Key to the city: unlocking open innovation - URBACT Pilot Transfer Network 2014/15 York, Siracusa, San Sebastian, Tallinn - URBACT
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Key to the city: unlocking open innovation URBACT Pilot Transfer Network 2014/15 York, Siracusa, San Sebastian, Tallinn 1
Introduction This report provides a baseline evaluation for a pilot transfer network examining the theme of Open Innovation. York City (UK) Council’s Genius model provides the framework for the practice transfer. There are three ‘receiving’ cities. Siracusa (Italy) has ambitious plans to establish new, more collaborative relationships with its citizens and hopes to employ an open innovation approach to the democratisation of public services. In San Sebastian (Spain), the economic development agency recognises the critical need to connect academia, research and enterprise to support a thriving and sustainable economy and is exploring how open innovation can play a part in this endeavour. Tallinn’s (Estonia) education department wants to build on its highly successful school system to further enhance the leadership and management of educational institutions; they are asking how an open innovation strategy might contribute to the development of head teachers. The opening chapter provides an overview of Open Innovation – The State of The Art – introducing the concept and providing a brief history of its development and an assessment of the key components. Key “learning points” have been identified to guide readers who may be new to this concept. At a time when cities face declining democratic legitimacy, tight budgets and ever more complex problems, open innovation is appealing. It offers the potential for solutions that traditional markets and government policies have struggled to do1. Openness unlocks knowledge and assets that are invaluable to cash strapped city authorities. It brings about engagement in communities because it promotes transparency and it empowers users by involving them in the innovation. Open innovation processes ensure that the final innovation itself is more relevant and scalable because it has been shaped by the users who know how it will work best, and know how it will fit in their environment. The second chapter identifies the ambitions of the four cities through the development of an Outcomes Framework. We have asked the cities; what is your ambition for this project and how will you know you have achieved it? Furthermore, the four cities have collective, programme level ambitions that are also articulated. The framework will also establish the conditions for successful transfer. On the face of it, to share a model of practice between cities appears straightforward. But we want to understand the cultural and other contextual ingredients that enable effective and sustainable practice transfer as well as the tools and techniques that can contribute to a successful outcome. Through this process of reflective practice we hope to contribute to a wider review of how best to spread great ideas between Europe’s cities. The following chapters provide more detail about each city, their context and ambitions, starting with York, where further details of the Genius process are explained. More detailed descriptions will appear on our project web site where we will also post workshop agendas, presentations, training plans and other related materials. Matt Gott (Lead Expert) 1 Murray, R. Caulier-‐Grice, J. and Mulgan, G. (2010); ‘The Open Book of Social Innovation’, Nesta. Available at http://www.nesta.org.uk/sites/default/files/the_open_book_of_social_innovation.pdf 2
Chapter 1: Key to the city: unlocking open innovation Innovation can come from anywhere. Universities, businesses and communities have great ideas and skills that enhance the innovation process. Open innovation is grounded in this principle. It is defined by the breaking down of an organisation’s boundaries to encourage the flow of knowledge and creativity -‐ both internally and externally -‐ to promote innovation. Many commercial organisations have been using this principle brilliantly for over 20 years and it is the source of much of their revenue: Google allow their employees to spend 20% of their time pursuing their own interests. The ideas that have emerged from this have generated 50% of new product launches2. Similarly, Proctor and Gamble (P&G) source 50% of their ideas from outside their organisation3. Given the value open innovation brings to corporate firms, these models are attracting the attention of governments and cities across the world. At a time when cities face declining democratic legitimacy, tight budgets and ever more complex problems, open innovation is appealing. It offers the potential for solutions that traditional markets and government policies have struggled to do4. Openness unlocks knowledge and assets that are invaluable to cash strapped city authorities. It brings about engagement in communities because it promotes