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CROSS INDUSTRY INNOVATION
red zezel - sara pieters - www.redzezel.com - sara@redzezel.com
SOME
EXAMPLES
TO
START
BMW’s iDrive system was transferred from
the game industry
Nike Shox shoes were adapted from Formula
One racing shock absorbers
WORX QBIT twist & Go automatic screwdriver
was inspired by the design of a revolver.
The GE Adventure Series MRI scanner
Vacuum cleaning meets sawmill
Eggs meet wine
Lights meets services
Restaurant meets airport
Cross-industry innovation is
drawing analogies and
transferring approaches
between contexts, beyond the
borders of your own industry,
sector, area or domain.
Cross industry inspiration
Adapt
Enrich
Customize
Take one
element
Learn
Experiment
Modify
…
0.
BASIC
PRINCIPLES
No	
  one	
  lives	
  long	
  enough	
  
to	
  learn	
  everything	
  by	
  
star2ng	
  from	
  scratch.	
  
-­‐Brian	
  Tracy-­‐	
  
	
  
SOMEONE	
  HAS	
  SOLVED	
  	
  
YOUR	
  PROBLEM	
  
1.  the	
  unknown	
  
2.  all	
  knowledge	
  
3.  non-­‐compe66eve	
  industries	
  
4.  compe66ve	
  industries	
  
5.  company	
  
6.  team	
  
7.  you	
  
1.  	
  	
  
2.  	
  	
  
3.  	
  	
  
4.  	
  	
  
5.  	
  	
  
6.  	
  	
  
7.  	
  	
  
YOUR	
  GALAXY	
  OF	
  KNOWLEDGE	
  
•  Generate	
  curiosity	
  in	
  the	
  listener	
  
•  Are	
  thought-­‐provoking	
  
•  Surface	
  underlying	
  assump6ons	
  
•  Channel	
  aEen6on	
  
•  Focus	
  inquiry	
  
•  S6mulate	
  reflec6ve	
  conversa6on	
  
•  Generate	
  energy	
  
•  Evoke	
  more	
  ques6ons	
  
	
  
BEAUTIFUL	
  QUESTIONS	
  
•  Why	
  do	
  they	
  give	
  you	
  a	
  Jaguar	
  for	
  a	
  
test	
  drive	
  but	
  you	
  can’t	
  sleep	
  in	
  a	
  
house	
  you	
  want	
  to	
  buy?	
  
•  Why	
  do	
  we	
  get	
  previews	
  and	
  samples	
  
everywhere	
  yet	
  do	
  we	
  s6ll	
  order	
  
from	
  text-­‐based	
  menus	
  in	
  
restaurants?	
  
•  Why	
  does	
  a	
  pa6ent	
  get	
  lost	
  in	
  a	
  
hospital,	
  while	
  in	
  retail	
  the	
  
customer’s	
  rou6ng	
  is	
  a	
  true	
  science?	
  
•  Why	
  are	
  cars	
  leQ	
  unused	
  for	
  nearly	
  
20	
  hours	
  a	
  day?	
  
•  What	
  if	
  your	
  mobile	
  phone	
  told	
  you	
  
when	
  you’ve	
  eaten	
  enough,	
  rather	
  
than	
  your	
  stomach?	
  
	
  
BEAUTIFUL	
  QUESTIONS	
  
Find at least
3 beautiful
questions for
your industry
	
  
BEAUTIFUL	
  QUESTIONS	
  
1.
YOUR
STRENGTHS
use your
strengths in
other sectors
THE	
  ODON	
  DEVICE	
  
THE	
  ODON	
  DEVICE	
  
FACE	
  RECOGNITION	
  
FACE	
  RECOGNITION	
  
CAR	
  RECOGNITION	
  
STADIUM	
  ENTERTAINMENT	
  
RETAIL	
  EXPERIENCE	
  
use your
strengths to
reinvent yourself
NEW	
  OPPORTUNITY	
  
2.
START
WITH
THE
CUSTOMER
subsititute
MOVIES	
  OR	
  NETFLIX	
  OR	
  SPA	
  OR	
  DINNER	
  OR...	
  	
  	
  
