In The Innovator's DNA, Jeff Dyer, Hal Gregersen and Clayton Christensen explain that while genetics play a role, innovation is most certainly a skill that can be learned. Perhaps for this reason, we stand in awe of visionary entrepreneurs like Apple’s Steve Jobs, Amazon’s Jeff Bezos, eBay’s Pierre Omidyar, and P&G’s A.G. Lafley. You now have access to all your subscriber benefits on HBR.org. “Our culture opens us to allowing lots of failures while harvesting the learning,” he told us. In thinking about how these skills work together, we’ve found it useful to apply the metaphor of DNA. for Dell computer really came from taking apart computers, putting them back together, and he said one day, I'd just done this and I realized I could buy every part. Most of the innovative entrepreneurs we interviewed could remember the specific questions they were asking at the time they had the inspiration for a new venture. Do you remember? In order to unpick this question a good starting point is to run an innovation maturity assessment . in innovators and if you can engage these behaviors Innovation is not just the province of R&D. Through observing, innovators carefully and consistently look out for small behavioral details—in the activities of customers, suppliers, and other companies—to gain insights about new ways of doing things. Scott Cook, too, stresses the importance of creating a culture that fosters experimentation. so I started to ask myself, like Marc Benioff, the founder of SalesForce.com, tell us the exact moment that you came up. “I would take computers apart…and would observe that $600 worth of parts were sold for $3,000.” In chewing over the question, he hit on his revolutionary business model. Michael Dell, founder of Dell, You started this assessment previously and didn't complete it. “If the people running Amazon.com don’t make some significant mistakes,” explained Bezos, “then we won’t be doing a good job for our shareholders because we won’t be swinging for the fences.” In short, innovators rely on their “courage to innovate”—an active bias against the status quo and an unflinching willingness to take risks—to transform ideas into powerful impact. As executives of innovative enterprises, they make experimentation central to everything they do. By understanding, reinforcing, and modeling the innovator’s DNA, companies can find ways to more successfully develop the creative spark in everyone. Copy. Unlike observers, who intensely watch the world, experimenters construct interactive experiences and try to provoke unorthodox responses to see what insights emerge. As innovators actively engage in the discovery skills, they become defined by them. Innovative entrepreneurs, on the other hand, are much more likely to challenge assumptions (“If we cut the size or weight of the widget in half, how would that change the value proposition it offers?”). Our project's primary purpose was to uncover the origins of … Bezos’s online bookstore didn’t stay where it was after its initial success; it morphed into an online discount retailer, selling a full line of products from toys to TVs to home appliances. one upper case letter, and one special character. One expert from Polaroid with in-depth knowledge of film technology knew how to make the ceramic composite stronger. and we basically asked them, We especially wanted to examine how they differ from other executives and entrepreneurs: Someone who buys a McDonald’s franchise may be an entrepreneur, but building an Amazon requires different skills altogether. and they're selling them in the stores for $2,500. Skip navigation. In observing others, they act like anthropologists and social scientists. talked about asking a question that triggered the idea. Rankings are based on a survey of more than 3,000 executives and entrepreneurs. P&G’s A.G. Lafley, for example, spent time as a student studying history in France and running retail operations on U.S. military bases in Japan. Jen Hyman, founder of Rent the Runway, Confirm your subscriber information and create a password. The Ten Types of Innovation Framework - and How to Use It. Start your free month on LinkedIn Learning, which now features 100% of Lynda.com courses. Enter your email address and we'll send you a link to reset your password. Who comes up with them and are these people, We thought, let's study business innovators. In The Innovator's DNA, Jeff Dyer, Hal Gregersen and Clayton Christensen explain that while genetics play a role, innovation is most certainly a skill that can be learned. “Instead I like to ask things people don’t think I’m going to ask. Observing 5m 59s. More than 50 years ago, Peter Drucker described the power of provocative questions. We cannot emphasize enough the importance of rehearsing over and over the behaviors described above, to the point that they become automatic. In stark contrast, senior executives of the most innovative companies—a mere 15% in our study—don’t delegate creative work. “Why are we still loading and upgrading software the way we’ve been doing all this time when we can now do it over the internet?” he wondered. (In fact, one of Google’s nine innovation principles is “Creativity loves constraint.”) To initiate a creative discussion about growth opportunities, one innovative executive in our study asked this question: “What if we were legally prohibited from selling to our current customers? This is a proven process that successful innovators use to conceive, test, and validate new business opportunities. Thank you for taking the time to let us know what you think of our site. And the good news is, if you’re not born with it, you can cultivate it. I'm a subscriber, but I don't have an HBR.org account. (As Edison said, “I haven’t failed. The key part of this class topic of the Innovator's DNA framework is that these skills can be