1Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

Movingbeyondinnovationtheatre:Oneffectiveinternalinnovation

IntrapreneurshipConferenceToronto

November2017

SOME FUNDAMENTALS…

Innovationteamsrarelyfocusontherightchallenges:

Whatarewegoingtocreate?

Theycompoundthisbyusingweakprocesses:

HowonEarthcouldwedothat?!

Thenorganizationsmakethismuchworse:

Hey,thatconceptmightberisky!

Effectivefirmsconsciouslysolveeachoftheseproblems.

1

2

3

2Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

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Moderninnovationismoreaboutelegantintegrationthaninvention…

21ST CENTURYINNOVATIONPRINCIPLE

Assetlight

Fast

Smart

Connected

Distributed

Decentralized

Shared

Porous

Rated

Open

4LEARNING FROM AIRBNB

Foundedin2008,in2016,Airbnbpassed2.3millionroomsininventory.

Thismakesitlargerthanthethreelargestglobalhotelchains—Hilton,

Marriott,andIntercontinental—combined.

3Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

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7of 57appsare

(slightly)proprietary!

Howtobuildtheworld’slargest“hotel”business,withoutanyrooms!

AIRBNBTECHSTACKANALYSIS

20Application&Data

16DevOps

13Utilities

8Businesstools

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Unicornsparticipatinginthesharedeconomy

MODERNSELFEMPLOYMENTPATTERNS

CA:9

TX:1

NY:3

UK:1

India:1

China:1

Australia:1

NewZealand:1

4Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

INNOVATE IN THERIGHT WAYS…Innovationisalwaystough.Itgetsmucheasier

whenyoureplacemythswithmethods.

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Solidtradecraftcanaddresscriticalrecurringproblems… withmoretoolscomingfast

MODERNINNOVATIONTRADECRAFT

Howarewedoing

asinnovators?INNOVATION

DIAGNOSTICS

AmIworkingon

therightproblem?INNOVATION

FRAMING

Doweknowhowtodefine

andmeasureinnovation?INNOVATION

FUNDAMENTALS

Whatspecificconcept

shouldwepursue?PLATFORM

TOOLKIT

Howcanwereduce

costandrisk?LIGHTWEIGHT

INNOVATION

Domycollective

innovationsmakesense?INNOVATION

PORTFOLIO

Doweknowwhere

tofocusourpilots?EDGE

SCALING

Doweknowhowtofind

andshareinsights?IMMERSION

ENVIRONMENT

Doweknowhowtomake

innovationobligatory?INCENTIVES

&METRICS

5Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

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Successfulinnovatorsinnovatebeyondproductsandintegrate5+ types...

TENTYPESOFINNOVATION

Network

Connections

withothersto

createvalue

Process

Signatureorsuperior

methodsfor

doingyourwork

ProductSystem

Complementary

productsand

services

Channel

Howyourofferings

aredeliveredto

customersandusers

Customer

Engagement

Distinctive

interactions

youfoster

ProfitModel

Thewayinwhich

youmakemoney

Structure

Alignment

ofyourtalent

andassets

Product

Performance

Distinguishing

featuresand

functionality

Service

Supportand

enhancements

thatsurround

yourofferings

Brand

Representation

ofyourofferings

andbusiness

BOLDER CONCEPTS EASIER TO IMPLEMENT HARDER TO COPY

Howyoualignyour

talentandassets

Howyouusesignatureor

superiormethodstodo

yourwork

Howyoumakemoney

Howyouconnectwith

otherstocreatevalue

6Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

Howyoucreate

complementary

productsandservices

Howyouyouemploy

distinguishingfeatures

andfunctionality

Howyoudeliveryour

offeringstocustomers

andusersHowyoufoster

distinctiveinteractions

Howyousupportand

enhancethevalueof

yourofferings

Howyourepresent

yourofferings

andbusiness

7Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

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Balancedbreakthroughs:asimplifiedmodelforframing,designing,anddevelopingsophisticated

innovations

BUILDINGBREAKTHROUGHS

What’s

POSSIBLE?

froma

technology

perspective

What’s

VIABLE?

froma

business

perspective

What’s

DESIRABLE?

fromacustomer

perspective

What’s

NEXT?

