I am pleased to announce the launch of The Graduate Certificate in Innovation at the Lindner College of Business. The 12 credit hour program is the first of its kind to package Systematic Inventive Thinking, design thinking, and commercial strategy into one comprehensive package. It is the first certificate course that combines business courses with courses from our globally-ranked College of Design, Architecture, Art, and Planning (DAAP).
The Association to Advance Collegiate Schools of Business (AACSB) believes business schools must focus more on specific skills that support innovation, reinvent curricula to be more integrative, and convene executive programs that create new ideas and networks. Business schools must promote interdisciplinary research and recognize that innovation can come from advances in the theory, practice, or teaching of management. "Through outreach activities, such as business plan competitions, student consulting projects, and business incubators, business schools’ activities contribute directly to innovation in the communities they serve."
Perhaps harder than branding is re-branding. Once the market associates your brand with a specific promise, it is difficult to get people to shift over to a newer or more updated meaning. This is especially true for brands that have been around a long time. Take the brand of Canada, for example. It adopted the instantly-recognizable Maple Leaf as its national flag in 1965 over contending choices such the one shown here. Now Canada is re-positioning the brand to update its global image. The new campaign, "Know Canada," makes clever use of the S.I.T. advertising tool called Subtraction.
The tool is one of eight patterns embedded in most innovative commercials. Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, "Cracking the Ad Code," and provide a step-by-step approach to using them.
Suppose you're told that three out of four car accidents happen within 25 miles of your home. Are you safer driving away from home? Based on this statistic alone, most people would assume they are safer. But the picture changes when you consider an important part of this scenario called the base rate. In probability and statistics, the base rate is the underlying probability unconditioned by prior events. Failing to consider the base rate leads to wrong conclusions, known as the base-rate fallacy. In this example, the base rate is the total percentage of driving that happens within 25 miles of your home. Let's assume it is 90%. Given the odds of an accident are only 75% in an area you spend 90% of your time, driving close to home is clearly safer.
Why does this matter in innovation? Understanding the base rate with a product's performance can lead to hidden insights and opportunities.
The University of Deusto business school is offering a masters degree in business innovation (MBI) that I believe serves as an excellent role model for other schools. It is unique because it focuses on three foundations (from their website):
The University of Cincinnati announced it will launch its first Massive Open Online Course (called MOOC) next fall. It will be the first MOOC to teach Systematic Inventive Thinking (S.I.T.), an innovation method based on templates.
Launchpad (www.launchrightnow.com), a product design, development, and collaborative resource hub, wants your ideas. Founded in January 2013 as a fresh player in the consumer product development industry, Launchpad partners with people whose ideas - from kitchen gadgets to software apps - need help to move along.
The University of Cincinnati's first Massive Open Online Course begins next week, October 7th. The course is free and open to all.
In this course, participants will master the tools necessary to generate new ideas and quickly transform those concepts into a viable pipeline of new products and services. They will learn a highly effective method of idea generation called Systematic Inventive Thinking used by many global firms across a wide variety of industries. They will also learn a suite of design thinking tools to take new concepts and put “life” into them. Generating ideas is not enough. Design thinking takes new ideas and sculpts them into market-winning products and services. Participants will learn the mechanics of each S.I.T. tool, and practice the use of each on a real product or service. Additionally, they will learn from a panel of seasoned practitioners and experts in the fields of innovation, new product development, and venture start-up.
The terms innovation and design thinking are used so often in so many different contexts, often interchanged, and sometimes misused. What do they really mean? More importantly, how do they relate to each other?
These questions set the stage for “Innovation and Design Thinking,” the first Massive Online Open Course (MOOC) offered by the University of Cincinnati and the largest course ever taught since it was founded in 1819. Nearly two thousand students from around the world are participating.
October brings the start of the U.S. baseball championship called the World Series. Baseball, like innovation, is a team sport, and success demands best practices out of the players and team managers. We thought it might be useful compare innovation and baseball given this week’s focus on teams.
Baseball is a diverse sport played in many countries The U.S professional league (called Major League Baseball) has 1200 players from 19 countries. Innovation also requires diversity. A best practice is to make innovation teams diverse in several ways: cross-functional, gender, experience, and cultural. Diverse teams harness the unique perspectives of the team members when applying the innovation and design thinking tools taught in this course.
By the way, how does this MOOC compare to Major League Baseball? We have over 2100 participants from 55 countries! Evidently, diversity is also a driver of learning.