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LEVERAGING INNOVATION WITH A DEDICATED SOCIAL TOOL:
A SUCCESS STORY OFCOLLABORATIVE ONLINE IDEATIONS
Frank Hatzack and Christian Brix TillegreenBusiness InnovationNovozymes
we.CONECT SOCIAL BUSINESS COLLABORATION 2013BERLIN, Sept. 24th
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ONLINEIDEATIONS
FRANK HATZACK
Senior Innovation Manager
Biochemist, PhD
13 yrs in Novozymes
Knows the organisation
CHRISTIAN BRIX
TILLEGREENStudent temp.
Studies innovation
2 yrs in Novozymes
Knows DIGITAL!!!
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Industrial Biotechnology Leaderwithin ENZYMES & MICROORGANISMS
Detergents Food & Beverage
Animal Health & Nutrition Biofuels Agriculture
$ 2 bn (2012) 6000 employees R&D and commercial presence in all major world regions HQ Bagsværd, DK NZYB Novozymes.com
ABOUT NOVOZYMES
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COLLABORATIVE ONLINEIDEATIONS
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DIVERSITY
ABSORPTIVE
CAPACITY
SIMPLICITY
REPEATABILITY
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INNOVATION
ACCELERATION
STRATEGIZING
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LESS THAN 1 YEAR:FROM ONLINE IDEA TO SOLUTION BEING TESTED IN CUSTOMER’ PLANTS
ACCELERATION
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SHORT CAMPAIGNSHIGH FREQUENCY
1483%29
6276%38
14575%222
2011
participants%activeideas
=within one area
=cross functional
20132012
7670%48
5995%26
5891%42
2080%38
8384%118
10382%74
143ongoing
43875%319
11280%75
4584%39
REPEATABILITY
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SHORT CAMPAIGNSHIGH FREQUENCY
1483%29
6276%38
14575%222
2011
participants%activeideas
=within one area
=cross functional
20132012
7670%48
5995%26
5891%42
2080%38
8384%118
10382%74
143ongoing
43875%319
11280%75
4584%39
REPEATABILITY
DONT OVERSIZE YOUR CROWD IF YOU WANT
RAPID LEARNING CYCLES
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SIMPLICITY -like
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SIMPLICITY -like
= KEY FOR ADOPTION
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Statistical method: Fisher’s exact test
DIVERSITY
Diversity dimensions: seniority, tenure, rank, site
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Statistical method: Fisher’s exact test
DIVERSITY
DIVERSITY MATTERS!
DIVERSITY= ASSET!
OPTIMIZE DIVERSITY!
Diversity dimensions: seniority, tenure, rank, site
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New competencies
ABSORPTIVE CAPACITYS
CO
PE
MO
BIL
IZE
IDEATE
SC
REEN
INC
UB
ATE
PIT
CH
AN
CH
OR
Pre-exisiting competencies
COMPANY CULTURE PERMISSIVE TO INNOVATION
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New competencies
ABSORPTIVE CAPACITYS
CO
PE
MO
BIL
IZE
IDEATE
SC
REEN
INC
UB
ATE
PIT
CH
AN
CH
OR
Pre-exisiting competencies
COMPANY CULTURE PERMISSIVE TO INNOVATION
GET REAL ABOUT CULTURE!
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RESEARCH QUESTION
Are internal crowds & screen teams receptive to market need articulation?
IMPLICATION – if above is truethen accelleration of an organization’s response to market needs is likely!
CONVENTIONAL& SLOW
ACCELERATION?
Sales &TechService
Marketing R&D Production
Sales &
TechService
Marketing R&D ProductionCROWD ACCELERATION
Need
Solution
Need
Solution @frankhatzack@tillegreen
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RESEARCH DATASET: ”NEW CLAIMS FOR DETERGENTS”
Enzyme Solution!
CLAIM“Whiter than White!”
EX
AM
PLE
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CAMPAIGN OBJECTIVE THEN:1. NEW CLAIMS FOR PRODUCT LABELS2. NEW ENZYMES TO ENABLE CLAIMS
OUR RESEARCH QUESTION NOW:ARE CROWD & SCREEN TEAM RECEPTIVE TO MARKET NEEDS AS ARTICULATED IN POSTED IDEAS?
CROWD (113)
Cross-Functional, global, spread in rank
Sales & Tech Service
Marketing R&D
50%50%
- Cross-functional- Director & manager level- Denmark-based
SCREEN TEAM (5)
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WAS THE CROWD AND THE SCREEN TEAM RESPONSIVE TO MARKET NEEDS?
market needs articulated: 44%
new ideas: 30%
Liked idea from Sales? p=0.012
Liked ideas withMarket articulation? p=0.007
Liked new ideas? p=0.033
Liked cross-functionalideas? p=0.834
Liked ideas from R&D? p=0.546
-to idea from Sales p=0.308
-to ideas withMarket articulation p=0.444
-to new ideas p=0.388
-to x-functional ideas p=0.326 -to ideas from R&D? p=0.426
Ideas (75) Crowd… Screen Team…
…was indifferent!…was responsive!
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PRELIMINARY CONCLUSIONS
Both screen team and crowd must be responsive to market needs in order to enable accelleration
In case the screen team decides to go against market needs articulation, the crowd and sponsors (!) need an explanation
There may be highly valid reasons why the screen team did not follow the crowd…
But the screen team needs to share their deeper insights – at least partly - in order to sustain crowdsourcing as an innovation accelerator
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BY THE WAY: THE SCREEN TEAM PICKED AN EXCELLENT WINNER IDEA ANYWAYS!
I was new in the company, and my boss allowed me to work with the concept, although it wasn’t exactly in the department’s scope…
LORENA
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AUDIO & VIDEO LINK+ LIVE CHAT
OPEN SCREENING PROCESS
WAY FORWARDF
WHICH IS ALSO MUCH MORE FUNAS THE FOLLOWING SEQUENCE SHOWS!
14:00
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14:30
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15:30
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16:00
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16:30
Let’s get real!*
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* and focus on ideas we can execute within one year and within existing framweworks
THANKS
@frankhatzack@tillegreen