LIN DAY: BUSINESS INNOVATION
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Business Innovation: Looking New Horizons –Fernando Huerta Professor: Fernando Huerta Email: [email protected]
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LIN DAY: BUSINESS INNOVATION
Transcript of LIN DAY: BUSINESS INNOVATION
Business Innovation: Looking New Horizons –Fernando Huerta
Professor: Fernando Huerta Email: [email protected]
About me…..Disrupting Business and Education!!!!
Professor: Fernando Huerta Email: [email protected]
About MySelf• Name: Fernando Huerta• Education:
– Undergraduate: Computer Science at ITESM– Graduate: MBA at ITESM / MSTC at IC2 University of Texas at Austin – CIMAV (2010)
• Relevant career Experience: ICT (Information and Telecommunication Technologies) – Alestra an AT&T JV
– Marketing Director– Product Manager– Strategic Planning Manager
• Teaching Experience: ITESM (www.itesm.mx) and CEDIM (www.cedim.edu.mx) – Innovation– Entrepreneurship– Marketing– Product Development
Professor: Fernando Huerta Email: [email protected]
About MySelf
• My Passions:– Education.– Innovation.– Entrepreneuship.– High-Tech.
• My Goals– Writing a book about Innovation (Innovation in Action)– Promote a culture of Innovation in Mexico.– Build a great community of Entrepreneurs in Mexico.– Find the next Steve Jobs, Da Vinci, Bill gates.
Professor: Fernando Huerta Email: [email protected]
My Dream!!!!Create an Business Innovation Methodology!!!!
Innovation in Action I2A
Professor: Fernando Huerta Email: [email protected]
UK & Japan have the strongest Creative Industry Policies in the World.
United States is executingthe largest Investment in Science & Technology.
No Mexican Company in the Rank of Top 50 world’s most innovative Corporations.
The world is……Changing
Professor: Fernando Huerta Email: [email protected]
Innovation is the way to design and deliver significant value to all the stake holders of a value chain in a way that competitors are not able to do.
The priority……Post Crisis
Professor: Fernando Huerta Email: [email protected]
Innovation.…Take AwaysParadox
Risk TakingPassion /CreativityEmbrace FailuresFree Flow Ideas
Face to Face Comm.Others?
Professor: Fernando Huerta Email: [email protected]
Magician vs Innovation GurusThe Magician
They never tell you the secret
The Innovation Gurus
They never tell you the secret
Professor: Fernando Huerta Email: [email protected]
Innovation…The Question
Are you a Potential
Innovator?
Professor: Fernando Huerta Email: [email protected]
Why Innovation Fails?• Because our mindset is not ready to
undertakes the innovation challenge:– Curiosity– Exploring– Discovering– Thinking– Executing…….Innovation
Professor: Fernando Huerta Email: [email protected]
• Our mind follow patterns and also looks to face challenges with current established Neural Networks…..
• What we need….. Establish new neural networks in our mind
• But How?........
Professor: Fernando Huerta Email: [email protected]
Because our mind can Fail!!
Challenging your Innovations Skills
• Problem: Use your thinking brain and solve the next problem.
26 – 63 = 1• Rules: No rules….SOLVE IT.
Professor: Fernando Huerta Email: [email protected]
Challenging your Innovations Skills• Problem: Use your thinking brain and solve the next
problem.
26 – 63 = 1• Rules:
– A) You can not add or delete anything.– B) The equation has to be right.– B) You can change one number or sign to any position.
Professor: Fernando Huerta Email: [email protected]
Innovation…The Question
Are YouReady to
Innovate?
Professor: Fernando Huerta Email: [email protected]
The Process
• Define the Customer.• Understand the Customer.• Identify Innovation Opportunities.• Design, Look or Create the Solution.• Do a Pilot Test for Validation.• Make adjustments.• Ready to Sell!!!!!
Professor: Fernando Huerta Email: [email protected]
Innovation in Action (I2A)
1.- Define your who is your Customer?: Establish a customer profile statement
Professor: Fernando Huerta Email: [email protected]
Innovation in Action (I2A)
2.- Customer Understanding: Indentify relevant social structure and interactions and lifestyles according to their importance through an everyday life.
a) Social Structure: Closest Family and friends.b) Life Style: Frequent values, habits, religion, hobbies,
restaurants, vacations, car, dressing style and ethnic group
c) Habitat: Work, home, school, etcd) Tools: Ethnography, interviews, focus group.
Professor: Fernando Huerta Email: [email protected]
Innovation in Action (I2A)
3.- Identifying Innovation Opportunities Understand the relevance of non-evident Customer’s needs, problems and restrictions over their social structure and lifestyle.
a) Identify 3 frequent-intense-wide non evident problems.b) Answer the who, why, how, when, where of the problemsc) Draw a mental map of the problemsd) Draw an Story Board: How the problems is related to him or her
and also to the closest social (relevance / timing)e) Mental map of the obstacles and circumstances who produces the
problemsf) Select one problem based on attractiveness (size, grow, easy to do)
Professor: Fernando Huerta Email: [email protected]
Innovation in Action (I2A)
4.- Design the Solution Based on the problem, need or restriction build a ICVP (Innovative Customer Value Proposition)
a) Mental map of the attributes of the ideal solutionb) Take the top 5 attributes of the mental mapc) UCVP statement: What am I selling? / What are they buying?d) Understand Purchasing Drivers and circumstances: When they
Buy? Where they Buy? Why they buy, How they buy?e) Benefits: Functional, Rational, Psychologicalf) Competition: Why my product is significantly attractive vs
competition and what is going to be the competitors reactions?
Professor: Fernando Huerta Email: [email protected]
Innovation in Action (I2A)Unique Customer Value Proposition Statement
Rational Benefit statement
UCVP
POD 1 POD 2 POD 3
Purchasing Drivers
Racional Benefits
Functional Benefit StatementFunctional Benefits
Emotional-Psycological BenefitsPsycological Benefits
Professor: Fernando Huerta Email: [email protected]
Innovation in Action (I2A)
5.- Validate the solution.
a) Interviewsb) Ethnographyc) Focus Groupd) Pollse) Experts Panelf) Lead Consumersg) Heavy Users
Professor: Fernando Huerta Email: [email protected]
Innovation in Action (I2A)
6.- Fine tuning process.
a) Customer definitionb) Restrictions, problems and needs c) Unique Customer Value Propositiond) Heavy Users
Professor: Fernando Huerta Email: [email protected]
Innovation in Action (I2A)
7.- Launching Process.
a) Friends & Familyb) Alfa/Beta Customers c) Control Introductiond) Market Trial / Soft Launche) Massive Launch/ General Availability
Professor: Fernando Huerta Email: [email protected]
Business Innovation: Looking New Horizons –Fernando Huerta
Professor: Fernando Huerta Email: [email protected]
