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Simulation assignment 1...

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INNOVATION, KNOWLEDGE AND CREATIVITY-MGB226 Assessment one -Simulation Word Count: 945

Rhys Gallagher N10395253

Email: [email protected]

Rhys Gallagher

Simulation

N10395253

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Rhys Gallagher

Simulation

N10395253

Mandate:

What did you find challenging about this simulation? You may reflect on the issues you faced during the game that had an impact on your final outcome/score (e.g. some initiatives are expensive and consume majority of the time and budget, etc.). Although I was quite familiar with the Innovation Process and Idea Creation tools. My result reflected that I did not go radical enough with my Innovation thinking which led to a score of 7. However, I would have gotten a higher score if I only I had been willing to take higher risks that my CEO was asking for. My thought process was to analyse the company data and customer feedbacks in hopes of finding an underlying issue to why Citizen Sun was not performing well. The information I gathered led me to the conclusion that the company was not investing enough in technology innovations, as their online digital presence seemed quite poor and rather lacking. And due to this were struggling to capture the audience of the younger generation. This is where I also struggled as I knew that if I was look for a radical innovation It may lead to low adoption rates amongst the customers who are 45 years old and over. Also, certain initiatives that I believe would have offered that level of expertise were too expensive and would have limited me to just $20,000 and 3-4 days. I was not comfortable this as it would have left me without a backup plan, as I was not 100% sure if I was going to get a good amount of choices. Therefore, I used the CPS process to help me gather as many potential ideas to work on, ranging from internal and external choices. What Initiatives and idea did you choose and why? How did you feel about choosing external versus internal initiatives? (Hint: you should analyse and evaluate the rationales for your decisions). I wanted to have several ideas before making my final decision. However, I went for a broader informal approach by posting questions to Citizen Sun social media followers in hopes of trying to determine what value they may be looking for. Unfortunately, I realized my mistake when the responses I got back lacked the sophistication that my CEO was after. As I was meant to be looking for more radical and complex innovations rather than just lowkey incremental ideas 2

Rhys Gallagher

Simulation

N10395253

such as improving subscriptions through local businesses. In spite of this mistake it was a cheap and quick initiative and was not a concerning blow to my strategy. Moving forward, I knew I had to bring it back to more professional internal setup, so I ran an innovation boot camp for my internal team as well as starting an entrepreneurial team. In doing so, I was able to generate sizable amount of high-quality ideas which in turn led to me final idea that I too thought was the right way to go. Which was increasing an innovating online digital presence allowing Citizen Sun to attract more of the younger and middle age viewers. How much influence did the original mandate have on your strategy and selection of initiatives and idea? (Hint: You may use your original mandate to justify your decisions and discuss why you have chosen that particular initiatives and idea for solving the problem). I read and understood the mandate and came to my own decision that the company was unable to get their journalism out to viewers due to low input of technological change. This was due to Citizen Sun catering to more of an older market who weren’t pushing for drastic change. So, in doing so my plan was to generate as many new ideas as possible, so I looked to the customers on social media in hopes for a good idea that may have stood out. However due to a poor turn out of ideas, I realized that I was looking for something quite radical but, not to risky that I would be left with an over the top idea that would cost me time and lots of money. So, I went to seek a middle ground by using an internal innovation landscape as I assumed that most people working within the company knew some underlying reasons to why the company performance was doing so bad. Thus, I created an Innovation Bootcamp as well as an entrepreneurial team, in hopes of developing more educated and practical ideas. The mandate did influence my chain of thoughts of looking for a radical innovation, however after analyzing their figures and feedbacks I thought it best for more of a technological innovation. Looking back, I should have gone for the more expensive, specialist approach by going to Silicon Valley or kicking off an innovation project with a local outside firm, as I would have generated more feasible radical ideas.

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Rhys Gallagher

Simulation

N10395253

What key lessons did you learn for idea generation that can be applied for other new products and services? Depending on what is asked from you in terms of risk and level of innovation there are certain channels that a company should go through that match each of these levels, ranging from risk adverse to risk tolerant. As with my mandate, my CEO was comfortable taking the risk in hopes of a radical game changing idea. Therefore, I should of seeked a more experience expertise rather than generating a vast amount of ideas from people who majority won’t have the knowledge to help. A key lesson that I learnt from this simulation was when I was putting Edward De Bono’s concept of lateral thinking and problem solving into effect, I did find common denominators that I believed were truly having an impact on Citizen Suns revenues. By dismantling and fractionalizing I was able to separate Citizen Suns issues and connect them to a one overall issue. Which was the lack of technology innovation within the company as majority of younger people are actively using their phones and computers to read about the news and journalism. All in all, I have learnt to first break down the overall issue to determine what type/level of innovation will be need followed by determining the level of risk a company is willing to take. Skills that I would use to test new products and services would be source a good amount of ideas and test the top two. However, making sure that the idea generation matches the level on skill and innovation that is needed.

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