Learning from Failure and Success - video 2

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来自 Technion - Israel Institute of Technology 的课程

Innovation Career Lessons from a Master

19 个评分

Technion - Israel Institute of Technology

Innovation Career Lessons from a Master

19 个评分

课程 3（共 4 门，Specialization 创业）

This course, which is Part Three in the series of Startup Entrepreneurship specialization, offers Life Lessons from a Master Innovator, with proven achievements. During this course you will listen to conversations and interviews with Mr. David (Dadi) Perlmutter, who until recently was Executive VP of Intel corporate. Dadi will talk about 10 life lessons, based on his 34 years as a rebel innovator and entrepreneur. We will share with you the following lessons: Love and Knowledge are infinite: grow and share; Learn from Failures and Successes; Nothing Moves without a Vision; Have a Differentiated Market Transforming Strategy; Dare to Take Action; Fight Resistance; It is All About the Ecosystem; Build a Team; Keep it Simple and Work Hard. By the end of the course the learner will: * Know how to lead a process of innovation and implement ideas through all its phases from discovery to delivery in your own field of choice. * Know how to apply creativity to generate creative ideas in a wide range of strategic management issues. * Know how to solve problems in general, with a high degree of innovative creative thinking, to widen the range of possible choices * Identify new and unfamiliar challenges and needs, reflect on them from a creative point of view (zoom in), decide on the action they require (zoom out) and generate a novel and useful solution * Transform ideas into real value-creating products, services and processes. * Be able to analyze both success and failure and draw conclusions from both, for improving future innovative efforts. * Be able to identify and create key features of innovative products and services and in doing so, generate strategically differentiated innovations that are unique * Be able to present your ideas persuasively and overcome resistance. * Know how to simplify a complex product and make it user friendly. Course assignments will include participation in two discussion groups and four assignments. In each assignment you will be asked to deal with a question relating to an interview you have seen.

从本节课中

Introduction

A science has laws and rules. But art has no laws or rules. In fact, art is about breaking the rules, to create wonderful new works. Innovation is an art, not a science; it is about breaking the rules intelligently, to create value through novel, useful ideas. The best way to learn the art of innovation, or indeed to learn any art, is from those who have mastered it at the highest level and are willing and able to share their wisdom. In this course, a master innovator, Dadi Perlmutter, shares with Coursera learners what he has learned during 34 years of world-changing innovation at Intel Corp., where he served until recently as Executive Vice President. Perlmutter summarizes over three decades of innovation in ten key lessons, recounted in conversation with Prof. Shlomo Maital. Our hope is that these ten lessons will significantly improve your chances of success as an entrepreneur. At the end of this module you will be able to analyze situations of failure and success, and to draw conclusions for future situations.

Learning from Failure and Success - video 19:42

Learning from Failure and Success - video 25:49

Learning from Failure and Success - video 37:14

与讲师见面

Prof. (Emeritus) Shlomo Maital
Prof. Shlomo Maital Sr. Research Fellow, S. Neaman Institute, Technion
Industrial Engineering
Dadi Perlmutter

So, Donny, let's talk about risk.

Because innovation is risky, and the more innovative you are,

the bigger the risk, and the bigger the risk means you fail a lot of times.

So, in a real sense innovation is about managing risk, how you estimate the risk,

and how you decide whether it's worthwhile to take the risk or not.

We talk about product failure, but there are a lot of other kinds of risks there,

marketing risks and operational risks, and a very long list of dangers.

Though as someone who has innovated and you've managed risk for 34 years,

share some of the principles that you use in dealing with innovation risk.

>> This is a very critical thing, because as we will talk in a future lesson.

The art of being innovator is to really doing things in coming with a solution,

or a product or a service.

Which is extremely differentiated with what exists else,

why would one pick your product?

What happens in many cases that people taking risk on one aspect decide they

can open up to risk in everything else and the counter is the right answer.

Pick the area by which you want to differentiate and

take as much risk as you can, to create a real differentiated product.

But don't take risk on things that you shouldn't.

For example you took a risk on a big technological feature,

why take a risk on manufacturing?

Make sure the manufacturing of this product will be as benign,

as standard way of doing things.

Also, find ways, why take risk on marketing or any other aspect?

So pick the thing that you must take risk, and leave all the others with less risk,

you'll have enough surprises independent.

The second one, even in the areas that you took risk, as long as you go,

understand if you're making progress, and minimizing the risk.

Understanding that the thing that you analyze with work,

and make changes as you go other than pray that something good will happen.

We mention the team the project earlier.

We had an estimate about the learning curve

of a new memory technology we decided to use and

we assume that the cost reduction curve will be as we expect, it didn't.

And the mistake that we have done, we have continued to pray that it will work

While we could have I developed a good back up plan.

Or we could have abandoned the whole product because in the end of the day it

was a low cost product, resulted in the cost targets.

Why count with the product anyway.

And we failed to understand and we sticked to the risk because we loved the idea.

That's the third lesson.

You fall in love with the thing you take a risk on and

you fail to understand that it's going nowhere.

Sometimes its good to have people that you're kind of

good circle of knowledge that will tell you that you're wrong and

help you to see the thing that you fail to see emotionally.

>> So Donny,

it's very hard to imagine our lives without something called flash memory.

Flash memory is everywhere.

It's in our cell phones, in our laptops, in our tablets, everywhere.

Flash memory actually arose out of a failure tell us the story

of flash memory, what can we learn from the huge failure that became flash memory?

>> Well, the flash memory or basically the EEPROM,

which is the grandfather of the flash memory.

Just for all of us who doesn't know, a flash memory is a non-volatile

semiconductor memory that could be reprogrammed.

We use it in every day in our life.

On a disc on key, everything that runs on a smart phone,

and even big computers in the cloud uses flash memory to store data.

This is a very useful way.

But back in the 70s, that is nothing of the kind.

People really used different kind of technologies to store

using magnetic solutions.

Were very expensive, very big.

The story that Dov Foman reminded that time was one of

the first engineers at Intel was given an assignment to

solve the problem of an oxide, electrical break down.

I'm not getting to the technological detail, it doesn't matter.

He went to the lab, spent a lot of time to try to understand it because it was

really killing the product, and Intel could not sell it.

After some working, Dov came back to his boss, Gordon Moore, and told him,

I don't have a solution to your problem, but I have an idea to a new product.

We could use the same mechanism that created this breakdown into

programming a memory cell that was, no one knew how to do it before him.

As a result came the first programmable non-volatile memory that turned

eventually to be the flash with huge impact on the computer industry and

huge impact on the life of everyone.

It all started by a problem that turned into a feature

because Dov was open enough to think about not just how to fix the problem,

but understand the mechanism, what happened,

and how it could be utilized on a completely different problem.

>> Interesting, and of course Dov later returned to Israel,

started the first Intel RND lab here, and the rest is history.

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