Post on 30-Dec-2015
description
How to get Innovative ideas?
October 8th, 2010, Henrik Max Jensen, Danisco A/S
Henrik Max Jensen, Danisco A/S 2
Agenda
About Danisco A/S
Why do we need ideas?
Innovation – what is it?
HOW to get Innovative ideas?
• INN Culture & Creative processes
• Fact finding/Analysis
• Technology-driven Innovation – core compentence
• Consumer-driven Innovation – Danisco Innovate
• Innovation with the customer - Icebreaking
• Blue-sky Innovation – Danisco IdeaLab
Summary
Henrik Max Jensen
Senior Scientist
M.Sc. in organic chemistry (Univ. Århus) - 1993
NMR spectroscopy, analytical chemistry, chemometrics, organic synthesis and facilitator of creative processes
Henrik Max Jensen, Danisco A/S 3
The world needs your ideas!Companies ask for new ideas…always
Better utilisation of raw materials in the world
Smarter drugs/delivery systems
New materials
Be innovative, test and implement!
Large companies are always scouting for ideas to license or venture
Thomas Edison
Henrik Max Jensen, Danisco A/S 4
DANISCO A/S: Food industries that we serve and more
Bakery products
Beverages
Confectionery
Culinary products
Dairy products
Frozen desserts
Bio based solutions:
Bioethanol
Enzymes
Detergent
INN-06/02
Fruit preparations
Health & Nutrition
Meat, poultry & seafood
Oils & fats
Pet food
Henrik Max Jensen, Danisco A/S 5
Danisco inside…
.. every 4th loaf of bread
.. every 3rd cheese
.. every 2nd ice cream
.. every 3rd box of detergent
Henrik Max Jensen, Danisco A/S 6
1
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Danisco (DK)
Degussa/Cargill (USA)
Kerry Group (IE)
Danisco's global position
Bio
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Sta
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2 1121
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Market positions
Note: Partnership agreement with Firmenich on Flavours
Huber (DK/USA)
Cognis (D)
Novozymes (DK)
PAI/Chr. Hansen (DK)
DSM (NL)
ABF(UK)
Raw materials
Henrik Max Jensen, Danisco A/S 8
International presence: 80 locations in more than 40 countries
Sales offices
Innovation center Production
CroatiaZagreb
Czech RepublicSmirice
EstoniaTallinn
HungaryBudapest
LatviaRiga
LithuaniaKedainiai Panevézys Vilnius
PolandOlsztyn Poznan Warszawa
RomaniaBucharest
RussiaMoscow
Serbia and MontenegroBeograd
Slovak RepublicBratislava
UkraineKiev
EgyptCairo
South AfricaJohannesburg Cape Town
GermanyAnklam Frankfurt Königslutter Niebüll
IcelandReykjavik
ItalyGranarolo dell'EmiliaMilan
NetherlandsLeiden Zaandam
NorwayBryne Oslo
PortugalFaro
SpainBarcelona Madrid Valencia
SwedenArlöv Köpingebro Norrköping Örtofta
SwitzerlandKreuzlingen
UKBeaminster Lincoln Marlborough Oxfordshire Redhill Stockport Tullibody Wellingborough
AustraliaSydney
ChinaAnyang Beijing Guangzhou Kunshan Nanyang Shanghai Wuxi Zhangjiagang
IndiaHaryana
JapanOsaka Tokyo
KoreaSeoul
MalysiaKuala Lumpur Penang
New ZealandAuckland
SingaporeSingapore
ThailandBangkok
AustriaLenzing Probsdorf Vienna
BelgiumBrugge Louvain-La-Neuve
DenmarkBrabrand Copenhagen Grindsted Haderslev Holeby Nakskov Nykøbing Tønder
FinlandHanko Jämsänkoski Jokioinen Kantvik Kotka Naantali Säkylä Vaasa
FranceCompiègne Dangé Saint Romain Epernon Fayencet Grasse Landerneau Melle Paris Roncq Sassenage Seillans Tourettees Vinay
CanadaScarborough
USAArdsley, NY Bakersfield, CA Beloit, WI Cedar Rapids, IA Elmsford, NJ Fairfield, NJ Lakeland, FL Madison, WI New Century Kansas, KS Palo Alto, CA Pine Brook, NJ Rochester, NY St. Joseph, MI St. Louis, MO Terre Haute, IN Thomson, IL
ArgentinaArroyito Buenos Aires
BrazilPirapozinho São Paolo
ChilePargua Santiago
ColombiaBogota
GuatemalaGuatemala City
MexicoApatzingán Guadalajara México City Tecoman Tlalnepantla Veracruz
PeruLima
Henrik Max Jensen, Danisco A/S 9
Denmark
Copenhagen
• Headquarter
Brabrand
• Research and innovation
Grindsted
• Production
Haderslev
• Production
Tønder
• Production
Danisco has app. 1.400 employees in Denmark on 5 different locations:
Grindsted: 570
Brabrand: 500
Tønder: 7
Haderslev: 60
Copenhagen: 260
Henrik Max Jensen, Danisco A/S 10
Well-positioned to move Danisco forward
Sales & Application Food Ingredients Sales Industry Enzymes
ENABLERS
EmulsifiersGums & Systems
BIO ACTIVES
Cultures Sweeteners
GENENCOR
Corporate - Technology & Business Development - Shared Services
Technology
BioChemicalsProjects
Non-Food Ingredients
10
…END OF COMMERCIALS
Henrik Max Jensen, Danisco A/S 11
INNOVATION
INNOVATIONWHY & WHAT IS IT?
