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How to mobilize for breakthrough innovation :

Think BIG, act small

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David Pas

Design & Innovation Consultant

Guest lecturer at Integrale Productontwikkeling, Antwerpen

Design Coach ‘5x5’

david.pas@verhaert.com

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once upon a

time….

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once upon a time….

…a big beverage company lacked

some new breakthrough ideas

Budget was not an issue, but timing

was very short

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what is

‘breakthrough’?

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a breakthrough can be something simple,

but it’s never easy to make a breakthrough

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INCREMENTAL

market pull

technology

epiphanies

NEW

USERS

RADICAL

meaning driven

technology push

INC

RE

ME

NTA

L

TE

CH

NO

LO

GY

CH

AN

GE

RA

DIC

AL

MEANING CHANGE

based on

Verganti

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new technology offering and new users

EXISTING

OFFERINGS

incremental

breakthrough

NE

W

US

ER

S

NEW

OFFERINGS

evolutionary

evolutionary

EX

IST

ING

US

ER

S

based on

Verganti

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only new technology

EXISTING

OFFERINGS

incremental

breakthrough

NE

W

US

ER

S

NEW

OFFERINGS

evolutionary

EX

IST

ING

US

ER

S

based on

Verganti

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new meaning, new technology

EXISTING

OFFERINGS

incremental

NE

W

US

ER

S

NEW

OFFERINGS

evolutionary

EX

IST

ING

US

ER

S

based on

Verganti

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think BIG

you can build an unbeatable

and sustainable competitive

advantage through

innovations that do not

come from the market but

that create new markets

Roberto Verganti

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a breakthrough is not for ever

now old

once breakthrough

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does it need to be breakthrough?

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does it need to be breakthrough?

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it’s about speed

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timing

1 2 3

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lean approach

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C O N C E P T L A B ©

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lean approach

C O N C E P T L A B ©

idea

build learn

© VERHAERT

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timing

technical

conceptual

6-8 days 360° IDEATION

© VERHAERT

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timing

technical

conceptual

2 months

idea

build learn

6-8 days 360° IDEATION

© VERHAERT

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in the process

front end innovation strategy development

INNOVATION ROCKET PROGRAM ©

VISUALISED

IDEA

NEW APPLICATION &

BUSINNESS CONCEPT

CONCEPT LAB ©

© VERHAERT

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objective

= to trigger more ideas

= to make ideas more ‘alive’

C O N C E P T L A B ©

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lean approach

idea ≠ a problem solved

build learn

C O N C E P T L A B ©

© VERHAERT

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≠ problems to be solved

= a ‘proactive’ exploration

= exploring objectives

according to themes/occasions related to the innovation ambition

of the company (innovation spaces)

the idea generation is based on a exploration of future

technologies in combination with an exploration of consumers

trends

idea

‘big’

trends

technology

opportunities

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lean approach

idea

build ≠ a proof of concept

learn

C O N C E P T L A B ©

© VERHAERT

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≠ building of a prototype

≠ validation

= to trigger more ideas

“build” as an extension of a description and drawings

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insight for money the least effort to bring us to a new insight level

SCKETCH PROTOTYPE

COST

INSIGHT

INTERPRETATIO

N

“BUILD”

© VERHAERT

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case

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it’s more about building an idea,

not about making a finished product

© humin

© humin

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idea

build learn ≠ validating

C O N C E P T L A B ©

© VERHAERT

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make it a continuous proces

1

2

3

© VERHAERT

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in your

organisation

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get buy in

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how to get it landed

who needs to say yes

who should be joining

how to avoid resistance

stakeholders and ownership

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forget one time the typical

processes

from problem solving to

pro-active envisioning

process, structure, plan…

not your daily attitude

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CONCEPTLAB© team

core team

chairman

external specialists

resources, commitments

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think of ambitious innovation spaces,

the big issues…forget the details

embrace the unknown

….

innovation spaces and themes

CONCEPTLAB© themes

© VERHAERT

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once upon a

time….

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first edition

more than 5 breakthrough concepts

1 global patent

today

2nd year

outcome goes global

remains a lean “think big, act small” approach

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conclusion

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the “think big, act small” approach is suitable for

every ambitious company, small or large

CONCEPTLAB© ingredients

courage - creativity - flexibility

make it a part of your daily business

continuity is more important than budget

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timing

technical

conceptual

3x/YEAR

idea

build learn

360° IDEATION

© VERHAERT

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VERHAERT MASTERS IN INNOVATION® Headquarters

Hogenakkerhoekstraat 21

9150 Kruibeke (B)

tel +32 (0)3 250 19 00

fax +32 (0)3 254 10 08

ezine@verhaert.com

More at www.verhaert.com

VERHAERT MASTERS IN INNOVATION® Netherlands

ESIC European Space Innovation Centre

Kapteynstraat 1

2201 BB Noordwijk (NL)

Tel: +31 (0)618 12 19 19

derk.schneemann@verhaert.com

More at www.verhaert.com

MASTERS IN INNOVATION® is a platform set up by VERHAERT to train, stimulate and incubate

you as an innovator.

We provide an extensive training program with different tracks and covering critical areas of new

products and business innovation.

Furthermore we manage the VERHAERT venturing program and organize our Innovation Day, an

annual conference on best practices and insights on new products & business innovation.