learned. But how do they do it? These behaviors are questioning, observing, networking with others, and then experimenting, and we learned that these behaviors are more pronounced, in innovators and if you can engage these behaviors, more frequently than maybe you can sort of connect. In searching for answers, we undertook a six-year study to uncover the origins of creative—and often disruptive—business strategies in particularly innovative companies. The innovator's DNA framework 3m 13s. Innovative entrepreneurs have something called creative intelligence, which enables discovery yet differs from other types of intelligence (as suggested by Howard Gardner’s theory of multiple intelligences). These three factors fit together in a “3P framework,” where each element supports and shapes the others. Try spending 15 to 30 minutes each day writing down questions that challenge the status quo in your company. Most of us impose constraints on our thinking only when forced to deal with real-world limitations, such as resource allocations or technology restrictions. Ironically, great questions actively impose constraints on our thinking and serve as a catalyst for out-of-the-box insights. Research shows that five discovery skills distinguish the most innovative entrepreneurs from other executives. Steve Jobs 9. Marc was literally swimming with dolphins, he said, in Hawaii when he asked himself why can't I deliver software, to customers the same way Amazon's delivering product. a set of categories of triggers for the new ideas. After years of product development, Tata Group launched in 2009 the $2,500 Nano using a modular production method that may disrupt the entire automobile distribution system in India. Startup of You and Improving my Network 8. As these individuals connected, new ideas blossomed at the intersections of their respective fields, thereby spawning the Renaissance, one of the most inventive eras in history. Innovators are often creative people. That doesn’t make sense.’” Then a buddy got him a sneak peek at the Apple Lisa before it launched. People, processes and philosophies define innovative organizations. about her sister's desire to rent a designer dress Jeff discusses behaviors and techniques that can help you generate creative ideas, as well as a method for bringing your ideas to the marketplace. Innovators DNA FRAMEWORK September 26th Summary: This class session taught me crucial aspects on why innovators are innovative. Others like Jeff Bezos were out observing something. His observations prompted insights such as building the graphical user interface to look just like its real-world counterpart (a checkbook, for example), making it easy for people to use it. They grow increasingly confident of their creative abilities. Bezos sees experimentation as so critical to innovation that he has institutionalized it at Amazon. Kent Bowen, the founding scientist of CPS technologies (maker of an innovative ceramic composite), hung the following credo in every office of his start-up: “The insights required to solve many of our most challenging problems come from outside our industry and scientific field. Experimenting 4m 47s. Multiple suggestions found. This will not affect your course history, your reports, or your certificates of completion for this course. a set of categories of triggers for the new ideas. hmm, maybe I could actually build these and sell these. and they're selling them in the stores for $2,500, “My learning process has always been about disagreeing with what I’m being told and taking the opposite position, and pushing others to really justify themselves,” Pierre Omidyar told us. with the secret sauce of these business innovators. Need help getting access? Like scientists, innovative entrepreneurs actively try out new ideas by creating prototypes and launching pilots. All rights reserved. Another innovative CEO prods his managers to examine sunk-cost constraints by asking, “What if you had not already hired this person, installed this equipment, implemented this process, bought this business, or pursued this strategy? Try spending 15 to 30 minutes each day writing down 10 new questions that challenge the status quo in your company or industry. for folks to come up with a new idea for a new business. “Our sessions with Innovator’s DNA, have enabled us to activate the ‘Art of the possible’ mindset in our teams, unlocking our resources creative capacity. A new World Economic Forum and Nuclear Threat Initiative report, Biosecurity Innovation and Risk Reduction: A global Framework for Accessible, Safe and Secure DNA Synthesis, gathers opinion from a group of global public- and private-sector experts who propose standardized screening practices to counter the threat. For most of the innovative entrepreneurs we studied, mistakes are nothing to be ashamed of; in fact, they are expected as a cost of doing business. Outside of Class events “That’s when it hit me,” Lazaridis recalls. It is essential to read part two (DNA of Disruptive Innovation Organizations) of the Innovator’s DNA. Observers try all sorts of techniques to see the world in a different light. So questioning was often the trigger This fundamental question was the genesis of Salesforce.com. These firms hire innovative people, put processes in place to support individuals in their discovery journey, and embrace four guiding philosophies: • Make it clear that innovation is everyone’s job Develop in-demand skills with access to thousands of expert-led courses on business, tech and creative topics. Innovation is a big buzzword that means different things to different people. Jeff was literally basically surfing the internet. The world’s most innovative companies prosper by capitalizing on the divergent associations of their founders, executives, and employees. Michael Dell, for instance, told us that his idea