Designing for innovation 2

I want to illustrate my approach to innovation in design


I’m going to do this by introducing you to two people with different approaches


I’m going to do this by introducing you to two people with different approaches

The first is Des

The first is Des

The second is Ian

Des is a first-rate Design Engineer


Ian is more of an innovator


Ian is more of an innovator

A Smart Creative

Let’s see how they both work

Here’s Des waiting for an idea from above

It arrives as a high-level instruction


In this example it is from the Board


In this example it is from the Board

But it could be from somewhere like a key customer or sales

Des wastes no time

Des wastes no time

And bangs out the design to meet the agreed specification

And very quickly he’s ready

And Des is ready for the next idea

Now let’s look at Ian

In comes the high-level instruction

Ian doesn’t start drawing

Ian doesn’t start drawing

He starts talking across the Company

And then leaves the office

And then leaves the office

‘Genchi genbutsu’ as they say in Toyota

He sees the high-level instruction not as a product that needs making

He sees the high-level instruction not as a product that needs making

But a potential hole in the market that he needs to understand if he is going to fill it properly

He goes off and observes

He goes off and observes

People using similar products

Products that are the opposite of what he’s interested in

In fact anything that helps in learn about the solution

He questions people

He questions himself

He thinks

He learns

This activity is not always understood back home

However, eventually Ian will get it

However, eventually Ian will get it

All that time, energy and effort will be a good investment

Then, and only then, does Ian start to actually do drawings

At this point many are saying Ian has been slow and wasteful


I often hear the word ‘Lean’ to describe Des’s approach


I often hear the word ‘Lean’ to describe Des’s approach

But now let’s look at the effects of these two approaches

Let’s look at cost and income with time


Income is above the line


Income is above the line

Cost is below

Des’s approach does cost less and takes much less time to get to launch

But after Des’s launch there is no strong response from the market

However, the market loves Ian’s product

It’s off like a rocket

Whereas Des’s is in the land of the living dead

Whereas Des’s is in the land of the living dead

Just making enough to cover its costs

The two shaded areas give a good feel for the different costs to launch

The two shaded areas give a good feel for the different costs to launch

But it is important not to just focus on this

The real issue is the rocketing profit from an innovative product

The real issue is the rocketing profit from an innovative product

Notice also that Ian’s product breaks even sooner than Des’s

This improved effect continues to be felt

This improved effect continues to be felt

Ian’s product is the gift that just keeps on giving

So what’s going on?

Is it that Ian is a superstar and Des is not?

No, it’s simpler than that

It’s about innovation


Innovation is not just about NEW but about SUCCESS



Ian OWNS the innovation process, Des does not



Ian OWNS the innovation process Des does not

Innovation takes time and effort

…and guts



Ian OWNS the innovation process Des does not

Innovation takes time and effort

…and guts

And it SO pays its way when it’s done well

Let me ask you

Let me ask you