Innovative of Meaning & Value Creation:
| TECHNOLOGY PUSH | MARKET PULL | DESIGN DRIVEN |
Problem Setting:
COGNITION: mental process of acquiring knowledge & understanding through thought, experience and senses
- Mental processes or actions such as acquiring information, thinking, memory, problem-solving
INTELLIGENCE: is the ability to easily learn or understand things and to deal with new or difficult situations
- Quality of cognition
Definitions:
Case 1: The Emma’s Husband:
❓ What is the Object of their Cognitive Works?
-> Main problem of innovation leader is to be inspired in an ambition comprehension on what is innovation.
-> Emma’s Husband is a technical engineer, not an innovator.
Innovation:
-> Technical engineer are good inventor, not good innovator.
- INVENTOR: expert in engineer
- INNOVATOR:
- Is intrested in adoption of invention.
📌OCECD Oslo Manual (2005)
Value Creation for User/Customer:
-> VALUE: The extent to which a good or service is perceived by its customer to meet his or her needs or wants, measured by customer’s willingness to pay for it.
- Depends more on the customer’s perception of the worth of the product than on its intrinsic value.
- Customer recognise the utility of the product.
- Final Effect: transaction
The Callenge for Leaders:
-> To go from an existing value drivers to a New Value Drivers.
- Value criteria, factors that are relevant for the customers.
-> EX: Smartphone industry
- Existing Value Drivers, Nokia: connecting people;
- New VD, Black Barry: use the smartphone as a small labtop
“The etymology of design goes back to the Latin de + signare and means making something, distinguishing it by a sign, giving it significance…
Based on this original meaning, one could say:
design is making sense (of things).”
📌Klaus Krippendorff, Design Issues, 1989
Design Breakthorugh products:
- HOW: rational engagement of people in adopting the technical functionalities.
- WHY: cognitive engagement, everytime we interact with the product we learn something.
| The Two Dimensions | + The Strategies |
Case 2: Steve Balimer: Creating Value from Technology i
-> Ballmer was Microsoft’s very first salesman. His energy and explosive sales pitches played a big role in transforming Bill Gates’ tiny startup into the largest software maker in the world.
-> When Ballmer took over the Microsoft CEO role from Gates in 2000, some people saw it as “the triumph of sales over technology and innovation.”
📌”That time Steve Ballmer laughed at the iPhone”
-> Most famous manager in the history of the story.
Technology Epiphanies:
-> DEF: manifestation that stands in a superior position, perception of the essential nature or meaning of something.
MEMS: Micro Electro Mechanical System: takes advantage of the mechanical & electrical properties of silicon.
📌Benedetto Bigna, CEO of Ferrary, developed the technology beyond Nintendo Wii
“If a client asks for a specific feature or component, it means that someone else has already created it.”
📌Bruno Murari, Scientific Advisor for MEMS of STMicroelectronics
TECHNOLOGY EPIPHANY: When we use togheter the 4 strategies (radical innovation on a new Why and a new How). Nintendo Wii is a good example of a good epiphany, because discovered a new value hidden in the technology.
Leadership & Innovation of Meaning:
THE PROCESS:
-> Customers have aspirations but are not able to explicit their aspirations.
EMBODYMENT: translate a new know-how into a new set of solutions, value drivers, how and what, customer experience.
Interpreting Drivers of Change in Society:
-> The Socio-Cultural Models & New Meaning of a Service
Case 3: Starbucks Coffee
-> After that Howard Schultz went in Italy he decided to use the same proposition of italian bar, that are the home away from home, but declinating to the American views.
Case 4: Eataly
-> Eataly was born as italian retail
-> Understanding Innovation of Meanings:
- From booking.com to airbnb. Booking was the incumbent, the existing meaning. Airbnb was the innovator, the new meaning
- From iTunes to Spotify. The same.
- From Sky Cinema to Netflix.
- From BlackBerry to iPhone.
THE PRINCIPLES
Two Principles of Innovation Meaning:
Individual Envisioning:
Leadin’Lab 5 Spheres:
My Leadership & Innovation Path
4 Appraches to Innovation Strategy:
EXTERNAL ENVIRONMENT: is smth that can’t be modified, but can be analyzed.
INSIDE-OUT: we exploit the resources and capabilities of the firm to create innovations; we assume that our envisioning or internal dimensions (resources, competences) cannot be modified
- Is based on criticism
CRITICISM: to understand a world that changes we must revisit our myths, we must subject them to criticism,… to cure the ideas that we use to interpret life.
- Interpretate the same thing from different POV.
OUTSIDE-IN: we analyse the society, the competition and the market to create innovations; we assume that the external environment cannot be changed (we are “too small” to change it)
1)Planning-Rational Leadership Style Further Readings:
2)Learning-Feeling Leadership Style Further Readeings:
3)Competence-Sensing Leadership Style Further Readings:
4)Visionary-Intuitive Leadership Style Further Readings
