Tunnel-Vision Innovation
Often a prescription drug designed for a specific ailment sometimes ends up being used for some other quite different ailment.
When a new venture does succeed, more often than not it is in a market other than the one it was originally intended to serve, with products or services not quite those with which it had set out, bought in large part by customers it did not even think of when it started, and used for a host of purposes besides the ones for which the products were first designed. If a new venture does not anticipate this, organizing itself to take advantage of the unexpected and unseen markets; if it is not totally market-focused, if not market-driven, then it will succeed only in creating an opportunity for a competitor.
The new venture therefore needs to start out with the assumption that its product or service may find customers in markets no one thought of, for uses no one envisaged when the product or service was designed, and that it will be bought by customers out side its field of vision and even un-known to the new venture. If the new venture does not have such a market focus from the very beginning, all it is likely to create is the market for a competitor.
Social Innovation: The Research Lab
Management is increasingly becoming the agent of social innovation.
The research lab dates back to 1905. It was conceived and built for the General Electric Company in Schenectady, New York, by one of the earliest “research managers,” the German-American physicist Charles Proteus Steinmetz. Steinmetz had two clear objectives from the start: to organize science and scientific work for purposeful technological invention and to build continuous self-renewal through innovation into that new social phenomenon – the big corporation.
Steinmetz’s lab radically redefined the relationship between science and technology in research. In setting the goals of his project, Steinmetz identified the new theoretical science needed to appropriate “pure” research to obtain the needed new knowledge. Steinmetz himself was originally a theoretical physicist. But every one of his “contributions” was the result of research he had planned and specified as part of a project to design and to develop a new product line, for example, fractional horsepower motors. Technology, traditional wisdom held and still widely holds, is “applied science.” In Steinmetz’s lab, science – including the purest of “pure research” – is technology-driven, that is, a means to a technological end.
Managing the New Venture
Every new project is an infant and infants belong in the nursery.
Innovative efforts, especially those aimed at developing new businesses, products, or services, should normally report directly to the “executive in charge of innovation.” They should never report to line managers charged with responsibility for ongoing operations. Unfortunately, this is a common error.
The new project is an infant and will remain one for the foreseeable future, and infants belong in the nursery. The “adults,” that is, the executives in charge of existing businesses or products, will have neither time nor understanding for the infant project. The best-known practitioners of this approach are three American companies: Product & Gamble, the soap, detergent, edible oil, and food producer; Johnson & Johnson, the hygiene and health-care supplier; and 3M, a major manufacturer of industrial and consumer products. These three companies differ in the details of practice, but essentially all three have the same policy. They set up the new venture as a separate business from the beginning and put a project manager in charge.
Calculated Obsolescence
Being the one who makes your products, process, or service obsolete is the only way to prevent your competitor from doing so.
Innovating organization spend neither time nor resources on defending yesterday. Systematic abandonment of yesterday alone can free the resources, and especially the scarcest resource of them all, capable people, for work on the new.
Your being the one who makes your product, process, or service obsolete is the only way to prevent your competitor from doing so. One major American company that has long understood and accepted this is DuPont. When nylon came out in 1938, DuPont immediately put chemists to work to invent new synthetic fibers to compete with nylon . it also began to cut nylon’s price-thus making it less attractive for would-be competitors to find a way around DuPont’s patents. This explains why DuPont is still the world’s leading synthetic-fiber maker, and why DuPont’s nylon is still in the market, and profitably so.