Getting New Products and Services to Market – Experiences and Realities Use – Diffuse Seminar...
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Transcript of Getting New Products and Services to Market – Experiences and Realities Use – Diffuse Seminar...
Getting New Products and Services to Getting New Products and Services to Market – Experiences and RealitiesMarket – Experiences and Realities
“ “Use – Diffuse” SeminarUse – Diffuse” Seminar
University of Bedfordshire November 30th 2009
Professor Alan Barrell
A Preview
Understanding the World and the Context
Knowing the Market – and positioning Innovation and Imagination And there will be Perspiration The Model and the Channels People – People – People Learning by Developing Case Studies – Successes and Failures
And - With this background….Let’s IMAGINE
Einstein on IMAGINATION….
“Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world”
Albert Einstein 1879 - 1955
“You look at things and ask - why?
but I dream of things that never
were and ask -
George Bernard Shaw
why not?”
So - thinking of Imagination….What’s different about EntrepreneursEntrepreneurs ?
Completing the Jigsaw – putting technology to work
TechnologyCustomer
need
Innovative service
company
Completing the Jigsaw – Service Delivery Innovation
TechnologyCustomer
need
Innovative service
company
A Global Success created from the corner Global Success created from the corner of a company in receivershipof a company in receivership
Proximity of Learning, Research and Practical Application
“The Innovation Campus”
R&D Education
Applications
Where open innovation, symbiosis, synergy and new companies can thrive
Innovators Innovators are often are often
improvisorsimprovisors
From an old From an old washing washing
machine and machine and used car used car parts….parts….
Willem Kolff’s first Drum DialyserWillem Kolff’s first Drum Dialyser
Innovation is Innovation is a Journey – a Journey –
not a not a destinationdestination
From large From large drums to smaller drums to smaller
coils….coils….
Innovation happens mostly with USERS – not Innovation happens mostly with USERS – not PRODUCERSPRODUCERS
Think of the Technology and Idea Think of the Technology and Idea that most recently changed lives that most recently changed lives more than any other since the more than any other since the Telephone – who invented it?Telephone – who invented it?
More from Real Life
Two Ink Jet Stories Academic Software for Big Pharma On-line Medical Research Reagents –
Abcam A Failure with RF – one of many A BIG Success – still no product
But before all that….something that got to Global Markets – from this young team….
Imagination, Creativity, Technology, Market Knowledge, Plan, Preparation, Finance,
Management Skills, Perseverance….
Microsoft Corporation, 1978
Timing Timing wasn’t bad wasn’t bad
either!either!
Ideas Ideas turned into turned into products products
and and services services
which which changed changed the Worldthe World
Progress driven by Research Quest and Entrepreneurial Mindset
First Transistor Printed Transistor20th Century 21st Century
E-Newspapers
Sou
rce
: IB
M
Some Destinations on the JourneyPut your own timescale in….and - costs….££££
Ideas Plans
Designs Regulations
Multi-skilled teams More Plans and Approvals Prototyping and Validation
Manufacturing and Final Testing Clinical Acceptance and Validation Marketing and into use….REALITY!
Revenues, Profits, Returns, Patient Benefits
Key steps in innovation – from creative idea to adoption and use
VisualisationVisualisation||
ConceptConcept
FeasibilityFeasibility||
MarketMarket
DesignDesign||
ModelModel
TestTest
FinalFinalProductProduct
ClinicalClinicalTrialTrial
PrototypePrototype
Marketing -Marketing -DisseminationDissemination
AdoptionAdoption ReviewReview++
RenewalRenewal
IdeaNeedDesire
Time and Cost Factors never predictable. Time and Cost Factors never predictable.
Adoption / Change Mindsets present Major HurdlesAdoption / Change Mindsets present Major Hurdles
From Idea to Reality – A New Enterprise - Free Standing – or in a Corporate Structure….
MedTech – from Idea, to Innovation to Reality – needs Patient CapitalPatient Capital ….
Innovation, Incubation and Implementation –MedTech and Hi-Tech IT – a world of….complexitycomplexity
The Early Stage Business Balance – what do investors and large customers look for? In ANY
innovative company ?
And they like to see experienced Chairman and Directors - Mentors for Innovative Service Technology and Companies
Inspired Leadership
Enthusiasm
Bullshit
Courage
OptimismVision
Creativity
Management
Research & Analysis
Caution
Process
Financial Control
Market Knowledge
In In Pursuit of Excellence ! of Excellence !
“Excellence can be achieved, if we:Care more than others think is wise,Risk more than others think is safe,
Dream more than others think is practical,
Expect more than others think is possible.”
Deborah Johnson-Ross
Maybe Entrepreneurs think this way?....Innovative Service Companies need to if they are to Excel….