Henrik Max Jensen, Danisco A/S 12
Becoming First Choice for innovation
Our STRATEGY is to create value bySelecting and investing in the rightopportunities in order to deliver the right solutions first time, on time, and every time.
We will achieve this by: • Having engaged and empowered employees
and an innovative culture • Having active company-wide innovation
processes and tools• Leveraging knowledge actively through our
network• Partnering with our customers to identify
unmet needs
”Becoming FirstChoice”
VISIONTo be the most innovative
bio-based solutions company MISSION
To deliver profitable growth to ourselves and our customers
through the creation of innovative solutions
Addressing the global megatrands through our global innovation network
FOOD HEALTH ENERGY CHEMICALS
from 6.9 to 9.1 billion people in the next 40 years
Henrik Max Jensen, Danisco A/S 14
INNOVATIONWhat is it?
R&D by itself is not innovation but an investment that could lead to an innovation
Innovation should be embedded intoevery function throughout Danisco:
”An innovation is
the conversion of
a new idea into revenues and profits”
Ram Charan, Game-Changer 2008
Henrik Max Jensen, Danisco A/S 15
INNOVATION:
A solution to a task is creative, when:
a) New and useful
b) the road is not straightforward Innovation:
Succesful implementing of creative solutions
Prof. Terese Amabile, HBS ‘Creativity in context’, 1996
Henrik Max Jensen, Danisco A/S 16
The Innovator: Thomas Edison – 1091 patents(1848 – 1931) – founder of GE
1. the parallel circuit, 2. a durable light bulb, 3. an improved dynamo, 4. the underground conductor
network, 5. the devices for maintaining
constant voltage, 6. safety fuses and insulating
materials, and 7. light sockets with on-off
switches. Danisco BioIsopreneTM
Edison Botanical Reseach Coop.
1920’ies search for altrnative rubber source.
Henrik Max Jensen, Danisco A/S 17
HOW TO GET INNOVATIVE IDEAS?
CreativityCreative processesFact findingTechnology drivenConsumer drivenCustomer relations
Henrik Max Jensen, Danisco A/S 18
Danisco = Innovation CultureInnovation = (knowledge+dialogue)creativity
CreativityINN kulturen 18
Henrik Max Jensen, Danisco A/S 19Creativity
A view into the Creative brain Identifying patterns – breaking them down – and creating new patternsA question of mindset
Synapse density at Birth 6 years 14 years
Illustration C. Kühl, Kilde:Rima Shore ”Rethinking the Brain”
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Breaking the thinking patterns:
Associations: images, fantasy, music, words
Dialogue
Use roles/new angles – views
Take on another persons identity
Create severe constraints – rather beautiful constraints
Ask postive open questions: in how many ways can..?, what if..?
Henrik Max Jensen, Danisco A/S 21
What do you see?
Ideas for a new ice-cream?
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Creative Processes
• Have a clear objective – stay focussed
• Separate the process in open brainstorm sessions, followed by selection & evaluation.
• Select the best ideas and work more with them (brainstorm again or conceptualise/literature/market search) before select/reject
Focus
Idea Selection
Project Definition
Need
Fact-finding Ideation Concepts Concept-development Pilot project Product-launch
Koncept udvikling
Product
Reflect: - ever used a brainstorm session during your project to get ideas – why not?
