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Innovation Summit 2013 in Bucharest


Innovation Summit just happened in Bucharest this week. In a few words: some interesting presentations, given in a more or less attractive and engaging way. Most of the things were not new, but it’s nice to hear them again as a confirmation and most importantly presented in a different way. Also, a lot of study cases were presented which always brings confirmation to the speaker’s ideas and even yours if similar.

Petru Jucovschi, Technical Lead for Windows and Windows Phone – The next level of Digital Innovation This was a presentation about innovation in user interfaces with a strong focus on the so called Metro interface for Windows 8. You can read more about it here or here. Embedding HTML5/CSS3/JS into the OS and as a application platform was presented as an innovative approach. It isn’t. Palm had webOS years ago. Indeed, HP killed it, but this was on the market years ago.

Meldrum Duncan, Innovation Consultant, Founder ?What IF! US – Oh, the mistakes I’ve made: 13 years of running innovation projects. Clearly an engaging speaker and an attractive presentation. He focused on 10 simple principles of driving innovation. Among the principles were also the ones that engage collaboration outside the office, like “Drink beer!”. Yes, yes, to engage with other colleagues, stakeholders, clients in a friendlier environment, which will open new thinking.

Windahl Finnigan, Associate Partner, UX Innovation & Strategy Director for Smarter Commerce at IBM – Full Tilt Boogie of Disruption was a too corporate speech for my taste. Even though with some good and interesting examples, the presentation was less engaging and more like a flat line.

Matt Rosa, Innovations Director at BAT – An Iterative Consumer-Centric Approach to Product Innovation discussed about tobacco industry innovation with a focus, of course, on BAT. Innovation on this field was close to zero up until 1999, but it started to cover multiple topics since then. From a process standpoint he brought the idea of going outside the organization to external agencies for a fresh and different view. Personally, I’m just glad, that with all the innovation, the base of tobacco customers is shrinking each year.

Martin Hablesreiter, designer / artist / filmmaker at honey and bunny studio – Food Design is more important than politics. The innovative capacity of food design. I liked the presentation style, the content, the slides, but for me, food is just food and what it counts is its nutritional and health value. Martin discussed in an ironic way the many influences on food design: functionality, culture, transportation, economic feasibility etc. But imagine the visual impact of the photos on the slides right before lunch :).

Susan Choi, Director of Innovation at Mandalah – How the heart and pulse of culture can lead companies to culturally relevant and successful innovation? was an advocate for local research before jumping to conclusion or using any well known stereotypes. As a case study she used a campaign launched in Middle East, where, surprisingly, they acknowledge an entire youth movement towards the digital space and into innovative solutions.

Daniel Jurow from R/GA started his presentation with a bit of his company history and how they expanded.
I clearly remember one of the slides: “93% of executives say their long term success depends on their ability to innovate, but only 18% said that heir innovation strategy works.” The speaker said that is happening because they are not taking bold steps, but smaller safe ones. I would say that this is the result when you base your innovation and related decisions on spreadsheets.

Instead of the old formula for growth either through horizontal (line extension backed up by a serious mass-media campaign) or vertical integration, Daniel debated the concept of functional integration. Functional integration is the new idea to extract value of your existing ecosystem. In plain English, reach your existing customers and sell them additional products and services – maybe some they don’t even need, but they’re so cool :). Examples are clear: Apple, Google and at the summit I heard about BMW and Nike. Yes, Nike with Nike+ which allowed them to gain a huge market share. As a runner, I like minimalist shoes and trail running, and Nike don’t have options there, so I don’t use them. But it seems others really like to share their exercises on Facebook, so …

Of course, the only integration platform for end-user customers is the web.

In the end, the speaker was recommending to not restrict innovation to a single group, but encourage a culture of innovation in the company, an idea reiterated by almost all the speakers after.

Erez Tsalik
If I said in the beginning that most of the things presented. Not the case here, at least not by approach. Erez contradicted almost everything the other speakers said and he took a clear analytical approach to the process of thinking innovation. But he also reiterated that innovation needs commitment throughout the company, starting with the executive levels. Managers needs to know how innovation works and how to manage innovative people, because usually managers do not know to distinguish between a good innovative idea and a bad one. That’s the reason they should not validate innovative projects and ideas.

He discussed some of the classical approaches toward the process of innovation (if there is one). Brainstorming seems not to get the best results, because people being separated generate more ideas than together. Why? They don’t waste time listening to others. But I would think that brainstorming is good as a next step to validate the ideas and select the feasible one.

Think out-of-the-box! Or better NOT! Out-of-the-box means no rules, but with businesses constraints exists. Constraints enhance innovation, it is said that necessity is the mother of all inventions.

Another interesting topic was fixedness – symmetrical, structural, functional etc. Which is normally good. But if you want innovation you have to make an effort and break it.

Altogether, an interesting and intriguing presentation with lots of good examples. The kind of presentation that makes you think: “But what if I try?”

Alexandru Cernatescu, Co-Founder, CEO & Head of Strategy at Infinit Solutions Agency – Romanian Reality Innovation Update – What stands behind a Romanian story of success based on innovation?. Unlike the other speakers, Alex didn’t focused on innovation process, study cases or ideas. He presented, in a very dynamic way, how innovation was the basis of his entrepreneurship and how with will and abnegation can overcome obstacles and write yourself a success story.

As participants, we also had the opportunity to play with innovative products: transparent displays, latest laptops that double as a tablet, Windows phones. And we even took part in molecular food demo with Bernd Kirsch, Executive Chef of Radisson Blu, as an innovation in gastronomy. The opportunity to sample the end results was clearly a delight for all of us.

I would like to finish with a few recommendations that I liked and were shared by most of the speakers. Innovation is not limited to a small group in the company, but it should be encouraged as part of the internal culture. Managers (especially executives) should not be pose as innovation judges, as this is most probably their main focus and strength. The innovation process, if any, is ever changing and it should be part of the innovation itself.

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