Interview with Scott D. Anthony of The Innovator’s Guide to Growth

24 September 08

Today, I’m posting an interview with Scott D. Anthony. Scott is President of Innosight, an innovation consultancy based in Watertown, Massachusetts (right near my hometown). The interview is part of Idea Sandbox’s Post2Post Virtual Book Tour.

Scott is the lead author of a new book, The Innovator’s Guide to Growth, which takes the idea of disruptive innovation (made famous by Clayton Christensen’s 1997 book The Innovator’s Dillema) and outlines the implementation/execution piece of the puzzle. Read the rest of this entry »

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NBC Innovates By Questioning Industry Conventions

31 January 08

2008-01-31_nbclogo1.jpegTV studios are in a really bad crunch. The writer’s strike continues unabated. New media is eating into their advertising revenue. TiVo fans conveniently skip commercial breaks. It’s becoming increasingly hard to predict audience taste, and hit TV shows are rarer than ever.

So, when push comes to shove, companies begin desperately to look for new ways to innovate and cut costs. NBC recently announced that it is spending too much money on high-budget pilots of new shows. Pilots – 2-3 fully scripted and produced episodes – used to cost $2-$3 million per episode. Now, it starts at $8 million. It doesn’t help that pilots rarely succeed and few go on to become full series.

NBC says they plan on looking at more fully written “first episode” scripts, and approve the ones they like directly into full-length series. It’s a radical change in the way studios operate.

This change, of course, has a number of implications on how NBC will fill and manage their pipelines (these are, after all, the studio’s products). Ans there are innovation lessons for all of us –

First, it forces NBC to look and evaluate many more scripts because they’ll be making significant investments in just a few. That’s an invaluable lesson in innovation – pick your best ideas, and focus your resources on them. Don’t spread your resources over too many projects – you’ll only do a half-baked job across all of them.

Second, because NBC is committing to a longer-term series at the get-go, it has to let all the episodes run before pulling the plug. This actually forces NBC to be a little more patient, and watch how a series plays out. Experts say that this is a good thing. Historically, studios have been known to make harsh and quick judgments and pull shows off the air after just a couple of episodes. Now, some shows can afford to gain ground a little slowly, rather than be instant hits. The moral when it comes to innovation? Don’t be quick to suffocate an idea. A little patience can go a long way. Give it some breathing room, and you might have a big winner.