New ideas based on high-technology research have a high failure rate because they hit the ground running with lopsided priorities and misalignments. Students complete this course with an Innovation Creed (“Why are you doing this?”) and a customized Idea Filter (“Are you working on the right priorities?”)—2 simple tools that steer concept-stage commercialization to success.
Life-Style Vs Investable/Scalable Innovation
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来自 University of Rochester 的课程
技术商业化，第 1 部分：创建自己的创意筛选系统
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从本节课中
Week 4 - Discussing Filters from Different Creeds hard?
Customizing Your Idea Filter: the best ideas for your particular Creed and
Examples of various Filters for differing dimensions of Creed
与讲师见面
Mark WilsonLecturer in Entrepreneurship
Simon Business School
Welcome back.
What we're going to look at now are some examples of
filters based on different innovation creeds.
So you have adjusted your filter such that it works for you.
I want to just talk through with you some of the changes that tend to
occur when people have different innovation creeds.
Well, I have a few examples.
Obviously, there are many different renditions of an innovation creed.
Many different subtleties in the waiting, and the ratings of ideas into there.
But let's just look at a few, big level.
Let's say that you are maybe in a garage, working on something.
You're a classic entrepreneur, starting up something and
you're not driven to make this thing huge.
It's a lifestyle for you.
You could also think of it maybe a hobby?
It's a hobby that's fun and
you might want to start make a little money, making a little money out of it.
Or at least paying for your supplies.
Maybe, it's a little more than that.
It's a small little family business.
You, you'll be happy if you do this for, for your career for 20 years, 30 years.
Hand it off to your to your, descendants or whatever the case may be.
But you're creed is not driven to do something big and
then you're not going to go out and get a lot of money.
You don't see this as an investable thing, you're going to do this on your own,
try a little something on your own out of your own savings.
So if you're in a corporation that same thing might
sound something like it's a strategic move.
Or it's something we want to start dabbling in,
but we're not in a particular hurry to, to do this.
So we have some strategic interest.
Let's start some small deployment of resources in to
a certain area that's maybe high risk or whatever.
And we'll talk about, we'll talk about radical vs incremental in a,
in a few examples in the future here which also relates.
But say this is not this is not meant to be some gigantic thing in the corporation.
So, what, what would happen with an overall idea screening system?
If you have more of a lifestyle or, or
a strategic small dabbling type of, type of innovation creed?
Well, the, the kinds of ideas that you're going to be interested in,
are going to be a lot less rated on a couple of these factors.
That I'm sure can jump out to you right away.
So, first of all, maybe, you know, your garage again, you're an entrepreneur.
You bumped into a little something, you're willing to bump it along a little.
You're going to work Saturdays and Sundays on it sometimes.
Or you, you hope to do this for
10, 15 years but maybe it supports your family and that's it.
So the the queen of spades all those applicationaries all
those different renditions of the products and the markets it may go into.
That might be less important to you.
You've got one little product.
You're going to see if a few people buy it,
you're going to supply them, and everybody's happy.
Another thing that might,
that might come out here is if you start looking at the market share.
That you're going into a huge industry,
you can capture a lot of share, you can, you can compete.
Maybe that's not so important.
In fact maybe you're a me too.
You hae a technology that's going to turn into a little product.
It's going to compete with some other people.
You hope to sell some of them and you're happy with selling some of them.
So the concept that you can really capture a lot to share, less important,
and is it a gigantic marketplace.
Maybe that's less important as well.
An, and then down in, down in here.
It won't take long to start selling.
There's not a lot of risk left.
That might not be so important to you in a lifestyle business.
Just say, you know, we, we're not in a real particular hurry.
I can't, I can't spend many hours on this idea anyway.
So that I realize that for me, it's okay if it takes a while.
So what?
My filter should, should not penalize an idea because it,
it can't get going right away.
That's okay for me.
So if you look through those factors that tend to shift for
this lifestyle or strategic hobby sideline.
what, what happens to your filter.
Number one you actually may want to change the wording a little bit.
It may be that perfect answer for you is not.
The template, as it was given.
You'd like to reword it.
Alternatively, you could leave it somewhat that way,
but just change the, the weight, right?
So, you put that, maybe you put that as low, you put that as 50%,
it's not very important or you'll low, lower it way down.
Maybe lower it down even further than that.
Just not an important factor to us.
And then finally, what you might see, is that.
The way you define a five, is very different then the way
someone else defines a five, that's not driven for a lifestyle.
Their not trying to build a lifestyle business.
So for for them it it won't take long to start selling and
maybe that's a 6 months to 12 months.
You know, that's pretty fast.
We're going to get a technology product out there within one year.
Pretty fast.
Maybe for you, you say, that's that's not really too, too much, too important to me.
You know three, three to five years, we're kind of dabbling along.
We're making some progress, getting a little bit of sales.
maybe, maybe within a year all we have is a little bit better prototype.
So, that might be okay for you.
However you might say, yeah, I, I mean I don't want to spend 20 years on this,
if I can't make traction in 10 years.
Maybe that's a poor score.
So that's how the wording the weights and
the weighting calibration could change for a, a lifestyle creed.
And hopefully that filter will help you find ideas that are okay for you.
Likewise if ideas get too big.
Require too much money.
You want your filter to spit it out.
It's probably not an idea that you can run with, if,
if your creed is your going to just work on weekends.
And you're going to just spend to the limit on one of your credit cards.
And that you might be really stunting your own idea.
That idea would be better some place else.
