Innovation Speaker Braden Kelley – Design Futures Council Keynote Excerpts

First question, are you ready to innovate?
are you ready to unleash the innovation super powers that you have within yourself
and within your organization? You know the executive mindset they are
really focused on making the trains run on time and trying to avoid failure where for
the entrepreneur they are really focused on how I can I create success. The way that I define innovation is that
innovation transforms the useful seeds of invention into solutions valued above
every existing alternative. And I would like to draw this distinction
between invention and innovation because I see them as two separate things.
Innovation really requires adoption and it requires also that it delivers enough
value to displace existing solution so I like to talk about innovation as
three components being characterized by value creation, value access and value translation
and education you know the more disruptive something is the harder it
will be for people to understand and see how it fits into their life and the more
education you might have to do even before you launch the product. Failure can turn into success just by finding
the right way of translating the value for people and helping them see how
it can fit into their lives because if you have the answer for how you are going to
overcome the fatal flaw when you go to try to get funding for your idea where you go
to try to get resources to stop up to implement your idea you are going to have
a much greater chance of success in moving it forward because the nine innovation
roles that really looks at you know all the different ways that people can participate
in the innovation process and the different roles that people naturally
fill to make the successful innovation happen. When you look at creating innovation, innovation
is all about change and then it causes change for lots of different parts
of the organization whether that is human resources or finance or marketing. At the same time you have to balance the
internal change that is going to happen because of your innovation with the external
change that you are going to pose on the ecosystem around you, you know you
are telling what is your number one barrier to entry and the overwhelming
top choice was organizational psychology, but one of the things I really want to
talk about is that often you know big ideas starts small and the agency is saying I
will do this big TV campaign to support it and he said what if we use those little
cards if you find it back by the restroom in bars and restaurants and things like
that to test you know different concepts and see what people react to. Volkswagen did a campaign where they installed
a piano on the stairs and there is a video that goes along with this too
but what you see throughout the day is that nobody is taking the escalator
everybody is taking the piano stairs. So then I started thinking well what would
the power be in the organization if everybody had a little black book of innovation. If everybody was capturing the ideas that
they had when they have them forget about failing fast, focus on learning fast
so instrument your projects for learning. Instrument your projects for rapid adaptation.
Rapid learning and rapid adaptation and so if you look at the little ideas becoming
big ideas you know it starts to become an idea around you know how do
you create an army of eyes within your organization and how do you harness that
army of eyes for the productive growth of your organization.

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