Episode 2: What is innovation? with Bruno Wattenbergh, Chairman of Ernst & Young Innovation Board.

In this episode Pierre-Raffaele welcomes Bruno Wattenbergh, Chairman of the EY Belgium Innovation Board. As an international specialist in business innovation, Bruno explains to Pierre-Raffaele what innovation is and why innovation is essential.
TRANSCRIPT OF THE EPISODE
"They say to be successful. You have to be innovative. But how do you do that?
"In this episode, I welcome Bruno, an international innovation specialist. He's going to explain everything!"
"My name is Pierre-Raffaele, welcome to this new episode. Every week I invite to my studio an expert from the business world to learn more about how to start my own company."
"Hello, Bruno. Thank you for joining me in my studio.
"But it's a great pleasure, Pierre-Raffaele."
"Bruno, why is it important to innovate for a company?"
"Because every day, new technologies are discovered, new ideas are launched to improve the way we live, the way we work. If in your company you don't innovate, another company more innovative than you will satisfy their needs or desires."
"Does that mean that a company that innovates will make more money than others?"
"It will indeed create more value than others. If you take the example of Nespresso and a regular coffeemaker, the value captured per gram of coffee is four to 15 times greater."
"But wait a minute. What exactly is innovation to you? For me, innovation is doing what Leonard did in my favourite comic book. Ever heard of it?"
"Of course, I've heard of it. Leonard the genius? That's hilarious!"
"That's right, I do. He invents all kinds of cool stuff with his disciple, like a rocket ship, the time machine."
"Beware, Pierre-Raffaele: You must not confuse invention with innovation. Leonard is a finder, an inventor. And not all his inventions are innovations. Let me explain.
Innovation can be considered as the transformation of an idea into a product, process or approach that is improved compared to the existing situation. One of the conditions for talking about innovation is that this improvement is disseminated and used in society.
Not all of Leonardo's or his disciple's crazy ideas reach consumers or change their lives.
And I'll give you a second example to illustrate that technology and innovation are two different things. Do you know Soda Stream?
It's a machine that makes sparkling water at home. Do you think the idea or technology is revolutionary? Or recent?
Not at all. It's an old technology found almost 120 years ago. It was reserved for an elite before it reached the households. And everyone had nearly forgotten about it.
In 1998 an entrepreneur said to himself: But this technique would still be better for the environment because it would allow families who want to drink sparkling water to do without plastic or glass bottles. Also, there would be no need to store bottles in the house, which take up a lot of space. And he launches SodaStream. And 20 years later, this entrepreneur sells the company for $3.2 billion.
"Whhaa... that means you can have new ideas for a lot of things. Do you have any magic recipes for great new ideas?"
"Oh, yeah... learn how to observe first. Love people, look at them, empathize with the problems they face. He's a bit of an anthropologist; you know those researchers who study the tribes in the Amazon.
And then, refusing the status quo, refusing the fatality of things that annoy us. If it bothers us, if there are a lot of other people it irritates, it's worth looking for a solution.
Take a step back from existing solutions. And for many people, trying to see the problem in many different ways, from many different angles, crushing the problem, breaking it down there are a lot of ingenious techniques to come up with solutions. "
"When I have my company later, what are the three tips you'd give me for successful innovation?"
"1. Always try to solve real problems. Even if it's just simple.
2. Remember that your initial idea is worthless and that your job as an innovator is to test your ideas in the field. Innovation and entrepreneurship are contact sports.
3. Keep in mind that solving a problem with an innovative solution is not yet being able to bring it to market and make money. Execution is the enemy of entrepreneurs, especially if they are innovative and creative. That's why one should never undertake alone."

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Il génial, ambitieux et inspirant de respect pour ce futur entrepreneur.

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Bon courage p’tit

[@mellynina8171]

Salut cv Merci beaucoup sûr c'est explications

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Très cool

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👍

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