What’s

SUSTAINABLE?

fromacommunity

perspective

Breakthroughscomefrom:

• FiveormoreTYPES

• AllthreeCOLORSused

• Carefuloutflankingofothers

inyourcategory

14PLATFORM CONSTRUCTION PROTOCOLS

Movingbeyondbrainstorming…

8Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

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Idealtoolstotransforminnovationswiftly

MAKINGDESIGNMORESTRATEGIC

FramingDiagnostics

PortfolioFundamentals

Platforms Open tools

Wave1:Baseline

Intent

Wave2:Capabilities

Wave3:Breakthroughs

Concept1 Concept2 …ConceptN

INNOVATE ON THERIGHT THINGS…Financialservicesinnovationisrarelyboldor

effective.Yoursshouldbeboth.

9Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

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!Alltheimportantstuffnowcuts

acrosscompaniesandmarkets

Platformsmatter…

PLATFORMSDRIVEGROWTHINACONNECTEDWORLD

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PlatformsamplifyinnovationROI

MOSTPOPULARCONSUMERPLATFORMS…

10Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

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PlatformsamplifyinnovationROI

MOSTPOPULARB2BPLATFORMS…

scm

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Peer-to-peerrentalsbuildstheworldlargesthotelchain,injustfiveyears….

INNOVATIONASSESSMENT:AIRBNB

5 TYPES:

11Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

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GOOGLEINNOVATIONASSESSMENT

9 TYPES:

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“Deeplearning”tofosteranticipatorycomputing—nowopenedtoanyone

INNOVATIONASSESSMENT:GOOGLETENSORFLOW

5 TYPES:

12Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

BE AN INNOVATION LEADER:Leadersinsideenterprisesworktomake

innovationobligatory,notoptional….

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Buildinginnovation“withteeth”:aproactiveprogram

SIXAXESOFACTION:THEIDEALCONDITION

CEO/SENIOR LEADERSHIP TEAM

~ Sponsors ofinnovation

~ Establishgoalsandmetrics

~ Determineincentives&rewards

UNITS,FUNCTIONS,PROGRAMS…

~ Thisistheunitofanalysis

~ Assessperiodically;buildscorecards

~ Determinewhichneedimprovement,

reinventionortransformation

HR/TALENT AND CAPABILITY

DEVELOPMENT

~ Driveinnovationscale

~ Teachsignatureapproaches

~ Administerroutineactions

INNOVATION PROCESS EXPERTS

~ Bringspecializedskills

~ Supportinitiativeteams

~ Orchestrateoutsideexperts,

whereneeded

HIGH POTENTIAL YOUNG PEOPLE

~ Thisistheunitofaction

~ Theseindividualsauthorinitiatives

~ Theyclearlyunderstandthatthese

successesdrivetheircareers

VENTURE PARTNERSHIPS &LABS

~ Thisisaunitofexploration

~ Acceleratesagilityanddiscovery

~ Canplaybydifferentrules

~ Canfosternewportfolios&bets

13Copyright © 2017 Doblin Inc Intrapreneurship Conference Toronto • November 2017

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Fosteringinnovationattheenterpriselevel

ASTEP-BY-STEPAPPROACHTHATDELIVERSINNOVATIONROI

1

2

4

Haveaconsistentwaytodefine,measureandteachinnovation,sothatboththetopicand

theassociatedperformancegoalsareunambiguous

Periodicallyassesseveryunit,department,function,program,sothatyouknowwhere

eachstandsintermsofinnovationperformance

Seniorexecutivesshouldthenidentifyandsponsorspecificinnovationinitiativesdesigned

toaddresskeyissuesontheirscorecards

3Incentivizeseniorexecutivestoimprovetheirinnovationscorecards.Useacombinationof

bonuses,awards,etc.,toachievedeepcommitment

6Usedisciplinedprotocolstohelptheseteamssucceed. Yourtoolsmustbesmart

enoughtotrackallsuccessesandfailuresovertime.

5HRprosshouldworkwithheadsofunitsanddepartmentstoidentifyhighpotential

youngpeople. Theseindividualsdrivetheinitiatives.

7Document,share,anddeepentheinitiativessothatyougetleverageacrossunitsand

regions.Celebrateandrewardteamsandsponsors.

8Usepartneringandopeninnovationmethodstomakeyourfirmporousand

lightweight.Usecrowdsandcloudswhereverpossible.

26INTRAPRENEURSHIPCONFERENCETORONTO,NOVEMBER2017

Goget’em!

Foraccesstotoday’snotes:

Email:Support@doblin.com

Event:IntraCnfToronto

Questions?

Larry.Keeley@doblin.com

AunitofDeloitteConsultingLLP

Movingbeyondinnovationtheatre:Oneffectiveinternalinnovation

IntrapreneurshipConferenceToronto

November2017