Boosting innovation through collaborative online ideations
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Novozymes successfully implemented an online idea crowdsourcing platform called COLIN to boost innovation. Over 1000 employees from across the organization contributed ideas, with 75% being active users. COLIN was adopted rapidly due to strategic alignment, simplicity, familiarity with the innovation process, and the company's culture being open to new ideas. Diversity in contributors led to higher quality ideas, showing the value of diverse perspectives. While diversity has costs, it also has benefits for innovation that make it worthwhile for companies to pursue.
Boosting innovation through collaborative online ideations
- 1. BOOSTING INNOVATION BY COLLABORATIVE ONLINE IDEATIONS @ # Follow Like Share Comment Frank Hatzack Business Innovation Novozymes fhat@novozymes.com @frankhatzack Presented at IATI Biomed Tel Aviv June 11th, 2013
- 2. ABOUT NOVOZYMES World leader in - Industrial enzymes - Microorganisms - Biopharmaceutical indgredients Bio-solutions for - Detergents - Biofuels - Food & feed - Crops Employees: Turnover: Patents: Listed: 6000 worldwide $ 2 billion > 6000 NZYB.
- 3. THE STORY IN A NUTSHELL 2011 Need for new growth bets leads to first COLIN 2012 Fast adoption across the organisation 2013 COLIN = standard process Why was COLIN succesful? Why was adoption fast? What did we learn here?
- 4. RAPID ADOPTION ACROSS THE ORGANIZATION 438 75% 319 LEGEND users %active ideas 62 76% 38 =PUSH =PULL 76 70% 48 145 75% 222 112 80% 75 14 83% 29 58 91% 42 59 95% 26 TOTALS 1009 users 75% active users 871 ideas 100% R&D Q4 2011 Q1 45 84% 39 Q2 Q3 2012 Q4
- 5. FACTORS OF SUCCESS Strategic alignment Timing Mobilization SIMPLICTIY Robustness Familiarity Crowd diversity Company culture Capacity to absorb ESTABLISHED SKILLS
- 7. FANCY SOME GAMIFICATION? Gamification level needs to resonate with culture
- 8. INNOVATION PROCESS & SKILLS SCOPE MOBILIZE CROWD ONLINE IDEATON 2 weeks New steps & skills SCREEN MATURE PITCH ANCHOR 1 month Existing innovation process & skills = ABSORPTIVE CAPACITY
- 9. DIMENSIONS OF CROWD MOBILIZATION FACE-TO-FACE TELEPRESENCE SOCIAL LAYER
- 10. New Teams Strategic Beacons New Opportunities OUTCOMES Image sources Beacon:www.konstantinou.nl Think Big: www.bobbotsford.com A-team: http://springboard.com
- 11. Value of diversity DIVERSITY MATTERS! Optimization Cost of diversity of diversity
- 12. DIVERSITY CORRELATED WITH IDEA RANKING Diversity dimensions: seniority, tenure, rank, site Statistical method: Fisher’s exact test
- 13. EVERY COMPANY HAS A HIDDEN DREAM TEAM …a long-tail case story Frank Hatzack and Maria Carlsen @frankhatzack, @MaCarlsen
- 14. HISTORIC RECORD OF IDEA POSTING IN THE ’ALWAYS OPEN IDEA BOX’ 35 idea web curve no. of posted ideas 30 25 20 15 10 Long tail group: 23 inventors (I – AE) accounted for 46 (30%) of the idea-web ideas in question 5 0 A B C D E F G H I J K L M N O P Q inventors R S T U V W X Y Z AA AB AC AD AE
- 15. ON-LINE CAMPAIGN OBSERVATIONS: The ‘long tail group’ outperformed the ‘high activity group’ by producing more top-category ideas ‘THE BANG IS IN THE TAIL!’ 35 idea web curve 30 no. of posted ideas 25 x Top category idea (x= no. of top category ideas posted) Winning idea 1 20 15 2 10 1 1 5 1 1 2 1 1 1 0 A B C D E F G H I J K L M N O 1 1 Q R 1 1 V W 1 1 1 P campaign curve 1 inventors S T U X Y 1 1 1 Z AA AB AC AD AE
- 16. How we rewarded winners in our culture… THANKS
- 17. MOBILIZATION = INTELLECTUALLY COMPELLING + EMOTIONALLY ENGAGING *with reference to Michael Newman
- 18. COST OF ON-LINE DIVERSITY … …plus the vendor’s fee!
- 20. 1ST LESSON : IT IS ABOUT PEOPLE, NOT SOFTWARE "IF YOU WANT TO BUILD A SHIP, DON'T DRUM UP PEOPLE TO COLLECT WOOD AND DON'T ASSIGN THEM TASKS AND WORK, BUT RATHER TEACH THEM TO LONG FOR THE ENDLESS IMMENSITY OF THE SEA." ANTOINE DE SAINT EXUPÉRY
- 21. GET REAL ABOUT YOUR CULTURE! …intensively discussed at
- 22. THE THEORY BEHIND DIVERSITY & INNOVATION OPTIMAL COGNITIVE DISTANCE & ABSORBATIVE CAPACITY Nooteboom et al. (2007) in: Research Policy, vol 30, issue 7, pp 1016–1034
- 23. FAST ADAPTATION – WHY? 1.Successful first movers have many followers 2.A tool & process gap was filled 3.CULTURE
- 24. COMPANY CULTURE IS CRITICAL FOR MOBILIZED DIVERSITY INNOVATION CROWD composition MOBILIZATION external culture extrinsic COMPANY motivators CULTURE
- 25. OR IN OTHER WORDS… CULTURE EATS STRATEGY FOR BREAKFAST! Intensively discussed during:
- 26. …and a paper accepted in
- 27. MOBILIZING THE CROWD Open Letter from our CSO Per Falholt
- 28. COST OF DIVERSITY – CLASSIC IMAGES