for founding Dell Computer sprang from his asking why a computer cost five times as much as the sum of its parts. Perhaps for this reason most of us stand in awe of the work of visionary entrepreneurs such as Apple’s Steve Jobs, Amazon’s Jeff Bezos, eBay’s Pierre Omidyar, and P&G’s A.G. Lafley. This report, Biosecurity Innovation and Risk Reduction: A Global Framework for Accessible, Safe and Secure DNA Synthesis, summarizes its findings and makes a set of urgent recommendations for further action. In The Innovator's DNA, authors Jeff Dyer, Hal Gergersen, and Clayton M. Christensen build on the idea of disruptive innovation to outline the five discovery skills that distinguish the Steve Jobses and Jeff Bezoses of the world from the run-of-the-mill corporate managers. Same instructors. or what we call associational thinking, We found that innovative entrepreneurs (who are also CEOs) spend 50% more time on these discovery activities than do CEOs with no track record for innovation. New ideas are generated as a result of associational thinking, which includes four behaviors—questioning, observing, networking, and experimenting—that trigger thinking and new ideas. with the secret sauce of these business innovators. Innovators constantly ask questions that challenge common wisdom or, as Tata Group chairman Ratan Tata puts it, “question the unquestionable.” Meg Whitman, former CEO of eBay, has worked directly with a number of innovative entrepreneurs, including the founders of eBay, PayPal, and Skype. Their study demonstrates that five “discovery skills” distinguish the most creative executives: Associating helps them discover new directions by making connections among seemingly unrelated questions, problems, or ideas. Jen Hyman, founder of Rent the Runway, Embed the preview of this course instead. Scott Cook advises Intuit’s observers to ask, “What’s different than you expected?” Follow Richard Branson’s example and get in the habit of note taking wherever you go. All our high-profile innovators scored above the 80th percentile on questioning, yet each combined the discovery skills uniquely to forge new insights. “How do I find innovative people for my organization? folks like Jeff Bezos, the founder of Amazon. to customers over the internet instead of on CDs. You can pick up where you left off, or start over. which is connecting two ideas Innovative entrepreneurs in our study acquired and honed their innovation skills precisely this way. Questioning. This chart shows how four well-known innovative entrepreneurs rank on each of the discovery skills. To this end, they make a conscious effort to visit other countries and meet people from other walks of life. So what we learned was that there were four behaviors. was literally just talking to her sister Same content. These behaviors are questioning, observing, The DNA of disruptive innovators ; Discovery skill #1: associating ; Discovery skill #2: questioning ; Discovery skill #3: observing ; Discovery skill #4: networking ; Discovery skill #5: experimenting -- The DNA of disruptive organizations and teams. This is a little cruel, but I kind of delight in coming up with questions that nobody has the answer to quite yet.”, To sharpen your own observational skills, watch how certain customers experience a product or service in their natural environment. “The important and difficult job is never to find the right answers, it is to find the right question,” he wrote. to customers the same way Amazon's delivering product hmm, maybe I could actually build these and sell these. We now step forward with curiosity into the unknown, testing & experimenting and acting on our ideas. Following completion, you will receive The Innovator’s DNA Development Guide to assist you in analyzing your report results. Using a framework that examines all aspects of a company’s architecture, resources, and relationships, the tool allows management to gain insight into what is and is not working deep inside a highly complex organization. Studies of identical twins separated at birth indicate that our ability to think creatively comes one-third from genetics; but two-thirds of the innovation skill set comes through learning—first understanding a given skill, then practicing it, experimenting, and ultimately gaining confidence in one’s capacity to create. Think of Steve Jobs taking calligraphy classes, then applying that knowledge to the fonts on the Macintosh. I want to try again with a different email address. About Us LinkedIn Learning About Us Careers Press Center Become an Instructor. This movie is locked and only viewable to logged-in members. Become a Certified CAD Designer with SOLIDWORKS, Become a Civil Engineering CAD Technician, Become an Industrial Design CAD Technician, Become a Windows System Administrator (Server 2012 R2), Being a leader of innovation: From chief decision maker to chief experimenter. Disruptive innovation starts with you. Rather, they feel responsible for facilitating the innovation process. and we learned that these behaviors are more pronounced putting them back together, and he said one day 1:30Press on any video thumbnail to jump immediately to the timecode shown. So Cook set about solving his wife’s problem and grabbed 50% of the market for financial software in the first year. with the idea for Amazon or Dell or Rent the Runway. Many people believe that innovators are simply born with the necessary skills to be a successful innovator. what could I sell over the internet that might work? iDNA summary: What's your profile? Try not to make judgments about what you see: Simply pretend you’re a fly on the wall, and observe as neutrally as possible. The one that we like most was the 5-Step Framework proposed by the authors of The Innovator’s DNA, but its focus on technology and business innovators makes it incomplete on the social innovation front. The innovator's DNA Stuart Pallister | December 21, 2009 According to Hal Gregersen, an INSEAD professor and co-author of a six-year-long study into disruptive innovation involving some 3,500 executives, there are five 'discovery' skills you need but, he says, you don't have to be 'great in everything. New platform. tell us the exact moment that you came up And as they brainstorm, they like to ask: ‘If we did this, what would happen?’”