Understand-Address-Present: A New Product Development Approach to Open Innovation
- Paper number
IAC-08.E5.1.7
- Author
Dr. Nannette Stangle-Castor, Fuentek, LLC, United States
- Year
2008
- Abstract
Although the concept of “Open Innovation” has been expanding its reach into corporate and government R&D laboratories since Henry Chesbrough published his treatise in 2003, many organizations still struggle with this paradigm shift. A key challenge can be overcoming the “not invented here” syndrome—that is, the unwillingness to accept ideas/technologies from outside sources. Communicating the value of open innovation clearly and effectively with program/project managers is essential if an organization is to reap the benefits of technology infusion. Those benefits include accelerated and more cost-effective R&D.
Extensive research into best practices in the public and private sector as well as first-hand experience indicate that following a communications approach similar to that used in new product development is effective. The first step of this three-part approach is to understand the customers and what they need (i.e., their R&D goals). In technology innovation for aerospace-related R&D, the “customers” are the program/project managers who must have the technologies needed to complete their missions on time and within budget. The second step is to identify technology solutions that address those needs. Those solutions might be ready for infusion or collaborative R&D might be needed to bring a solution to the point where it sufficiently addresses the customers’ needs. Finally, the solution must be “sold” to the customers. In the same way that no one will buy a new product if the company does not put it on the store shelves and advertise it, program/project managers are unlikely to infuse a technology solution if its value is not clearly presented in a way that resonates with them.
This three-part strategy has been employed by NASA’s Innovative Partnerships Program, and it is being implemented by industry leaders. Properly interviewing program/project managers on their technology needs, finding solutions that can “fill the gap” expressed by these managers, and then conveying the key information back to them in a value-added context has proven to be a successful approach to making Open Innovation not just a theory but a reality.
This paper presents the Understand-Address-Present approach in detail, including interview questions, communication templates, and other tools for implementing this approach.
Note: Substantive programmatic content will be included in the paper. This material is new and original and has not been previously published or presented. The financing and attendance of Dr. Stangle-Castor is assured.
- Abstract document
- Manuscript document
IAC-08.E5.1.7.pdf (🔒 authorized access only).
To get the manuscript, please contact IAF Secretariat.