Henrik Max Jensen, Danisco A/S 23
Creative processesConcept/idea evaluation
Adapted from ’Blue Ocean Strategy’
Low potential High potential
Implementation
Difficult
easy
High
Low
Strate
gic
fit
Red ocean: where competitors are
Blue ocean: sail alone
Green: just do it!
Henrik Max Jensen, Danisco A/S 24
Fact finding/analysis
Knowledge, knowledge & knowledge
• Core in Technology-driven Innovation
• Intimite insight into technologies/problems
Market insights:
• Market analysis/Market Trends/products sold
– retrospective, often red ocean ideas
• Close alliances with customers/partnerships
• Consumer questionnaires
• Consumer insights (interviews..) – unmet needs
• Super-users
• Open Innovation
Henrik Max Jensen, Danisco A/S 25
HOW do YOU get ideas?
Reflect a moment: when, where, why..how?
How do you evaluate the ideas?
Technology-driven InnovationA core competency
Henrik Max Jensen, Danisco A/S 27
Technology-driven Innovation
Ideas from the science & knowledge present in a company
…or from a University Lab.
What can we do with the technology
Science idea – reading literature-Great technology !
Test in the Laboratory
Evaluate the result
Re-do/improve…
Proto-typing/scale-up
Documentation
Product launch
Is the market ready?
Raw material availability
Is it technical possible?
Is it just an incremental innovation/an improvement?
Can it be up-scaled
Patent landscape?
Often the competitor launches a similar product/patent at the same time – why?
Stuck somewhere
?! Need
more ideas
!? use a brai
nstorm
Henrik Max Jensen, Danisco A/S 28
Technical/Expertise IdeationAsking the right questions…
Focus
Idea Selection
Project Definition
Need
Stuck somewhere
?! Need more
ideas!? use
a brai
nstorm
Henrik Max Jensen, Danisco A/S 29
Technology-driven Innovation Breakthrough blue-ocean idea
Example:
DANISCO SOFT’N’SAFE –
PVC softener/plastizer to replace phthalates.
Green label - based on castor oil.
O
C
H3C
O
O
O OAc
OAc
Low potential High potential
Difficult
easy
High
Low
Strate
gic
fit
Implementation
Soft’N’Safe
http://www.danisco-softnsafe.com./
CONSUMER-DRIVEN INNOVATION
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CONSUMER-DRIVEN INNOVATION
Why use ethnographics?
MARKET ANALYSIS ETHNOGRAPHY
Users tell about their behavior
Users answer what they think is important and restricted by their existing perceptions
The analysis follows a fixed topic guide
Only possible to test offers that already exist
User behavior is observed
Research builds on actual, observed behavior - avoid verbal miscommunications
Observation follows the path that the user chooses to take
Possible to find future innovation opportunities
Henrik Max Jensen, Danisco A/S 32
CONSUMER-DRIVEN INNOVATION
15 respondents
Three countries: Germany, UK and Spain
75-150 hours of field work (5-10 hours with each respondent)
15-20 hours of video
400-500 photos
15 photo diaries
60-80 pages of field notes
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CONSUMER-DRIVEN INNOVATION
Outcome:
Homemade
”Help me make my food feel homemade”
Regain control
Trust
”Help me to reconnectto food”
Healthy balance
”Help me sort out the categories”
Family time
”Help me win my must-win battles”
Clear target-groups
Ideas can be grouped accordingly
New product launches focused
Pro-active to customers
Focus
Idea Selection
Project Definition
Need
Henrik Max Jensen, Danisco A/S 34
CONSUMER-DRIVEN INNOVATIONDanisco Innovate
We are all consumers…
High quantity: >1000 ideas, voting, clustering..
Evaluation: fit to divisional strategy
Selection: investigate patent-landscape
INNOVATION WITH THE CUSTOMER
Henrik Max Jensen, Danisco A/S 36
INNOVATION WITH THE CUSTOMER
Creative ideation: ’Ice-breaking on the edge’
– partners:
• Hennig Olsen Is, Norway – isproducent
• Danish chef: Mads Nybro
• Tetra-Pak Høyer (ice-cream packaging)
• Zentropa workZ
• ’Second life’-creator from IO-Interaction (Hitman)
• Consumers
• WOW-gamer
• + 6 Danisco food scientists
REFLECT: HOW ARE YOUR ’CUSTOMERS’ or END-USERS?