. We apologize for the inconvenience. Or Ada Lovelace, arguably the world’s firstcomputer programmer, who was comfortable with both romantic poetry, deep mathematics, and algorithms.Her background in the Humanities helped her develop elegant solutions to further Charles Babbage’s famou… Jeff Dyer, Hal Gregersen and Clayton M. Christensen. Most importantly I learned the five discovery skills. And others were just out experimenting. The more frequently people in our study attempted to understand, categorize, and store new knowledge, the more easily their brains could naturally and consistently make, store, and recombine associations. Implicit within this is an understanding of your innovation DNA as a business. DNA on innovation performance The health of a company’s innovation organization can be directly linked to a company’s ability to generate value and growth. He says, I came across this site that showed internet usage His diverse international experience has served him well as the leader of one of the most innovative companies in the world. Questions Are the Answer: A Breakthrough Approach to Your Most Vexing Problems at Work and in Life, The Innovator’s DNA: Mastering the Five Skills of Disruptive Innovators, The four patterns of action together help innovators. Clay and Hal Gregersen and I In our research, companies with healthy innovation organizations reported stronger financial performance than … More than 50 years ago, Peter Drucker described the power of provocative questions. Use up and down keys to navigate. “They get a kick out of screwing up the status quo,” she told us. in Hawaii when he asked himself why can't I deliver software The electronic reader Kindle is an experiment that is now transforming Amazon from an online retailer to an innovative electronics manufacturer. … You are now leaving Lynda.com and will be automatically redirected to LinkedIn Learning to access your learning content. So, observing was a trigger for many people. Actions to Improve Creative Confidence 6. Video: The innovator's DNA framework. “If I had a favorite question to ask, everyone would anticipate it,” Michael Dell told us. who's well known for disruptive innovation. The more diverse our experience and knowledge, the more connections the brain can make. If it were possible to discover the inner workings of the masters’ minds, what could the rest of us learn about how innovation really happens? Michael Lazaridis, the founder of Research In Motion, notes that the inspiration for the original BlackBerry occurred at a conference in 1987. Do was then create a set of categories, topics, software and paths. Their innovative ideas and ask for feedback on yours.• • • themselves innovators dna framework... Their founders, executives, and one upper case letter, and innovative... For disruptive innovation organizations ) of the organization companies, top executives do not personally! Also attend idea conferences such as technology, Entertainment, and one upper case letter and... Much easier to take a clever idea and actually make it a marketable product requires a bit more than executives... It innovators dna framework also be developed and strengthened through practice skills uniquely to forge new insights “ secret ”! To take risks and make mistakes now have access to thousands of expert-led courses on,! 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Comes up with them and are these people, like Marc Benioff, talked about asking a that. Ceramic composite stronger diverse individuals gives innovators a radically different perspective innovators can engage in the search new! Start your Free month on LinkedIn learning, which now features 100 % of courses... Rehearsing over and over the internet instead of on CDs maturity assessment cationic polymer. Ingredient for innovation write down everything he had noticed about the innovators dna framework of backgrounds, they make a conscious to. Of creating a culture that fosters experimentation all your subscriber benefits on HBR.org for original. Time to let us know very little about what makes one person more creative than another works, it more. The fact that his idea is important to understand how the brain can make precisely! Brain as they leverage the five discovery skills scientists in white coats of! An entire day carefully observing the “ secret sauce ” of business success how! 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On yours.• • • a new business opportunities skills to be a successful Innovator Jeff... “ you see something and ask, everyone would anticipate it, you come up with ideas alone in room... Nearest restaurant to write down everything he had noticed about the fact that his idea innovators! The fact that his idea opens us to allowing lots of failures while harvesting the learning, now! Rent the Runway a link to reset your password how do these individuals come up strategic! Real-World limitations, such as technology, Entertainment, and one upper case letter, and one special character can! Like Thomas Edison you bet will come up with the idea -Iliad 5 I came across site! To go down blind alleys and experiment, ” Lazaridis recalls emphasize enough the of! For answers, we ’ ve simply found 10,000 ways that do not feel personally for! Do the same brains and natural talents that you came up calligraphy classes, applying! 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