English version of my observations and conclusions on Open Innovation.
Presented at Hochschule Lucerne, Switzerland on Ocotober 3rd, 2012.
Interesting questions from students were:
Question: Why do you pay innovators for their time/effort rather than to follow the winner takes it all approach? What if people performe weak in a process?
Answer: Because in our process it is not possible to allocate one single author to an idea. The creative content is based on our process setup, a collective result. This is why we pay everybody equally. We don't see Innovation as a game/contest, we see it rather as a form of crowd labour. Being is hard work and it doesn't take a genius. Based on the fact that all innovators answer a whole set of subquestions throughout the process, we can diffuse the risk of receiving bad content from one person. After all, it's just not fair. In our tests we weren't facing quality issues, but of course, had to deal with people who were trying to misuse the system. However, this issue remains manageable with our platform and approach. In our tests we measured about 5% of participants who tried to add random/sabotage content. We are very convinced that we can bring this number with the right quality management tools.
>>>
Question: Are you already online?
Answer: We have a functional prototype which is online but we are going to take it down as we are finalizing our commercial version of yutongo.
>>>
Question: Are you giving support to customers with setting up a project?
Answer: Not in a consulting sense. But the app is based on a step-by-step process and we put all our strength and own creativity in reducing complexitiy and the self explanatory character of the website. You shouldn't be an expert to setup a project with yutongo.
>>>
And a bunch of more questions I unfortunately can't remember. Thanks Hochschule Lucerne for having me and for asking questions. Asking question is very good advisor if you are planning to be creative. Creativity starts with asking the right questions!
Best!
Sandro Morghen, CEO & Co-Founder of yutongo
Thoughts on open innovation sandro morghen yutongo
1. «Thoughts on Open
Innovation»
Sandro Morghen, yutongo
Hochschule Luzern, 03.10.2012
2. Sandro Morghen
• 14 years of experience in the innovation industry
• 11 years BrainStore idea factory, among the first
companies worldwide to offer ideation services on a
systematic scale
• Head Idea Production, one of the main authors of
the BrainStore creativity approach
• Main Learning: creativity and innovation
development is an industrial process
• And: innovation is all about creativity
3. Sandro Morghen
• Co-writer of first German Crowdsourcing Report (on
Open/Crowd Innovation)
• Contributor to crowdsouringblog.de
4. Sandro Morghen
• More 600 than ideation projects (most >100K CHF),
many fortune 500 companies: Telekom, Daimler,
Nokia, GM, P&G, Henkel etc.
• In Africa, Australia, Europe, USA
5. Sandro Morghen
• Now: CEO & Co-Founder von yutongo.com
• Idea Crowdsourcing application low subscription
fees, self-service and a native creative process
• Companies and organisations worldwide, any size
6. Crowdsourcing 2012
Crowd Crowd Crowd
microtasks wisdom funding
Let the crowd solve Collect knowledge, Collect funding from the
working orientated tasks predictions, crowd
(e. g. «Resize 1’000 jpg live data and more
files» or e.g. Wikipedia
«Make a research on…»
Crowd Crowd
creatives innovation
Develop elaborated Collects innovations and
creative work like logo ideas from a crowd
design, industrial design,
copy text etc.
= Open
Innovation
7. What is Open Innovation?
Opens innovation processes to the outside world.
«Also folks from ‘outside’ have good ideas which bring
value to the company».
Web driven.
Crowd driven.
External and/or internal.
8. Participants
How does it work?
WIN
Consulting
(Humans)
WIN
Open Innovation
Idea
Customer Plattform
Idea
atizo, innocentive and WIN
Idea
Creative 50 others
Problem Idea
Idea
Corporate Innovation
Plattform Idea
z. B. «Ideas for
WIN Idea
the next e.g. Tchibo Ideas,
beverage trend mystarbucksidea.force.com Idea
coming up»
Open Innovation
Accelerator
Jury/
Customer
9. Why has it become popular?
PR, Brand Loyalty, (Social Media) Marketing.
Customer insights.
Collect many ideas.
External fans, consumers, experts, creatives, nerds
bring variety in innovation pipelines.
Made possible through Web 2.0 revolution
12. What do we need so Open
Innovation and related
phenomen increases in
volume significally and
through this, the planet
becomes a little bit more
creative?
