Professional Documents
Culture Documents
Case Study: Ideation at CSC: A21 Century Suggestion Box
Case Study: Ideation at CSC: A21 Century Suggestion Box
Case Study: Ideation at CSC: A21 Century Suggestion Box
FUZZY FRONT-END
MURKY MIDDLE
VALLEY OF DEATH
PROJECTS: THE WALK OF THE LIVING DEAD DECISIONS AT THE TWISTED GATE
BLAME GAME
CORPORATE AMNESIA
EXECUTIVE MOODSWINGS
The Ideation event resulted in reduction of DSO by at least 4 days ($64M/annum), possibly twice as much, over 12 month period
Audience: 2300 cross functional Active participants: 317 Ideas: 182 Comments and other reviews: 334 Votes: 1789 Hits on site: 39941
Collective Intelligence
3/13/2012 9:30 AM 6029-09_CSC 3
Launch
Capture ideas
Collective Intelligence
??
1. Problem + Ideas = Solution
??
2. Situation + Insights = Better Knowledge
??
3. Portfolio + Ideas = Updated Portfolio
Collective Intelligence
Collective Intelligence
? ?
A few winners ...
Ideation is not about picking winners or top ideas ....many events are additive
Ideas should not compete with one another, but add to an emergent picture, e.g.: Fleshing out details ... of a problem ... of a solution ... of a product design ... of a marketing campaign
3/13/2012 9:30 AM 6029-09_CSC 7
Collective Intelligence
??
Qualification
Candidates + Questions = Decision
??
Competition
Candidates + Criteria = Winners
??
Improvement
Process + Exceptions = Insight for Improved Process
Collective Intelligence
Collective Intelligence
!
Raw ideas Developing ideas
Collective Intelligence
!
Raw ideas
Reviewed ideas
Developing ideas
!
Raw ideas
Reviewed ideas
Developing ideas
projects
Conclusions
Collective Intelligence
Collective Intelligence
Touches Many/All Areas F&A Accounting F&A - Cash Operations (Billing & Cash Collections) F&A Contracts F&A - Contract Close-out and final billing F&A - Program Control F&A Subcontracts New Business Acquisition IT Systems Sr. Operations Management Program/Project Management Presidents and VPs Sterling Service Center Senior NPS Management Other Area - specify in idea description
Collective Intelligence
Collective Intelligence
Collective Intelligence
2. Distribute problem definition questionnaire (PDQ) to those with insights/ the involved
Collective Intelligence
2. Distribute problem definition questionnaire (PDQ) to those with insights/ the involved
Collective Intelligence
2. Distribute problem definition questionnaire (PDQ) to those with insights/ the involved
Collective Intelligence
Collective Intelligence
Collective Intelligence
CSC Greenway
Sponsored by a panel of Presidents/VPs 90,000 Employees invited 200 Review Team members Result: Establishment of www.csc.com/greenway
CEO Challenge
Sponsored by CEO Part of CSC 50th celebration All employees invited 2000 ideas developed Integrated to Senior Leader conference Result: 3 new strategic initiatives
Sales Transformation
Sponsored by President Sales & Marketing Sales community engagement/change 5000 Global Sales community invited Result: Firm basis for Sales Transformation
SEEDS
Sponsored by Office of Innovation Tech Topic based events throughout year Growing database of SEEDS Result: awareness, education Spinoff: popular Serendipity all staff Newsletter
Collective Intelligence
What T ideas do we need to achieve our goal G in time X with resources Y under constraints C? What ideas do we need? Why? How will we get them? Do the part come from different sources? What perspectives need to be included? ..... Etc.
Design the collaboration in all details to get the ideas we need: - Target - Communications - Community - Process - Etc.
Divergent question
Collective Intelligence
Additive question
Collective Intelligence
Additive (improved)
Can you improve this idea? Enter ideas that help us flesh out all the details we need, such as A, B, C and D
Collective Intelligence
3/13/2012 9:30 AM 6029-09_CSC 27
Convergent challenge
Our objective is X. We must achieve milestone M by date D using resources R under constraints L.
The types of ideas we need are T. The kinds of ideas we dont want are N. When you enter your idea, please supply information A, B and C.
Well be evaluating the ideas like this E. Ideas will progress to the next stage if they meet criteria C.
The decisions we will take are either P, Q, R or S.
Collective Intelligence
3/13/2012 9:30 AM 6029-09_CSC 28
Convergence
The types of ideas you do and do not want The stages of development of ideas
The decisions you will take to move ideas to the next stage
Collective Intelligence
The sponsors objective is NOT the same as the question he should give to the community
Asking indirect questions often yields significantly more ideas and higher quality ideas
I need to grow the business by $100M To community: Why are not growing fast enough?
Collective Intelligence
3/13/2012 9:30 AM 6029-09_CSC 31
Covert questioning The question is stated in ways that solicit additional information
Social engineering Posing the question itself sends a signal to the community
Examples ...
The community is not aware The sponsor may be they are providing the wishing to send a signal additional information about future employee behavior
What is the most important single thing we can do to achieve our objectives? What will happen if we dont act on your idea?
Collective Intelligence
Good Leader
Knows why they are asking for new ideas, has well defined goals, time, resource inputs and constraints
They are ready to act in a timely fashion if the rights ideas are found They pre-budget for the implementation project, even ahead of the event They dont build up a body of ideas just in case They know that one event does not create an ideation program in support of their organizations objectives
The time spent in design is worthwhile but only to the extent the event is mission critical
Collective Intelligence
3/13/2012 9:30 AM 6029-09_CSC 33
Poor Leader
Wants to launch ideation tomorrow is frustrated by any delay
Believes that ideas are out there if only they ask Fishes for any and all ideas, hoping for results
A little fishing is ok, as long as the sponsor understands that is what they are doing!
Collective Intelligence
3/13/2012 9:30 AM 6029-09_CSC 34
Formal Recommendations
Decisions Implemented
Defined Owner
Decisions Explained
High Priority
Collective Intelligence
The two solutions have very different conceptual centers and profound differences of functionality
Collective Intelligence
Workflow + collaboration
http://www.spigit.com Possible future use by CSC
Collective Intelligence
Complementary methods and tools Text mining can amplify understanding of the ideation conversation Root cause analysis can verify the plan for moving forward beyond the top ideas
www.triviumsoft.com
Collective Intelligence
www.southbeachinc.com
3/13/2012 9:30 AM 6029-09_CSC 39
Collective Intelligence
1. Impossible problems
!
5. Leads to the selection of promising ideas that can be
3/13/2012 9:30 AM 6029-09_CSC 42
Collective Intelligence
2. Expertise on demand
3. Allows the projects that need them to have direct access for questions
5. Eliciting some responses... which lead to more engagement and access with projects that need that expertise
Collective Intelligence
3. Shared challenges
1. A program is in a fix and needs real help, so they... 6. Helps the project 2. Pose a hard challenge which...
!
5. Eliciting some specific ideas, which...
Collective Intelligence
!
4. Experts in another partner
!
6. Leads to jointly owned ideas for solutions which
Collective Intelligence
hsmith23@csc.com
www.csc.com