[Video] Samsung’s Approach to Innovation and Design Management

August 2, 2010

Part of the “Video Mondays” series

There is an inherent tension in the management of innovation. The essence of innovation is a creative process–albeit one rooted in an intimate knowledge of, and focus on, the customer.

Individuals and small groups are typically great sources of ongoing innovation, when they find a process that works well for them (a painter in her studio, or roundtable of a TV comedy’s writing team).

For large businesses that need to manage and optimize innovation on a large scale, developing processes can pose a challenge. As many a management consultant has found, it’s easy to create a flowchart for a process that’s supposed to consistently produce the same result. It’s much harder to chart out a process that will produce a new, unforeseen, and valuable result each time you follow it.

Samsung has invested a lot in developing its own process for innovating consumer-focused products, with results evident in cutting-edge designs like the 2View camera.

In the video below, you can see a discussion of this innovation process, at our BRITE ’10 conference, by Yoon C. Lee, Vice President, Product Innovation Team, Samsung Electronics.

Yoon talks about:

  • keeping their process simple,
  • using data to guide innovation,
  • honing a focused value proposition to communicate to the customer, and
  • how design management must balance functional and emotional values.

If you care about innovation in your own business, this video is well worth the 11 minutes.

BY DAVID ROGERS

This post originally posted by David on the DavidRogers.biz blog at: http://www.davidrogers.biz

If video does not appear, click here to watch it on BRITEconference.com

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