Larry was an excellent presenter with deep knowledge and a number interesting well researched examples.
The key message was:
Modern innovation is more about elegant integration than inventionâ€¦
Larry suggested that most recent innovations are not new products per se, but more integrations of a number of existing products in new and innovative ways.
Larry has been researching Innovation with his team for a couple of decades and during this time they have developed the Ten Types of Innovation – the Discipline of Building Breakthroughs.
I first came across these Ten Types in the earlier Doblin Model of Innovation and while the principles remain the same the updated model is, in my opinion, far clearer and easier to use.
Most companies spend too much time in the middle (orange) cells focusing on the product, without spending time working on the other areas. A simple rule of thumb for the model above is to focus on five of the ten types, with at least one from each colour – refer to their website for a full run down on each section.
Larry illustrated which areas a number of both NZ and International companies are working on with what one can only describe as some disturbing results for some of NZ’s up and coming companies. That said, the model helps point out where these companies are lacking and is the perfect starting point to review and improve from.
Overall it was a most enjoyable presentation and I am sure Larry’s other New Zealand presentations have been equally well received.