How to build your own emerging technologies function
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Transcript of How to build your own emerging technologies function
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@wattsteve #emtechsxsw
How to build your own Emerging Technologies function
Steve Watt
#emtechsxsw
CC flickr @davidyuweb
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Creative Destruction
Data provided courtesy of Ralph Katz, Professor at MIT Sloan School of Management
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Disruptive Technologies - A long term example
CC flickr @orangegreenblue
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A recent example
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@wattsteve #emtechsxswCC flickr @sabertasche2
is this possible?
But
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@wattsteve #emtechsxswCC flickr @drbethsnow
Those low-margin customers don’t matter
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OpticsI may look like a raccoon, but I’m actually a dog
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@wattsteve #emtechsxswCC flickr @beeveephoto
Stubbornness and Arrogance
I’m the expert in this market, that new startup is going to fail.
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@wattsteve #emtechsxswCC flickr @ronmacphotos
Sticking your head in the sand
I have millions invested in our roadmap. I’m secretly hoping this will all blow over
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Lack of Incentive
CC flickr @jym
My performance review and compensation is based on how well I deliver on our current strategy. I don’t have the time or energy for this battle.
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Do you want to anticipate & manage disruption or not?
CC flickr @laurabloom
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Great, but carefully consider these aspects to increase your chances of success.
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Where should the function reside?
CTO
VP of Product EngineeringVP of Emerging Technologies
CTO
VP of Product Engineering
Director of Emerging Technologies
VP of R&D
Director of Product DevelopmentDirector of Research
VP of R&D
Director of Product Development
Director of Research
Yes No
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How does it work?
CC flickr @diggingforfire @mpeterke @23065375@N05
Assemble the team
Identify and Experiment with the disruptive technology
Socialize the Point of View
Advise the Stakeholders1
2 3
4
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Who do we hire?
The Negotiator
The Strategist
Core Engineering
Early Adopters / Customers / Conferences
Product Management
C Suite
Internal - Emerging Technologies
External
Internal - Rest of Company
Field Engineering The Evangelist
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Identifying and Experimenting with disruptive technologies
CC flickr @invis
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Socializing the Point of View
CC flickr @oninnovation
Early adopters
Innovators
What do you think of my prototype? What is & isn’t working? Do you want to partner?
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Advising the stakeholders
TECHNOLOGY TRANSFER
But sometimes, it’s just the point of view that transfers...
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How do I fund the function?
CC flickr @tarat
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What additional challenges should I expect?
It can be hard to be taken seriously when positing that you can predict the future.
ET requires a thick skin!
Embarrassment
Success comes with a commitment.
Nonsensical marketing/messaging
CC flickr @silveraquarius
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Thanks for coming
For more information:
Email: [email protected]
Twitter: @wattsteve
LinkedIn: https://www.linkedin.com/in/wattsteve
GitHub: https://github.com/wattsteve
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Backup
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Diffusion and Chasm Theory