Imagine a Web site that detects a visitor's "thinking" style and "morphs" its look and feel to suit that visitor's style? Professor Glen Urban and his colleagues at M.I.T. describe an approach in the Sloan Management Review article, "Morph the Web To Build Empathy, Trust and Sales." They collaborated with BT Group, the UK-based telecom company to create a website that learns whether a person prefers a more analytical style versus a holistic style, and whether the person is a more visual versus verbal in how they process information. Once the Web site learns this (based on a few preliminary clicks on the site), it adapts itself to present information in an optimal way:
Sustainable innovation requires structured methods. But it also requires collaboration and information sharing among colleagues. Innovation is a team sport - groups produce better results than the lone genius. So how do you create a more favorable context for collaboration and sharing in your business unit?
Reputation is what matters. The degree to which a technical worker will share information with a colleague depends on that colleague's reputation for returning the favor. The rule of reciprocity states that people give back to those in the form they have received from others. It is a social rule taught by every human society to its members - you give back to those who have given to you. But the key is: to make the first move. You have to be seen as someone who gives and shares information with others, and has a reputation for returning the favor when others give to you.
This month's Academic Focus features Professor John Hauser and the highly-regarded team at MIT. Perhaps no other university in the world stands for innovation as much as this one. MIT is an innovation powerhouse because of the way the faculty looks at innovation through multiple lens and collaborative approaches. MIT is great blend of innovation research, technology research, and commercialization research.