© David Nordfors
HORIZONTALISM
IMPROVING INNOVATION SYSTEMSBY IMPROVING COMMUNICATION
David Nordfors, CEO, IIIJMenlo Park, CA, USA
Monday, September 2, 13
© David Nordfors
Power is VERTICAL, but...
AN INNOVATION ECONOMY DILEMMA
Monday, September 2, 13
© David Nordfors
...potential is HORIZONTAL
Monday, September 2, 13
© David Nordfors
If the NEXT thing is what keeps the customer,INNOVATION is the CORE business
LIFE CYCLES ARE SHORTENING
Then : “Get a new one when the old one breaks.”Now : “Get rid of it when it’s dated.”
Monday, September 2, 13
© David Nordfors 2011
ECONOMIC GROWTH - THEN• WAS about doing MORE OF THE SAME
• Players knew who they were and what to do.
• Must fit the norm of players doing the same things.
• VERTICAL COMMUNICATION is key.
• Shoemakers discuss how to make shoes with other shoemakers.
Monday, September 2, 13
© David Nordfors 2011
VERTICAL GROWTH
• A race for MORE OF THE SAME
• IMPROVE the SILOS
• PEOPLE DOING THE SAME THINGS MEET.
• SECTORS, GUILDS, BEST PRACTICES
• “DON’T CROSS THE LINE!”
• REGULATION is POWER.
Monday, September 2, 13
© David Nordfors 2011
VERTICAL LANGUAGESTRENGTHENING SILOS
IMPROVING OLD PRACTICES
• Represents;
• Expertise, Best Practice, Peer Review
• “NEED TO KNOW” language spread by
• Courses, Certificates, Committees
• VERSATILE, EXACT, ACCURATE, enabling VERTICAL COMMUNICATION
Monday, September 2, 13
© David Nordfors 2011
ECONOMIC GROWTH - NOW• IS about doing NEW THINGS
• Players must RENEW themselves.
• Must match players doing OTHER things who ALSO are renewing themselves.
• HORIZONTAL COMMUNICATION is key
• Shoemakers discuss how to make shoes with users, physicians, chemical industry, etc...
Monday, September 2, 13
© David Nordfors 2011
HORIZONTAL GROWTH
• A race for THE NEXT BIG THING
• CHALLENGE SILOS
• PEOPLE DOING DIFFERENT THINGS MEET.
• CLUSTERS, NETWORKS, VENTURES
• ‘TRY SOMETHING NEW!’
• INNOVATION is POWER.
Monday, September 2, 13
© David Nordfors 2011
HORIZONTAL LANGUAGEINNOVATION ECOSYSTEMSSHAPING NEW PRACTICES
• Represents:
• Interaction across expertise, general knowledge
• “WANT TO KNOW” language spread by
• Storytelling, public discussion, media
• SIMPLE, ENGAGING, RELEVANT, enabling HORIZONTAL INTERACTION
Monday, September 2, 13
© David Nordfors 2011
INNOVATION MEANS NEW LANGUAGE
• Every Innovation Needs
• A name - so we can refer to it
• A definition - so we know what it is
• A story - so we can relate to it
• Innovation = New Shared Language
Monday, September 2, 13
© David Nordfors
WE CAN NOT INNOVATE FASTER THAN WE CAN CREATE
NEW SHARED LANGUAGE
Monday, September 2, 13
© David Nordfors
SHARED LANGUAGEBUSINESS EDUCATION
GOVERNMENT
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Monday, September 2, 13
© David Nordfors 2011
INNOVATION IS NEW SHARED LANGUAGE
• INNOVATION IS NEW SHARED LANGUAGE FOR
• TEAMS doing news things together
• STAKEHOLDERS joining forces in new ways
• MARKETS trading innovation
• SOCIETIES building new quality of life
Monday, September 2, 13
© David Nordfors 2011
THE INNOVATION COMMUNICATION
SYSTEM• What is the INFRASTRUCTURE for creating
new shared language?
• in the team?
• among stakeholders?
• in the market?
• in society?
Monday, September 2, 13
© David Nordfors
INFRASTRUCTURE FOR CREATING NEWSHARED LANGUAGE:
THE INNOVATION COMMUNICATION
SYSTEM (ICS)
Monday, September 2, 13
© David Nordfors 2011
INNOVATION PARADIGMS
• -90s: HARD: Science & Technology
• 90s-10s: HYBRID: Products & Services
• 10s-: SOFT: Brands & Narratives?
Monday, September 2, 13
© David Nordfors
CONTACT
IIIJc/o SRI International, 333 Ravenswood Ave
Menlo Park, CA, USA
Monday, September 2, 13
