1. THE FIVE LEADING TRENDS IN
INTRAPRENEURSHIP
RICARDO DOS SANTOS, 4iNNO LLC
NOVEMBER 2016 - INTRAPRENEURSHIP CONF S.V.

2. Thank-Yous
CONFERENCE ORGANIZERS!
• Tehani Renganathan (MAS)
• M. Durvy , A. Goryachev (Cisco)
• Steve Liguori (Self, x-GE)
• Gail Galuppo (Aflac)
• Larry Huston (4iNNO)
• Paul Jacobs (Qualcomm)
• Mark Randall (Adobe)
• Brant Cooper (MtNeedle)
• Nathan Furr (Insead)
• Alex Osterwalder (Strategyzer)
• Steve Blank (Self)
• Eric Ries (Self)
• Rita McGrath (Self)
• Rick Waldron (Nike)
• Sharon Wong (Self)
• Dave Blakely (Mach49)
• Eileen Tanghal (Coder School)
• Mike Docherty (Venture2)
• Dawn Nolan (Whirlpool)
• J-Claude Junqua (CE2innovate)
• Kristin Raza (Salesforce)
• Babak Forutanpour (Outerwall, x-QC)
• Mark Lopez (Univision)
• Marvin Gross (HP Inc)
• Dawn Murphy (St-Gobain)
• Rebecca Hemenway (Illumina)

3. Industrial Age
• Schlumberger
• VW
• BCG
• BS, MS I.E. LSU
• MBA, MIT SLOAN
Ricardo
dos Santos
Imagination Age
• 2 Wireless Startups
• Qualcomm
• Top-Down: Biz Dev
• Bottoms-Up: Intrapreneurship
• Angel Investor, mentor
• Bio Dyn (Cancer Dx S’UP)
• Lecturer SDSU, UCSD
• Consultant/EIR:
Self, w/Steve Blank, w/4iNNO
3
About me…
Before/ After Intrapreneurship

4. FIVE TRENDS YOU NEED TO KNOW
That can make you a more effective intrapreneur
1. TRANSFORMATION
2. EVIDENCE-BASED
3. ADVANTAGED NETWORKS
4. INTRA-VC’ING
5. EXTRA-PRENEURING

5. R&D LEIAINTRAPR. PATENGAGED JILLWFH YAHOOMILLENIAL
EVIL
MANAGERS
VISIONARY CEO
LIFE AT EVERY
LARGE COMPANY
TODAY
South Park
TRANSFORMATION
#1
INNOVATE
PLEASE!

6. R&D LEIAINTRAPR. PATENGAGED JILLWFH YAHOOMILLENIAL
EVIL
MANAGERS
VISIONARY CEO
LIFE AT EVERY
LARGE COMPANY
TODAY
PUNISHED PAT
South Park
I SAID
INNOVATE,
#$*%! DAMN IT!
TRANSFORMATION
#1

7. #1
THE PRESENT (VOLUNTEER) INTRAPRENEURIAL SYSTEM ISN’T GOOD TO PEOPLE
BTW, CONSCRIBED INTRAPRENEURSHIP IS AN OXYMORON
THERE’S EITHER NO MONEY OR SUPPORT OR A BUNCH OF
‘KICK THE CAN DOWN THE ROAD’ PROGRAMS
INTRAPRENEURS ARE DEFINITELY PUNISHED DUE TO DISENCENTIVES
(CONSIDERED DESERTERS)
TRANSFORMATION
WE’RE STILL NOT THERE

8. INTRAPRENEURS AREN’T DESERTERS,
YOU’RE NEEDED CONSCIENTIOUS OBJECTORS
WE’VE APPARANTLY STARTED THE TRANSFORMATION,
REALIZING CULTURE TRUMPS EVERYTHING
THE CULTURE APPROACH SAYS TO START WITH PEOPLE,
WELCOMING INTRAPRENEURIAL ATTITUDE & BEHAVIOR
NOT GUARANTEED INNOVATIONS OR INNOVATION PRACTICES
TRANSFORMATION
IT’S TRENDING THE RIGHT WAY
#1

9. #2
ALL INNOVATION METHODS ARE BECOMING EVIDENCE—BASED,
MIX OF RESEARCH FINDINGS & JUDGEMENT (DT, CD/LS’UP, JTBD, DI, OI, ETC.)
THEY’RE TOOLS TO HELP US (& OUR SPONSORS!) MAKE DECISIONS
ON WHAT’S BEST FOR THE CUSTOMER & THE COMPANY (NOT THE TECHNOLOGY)
THERE’S NO POINT IN OBSESSING ABOUT A PARTICULAR METHOD
NO ONE’S GIVING OUT BELTS. IT’S ABOUT SURVIVING IN A STREET FIGHT
COMPANIES MIXING DIFFERENT METHODS INTO THEIR OWN FIGHTING STYLE
MIXED MARTIAL METHODS
EVIDENCE-BASED
THE COMMON LANGUAGE OF TRANSFORMATION