Henrik Max Jensen, Danisco A/S 37
INNOVATION WITH THE CUSTOMERFact-finding + breaking orthodoxies about ice-cream
What is Ice-cream NOT!!
Henrik Max Jensen, Danisco A/S 38
INNOVATION WITH THE CUSTOMER
’Ice-breaking on the edge’
Henrik Max Jensen, Danisco A/S 39
INNOVATION WITH THE CUSTOMERConcepts & prototypes – fast!!
HHHeeeaaarrrtttbbbrrreeeaaakkkeeerrr
The cynical fortune ice cream Baggrund Ironi har længe været populært i reklame- og tv-branchen. Derimod er glansbilleder og idylliske scenarier blevet mere og mere utroværdige. Hvorfor ikke tage konsekvensen fuldt ud, når det gælder nye isprodukter?
Koncept Logo: Heartbreaker med dertil hørende illustration af et hjerte, der splittes over i to.
Konceptet er tænkt ud fra styrken i et produkts budskab. Budskabet er i dette tilfælde, at kærligheden til tider kan gøre ondt. For at vise humoren i produktet udviser isproduktet kompromisløs kynisme og tragiske komik som et modspil til isprodukters traditionelt velpolerede overflade. De traditionelle isprodukters sukkersøde virkelighed fortæller forbrugerens drømme, mens Heartbreakers koncept giver konsumenten virkeligheden tilbage. Heartbreakers koncept tilbyder med andre ord en fortælling, der giver forbrugeren noget at tale om. Heartbreaker har kort sagt noget på hjerte.
Produktbeskrivelse1 Med udgangspunkt i de kinesiske lykkekager udformes en hjerteformet is med to ispinde2. Hjertet er præ-perforeret og kan deles, således kæresteparret står med hver sin ispind med et halvt hjerte. Når hjertet splittes i sine halvdele, falder en spådom ud på fx rispapir. Alle spådommene udgør en modvægt til hjertets romantiske symbolik. Fx en tekst, der med kynisk realisme fastslår, at ”50 % af alle ægtepar bliver skilt, inden der er gået fem år”. Hertil korrelerer form, smag og farve med hinanden med budskabet for øje. Form og indhold komplementerer hinanden. Det vil sige, at smagsoplevelsen skal vise sin affinitet til formen, derved at man bider igen et sukkerlag og ind til nogle syrlige kerner, der fastholder smagen i munden.
1 Tekniske specifikationer forefindes i rapport af Danisco is-gruppe over prototyper på baggrund af
Isbrydning på kanten (2006). 2 Jf. Gajols citater af lommefilosofisk og ordsprogskarakter.
BLUE SKY INNOVATION
Henrik Max Jensen, Danisco A/S 41
IdeaLab – a new process for getting ideas
Breakthrough ideas (’Blue-ocean’) by
• Cross-divisonal teams – taking out from daily routines – recombining knowledge and skills
• Questioning orthodoxies (you would never say..) of the business
• Identifying core competences
• Consumer insight
Henrik Max Jensen, Danisco A/S 42
ORTHODOXIES: THE ELEPHANTS IN THE ROOMORTHODOXIES: THE ELEPHANTS IN THE ROOM
Orthodoxy held:Orthodoxy held:““Dealing with animal waste is a Dealing with animal waste is a costcost we have to put up with we have to put up with running a zoo . running a zoo . . . . .
Orthodoxy Flipped:Orthodoxy Flipped:““What if animal waste was a What if animal waste was a profitprofit center?center?
Reflect: what are the orthoxies in your research area?
Henrik Max Jensen, Danisco A/S 43
IdeaLab
Genencor
Representatives from each Division and from SAFI, for X weeks
Representatives from T&BD as the “Support Team”
Guided by Innovation consultancy
M A R K E T
BioActives Enablers
SAFI
Danisco Pipeline
IdeaLab
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SUMMARY
Knowledge, knowledge…IS important…in-dept work generates ideas
….. break usual thinking patterns => blue ocean ideas
Work with/listen to/think as the end-users
Creativity can be ’forced through’ by focus
Separate brainstorm/ideation from selection
Select the ideas with most energi – from you heart
Dialogue – discuss – ideas - teamwork enhances the idea-flow
Concepts/ Prototype fast (lab-tests fast)
Successful Innovation by
• Culture, Visions, Dialoque
• ’Beautiful Constraints’
• High energy..workflow
• Patience
Thank for you listening