Comments on: When Open Innovation Becomes A Gimmick: Lessons From Campbell Soup Company

By: Sergei Dovgodko

Sergei Dovgodko — Tue, 08 Sep 2009 06:09:22 +0000

Shomila,

People with experience in corporate bureaucracy could tell stories about the "wisdom" of the corporate crowd…

There is one particular breed called the "corporate man". Those specimens are really wise from politician standpoint. Maybe they can devise some political innovation?

The point is that ideas are actually cheap and abundant. You don't need to engage crowds. Just ask front-line people.

What is stands in the way is the messy problems of corporate social psychology. The "innovation industry" does not seen to get it.

By: Shomila

Shomila — Thu, 03 Sep 2009 12:32:52 +0000

I wondered if you had some examples of companies who had applied open innovation really well? Where I work we have started experimenting with internal crowdsourcing to get ideas from employees and I think it won't be long before we try it externally but I'm weary that there are a lot of pitfalls with corporates trying it – especially after reading your blog.
twitter @shomila

By: Walter Adamson

Walter Adamson — Thu, 03 Sep 2009 07:07:48 +0000

Ha @ Sergei I'm with you. The innovation zealots have succeeded in creating an "innovation industry" which is basically self-serving. It's a pity so many of the "knowledge management" people also find it attractive to drift that way, but I guess that's where the rivers of gold of government funding flows. I'm a big fan of continuous improvement for 99% of companies, and leave radical innovation to others who may be able to pull it off.

By: Sergei Dovgodko

Sergei Dovgodko — Wed, 02 Sep 2009 06:33:14 +0000

Stafan,

Here is an idea: why can't Open Innovation revolve around a particular person rather than a corporation?

For example, you have a challenge and S&P500 companies get together to help you! Openly and honestly. Wouldn't be something?

Well, that might be too much to ask..

How about S&500 companies openly getting together reform the Health care System for the benefits of all the US people?

By: Guy Henninger

Guy Henninger — Tue, 01 Sep 2009 15:54:31 +0000

Hi Stefan,

Your post is right on point… Companies need to be focused, identifying their needs in a way that helps the innovator understand how to contribute.
The bigger picture for me is that companies need to set themselves up for success by thinking through their capabilities to handle the innovations that they are seeking from the outside. My company provides an Innovation Management software solution that helps companies identify, capture and manage innovation and I've written a whitepaper on the key capabilities that companies need to put in place in order to take advantage of networked innovation. I would be interested in collaborating with you or your colleagues on projects to help companies do this right.

Best Regards,
Guy Henninger
ghenninger@verticali.com http://www.verticali.com http://blog.verticali.com
twitter: @verticali

By: Jayesh

Jayesh — Sat, 29 Aug 2009 15:21:58 +0000

Stefan – Excellent reference for the enterprises attempting to go for collaborative innovation.

Best Regards

Jayesh Badani | Founder & CEO ideaken – when you need to – collaborate to innovate

By: OpenBusiness

OpenBusiness — Fri, 28 Aug 2009 13:40:50 +0000

[...] Stefan Lindgaard has offered an interesting breakdown of Campbell’s open innovation strategy on his blog, which I think is definitely worth a read. His critique of their strategy for harnessing a community contains a number of really useful ‘what not to d’ tips for businesses of any size that are looking to get things right. [...]

By: Making a hash of the Soup | Everyone Read It!

Making a hash of the Soup | Everyone Read It! — Fri, 28 Aug 2009 01:12:19 +0000

[...] and how not to do it, but we have a live example at Campbell Soup. First up, a tip of the hat to Stefan Lindegaard who wrote about this first. Before you accuse me of kicking a company when they are down, well, [...]

By: Kevin Blackwell

Kevin Blackwell — Wed, 26 Aug 2009 15:55:21 +0000

Great observations but unfortunately you understate the frustration Campbell's must be feeling. Their website was launched a long time ago, I included slides about how poor it was back in October 2008. And it had been up a few months before that.

Most notably is the the lack of focus on the Campbell's web site and the lack of success examples anywhere on the site. Message to innovators:
"adjust to the big corporate ego trip at Campbell's or go elsewhere."

A similar post targeting Kellogg's (which has learned a little since):
http://tinwhiskers.wordpress.com/2008/12/29/corpo…

By: Stefan Lindegaard

Stefan Lindegaard — Wed, 26 Aug 2009 15:16:47 +0000

Hi Christian, You can find other examples of open innovation initiatives in this list: Inspiration on Innovation - http://stefanlindegaard.com/2009/08/03/inspiratio... These posts might give you some inspiration for the answers you are looking for. How To Approach Open Innovation: Lessons From P&G - http://stefanlindegaard.com/2009/08/03/inspiratio... Open Innovation: Major Issues - http://stefanlindegaard.com/category/open-innovat... Open Innovation: Why Mindset Matters Most - http://stefanlindegaard.com/category/open-innovat... You should also check Harvard Business Review for their articles on open innovation and in particular their articles on P&G. An example: http://hbswk.hbs.edu/archive/5258.html Stefan