10. Dave Snowden, Julian Birkinshaw, Mary Meeker
Learn:
To scale talking to customers (AI/ML)
That controlling is dead. And it isn’t inspiring,
purpose is
That to play, you must network, to win you
must collaborate
That to collaborate, you MUST bring data,
the only platform that matters
BUSINESS S-CURVES
Products & Assets Rule
SIMPLE ERA
NAT’L RSRS, THINGS
Vertical
competition
Learn:
Mkt & Prod Dev
1.0
Business Models Rule
COMPLICATED ERA
IT, INTERNET
Horizontal
competition
(platforms)
Learn:
User Experience,
Biz Modeling,
Digital Strategy,
Attention Capital
2.0
Advantaged Networks Rule
COMPLEX ERA
IoT (Dvcs, Cloud, Big Data, ML…)
X-Industry Ecosystems
(e.g. connected car, home,
smart cities, dig. health, etc.)
3.0
ADVANTAGED
NETWORKS
#3

11. Dave Snowden, Julian Birkinshaw, Mary Meeker
BUSINESS S-CURVES
Products & Assets Rule
SIMPLE ERA
NAT’L RSRS, THINGS
Vertical
competition
Learn:
Mkt & Prod Dev
1.0
Business Models Rule
COMPLICATED ERA
IT, INTERNET
Horizontal
competition
(platforms)
Learn:
User Experience,
Biz Modeling,
Digital Strategy,
Attention Capital
2.0
Advantaged Networks Rule
COMPLEX ERA
IoT (Dvcs, Cloud, Big Data, ML…)
X-Industry Ecosystems
CONNECTED CAR EXAMPLE
3.0
ADVANTAGED
NETWORKS
#3
Complex platform alliances
fighting for customer attention
HERE is a great e.g. of an Advantaged Network

12. Co-creating with the network (& the platforms to scale):
• Customers
•Rev-Share Communities
•Crowdfunding
•Startups
•Startup Studios (SU’P/VC in one)
•EIRs (Invite entrepreneurs in residence)
•IORs (Place intrapreneurs out of residence)
• Accelerators/VC’s
• Partners, Coo-petitors, Universities, Gov., etc.
WE’RE ENTERING A WORLD IN WHICH WE
DON’T KNOW WHAT WE DON’T KNOW
"The real voyage of discovery consists
not in seeking new landscapes, but in
having new eyes." - Marcel Proust
ADVANTAGED NETWORKS = OI 2.0
‘The world is your lab’ becomes ‘The world is a co-lab’
#3

13. DUE TO SHEAR # OF IDEAS & VARYING STAGES OF DEV’PMT, LARGE CO’S
ENCOURAGING ‘ISLANDS OF GOOD’ WHERE DECISIONS ARE BASED ON EVIDENCE
DISTRIBUTED SYSTEM OF INTRA-VC’ING (STAGED-RISK FUNDING & SUPPORT):
A) STARTUP SCHOOLS W/ MICRO-FUNDING: EVIDENCE IS DESIRE TO LEARN
B) CHALLENGE/PRIZE COMPETITIONS: EVIDENCE IS OPPORTUNITY
C) MANAGER ANGELS/ EMPLOYEE CROWDFUNDING: (IDEA STAGE)
D) FUNDING BOARDS (ACCELERATORS): EVIDENCE IS MARKET VALIDATION
E) AD-HOC BU & CORPORATE FUNDING: (HAVEN’T YET TIED TO ’FARM’ SYSTEM)
INTRA-VC’ING
IT’S TIME TO WORK ON THE BUYING
#4

14. MOTIVATED – COURAGEOUS – NETWORKER – EVIDENCE-BASED – PERSUASIVE
South Park
#5 EXTRA-PRENEURING
Internal
Transformatio
n
External
Collaboration

15. RECAP: FIVE TRENDS YOU NEED TO KNOW
That can make you a more effective intrapreneur
1. TRANSFORMATION
2. EVIDENCE-BASED
3. ADVANTAGED NETWORKS
4. INTRA-VC’ING
5. EXTRA-PRENEURING *LOOK FOR OPPORTUNITY, FORM TEAMS,
GET ADVICE, DEVELOP CUSTOMERS,
DEVELOP SPONSORS, CREATE, VALIDATE,
AND SELL SOMETHING TO SOMEBODY
TO INTRAPRENEURS: ACT
THE TIME IS YOURS. YOU HAVE THE
ONLY SCARCE RESOURCE IN THE
COMING AGE – WILLINGNESS TO
ACT* IN THE FACE OF UNCERTAINTY
TO EXECUTIVES: LET INTRAPRENEURS ACT

16. KEEP CALM
AND CARRY ON!
THANK YOU
RICARDO@4INNO.COM
South Park

17. appendix

18. R&D LEIAINTRAPR. PATENGAGED JILLWFH YAHOOMILLENIAL
VISIONARY CEO
LIFE AT EVERY
LARGE COMPANY
TOMORROW
TX FOR TRYING PAT
EVIL MANAGERS
SERIES A, B, C …
SEED
South Park
#4 INTRA-VC’ING

19. Core
Business
Collaboration
Industry
Ecosystem
Collaboration
OI 1.0: The World is Your Lab OI 2.0: The World is a Co-LabOI 0.0: Core Relationships
ADVANTAGED NETWORKS ARE THE
FUTURE OF OPEN INNOVATION
Ext.
Enterprise
Collaboration
19
Value capture through dominant
platform control
PotentialValueofCollaboration
No. of partners (across people, processes AND much more data (enabled by the IoT))
10 100 1000 10,000 100,000
X-Industry Ecosystem
Collaboration
The Evolution of Collaboration
Value capture through platform alliances
and open business models vs. control
Mike Docherty, JC Junqua
#4