transparency and it empowers users by involving them in the innovation. Open innovation processes ensure that the final innovation itself is more relevant and scalable because it has been shaped by the users who know how it will work best, and know how it will fit in their environment. In recognition of the promise of open innovation for governments and cities, the model sits at the heart of the European Strategy: ‘Europe 2020’. The strategy prioritises smart, sustainable and inclusive growth5 -‐ core themes of open innovation. The popularity of open innovation is also seen in the swell of enthusiasm of social innovation which has many overlapping principles: collaboration across diverse groups, involvement of the user as well as a joint focus on solving complex problems for the good of the public 6. This summary begins with an introduction to the emergence of open innovation. It then goes on to address how this is being adopted in cities, before exploring the key stages of open innovation: understanding the challenge, coming up with the idea and sustaining and embedding. In this last section, this summary highlights that, without the capabilities and systems to support open innovation, it is unlikely to have great impact. To ground it in reality, some of the most exciting international examples of open innovation in cities are showcased. 2 Wojcicki, S. (2011); ‘The Eight Pillars of Innovation’. Article available at: http://www.thinkwithgoogle.com/articles/8-‐ pillars-‐of-‐innovation.html 3 Huston, L. And Sakkab, N. (2006); P&G's New Innovation Model, Harvard Business School Working Knowledge. Available at: http://hbswk.hbs.edu/archive/5258.html 4 Murray, R. Caulier-‐Grice, J. and Mulgan, G. (2010); ‘The Open Book of Social Innovation’, Nesta. Available at http://www.nesta.org.uk/sites/default/files/the_open_book_of_social_innovation.pdf 5 European Council (2010) ‘Europe 2020 Strategy Paper’. Available at http://eur-‐ lex.europa.eu/LexUriServ/LexUriServ.do?uri=COM:2010:2020:FIN:EN:PDF 6 Murray, R. Caulier-‐Grice, J. and Mulgan, G. (2010); ‘The Open Book of Social Innovation’, Nesta. Available at http://www.nesta.org.uk/sites/default/files/the_open_book_of_social_innovation.pdf 3
1. Open Innovation Open innovation accelerates and improves the innovation process. It is defined as the transfer of knowledge in and out of an organisation to help generate new products and services (fig 1). This section will first identify where open innovation has emerged from and contrast it with traditional closed systems. Second, it will look at the three flows of knowledge that shape open innovation: internal -‐ internal, external -‐ internal and internal -‐ external. 7 Figure 1. Visualisation of knowledge flows in open innovation by Chesbrough, 2004 derived from Pique, 2011 . 1.1 Closed to open Strands of open innovation theories have existed in academia since the 70’s8. Recently it has been popularised by the self proclaimed ‘father of open innovation’, Henry Chesbrough9. Chesbrough identifies that open innovation has emerged as internet and technological advancements have made it easier to collaborate and access knowledge. Today, organisations now have access to a greater pool of ideas, they can unlock unknown assets and expertise and they can involve their customers in the design to make the products more relevant and scalable. Organisations can reduce risk with open innovation through sharing risk with partners and rapid prototyping and testing that reduces the cost of failure. Learning point: open innovation helps commercial organisations save money and reduce risk Open innovation has begun to replace the old closed model of innovation and the two approaches 7 Chesbrough, H. (2004) ‘Open Innovation: Renewing Growth from Industrial R&D’ Presentation from 10th Annual Innovation Conference in Pique (2006) ‘Open Innovation and Knowledge Cities’. Presentation available at http://www.slideshare.net/monica_flores_boix/open-‐innovation-‐and-‐knowledge-‐cities22-‐barcelona-‐case 8 Von Hippel, E. (1976) ‘The Dominant Role of Users in the Scientific Instrument Innovation Process’, Research Policy 5, 3, 212–239. Available at http://evhippel.files.wordpress.com/2013/08/1976-‐vh-‐instruments-‐paper.pdf 9 Chesbrough, H. (2011); ‘Everything You Need to Know About Open Innovation’, Forbes Blog. Available at http://www.forbes.com/sites/henrychesbrough/2011/03/21/everything-‐you-‐need-‐to-‐know-‐about-‐open-‐innovation/ 4
