DPBS1120 -
Innovation and
Collaboration in
Business Video Overview – Week 1
• What is innovation and creativity?
• Netflix – successful innovation
• Google Glass – unsuccessful
innovation
What is creativity?
• Creating or generating a new idea, concept or way of doing
things.
• Creativity is being able to think ‘outside the box’, coming up
with new ideas.
• In contrast, innovation is implementing that creative idea in a
effective, realistic, and achievable manner which solves a
problem or satisfies an unmet need.
• Innovation isn’t only new ideas, inventions, devices or methods
• Innovation can subtle and small changes, it doesn’t always need to
be a ‘big’ idea
• For example, innovation can be:
1. Modifying a business model or process
2. Uncovering new ways of doing things
3. Adapting to changes (changes in the market for example)
4. Or; providing a better product or service
(Adapted from Henderson, T., 2017)
What is innovation?
Innovation can be:
1. Modifying a business
model or process
Successful Innovation at Netflix
The Netflix Innovation Example
• Instead of paying per Video/DVD for 1 night (or
weekly). Netflix introduced a subscription model
(pay per month)
Source: BusinessInsider.com
Innovation can be:
2. Uncovering new ways of
doing things
The Netflix Innovation Example
• Instead of the customer going to the Video/DVD
store – the DVDs came to the customer
(eventually Streaming services)
Source: Wikimedia
Commons
Source: Wikimedia Commons
Successful Innovation at Netflix
Innovation can be:
3. Adapting to changes
(changes in the market for
example)
The Netflix Innovation Example
• Netflix realised their mail-order business would eventually
move to online streaming, so they successful adapt to this
technological change in the market (disrupting their own
business in the process)
Source: Wikimedia Commons
Source: Unmetric.com
Successful Innovation at Netflix
Innovation can be:
4. providing a better
product or service
The Netflix Innovation Example
Netflix have developed algorithms to improve
content creation and recommendations for
consumers
Source: Theverge.com
Source:
Forbes.com
Source:
Netflix.com
Successful Innovation at Netflix
• The example of Google Glass
• A very ‘big’ and creative idea, but not a successful innovation.
Not successful due to lack of exploration in terms of:
• Stakeholders engagement e.g. ability to record led to legal
issues (e.g. restaurants, movie theatres) and general privacy
issues
• Value proposition e.g. high price $1,500 USD ($2,000+
AUD) not considered good value (or affordable)
Source:
Extremetech.co
m
Unsuccessful innovation?
• Henderson, Theodore (2017) Why Innovation Is Crucial To Your Organization's Long-Term
Success, Forbes.com, Website -
https://www.forbes.com/sites/forbescoachescouncil/2017/05/08/why-innovation-is-crucial-to-your-
organizations-long-term-success/?sh=31a877523098
Reference List