1. Dr. Andre Convents
Section Head Connect & develop
Flanders DC Kenniscentrum Delighting Consumers Through Purpose Driven Innovation
Billion-Dollar Brands

2. Innovation is center stage for growth
q For large companies a portfolio is critical
§ Lead: Sustaining and commercial innovation
§ Discontinuous innovation
• Change: Transformative innovation
• Create: Disruptive innovation
30 Flanders DC Kenniscentrum
Iteraction, integration and collaboration
q If you had to develop a chair in a company
q What chair would you develop as an entrepreneur?
Source: Product Development
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3. Value S-curve: Maturity
Tipping point innovation Tipping point: Sellers
• Innovators create new products Kano: Basic must have
• Mavens adapt them to a large market
• Sellers maximize potential
S-Curve
S-curve: Growth
Tipping point: Mavens Kano Model
Kano: Linear Satisfiers
S-curve: Birth
Tipping point: Innovators
Kano: Delighters
Time
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| 19-1-2010 |
Flanders DC Kenniscentrum
Business Week 2008
In his new book, The Game-Changer: How You Can Drive
Revenue and Profit Growth with Innovation, P&G CEO A.G.
Lafley explains the difference between the two methods:
"Business schools tend to focus on inductive thinking (based on
directly observable facts) and deductive thinking (logic and
analysis, typically based on past evidence)," he writes. "Design
schools emphasize abductive thinking—imagining what could
be possible. This new thinking approach helps us challenge
assumed constraints and add to ideas, versus discouraging
them."
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4. Design thinking is not only for physical products
q Products and services
q Supply chain, new
q Organizational design
q Business strategy
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Kenniscen
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The Innovator’s DNA
q On personality traits and psychometric measures entrepreneurs
and corporate executives are the same.
q Their behaviors are different:
Innovators Most senior executives
Questioning Analyzing
Observing Planning
Networking Detail-oriented implementing
Experimenting Disciplined executing
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5. 1 Pack = 1 Vaccine
Live, Learn
and Thrive
The Power of
P&G’s Purpose:
Touch and improve
lives, now and for
generations to come

6. Consumer Insights Drive
Product Innovation
The sustainability challenge
P&G’s approach is to drive meaningful
improvements in sustainability by
targeting mainstream consumers
Landscaping and creating ideas
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7. Virtual design and concept development
q Looks like prototypes
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Model the commercialization and deductive business
scenarios
q Quantification and qualification
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8. Consumer communities
for co-development
Leverage P&G internal Wikis and virtual
consumer communities for idea generation
Design thinking and iterative prototyping
The Wasserette with 1000 consumer to help
define the product proposition and launch
Product Innovation
Dramatic Changes in Formulation
A Dramatic Reduction in Overall
Environmental Footprint
20-50%
Less energy by washing
in low temperatures
40-50% 14-40%
L
Less water to manufacture
Less packaging
30-40% 40-57%
Less energy to
Less trucks to transport
manufacture

9. The entrepreneur and innopreneur tool box be truly effective:
combine with an open innovation and crowdsourcing mindset
q Combine design thinking and mult-functional input with open
innovation and crowdsourcing
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Innovation for the globe
q After thousands of hours of research in the field, P&G learned
that a single-blade razor was a cheaper and effective alternative
to double-edged razors for many consumers in India
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10. Recent innovation examples
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