13. 9 very personal observations
and conclusions on
Open Innovation
15. 1 Observation
Open Innovation is NOT creativity,
but innovation only grows through
creativity. Quality and sophistication
of creative processes used in Open
Innovation are still subject to
improve. Like a lot.
16. 1 Conclusion
Open Innovation needs intelligent,
inspiring tools and principles for
creativity driven collaborative
delevopment of ideas.
18. 2 Observation
Studies show: In order to successfully
launch an idea in the market, you need
up to 4000 – 5000 single ideas and
thoughts to be collected, compressed,
refined and re-combined.
19. 2 Conclusion
Processes in Open Innovation need to be
natively designed to orchestrate an
interplay between lots of content and the
reduction of the content. Quality can only
grow from mass.
21. 3 Observation
Participants in Open Innovation
processes act like «Idea Rambos».
Lone figthers, disconnected from
others who fight their own battle. In
the moment of idea creation, Idea
Rambos are alone. We call this:
«Collaborative Loneliness».
22. 3 Conclusion
We need agile idea intervention troups
who operate in a collaboratively
connected manner. Platforms will need to
display that in their processes.
24. 4 Observation
Whoever is exposed to a
brainstorming process (online or
offline), is scared to share «wrong»
ideas. This is an enormous blocking
mechanism in creative processes.
25. 4 Conclusion
Anonymization de-blocks the creative
flow and stimulates the ideation process.
Processes in Open Innovation need to
build on the concept of anonymization.
26. 4 Conclusion
Two aspects of
creative work in groups
Wrong
Mutual inspiration understanding of
leads to more group conformity,
diverse, out-of-the- negative group
box and unique dynamic, scared to
ideas. share «wrong»
content.
Eliminate group conformity,
foster mutual inspiration.
27. 4 Conclusion
Two aspects of
creative work in groups
Wrong
Mutual inspiration understanding of
leads to more group conformity,
diverse, out-of-the- negative group
box and unique dynamic, scared to
ideas. share «wrong»
content.
Eliminate group conformity,
foster mutual inspiration.
29. 5 Observation
For many companies and organisation,
Open Innovation is like Christmas; you
do it once a year, it was nice but that
was it. It‘s not a cultural changer.
30. 5 Conclusion
«I get help from
others when I need
ideas, external or
internal, even also
for my little daily
tasks»
Inject «Crowdsourcing thinking» into
companies’ DNA; the reflex to approach
creative problems collaboratively. It
requires specifically designed tools.
32. 6 Observation
Compensation of innovators through
the Winner-takes-it-all principle
is not transparent to participants. It‘s
time consuming for customers and it‘s
unfair in its core.
33. 6 Conclusion
We need to learn that each
participation in a creative process
contributes to an innovative solution.
Because participants inspire each other.
And each contribution needs to be
compensated in a repeatable, fair and
systematic way.
35. 7 Observation
$$$
Innovation is a key driver for every
firm. And yet: 99% of companies
worldwide are excluded from
affordable Open Innovation services.
36. 7 Conclusion
We need to re-think business models:
Low priced. Self-service. Self-explaining.
In order to make the planet more
creative, we need scaling mechanisms.
38. 8 Observation
Open Innovation today:
It‘s a regional phenomenon.
39. 8 Conclusion
We need global platforms. The
interlinking of innovators from different
cultural backgrounds leads to better
and more diverse ideas and to an
improved creative output.
41. 9 Observation
The option to tackle a problem from
many different angles is a key asset
in creative problem solving. Current
platforms simply ignore this option.
42. 9 Conclusion
Open Innovation platforms need to
integrate multi-view-angle thinking in
their creative processes.
51. Where do we stand at?
• Early prototype live on www.yutongo.com (soon to be
removed by «coming soon» message)
• Self financed
• Working on first commercial release of application
• Acquired substantial seed investment; provides us
some air
• Commercial Launch: asap
52. Some testing experiences
• Test Challenge «Mobile App Revolution»
• Ca. 15 participants (Europe, USA, Asiea, South east asia)
• Ca. 2500 Idea fragments, 100 complete ideas
• Microsalary/Person: 5$, 10 – 15 min
• Test Challenge «Dental Implants»
• 276 participants, (Europe, USA, Asiea, South east asia)
• Ca. 1500 Idea fragments, 550 complete ideasof
• Microsalary/Person: 1$, 5 – 7 min, partly also paid per
number ideas (tested several schemes)