There is a staggering amount of books on innovation, explaining what it’s all about. In this presentation we give you exactly the opposite: 10 misconceptions on innovation.

1. I 1
#10 misconceptions on innovation @creaxnv
Some say…

2. I 2
There is a staggering amount of books
on innovation, explaining what it’s
all about.
In this presentation we give you
exactly the opposite.

3. I 3
10 misconceptions on innovation
1. Innova.on
equals
changing
your
product
2. Innova.on
is
about
products
3. Innova.on
is
about
predefined
goals
4. Innova.on
is
about
the
customer
5. Innova.on
is
complicated
6. Inven.on
equals
innova.on
7. You
are
smarter
than
everybody
else
8. People
like
innova.on
9. Innova.on
is
about
brainstorming
10. Innova.on
is
about
‘the’
solu.on

4. Innova.on
equals
changing
your
product
#1

5. https://en.wikipedia.org/wiki/Cyanoacrylate
Innova.on
equals
changing
your
product
#1

6. https://en.wikipedia.org/wiki/Cyanoacrylate
Innova.on
equals
changing
your
product
#1
Superglue
has
known
some
unorthodox
uses.
In
the
Vietnam
war
it
was
used
to
close
wounds
on
the
baOlefield.
à
LOOK at other industries to
sell your product.

7. I
The
most
certain
way
to
fail
is
to
focus
only
on
products.
Innova.on
is
about
products
#2
In
his
latest
book
Larry
Keeley
is
explaining
ten
types
of
innova.on.
It
is
clear
that
product
innova.on
is
only
a
part
of
the
possibili.es.
à
CONSIDER other innovation
directions.
“
”

8. Focusing
on
the
innermost
workings
of
an
enterprise
and
its
business
system
Focusing
on
the
core
product
or
services
Focusing
on
‘customer-­‐facing’
elements
Innova.on
is
about
products
Innova.on
is
about
products
#2

9. I 9
Innova.on
is
about
predefined
goals
#3

10. I 10
Innova.on
is
about
predefined
goals
#3
Some.mes
innova.ons
are
based
on
#serendipity
or
‘pleasant
surprises’.
Famous
examples
are
the
discovery
of
penicillin
or
the
inven.on
of
the
microwave
oven.

11. I 11
Innova.on
is
about
predefined
goals
#3
Some.mes
innova.ons
are
based
on
#serendipity
or
‘pleasant
surprises’.
Famous
examples
are
the
discovery
of
penicillin
or
the
inven.on
of
the
microwave
oven.
à
Validate happy accidents.
Rumor
has
it
that
chicory
was
discovered
by
accident
when
a
peasant
covered
his
chicory
roots
with
sand.
Chicory
roots
used
to
be
a
subs.tute
for
coffee.
AZer
a
few
weeks
he
discovered
sweet
tas.ng
leafs.

12. I 12
Innova.on
is
about
the
customer
#4

13. I 13
Innova.on
is
about
the
customer
#4
Coca
Cola
zero
was
put
in
the
market
to
give
men
a
sugar
free
&
manly
alterna.ve
to
diet
Coke.
The
fact
that
sugar
is
the
most
expensive
ingredient
of
the
classical
coke
has
nothing
to
do
with
it…
à
Recognize the ROI of
innovation for your company.

14. Innova.on
is
complicated
#5

15. Simple
innova.ons
oZen
have
the
biggest
‘eureka
effect’
.
This
asymmetrical
buOon
is
designed
so
that
the
elderly
and
people
with
a
handicap,
can
easily
use
the
buOon
when
ge_ng
dressed
or
undressed.
à
VALUE simple solutions as
much as complicated ones.
Innova.on
is
complicated
#5

16. Inven.on
equals
innova.on
#6

17. Inven.on
equals
innova.on
#6
An
inven.on
is
a
solu.on
to
a
problem,
this
doesn’t
mean
it
is
innova.on.
An
innova.on
is
the
applica.on
of
a
beOer
solu.on
that
meets
new
requirements
&
customer
or
market
needs.
à
LEVERAGE inventions into
meaningful innovation
concepts.

18. I 18
We’ve
always
been
shameless
about
stealing
great
ideas.
(Steve
Jobs,
1996)
You
are
smarter
than
everybody
else
#7

19. I 19
You
are
smarter
than
everybody
else
#7
The
concept
of
open
innova.on
has
been
around
for
some
years.
In
prac.ce
lots
of
companies
are
not
able
to
embrace
the
proudly
found
elsewhere
philosophy.
à
REUSE existing
technologies, ideas &
concepts.

20. #2: People like changes
People
like
innova.on
#MAYA
#8

21. #2: People like changes
People
like
innova.on
#MAYA
#8
People
can’t
handle
radical
changes.
Something
Renault
painfully
discovered
launching
the
Avan.me
in
2001.
The
car
was
not
received
well
and
only
8450
cars
were
produced.
The
car
didn’t
live
up
to
the
MAYA
principle;
most
advanced,
yet
acceptable.
à
SURVEY your customer.

22. I
Innova.on
is
about
brainstorming
#9

23. I
Innova.on
is
about
brainstorming
#9
According
to
Wikipedia
brainstorming
is
a
crea.vity
technique
to
gather
ideas
for
a
specific
problem.
This
idea
genera.on
phase
is
only
a
part
of
innova.on.
Innova.on
also
consists
of
idea
championing,
making
people
enthusias.c
about
an
idea.
The
third
aspect
of
innova.on
is
called
implementa.on.
à
RECOGNIZE all three
aspects of an innovation
trajectory.

24. Innova.on
is
about
‘the’
solu.on
#10

25. Innova.on
is
about
‘the’
solu.on
#10
Free
Record
Shop
is
a
Dutch
retailer
of
home
entertainment
selling
CD’s,
DVD’s
and
video
games.
In
2014
the
store
went
bankrupt.
Free
Record
shop
only
focused
on
one
solu.on
to
the
func.on
home
entertainment.
A
solu.on
which
turned
obsolete
by
the
compe..on:
iTunes,
Neilix,
Spo.fy,
Steam,
Video
on
demand,
etc
à
BE AWARE that functions stay & solutions
change

26. SYSTEMATIC
INNOVATION
WWW.CREAX.COM
Inspired?
We
help
companies
with
their
innova.on
challenges.
problem
solving
–
product
innova.on
–
process
innova.on
technology
transfer
–
new
applica.ons
and
markets
Diederik
Syoen
-­‐
Marke.ng
Manager
ds@creax.com
www.creax.com
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