Can You Innovate Without Craziness?
Bizarre and weird behavior isn’t the source of innovation. Innovation is satisfying customers’ unmet desires. Unless your customers’ want to watch you act crazy then bizarre behavior is not innovative.
All you need to satisfy customers’ unmet desires is to understand your customers and have a system for creating products and services that do more of what customers want. That sounds remarkably sane.
So why all the hype about acting like a lunatic to be innovative?
Innovation by definition is change. Crazies love change, any change, the wilder the better. Sensible people naturally avoid most change because it also produces risk. But sane logical people change all the time. What they want to avoid is risky change that doesn’t provide value. Give a sane well adjusted person a low-risk high value improvement and they will gladly accept that change.
Compact Fluorescent Bulb Recycling
I volunteer at AllExperts.com. One of the questions I received makes an interesting example. This is not a complete OutCompete analysis, just a very fast list of suggestions.
Question:
Retailers have implemented programs for the safe disposal of compact fluorescent bulbs. However the current process requires the involvement of an store employee. I would like to design a system which does not require the involvement of an employee. My assumption right now is:
- The system is for compact fluorescent lamps, medium base type bulbs.
- The system that can accommodate at least 200 CFL’s before needing to be emptied.
- The system would reward the customer for their effort.
I would like your advice on this system, on how to design it and what reward I should consider. Could you also suggest a website which will provide me information for my design system.
Thank you.
Answer
The OutCompete Predictive Innovation Method works best if we can work with a subject matter expert to verify the technical aspects of ideas.
The Predictive Innovation Method follows these steps:
- Create “Desire Statement”
- Convert Desire Statement into on Outcome diagram
- Expand each of the Outcomes into their 7 elements types
- Using the Alternatives Grid to multiply those 7 types by the 15 alternatives to reveal a minimum of 105 potential innovations.
Since I am not exactly a subject matter expert on recycling mercury I’ll focus on one aspect that I was able to find information about.
The main problem with the mercury in a CFL is breathing in vapor or dust from broken bulbs. As long as they are not broken there isn’t any problem.
http://www.energystar.gov/ia/partners/promotions/change_light/downloads/Fact_Sheet_Mercury.pdf
Video of mercury evaporating
http://www.michigan.gov/mdch/0,1607,7-132-2945_5105_47868-181553–,00.html
So the primary goal of collecting CFLs is making the mercury vapor safe to people. Here are a few approaches.
- Prevent the vapor from being released.
- Don’t break the bulbs
- Contain the vapor if broken
- Keep vapor away from people
- Make the vapor safe
Two ideas come to mind. Have a single container to hold many bulbs air tight
- pull air in and vent safely outside
- pull air in through and filter air inside container
- submerge the bulbs in a liquid that mercury vapor is heavier than so it collects on the bottom and is safely contained
- Contain each bulb, put each bulb in an airtight bag so it doesn’t matter if the bulb breaks. This material would have to be easy to recycle with the rest of the bulb
This company has a filter for the vapor, but you could probably be OK just venting it outside.
http://www.ohiolumex.com/product/vapor_filter.shtml
The basic problem with getting people to recycle is making the effort more valuable than throwing the item away in the regular garbage. You can do this by appealing to their emotions or by actually making it easier. You will likely need to do both.
Since CFL are suppose to last a long time the purchase is long removed from the disposal. However people usually replace a bulb the instant one stops working. If they have bulbs on hand it is probably in some type of safe container to prevent it from being broken. If this could serve as a safe recycling container it would be effective.
Alternatively the person will need to go to the store to get a new bulb. This is when to prompt for recycling the old bulb.
- give the consumers something for bringing bulbs in, such as a discount on new bulbs
- eliminate another problem by bringing the bulbs in
- provide a container to store the bulbs until returned
- have a deposit similar to the $0.10 bottle deposit in Michigan (this practically eliminated that type of pollution)
Summary
With this information it would be easy to find and affordable solution to the problem. You’ll also notice that there are several possibilities for future innovation or product improvements. For instance combining the ideas :
- provide a container to store the bulbs until returned
- Contain each bulb, put each bulb in an airtight bag so it doesn’t matter if the bulb breaks. This material would have to be easy to recycle with the rest of the bulb
These two outcomes can be achieved at the same time.
Who will pay for Frozen Food Innovation?
When looking for prospective clients I ask the question, “how many direct innovations are available?” I personally prefer indirect innovations but it’s much easier for new clients to understand and accept direct ones. This makes my value to the client more apparent so they are happy.
So I recently came across contact information for an executive of a company that makes frozen foods. I plugged a little information into the Predictive Innovation Method and in 2 minutes came up with one extremely valuable direct innovation for that industry and a simple way to make it. This innovation could save the company millions of dollars, possibly save lives and be a great product differentiator.
Even better this innovation has been publicly available for over 20 years. No R&D is needed. Plus there is an even better improvement to the idea that they could release later.
So now my question is, how do I make money from this? One way is to hint that I know something that will save the company money and could be used as a brand differentiator and possibly prevent serious legal damages. Then hope they will pay me to tell them.
That doesn’t sound very promising. But maybe I could offer the same information to all the competitors in the market, maybe that would increase my chances of success. There are about five big brands I could try. Maybe I can increase the urgency by telling each that I am making the offer to competitors.
Or I can employ my favorite type of innovation, the indirect alternative. I can approach attorneys for food born illness cases and tell them that I have proof these companies deliberately did not take reasonable measures to protect the health and safety of people eating their food. This information would likely drastically increase damages possibly being worth millions of dollars.
The information is worth exactly the same amount to the attorney’s as it is the food company but it costs the attorneys much less to act on the information. The food companies need to change their manufacturing process, plus the small cost to each item. The attorney’s only need to present the information in court or a settlement meeting. And the fact that the food companies made an economic decision to risk the health and safety of the public would be very damaging in a court case especially if the media reported on it. That type of information would make the attorney’s job much easier.
If you are paying attention you will see that I can find many other types of people who could benefit from this innovation or just knowledge of the innovation.
Short list of types of customers for the innovation:
- Suppliers of the actual innovation (at least five)
- Shippers of the food (at least one for each frozen food company)
- Stores that sell the food (at least 5 major companies)
- Companies handling non-food frozen items (hundreds)
You might also realize that I can make money from all of the possibilities. The possibilities aren’t OR each one is an AND. So I turned that one opportunity into over 20. That is a possible increase of return on investment of 2000%
This type of strategy is only possible if you can reliably generate focused innovations on demand. Notice that I did not do an Intellectual Property expansion on this innovation. The Predictive Innovation Method reveals there are at least 105 different ways to achieve the same result of that one innovation. So if either of those potential customer’s want to pursue the innovation I can quickly find the lowest cost lowest risk way to achieve the highest profit.
Let’s see who will Pay for It.
Predictive Innovation Training
Predictive Innovation: Core Skills Book
RoundSquareTriangle.com