differ hugely (table 1). Closed organisations rely on scientists or universities to discover ideas, which then go through the R&D department. Successful ideas are brought to market and failed ideas are shelved. Boundaries are closed and the intellectual property (IP) protected. Yet, in a networked, mobile world, closed business models are no longer effective. Closed organisations can no longer keep their ideas secret. As the closed transfer of knowledge is too slow, organisations can’t compete with nimble new entrants. Closed organisations miss out on valuable external insights that could make their innovations better. These limitations of closed innovation became clear through the ‘Great Stagnation’ where from 1965 to 1989, employment in R&D doubled in the US yet the rate of patents slowed10. Closed innovation Open innovation Corporate ethos Not invented here Best from anywhere We can do it, we will do it Choosing the best idea among internal and Creation of the best idea internally external ideas Role of customer Passive recipients Active co-‐innovators Core competency Vertically integrated product and Core competitive differentiation and service design collaborative partner management Innovation success Increased margins/revenues, reduced R&D return on investment, breakthrough metrics time to market, market share within product or business models existing market Attitudes towards Own and protect Sharing internal IP can be profitable IP Do not share internal IP Buy, sell The corporation as a knowledge broker using both licensing and commercial development to monetise IP Role of R&D and Internal R&D is the only way to create External R&D can also create profit and value operations profit Use the third partners for discovery, Discover, design, develop and market development and delivery of products in-‐ house inventions Optimise performance of owner assets through both in house and external development; do enough R&D internally to recognised significant external R&D Advantages First movers advantage Having a better business model is more important than being a first mover Employees Professional employees inside the Working with professionals inside and outside company the company 11 Table 1: Comparison between open and closed Innovation, De Jong et al., 2008 derived from Bakici, 2011 . 10 Cowen, T. (2011); ‘The Great Stagnation: How America Ate all the Low-‐Hanging Fruit of Modern History, Got Sick, and Will (Eventually) Feel Better’. Dutton, London. 11 De Jong, J.P.J., Vanhaverbeke, W., Kalvet, T. and Chesbrough, H. (2008); Policies for Open Innovation: Theory, Framework and Cases. Research project funded by VISION Era-‐Net. in Bakici, T. (2011) ‘State of the Art -‐ Open Innovation in SmartCities’, ESADE. Available at: http://ec.europa.eu/information_society/apps/projects/logos//6/270896/080/deliverables/001_D11StateoftheArtOpenIn novation.pdf 5
1.2 Flows of open knowledge In open innovation terms, it is external sources that are vital. External, new entrants offer the most radical, disruptive innovations, often to an under or poorly served market. As incumbent providers are often heavily invested in existing approaches, they find it hard to produce new ideas when they are so familiar with the old12, 13. P&G is widely celebrated for their open innovation model ‘Connect and Develop’. ‘Connect and Develop’ generates over 35% of the company’s innovations and a major source of revenue through the successful ideas that come from external sources14. They leverage their size and market influence to bring external, disruptive innovations to scale. P&G partner with small companies, multi-‐nationals, individual inventors, and in some cases, its competitors, to bring game-‐changing innovations to market. In addition to accepting over 4,000 submissions annually for ideas, P&G goes out and solicits innovation from a larger network of businesses and individuals who have a history of working with them. It does this by issuing open briefs on themes such as fabric care or wellness15. As well as drawing on external insights, organisations are increasingly building a culture of open innovation internally: improving knowledge flows within and catalysing inspiration. This is central to the model of Google who have harnessed their culture around open innovation. They enable ‘anyone, anywhere, to apply their unique skills, perspectives and passions to the creation of new products and features’. By sharing all company information openly with employees, Google allows them to come up with innovative solutions to the company’s problems. They also provide time and space to spark employees’ imagination by allowing them 20% time to pursue projects of their own choosing. Up to 50% of the company’s yearly launches come from 20% time16. Learning point: open innovation is as much about the flows within and out of organisation as the flows in Open innovation is also about the flows of knowledge out of the organisation17. In closed innovation, failed ideas are shelved. But it is possible that these innovations can find a route to market externally: through joint ventures, spin offs or selling the IP. The financial benefits this brings both reduces the cost of failure and generates better innovation outcomes as more ideas get off the ground. 2. Open innovation in cities Faced with budget cuts and difficult challenges, cities and governments are looking to the open innovation models of commercial organisations to try to solve problems that existing market and government structures have been unable fix. 12 Christensen, C. (1997) ‘The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail’, Harvard Business School Press, Boston. 