Open Innovation and Networking Insights from P&G

One of the cases, I will discuss at the Innovation3 conference in Orlando is an open innovation event in Brazil that I organized together with P&G.

This was a great success as well as a great learning experience on how to organize such events in emerging markets where the (open) innovation infrastructure is not as developed as in the more mature markets.

I asked if P&G would like to share some insights from the event as well on the topic in general. Once again, Chris Thoen and Lisa Popyk were open to do so. Thanks!

First, some direct comments from a presentation Chris recently did on Surviving, and Thriving, in an Open Innovation Future. While he hit a number of areas, he gave key emphasis on:

Being the partner you’re looking for.

It’s about actions. But it starts with a mindset that needs to infuse the culture…
• Celebrate your partners. They should come back, tell others.
• Don’t think in terms of one-off deals … anymore.
• Unless win-win is the mentality, there are no wins in the long run.
• Grow the total pie versus growing your piece of the pie.
• Connect partners. Connect suppliers.
• Be up front, transparent.

…because…

• Weedman’s law of partnership: the second deal with the same partner takes about half the time and creates double the value.

As for Brazil, Lisa and Chris shared this…

This is a key focus area for us as we move forward. We also understand that culturally it is an area where relationships more than opportunities build collaboration. And we are a company that is committed to connections. That is one of the key reasons we decided to invest in taking our core team to Brazil and Mexico.

We wanted potential partners to not just understand what we are doing, but to meet us. See and hear our personal commitment. Experience — as our leadership gave personal perspective on — past relationships, collaborations and deals. And then personally see the results and how they benefited our partners, our company and the consumer.

• At the event, our each of our leaders personally introduced themselves, talked about their time in the company, their experiences and passions. They wanted attendees to really meet them.

• We tried keeping it interactive and informal. We are still learning, always. And tried to make it clear that we wanted to hear their thoughts and suggestions. We tried to build conversations even in the big group session.

• We created breakouts to really enable more personal, small group discussions to enable more understanding, trust and idea exchange.

• We also hosted a series of 1:1 meetings for optimal personal connection.

Our overriding objective was to ensure every attendee left feeling like they knew P&G, what we stood for, who we were, and how we operate. We wanted everyone to think of us as someone they both could and wanted to connect with.

From our perspective, the event went well, and attendees responded with suggestions, ideas and genuine warmth. We know that’s the first step to partnership.

I decided to use much of the information I was given by P&G word for word as I think the personally style of it helps us get even better insights on how an open innovation leader such as P&G approaches this vital topic.