VanArsdale-L_Innovation_BestPractice

BestPracticeForInnovationLynneVanArsdale,SeagateTechnology,LLC,andthePDMABestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.2SNIALegalNoticeThematerialcontainedinthistutorialiscopyrightedbytheSNIA,unlessotherwisenoted.Membercompaniesandindividualsmayusethismaterialinpresentationsandliteratureunderthefollowingconditions:AnyslideorslidesusedmustbereproducedwithoutmodificationTheSNIAmustbeacknowledgedassourceofanymaterialusedinthebodyofanydocumentcontainingmaterialfromthesepresentations.ThispresentationisaprojectoftheSNIAEducationCommittee.BestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.3AbstractBestPracticesforInnovationThreeglobalorganizationscertifynewproductdevelopmentprofessionals:ProductDevelopmentandManagementAssociation,PragmaticMarketingandtheAssociationofInternationalProductMarketingandManagement.Learnhowthebodyofknowledgebehindthesecertificationprogramsoffersabalancebetweencreativityandfocus.Evidenceshownprovesthatthetechniques,processandinfrastructureofferedinthisbodyofknowledgeyieldsignificantimprovementsinproductsuccessatmajorcompaniesandSMBsworldwide.Take-awayshelphightechprogram,developmentandproductmanagersgetthemostoutoftheirinnovationteams.LearningObjectives:Knowwheretogotoobtainproventoolsandtechniquesforinnovation.UnderstandthePDMAapproach:basicstructureandsomekeyconceptsandtechniques.BestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.Innovation:CreativityandFocus“Innovationisaprocessthatbeginswithnewthinkingandendsbycreatingnewvalue.*”*WillStrobel,PDMAVisionsMagazine,Sept.2007,p.5|4DivergentThinkingCreativityFocusConvergentThinkingRISKBestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.InnovationSuccessProductEffectivenessFinancialMarketshareBranding…ProcessPerformanceTimetoMarketRe-workreductionResourceefficiency…Cross-disciplinaryIntegrationInnovationSuccessCorporateLearning=Long-termSuccessStrategicObjectives=Near-termSuccess|5BestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.“EveryoneIsaProductManager”Customerscanbeinternalorexternal…ProductsonthemarketCustomersarethepeoplewho“buy”theproductsTangibleproductsServicesNon-profitProductsinenterpriseITCustomersarethekeybeneficiarystakeholdersofanITsolutionorotherworkproductApplicationsInfrastructuresData–itsstorageandavailabilityServices/processesInnovationsuccessfacilitatesyourcustomer’sabilitytoinnovate…|6BestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.Innovation:BodiesofKnowledgeProductInnovation”ProductDevelopmentandManagementAssociation(PDMA)(AIPMM)(AMA)://ewh.ieee.org/soc/ems/SystemsEngineeringInnovationCentre|7BestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.PDMA–BestPracticesFramework|8NewProductSuccess=ƒ(Strategy,PortfolioManagement,Process,ProjectManagement,MarketResearch,Metrics)PortfolioMgmtProjectMgmtMktResearchMetricsProcessStrategyNPDBestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.StrategyBalancesCreativityandFocusFourbasictypesofstrategies*ProspectorÆprofitAnalyzerÆbusinessstrategyDefenderÆROIReactorÆfailureavoidanceThebestpracticeyoudevelopshouldactivateyourcorporatestrategyalignedwithyourproductapproachMarket-orientedResource-oriented*RobertCooper,WinningatNewProducts,Ch.12DOOMFLIRTGOODBOTCHStrategyExecutionFlawedSoundSoundFlawedAsoundstrategyfocusescreativitytowardsoundexecution.|9BestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.PortfolioManagementBalancesCreativityandFocusCharacteristicsofPortfolioManagementFutureeventsVerydynamicdecisionsProjectsatvariouscompletionstatesResourceslimitedandsharedWinningPortfolios:MaximizevalueFinancial(e.g.ROI)Non-financial(e.g.balancedscorecard)MultipleviewsandmetricsrequiredBalance:Portfolioproducttypes:breakthrough,platform,derivative,supportDifferentiationAntesNeutralsFool’sGoldDriversRelevanceLowHighLowHighPortfoliomanagementpreventsthecreativefromtryingtoboiltheocean|10BestPracticeforInnovation©2008StorageNetworkingIndustryAssociation.AllRightsReserved.ModernInnovationCycleProcessBalancesCreativityandFocusTraditionalinnovationfocusedonbringingaproducttomarket“Thrownoverthewall”todeployment(sales&support)afterlaunchModerninnovationlooksatbringingvaluetotheentireproductlifecycleConstantcheckswithportfolioviewTraditionalInnovationCycleProcessfocusesthecreativeonvalueandfacilitatescross-disciplinaryintegrationMarketTestRapidProto