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Titled “ Innovation of Products and Services: MIT’s Approach to Design Thinking ,” it is a course that “blends the perspectives of marketing, design, and engineering into a systematic approach to deliver innovation, and enables professionals and students to learn how to take a similar approach in their own businesses.”
Here's a case in point: In 2004, my HBS colleague Gary Pisano and I conducted a project at a leading manufacturer of highly sophisticated production equipment for the electronics industry, which I'll call "Exotech." The project ran successfully for hardware development, and the project management tools worked exactly as expected.
It will ease the way for companies launching and updating digital products, but it presents steep new learning curves that companies will have to master if they are to be successful. What I’m referring to is the migration of functionality from hardware to software. Softwaredevelopment will be more complex.
But entrepreneurial know-how and energy can work very effectively in the context of plugging-in as a supplier, as Steve Cronce and thousands of others are learning. What helped Trolltech ultimately save the relationship was learning how to set expectations appropriately in light of the divergent cultures.
One of the most significant came in early 2004 when we decided to relocate from San Francisco to Las Vegas. A week later I was pleasantly surprised to learn that 70 were willing to give Vegas a shot. We also lost some good people: Our star softwaredeveloper loved San Francisco and decided not to leave.
By 2004, RIM had acquired 1 million subscribers and only three years later surpassed the 10 million mark. However, the new handset, its software, and the available applications all failed to excite critics and customers. RIM is just the latest company to learn this lesson. In 1998, RIM launched the BlackBerry.
By contrast, Bill Gates opened Windows to both software and hardware developers, making Windows the dominant desktop platform by virtue of its superior ability to connect software and hardware producers with consumers. Failure to engage developers. Yet platforms can become too open.
These were all true of Charlie, a champion I met in 2004 just as the tech world was beginning to show signs of life after the dot com implosion. At the time, Charlie was an internet security specialist at IBM, and I was running business development at a company called Zone Labs. He also had company intelligence.
Technology has allowed numerous industries to grow at a rapid pace and has streamlined countless business processes…but it still can’t learn, design, and discover the way people can. Ake et al, 2004; pg 266). In addition, software between devices must be compatible to ensure that transition is functionally seamless.
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