RESTAURANT	
  =	
  FOOD	
  
complementary
DEEP	
  DIVE	
  IN	
  OTHER	
  SECTORS	
  
DEEP	
  DIVE	
  IN	
  OTHER	
  SECTORS	
  
combine
COMBINE	
  FOR	
  MORE	
  VALUE	
  
DO	
  IMPOSSIBLE	
  THINGS	
  
CHANGE	
  BEHAVIOUR	
  
CUT	
  COSTS	
  ELEGANTLY	
  
REDUCE	
  COMPLEXITY	
  DRAMATICALLY	
  
DO	
  THE	
  OPPOSITE	
  
REMOVE	
  ONE	
  CRUCIAL	
  ELEMENT	
  
REMOVE	
  ONE	
  CRUCIAL	
  ELEMENT	
  
3.
ABSTRACTION
OF
YOUR
CHALLENGE
DEMAND	
  AND	
  OFFER	
  
DEMAND	
  AND	
  OFFER	
  
4.
ABSTRACTION
OF
OTHERS
STRENGTHS
WHAT	
  WOULD	
  X	
  DO?	
  
WHAT	
  WOULD	
  X	
  DO?	
  
WHAT	
  WOULD	
  X	
  DO?	
  
Military	
  inspira2on:	
  
Camouflage	
  telephone	
  poles	
  
	
  
INTERESTING	
  SECTORS	
  
Formula	
  1	
  pit	
  stop:	
  
Fast	
  food	
  drive-­‐through	
  
	
  
INTERESTING	
  SECTORS	
  
Airplane	
  landing	
  gear:	
  
First	
  foldable	
  baby	
  pram	
  Owen	
  
Maclaren	
  
INTERESTING	
  SECTORS	
  
Fast	
  fashion	
  &	
  futuris2c	
  fabrics	
  
INTERESTING	
  SECTORS	
  
Space	
  technology	
  
Water	
  filters,	
  scratch-­‐resistant	
  lenses,	
  
memory	
  foam	
  maEresses,	
  baby	
  food,	
  
space	
  blankets,	
  LEDs,	
  joys6ck,...	
  
INTERESTING	
  SECTORS	
  
5.
ABSTRACTION
OF
‘WILD
GEESE’
Cross industry inspiration
THE	
  POWER	
  OF	
  THE	
  UNEXPECTED	
  
TAP	
  INTO	
  ARTS	
  
BURN	
  YOUR	
  BUSINESS	
  
BECOME	
  A	
  NATURAL	
  
BIOMIMICRY	
  
BIOMIMICRY	
  
PAINTING	
  WITH	
  MICROSOFT	
  EXCEL	
  
BAD	
  BUSINESS	
  &	
  STRANGE	
  SECTORS	
  
Mob	
  
Espionage	
  
Drug	
  trade	
  
Fraud	
  squad	
  
Gaming	
  industry	
  
Metro	
  tunnelling	
  
Hurricane	
  hunters	
  
Demoli6on	
  industry	
  
Underground	
  economy	
  
Crime	
  scene	
  inves6ga6on	
  
Boeing	
  manufacturing	
  site	
  
Organised	
  crime	
  
Polar	
  research	
  sta6on	
  construc6on	
  
High-­‐voltage	
  power	
  lines	
  maintenance	
  
Counterfeit	
  consumer	
  goods	
  
Avalanche	
  rescue	
  teams	
  
Submarine	
  construc6on	
  
Casino	
  management	
  
Lobbying	
  industry	
  
House	
  movers	
  
Porn	
  industry	
  
Da6ng	
  sites	
  
Mining	
  
Take	
  a	
  look	
  at	
  these	
  special	
  
sectors	
  and	
  look	
  for	
  3	
  
principles	
  that	
  make	
  them	
  
successful.	
  Try	
  to	
  adapt	
  
these	
  principles	
  for	
  your	
  
organisa6on.	
  
	
  
CROSS-­‐INDUSTRY	
  JACKPOT	
  
hEp://www.crossindustryinnova6on.com/slotmachine	
  
Cross industry inspiration
Cross industry inspiration
red zezel - sara pieters - www.redzezel.com - sara@redzezel.com
YOUR
STRENGTHS
START
WITH THE
CUSTOMER
YOUR
CHALLENGE
combine
subsititute
complementary
use your
strengths in
other sectors
CROSS INDUSTRY INNOVATION
use your strengths
to reinvent
yourself
WILD
GEESE
OTHERS
STRENGTHS

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