13 Christensen, C. (2009) ‘The Innovator’s Prescription: A Disruptive Solution for Health Care’, McGraw-‐Hill Professional, New York 14 Huston, L. and Sakkab, N. (2006) ‘P&G's New Innovation Model’ Harvard Business School. Working Knowledge article, available at: http://hbswk.hbs.edu/archive/5258.html 15 Ibid. 16 Wojcicki, S. (2011) ‘The Eight Pillars of Innovation’. Article available at: http://www.thinkwithgoogle.com/articles/8-‐ pillars-‐of-‐innovation.html 17 Chesbrough, H. (2011) ‘Open Service Innovation: Rethinking Your Business to Grow and Compete in a New Era’, Jossey Bass, San Francisco. 6
Cities are very different entities to corporate firms – cities comprise of many organisations with differing interests, larger populations and their services have many interdependencies. However, there are three core principles of commercial open innovation that cities are beginning to harness well. In doing so, they are starting to find solutions to complex problems and to develop different, better and lower cost services while at the same time, able to build more vibrant communities. This section will first look at the context of open innovation in cities and then explore the principles of transparency collaboration and participation. Lastly, this section will feature an open innovation case study at a national level. 2.1 Open cities and governments Learning point: Open innovation can drive social value in governments and cities. Throughout the 20th century, governments were typically liberal. Later, as governments recovered from world wars, governance structures were often centralised and focused on building a welfare state. Today, a new governance structure exists -‐ open governance -‐ which emphasises citizen empowerment and social innovation (figure 2). The swell of popularity for this new form of governance has come about through three key drivers: first, technological; second, financial and third, rising public expectations. Figure 2. Open government, a framework for citizen empowerment in governments and cities, European Commission ‘A vision for public services’, 201318 18 European Commission (2013) ‘ A Vision for Public Services’ draft report available at: http://ec.europa.eu/information_society/newsroom/cf/dae/document.cfm?doc_id=3179 7
Technological developments and the internet have been major catalysts for open cities and social innovation. Through the internet, citizens can access knowledge on public services and information on public spending. Authorities and cities are more accountable for their decisions and are subject to closer scrutiny. Citizens, as a result, are taking a greater interest in the running and creation of public services. In turn, they are demanding even more information be made available publicly -‐ putting pressure on many governments to grant ‘Right to Information’19. This is helping cities to build a better understanding of challenges they face and better enable citizens to contribute to public services. Financial pressure is often cited as a key driver for innovation20. The public purse is not bottomless; increasingly demographic pressure combined with recession has led cities and governments to review their services and models. Public services and value have traditionally been the responsibility of governments and cities. However, open innovation recognises the value of external groups in the generation of social value and unlocks their ability to act – including private sector investment, citizens who help themselves and community around them as well as the growing third sector. At the same time, open innovation provides opportunities for cities to maintain their competitiveness and sustain economic growth21. Public expectations are also driving city organisations towards a more open approach as they try to respond to higher demands. Increasingly, society wants more involvement in how services are run. When people experience a slick, user centred product or service from the likes of Amazon or Apple, they can come to expect the same of public services. Through social media there are increasing means to broadcast their opinions and demand more of their public services. As a result, power no longer sits so comfortably in the hands of governments and markets alone. Entire governments have been toppled through social action supported by social media22. 2.2 Principles of open innovation in cities Collaboration is a fundamental principle of open innovation. It is even more so for fragmented ecosystems like cities with diverse groups and differing interests. Open innovation processes can bring these groups together and in doing so break down conflicts and build cohesive communities. Collaboration is key for the complex issues cities are trying to tackle as there are multiple interdependencies, and ideas may be lost in translation between groups. Overcoming the problems of translation requires an understanding of tacit knowledge where knowledge is hard to explain -‐ like trying to describe a way of working or playing an instrument23. To overcome this, continued and iterative interaction between different groups is needed24. Creating the systems and platforms for this interaction is an important part of the innovation process and should be built in25. 