Professional Documents
Culture Documents
...plus a manifesto
Patrick Copeland Google Inc.
Co
idea
ve In r c of
sea of failure
Lost In Translation
Innovation Potential
Innovation Model
Actual Innovation
Lost Innovation
Top-down Innovation
1. Create a Research Lab 2. Hire a bunch of PhDs 3. Ideas: few, big & from the top 4. Close and secretive environment and results 5. Formal research proposals 6. Papers, patents, ..., products
Democratic Innovation
1. Create an innovation culture 2. Use all employees 3. Ideas: lots from everywhere 4. Open and shared environment and results 5. Informal proposals if that 6. Prototypes, products, ..., papers
Innovation Potential
Innovation
Innovation
We need some innovative ideas! Wheres the next billion dollar idea? I have an idea that will change the world!
$ value of ideas?
Buy My Ideas
I am no Steve Jobs, but I dress like him...
Patricks $B idea
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Idea: use electricity to make light Idea: electricity to cause incandescence Idea: vacuum + bulb to prevent burning
X X X
1%
99%
# of innovators # of ideas
~ =0
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
huge
Opinion
Idea Opinion
Welcome to
Opinion
Thoughtland
Pop.
Thoughtland
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Thoughtland
ve
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Thoughtland
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
??????
LE f A S of
50 %
w . No 499 $
ly on 95
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
If you want innovation, dont look for ideas (lightbulbs), look for innovators (Thomas Edisons).
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Ex
am
e pl
fr
om
pr
et
p ty
in
r wo
ho
Ex
am
pl
fr
om
ob
e il
Ap
Pr
o et
Exercise #1
ty pi
ng
Wo
rk
sh
op
$$
$ $ $ $ $
X
Dear Mr. Jones, In reply to your letter dated ...
Pretendotype
Pretotype
We love the idea of speech-to-text and well pay big $ for it if you can built it right.
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
More
Belief in Idea
Less
minutes hours days weeks months
Ideation
Pretotyping
Prototyping
Productyping
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Pretotyping
Fake it before you make it
Prototyping
Investment: days, weeks Main Q: Can we build it?
Pretotyping
Investment: hours, days Main Q: Would we use it?
Fail Fast
Compulsion to keep going at all costs
minutes
hours
days
weeks
months
years
Time Invested
Ex
am
pl
fr
om
pr
et
y ot
pi
Exercise #2
ng
r wo
ks
ho
5 minutes
Park-Jerk Pretotype
FL
5
OP
1 2 3 4 5 Week
HI
5
1 2 3 4 5 Week
Make sure you are building the right thing before you invest a lot in building it right.
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Ex
am
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fr
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pr
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y ot
pi
Exercise #3
Create your own innovative Android working-pretotype using Androgen
ng
r wo
ks
ho
30 minutes
Credibility
Usage data Pretotype Prototype Idea
Pr
HITorFLOP
F.L.O.P. Failure in Launch Operations or Premise
et
ot
yp
HITorFLOP
I (people invited to try innovation) T (people who actually try it) R1 (return/retained users after 1 week) R2 R4
Time
T / I = % of tried / invited Rn/T = % of return user after n weeks Rn+1/Rn = % of returning users loss over time
FLOP
I (people invited to try innovation)
Time
FLOP
I (people invited to try innovation) T (people who actually try it)
R1
R2
R4
Time
Huge HIT
I T R1 R2 R4
Time
HIT
I T R1
R2
R4
Time
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Innovation
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Ok, ok, but can anyone do this? At any stage? In any market condition?
Clone Wars
Then: Mainframe vs PC clones
Clone Wars
Now: Android
Fast Following
Then: Lotus Notes vs Office
Fast Following
Now: Chrome
Unique Advantage
Then: AT&T vs Sprint
Unique Advantage
Now: Google Search
Welcome to
DataVisionville
Pop.
12
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
I T R1
R2
R4
All Googlers
Time
Usage
Users
and/or
#4 Go pitch your idea innovation with data
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
L SA
La st
f Of
er
ly on 5 9 w No 19. $
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved
Patrick Copeland
copeland@google.com
pretotyping.org
make sure you are building the right it before you build it right
Alberto Savoia, Google Inc., Jeremy Clark, FXX Inc., Patrick Copeland, Google Inc. All Rights Reserved