will
be forced to work!

It is not about what worked earlier (case
studies etc). It is about what may work in the
future.

You may find it uncomfortable!
[In fact, I hope you do! Because only then it is
valuable for you!]


Indrek Maripuu
 Brainstormer.

 Entrepreneur.

 The evangelist of
business model
innovation.

 Developing a unique
‘innovation farm’ in
Southern Estonia.

Twitter: @indrekmaripuu
LinkedIn: http://ee.linkedin.com/in/indrekmaripuu

Clear your mind!
[Let´s take a bit of time to
find out what is going on.]

What to you need to say
in order to be
completely present
today?

Tell it to your neighbour!
You have 5 minutes.


1. Business model
innovation


@alfrehn have noticed:

Communist Party of China:
creativity is natural part in the
development of communism and a
central part of the revolutionary ideal.

Vladimir Putin: creativity will drive
Russia.

Even Vatikan has its own innovation
programs.

...


Do you know this old „proverb“:
“No one ever got fired for hiring
McKinsey”.

Modern version of it would be:
„No one ever got fired for suggestions like:
we have to be more creative.“

There is too much talk about creativity!

Creativity is a ability to
look same things as
everyone else, but to see
different things.

Our goal today is to learn
to see disruptive business
models in your industry.


Often we focus on the company that launched a
game-changing business model, and forget the
important question: why didn´t others see the
same thing?

The problem is not in the knowledge we have or in
the stories we have heard, but in how we imagine
utilizing this knowledge.


What do you see?

This figure was drawn in 1900 by Joseph Jastrow, american
psychologist. The figure can be viewed as a duck or a
rabbit – when the face looks right it is a rabbit; when it looks
left it is a duck. You tend to see the whole rabbit or the whole
duck. Not both at the same time. It depends on which
animal you select to focus on.

It is exactly same with business models –
you choose where you put your focus and
how many different possibilities you see.



So you have sketched a business model?
Satisfied? Happy?

Be careful!
Nothing is more dangerous
than an idea when it’s the only
idea you have.

- Emile Chartier
[You really need multiple version of your business model]

It is not one HEUREKA moment!
It is focused effort to find ideas!
[In order to find a good idea you need lots of ideas!]

?
Generation Synthesis DECISION

[Creative] [Rational]


Usual suggestion is: create multiple versions!

s
e.......
do
ain this
br rk
ur
O t wo
no way!

Business Model Canvas is developed by Alexander Osterwalder

The human brain is lazy!
It will only engage if pushed!
Otherwise it will go for the
easier way, the well-known path.
[In our case: you just decide you already have a
best version of your businessmodel]


What associates
with...

... “foot”?
86% shoe, arm, toe

... “command”?
71% dicipline, army, obey,
officer


Too bad!
We use
similar
patterns


Be careful!
Your (and mine) brain is
designed to recognize
patterns and draw
conclusions from them.


Habitual thinking!
„Who the hell wants to hear actors talk?“
Harry M. Warner Warner Bros. 1927

„Heavier than air flying machines are
impossible.“
Lord Kelvin President Royal Society, 1885


What is the best
strategy to
overcome this
rational and
creative conflict?

“The illiterates of the 21st century will not
be those who cannot read and write but
those who cannot learn, unlearn, and
relearn”- Alvin Toffler

In order to push
your brain you
need focus & tools!

Your focus is the problem you want to solve, or
the idea you want to expand.

We need some creativity tools because we are
pretty good at imitating. We are so good that we
barely notice when we are imitating.

Nothing is more important to exploration and
discovery than the art of asking good
questions.

Good questions set our focus, ignite passion
and energy and illuminate solutions that were
previously obscure.

Questions are
firestarters!


Focus!
Ideas for businessmodel innovation can come
from anywhere. Each of the nine building blocks
can be starting point, but all innovations affect
other building blocks.

Four main epicenters:
 Resource-driven
 Offer-driven
 Customer-driven
 Finance driven


Now discuss and decide your
focus for this workshop!
Possible questions to clarify your focus:

 Resource-driven: What new business we can
start based on existing infrastructure and / or
partnerships?
 Offer-driven: What new value we can offer for
our clients?
 Customer-driven: To which new customer
segments we can create value?
 Finance driven: How could we create a game
changing cost structure?

Tools!

Before we
start...
The rational and creative
are always in conflict with
each other. Rationality
likes acting according what
our experience tells us,
while creativity involves
breaking existing rules
and habits.


For this session, please turn off your rational
thinking!

[Yes, you are allowed to turn it on later on]


Tool # 1: Brainwriting

Brainwriting
Generate silently at least 3 ideas related to
the question (focus you decided earlier) and
write them on the paper. Timeframe: 3 minutes.

Pass the paper to the person on your right.

Read the ideas you received and develop
them. If not able to develop just add a new
idea inspired by what you just read.
Timeframe: 3 minutes.

Continue this process until the circle is closed.


Tool # 2: daVinci

What you can
use tights for?


Now let´s use same methodology for
generating ideas for your business model!

Rules:
1. Use following pictures (or words)
as a starters for new ideas.
2. Write the idea down. Do not discuss.
You have 30 seconds per picture.

NB! Do You remember your question?


Scientist

Nobel

Labor

36
www.maripuu.eu

Child

Kindness

Honesty

37
www.maripuu.eu

bin Laden

WTC

Faith

38
www.maripuu.eu

Sumo

Sushi

Weight

39
www.maripuu.eu

Nature

Darwin

Milk

40
www.maripuu.eu

Driver

Road 66

Truck

41
www.maripuu.eu

Doctor

Medicine

Sickness

42
www.maripuu.eu

Home

Sex

Marriage

43
www.maripuu.eu

Revolution

Factory

Lenin

44
www.maripuu.eu

Tequila

Cactus

Horse

45
www.maripuu.eu

3. Selection


Prioritize
Map all the ideas based on two criteria:
investment vs business potential.

?
Low
Investment

?
High

Low High

Business potential

4. New business
models


Using three best ideas develop
three new versions of your
business model!
Remember!
Change in one block most probably affects
all the other blocks as well. Be careful!

EW S!
BA DN el
ess mod
bu s in t of
Your ust a se
is st i ll j h es es!
hy pot
u n te sted

Untested hypotheses because
you haven´t asked customers!

The most valuable information can only
be collected on the field.

Not behind your desk
or in the workshop.

Customers are the only relevant
judges of your business model.

NEXT STEP?

Prepare to talk with potential
customers!
1. Write down your hypotheses for the business
model and/or build a prototype.
2. Come up with what constitutes a pass / fail signal
for the test (e.g. at what point would you say that
your hypotheses wasn’t / was correct)?
3. Go to the field!

twitter.com/indrekmaripu

Thank you!
twitter.com/indrekmaripu
u

Ttu innovatsiooni seminar talv 2013

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