The Role of Failure In Achieving Success

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Do curso por Technion - Israel Institute of Technology

Cracking the Creativity Code: Discovering Ideas

189 ratings

Technion - Israel Institute of Technology

Cracking the Creativity Code: Discovering Ideas

189 ratings

Curso 1 de 4 em Specialization Startup Entrepreneurship

Skill at discovering new ideas, and delivering them, may be one of the most important practical job skills, in today’s and tomorrow’s job market. Creativity is an acquired skill, one that improves with practice. This course aims to empower individuals who believe they have lost their innate creativity, because they, their employers or teachers prefer the three R's: replication, repetition and rote, to innovation. We show how to re-ignite rusty creative powers. During this course, you will learn proven tools, frameworks and concepts useful for discovery– generating an endless stream of new ideas implementing at least some of those ideas with skill and persistence, based on books and articles written by the instructors. In the first part of the course, you will learn a proven structured method for generating and implementing world-changing ideas known as ‘Zoom in, Zoom out, Zoom in’ that makes creativity more accessible to everyone. In the following weeks, you will learn practical proven tools useful for delivering ideas by employing the basic principles of business and management. You will practice the method, use it to tackle challenging real-world needs and produce a 2-3 minutes video presenting your idea. Course Learning Outcomes On successfully completing this four-week course, you will be able to: - Manage a process to generate an unending stream of creative ideas - Lead a process of innovation and implement ideas through all phases from discovery to delivery. - Apply creativity to a wide range of strategic management issues. - Solve problems with a high degree of innovation, creative thinking and risk taking. - Use and apply proven structured method for generating and implementing world-changing ideas known as ‘Zoom in, Zoom out, Zoom in’. - Develop and implement an innovation in your own practice. - Identify new and unfamiliar challenges and reflect on these challenges from a creative point of view, action they require and service they provide. - Demonstrate creative problem solving skills for defining, structuring and solving real world operations management problems.

Na lição

Creativity in practice

The ZiZoZi method: continued. Zoom in: The role of accidental discovery and serendipity9:59

Sharpening observation skills8:45

Empathic Discovery (Leonard & Rayport, “Spark Innovation Through Empathic Design” HBR Nov-Dec 19977:18

The Role of Failure In Achieving Success8:11

Zoom Out: Collecting data through direct observation6:17

The IDEO approach7:54

Zoom In: Taming Wild Ideas6:59

How to sell your ideas6:28

How to be creative In large organizations (Intrapreneurship)8:42

What is YOUR story? Building powerful narratives. Case Studies13:25

Conheça os instrutores

Prof. (Emeritus) Shlomo Maital
Prof. Shlomo Maital Sr. Research Fellow, S. Neaman Institute, Technion
Industrial Engineering

Welcome back.

This is session four of week three and

we're going to talk about the role of failure in achieving success.

We're going to talk about how creative people

change the world not by succeeding but, at least initially, by failing.

And I'm going to tell you a story or two about how this works.

This is a story told to me, in person, by a friend.

His name is David Dotti Promullter.

He was Executive Vice President of Intel, until he retired just a while ago.

He was a driving force behind the Centrino chipset.

And this was a chipset that reduced the power consumption of laptops,

extended battery life, made it possible for us to carry laptops around,

unwire your world, plug into wi-fi, wherever your are, Starbucks, or wherever.

And really changed our lives in many ways.

And this is story about how failure was the basis of the Centrino success.

So the story begins with the Israeli Intel design

team working on a project called Timna.

And the project was in the late 1990s, the project was to develop

an inexpensive microprocessor that could help PC manufacturers make PCs for $1,000.

At the time, they were two or $3,000 in price and

the idea was, let's make a microprocessor,

by Intel, that would be cheap enough so the PC companies could make and

sell PCs for a thousand dollars, and still make a bit of profit.

And so the design team in Israel worked on the problem, and

after a lot of hard work, and a lot of sweat, tears, and blood, they failed.

They brought the design to Intel headquarters in Santa Clara,

to the marketing people.

The marketing people decide, marketing people said nope, we can't sell it.

You missed your cost target, the project is a failure.

And this caused great consternation among the big design team of Intel in Israel,

who had worked hard, put years into this, and they had failed and

maybe their very existence was called into question.

But they made a discovery in working on this microprocessor.

In trying to reduce the cost, they found that if you reduce the processing power of

the microprocessor by 10% you could reduce the area of silicon by fully half.

By lowering the area of the silicon you reduce costs and increase profitability.

So what Dadi Perlmutter realized was that,

let's change direction, let's do a u-turn.

Until then, Intel had sold microprocessors by selling megahertz.

Most of us don't even know what megahertz is, but

we know that more is better than less.

So each time Intel would increase the computing power of the microprocessor and

its megahertz number, its cycles per second.

And Dadi's idea was, let's reduce the megahertz,

let's shrink the microprocessor with hardware and software.

Let's make it smaller, consume less power,

less heat, take up less space in the laptop.

And by doing that, let's increase the battery life of the laptop,

which at the time was pretty short.

So people can carry it along, carry it around wherever they go.

They don't have to look for a wall outlet, plug it in.

And at a coffee shop, they can do their email, provided there's WiFi hot spots.

And this was what he pitched to Intel.

Problem was, Intel was selling megahertz.

How can you pitch a product where you have less megahertz rather than more.

He did. It was a hard sell.

The marketing people went along with the idea and

the Centrino chipset was a great success for Intel.

And it was based on the learning that came about because of a failure,

the failed Timna project.

In a sense, creative people understand there is no such thing as failure.

Because by definition when you try something and

it doesn't work you've learned something.

So, it's not really a failure because you've acquired valuable insights

and learning.

As, Perlmutter did in the insight about the link between

the size of the silicon and the megahertz cycles per second.

There is no such thing as failure.

If you try things, if you're not afraid of failure,

if you're willing to fail and you have to be willing to fail to be a creative person

because creativity means you have to do something.

You can't just dream up ideas, you have to do something.

And when you do something, and if it's really unusual, or radical and new,

you may fail.

It may not work.

But there is no real failure, because you tried something.

It didn't work, and you learned from that, and next time maybe it will work.

Or the time after that.

Creative people embrace failures and here's an example of how that works.

The man in the slide was named Dov Moran.

Dov Moran is a legendary Israeli entrepreneur.

And he invented these things.

And he called them disk on key, when his company M-Systems brought it to market.

Today we call them memory sticks or flash drives, and

he invented them because he needed one.

[LAUGH] Because he had a laptop, he had failed to charge it, plug it in.

He was making a presentation in New York, the battery died,

he lost his presentation.

At that moment, he decided I will never again be without backup.

And he invented the memory stick, and the rest is history.

He went on to found other startup companies.

Dov began a company called Modu.

Modu is a company that tried to build modular smartphones.

Beautiful design, good idea, good product.

Competing with a little company called Apple and their smartphone and for

many reasons, I won't go into them, Modu failed.

But, out of that failure came about 15 other

start up companies that you can see on your screen.

People who left Modu despite the failure the company failed,

they lost their job, they lost their dreams of becoming perhaps very wealthy

from a successful startup and exit.

They went off and founded companies of their own.

Why did they do that?

They like the romance, the drama, the interest,

the challenge of starting companies and creating ideas of their own.

And the same day, Dove Moran did the same, went next door,

opened the offices and started a new startup company called

Kumiko the day that he closed the doors of Modu.

Embrace failure, there is no failure.

Failure is just one more step, sometimes really painful, on the road to success.

End of session four.

Please come back for session five.

We'll continue with our discussion about how to discover great ideas.

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