Usc Faculty Lecture 3
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Faculty Seminar on Virtual Worlds Episode 3 - Innovation - 2/26/08 cory ondrejka - [email protected]
why innovation?
why innovation in a discussion of virtual worlds?
cause I agree with these guys
open innovation
future of work
structural holes
tertius iungens
but more importantly, I wanted to understand why these entrepreneurs succeeded
but, before we dive in
innovation
anybody want to define it?
like art, we know it when we see it
and we have some sense for how it differs from
invention
innovation
improvement
I like an economic definition
per capita gdp growth
in other words, productivity
which most people want more of
although it is creative destruction after all
but, generally
we are all pro innovation
so why does it happen?
so how does it happen?
so where does it happen?
lots of maps
clusters
breed theories
and correlation-causation errors
ants and picnics
but, we know a bit
innovation happens at the edges
at intersections
at collisions
(this is ron’s work)
backed by north
who tied innovation to learning
we can pay to change the direction of innovation
but the cost of learning constrains the rate of innovation
which brings us to long tails and random walks
we all know this, right?
long tail consumption
areas under the curve
areas under the curve
areas under the curve
more or less equals
areas under the curve
more or less equals
and random walks
what does this have to do with innovation?
myths of innovation
remember the ants?
we’re pattern matchers
we see things
even where we shouldn’t
so we want explanations
like hiring the innovators
like hiring the innovators
like hiring the innovators
like hiring the innovators
selection bias
we want innovation to work like darts
ready, aim, fire
but the evidence is otherwise
random walk
a multi-dimensional one
another myth is the shortage of ideas
but ideas aren’t the problem
it is all about connecting solutions and problems
a personal example
or innocentive
30% solution rate
most only solve one problem
or the hive mind
“no problem was hard enough”
so, want lots of solvers
but not just lots, right?
need to be learning from each other
otherwise you just have monkeys
but if they communicate
dramatic change in us per capita growth post IT (1995) revolution
but connecting isn’t enough
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
collaborative exploration shared process trust
so, to sum up
to maximize innovation, we want
a large, diverse set of explorers cheaply learning from each other
a large, diverse set of explorers cheaply learning from each other
back to our long tail
think long tail innovation
what is the cost to try?
what is the cost to try?
what drives this?
capital
stigma of failure
regulatory/legal challenges
how do you let everyone try?
which brings us back to virtual worlds
capital
stigma
regulatory
who do explore design space Web Mainstream Media
65.00
48.75
32.50
16.25
0
Wikipedia Second Life
Sims
Open Source
a large, diverse set of explorers cheaply learning from each other
long tail communities
disney versus nyc
multinational, gender balanced audience of explorers
a large, diverse set of explorers cheaply learning from each other
all kinds
of learning
a large, diverse set of explorers cheaply learning from each other
remember, it is a zero marginal cost world
but, more than that, avatars build trust
and cultural collisions
which we want
whether your goals are virtual
or not
because, in the experience economy
what’s here today
is here tomorrow
defusing one general problem
often the tension between structures that are good at generating ideas
and those that are good at execution
can be mitigated in the information and experience economy
if problems can be divided into independent pieces
virtual worlds give us the opportunity to
teach
study
explore
innovation
which matters
because innovation is exponential which curve do you want to be on?
stop talking now
[email protected] http://ondrejka.net
why innovation?
why innovation in a discussion of virtual worlds?
cause I agree with these guys
open innovation
future of work
structural holes
tertius iungens
but more importantly, I wanted to understand why these entrepreneurs succeeded
but, before we dive in
innovation
anybody want to define it?
like art, we know it when we see it
and we have some sense for how it differs from
invention
innovation
improvement
I like an economic definition
per capita gdp growth
in other words, productivity
which most people want more of
although it is creative destruction after all
but, generally
we are all pro innovation
so why does it happen?
so how does it happen?
so where does it happen?
lots of maps
clusters
breed theories
and correlation-causation errors
ants and picnics
but, we know a bit
innovation happens at the edges
at intersections
at collisions
(this is ron’s work)
backed by north
who tied innovation to learning
we can pay to change the direction of innovation
but the cost of learning constrains the rate of innovation
which brings us to long tails and random walks
we all know this, right?
long tail consumption
areas under the curve
areas under the curve
areas under the curve
more or less equals
areas under the curve
more or less equals
and random walks
what does this have to do with innovation?
myths of innovation
remember the ants?
we’re pattern matchers
we see things
even where we shouldn’t
so we want explanations
like hiring the innovators
like hiring the innovators
like hiring the innovators
like hiring the innovators
selection bias
we want innovation to work like darts
ready, aim, fire
but the evidence is otherwise
random walk
a multi-dimensional one
another myth is the shortage of ideas
but ideas aren’t the problem
it is all about connecting solutions and problems
a personal example
or innocentive
30% solution rate
most only solve one problem
or the hive mind
“no problem was hard enough”
so, want lots of solvers
but not just lots, right?
need to be learning from each other
otherwise you just have monkeys
but if they communicate
dramatic change in us per capita growth post IT (1995) revolution
but connecting isn’t enough
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
back to autos
us automakers
toyota
us suppliers
toyota suppliers
collaborative exploration shared process trust
so, to sum up
to maximize innovation, we want
a large, diverse set of explorers cheaply learning from each other
a large, diverse set of explorers cheaply learning from each other
back to our long tail
think long tail innovation
what is the cost to try?
what is the cost to try?
what drives this?
capital
stigma of failure
regulatory/legal challenges
how do you let everyone try?
which brings us back to virtual worlds
capital
stigma
regulatory
who do explore design space Web Mainstream Media
65.00
48.75
32.50
16.25
0
Wikipedia Second Life
Sims
Open Source
a large, diverse set of explorers cheaply learning from each other
long tail communities
disney versus nyc
multinational, gender balanced audience of explorers
a large, diverse set of explorers cheaply learning from each other
all kinds
of learning
a large, diverse set of explorers cheaply learning from each other
remember, it is a zero marginal cost world
but, more than that, avatars build trust
and cultural collisions
which we want
whether your goals are virtual
or not
because, in the experience economy
what’s here today
is here tomorrow
defusing one general problem
often the tension between structures that are good at generating ideas
and those that are good at execution
can be mitigated in the information and experience economy
if problems can be divided into independent pieces
virtual worlds give us the opportunity to
teach
study
explore
innovation
which matters
because innovation is exponential which curve do you want to be on?
stop talking now
[email protected] http://ondrejka.net
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