19 European Commission (2013) ‘ A Vision for Public Services’. Draft report available at: http://ec.europa.eu/information_society/newsroom/cf/dae/document.cfm?doc_id=3179 20 Davies, A. and Simon, J. (2013) ‘The Value and Role of Citizen Engagement in Social Innovation’. TEPSIE report, available at http://youngfoundation.org/wp-‐content/uploads/2013/11/value-‐and-‐role-‐of-‐citizen-‐ engagement.pdf 21 European Commission (2013) ‘ A Vision for Public Services’. Draft report, available at: http://ec.europa.eu/information_society/newsroom/cf/dae/document.cfm?doc_id=3179 22 ibid 23 Tuomi, I. (2009) ‘Theories of Open Innovation’. Presentation, available at: http://www.meaning;processing.com/personalPages/tuomi/articles/TheoriesOfOpenInnovation.pdf 24 Chesbrough, H. (2011) ‘Open Service Innovation: Rethinking Your Business to Grow and Compete in a New Era’. Jossey Bass, San Francisco. 25 Kleiman, N. Forman, A. Ko, J. Giles, D. and Bowles, J. (2013) ‘Innovation and the City. Centre for an Urban 8
Transparency and open practices bring about a more vibrant democracy. Citizens from all backgrounds increasingly have access to information about how the city is run26. As innovative city leaders share information on money invested, priorities and progress -‐ trust can be built amongst citizens. It is trust that enables collaboration, generating further innovation. Where old closed systems alienated, new open systems can engage and excite. In Seoul, Park Won-‐soon has adopted a citizen-‐centred, hands-‐on communicative style of politics and keeps a wall of post-‐it notes with requests from citizens. His team have also developed a 1000 Oasis Ideas platform: where residents can make suggestions about how Seoul is run and the team can respond to citizens’ complaints27. Learning point: open innovation stimulates a vibrant and inclusive democracy Participation is a principle of open innovation that builds empowerment and taps into societal assets. Open cities listen and provide opportunities for citizens to play a role in the shaping of innovation in cities -‐ defining the issues that matter to them and empowering them to take control of the challenges facing them. It unlocks resources that are vital to cash poor city governments. Driven by the purpose of public good, communities are often willing volunteers, who help come up with and refine solutions. Involving users and the wider city ecosystem enables the generation of more relevant, sustainable and impactful services designed around real needs and greater understanding of what this might mean in practice. Developing more relevant innovations importantly means cost savings and risk reduction28. 2.3 National example of open and social innovation Ubudehe is a national example of open, social innovation in practice that contains principles that can apply to cities (box 1). In Ubudehe, communities are involved in identifying the problem, generating a solution and putting it into practice. This has wide ranging benefits: increased social cohesion, increased relevance of public spending, improved management of public funds and a cultural change towards entrepreneurship. On top of this, cost savings of 80% on local construction projects have also been reported29. Box 1. National example of open innovation adapted from Gillinson et al. 201030 In 2001, the Government of Rwanda through the Common Development Fund (CDF) established a programme branded ‘Ubudehe’. This programme was driven by a partnership between the Ministry of Finance and Economic Planning (MINECOFIN) and that of Local Government Future’. Report available at: http://nycfuture.org/pdf/Innovation-‐and-‐the-‐City.pdf 26 Bakici, T. (2011) ‘State of the Art -‐ Open Innovation in SmartCities’. ESADE report, available at: http://ec.europa.eu/information_society/apps/projects/logos//6/270896/080/deliverables/001_D11Stateofth eArtOpenInnovation.pdf 27 Choi Kyong-‐Ae (2012) ‘Seoul Mayor: Almost Impossible for an Independent to be President’. Wall Street Journal, Asia blog available at http://blogs.wsj.com/korearealtime/2012/12/03/seoul-‐mayor-‐almost-‐ impossible-‐for-‐an-‐independent-‐to-‐be-‐president/ 28 Bason, C. (2010) ‘Leading Public Sector Innovation: Co-‐Creating for a Better Society’ Policy Press. 29 Gillinson, S., Horne, M. And Baeck, P. (2010); Radical Efficiency: Different, Better, Lower Cost Public Services, Innovation Unit and Nesta. Available at http://www.innovationunit.org/sites/default/files/Radical%20efficiency%20-‐%20a%20practical%20guide.pdf 30 Ibid. 9
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