Dollinger index

Intrapreneurship and Corporate Venturing 399

Since all of these types of research are connected, technology clustersare sometimes

created. These are groups of firms that do interrelated research and are located close to

each other geographically. The clusters enable the scientists and businesspersons to inter-

act easily and to share data, research results, and business opportunities. These clusters

facilitate technology spillovers. Spillovers occur when an innovation can be used in

multiple situations and serve multiple markets.^43

The 10 Personas of IDEO

IDEO is a creativity and venturing consultan-
cy. Part of its job is to encourage positive
contributions to new initiatives and to avoid
advocate negativity. Ten roles have been
incorporated into their process, along with a
brief description of each. Next time you work
on developing something novel, especially in
a team setting, assign some of these roles to
participants and be sure that no one shoots
down the ideas until they have been fully
explored in a positive way.

The Learning Personashelp acquire and
generate new information and combinations:

• Theanthropologist has insights about the
  way people behave, how they interact
  physically and emotionally. Keeps detailed
  notes of reality.


• The experimenter creates prototypes, con-
  tinuously testing their characteristics.
  Engages in enlightened trial and error.


• Thecross-pollinator takes ideas from other
  cultures, industries, and environments and
  applies them to the current situation.
  Creates innovative concept combinations.

The Organizing Personasdeal with organi-
zational politics and help reduce resistance
and promote change.

• The hurdler overcomes barriers to intrapre-
  neurship and corporate venturing. Knows
  the players and their hot buttons.
  
  
  • The collaborator brings together groups
    whose own self-interest supports the inno-
    vation. Helps build consensus and majori-
    ties.
  
  
  • The director assembles the cast of people
    who will promote and implement the ven-
    ture. Gets the best performances from his
    players.
  
  
  
  

The Building Personasimplement the inno-

vation or venture by applying the insights

offered by the earlier personas to the project.

• The experience architect designs com-
  pelling experiences for the new customers.
  Provides the link between the venture and
  the market.


• The set designer transforms the physical
  environment of the new venture to mold
  organization/employee performance and
  customer interface.


• The caregiver cares, supporting the ven-
  ture’s employees as they deal with the
  uncertainty of the new business. Caring
  about customers helps the venture exceed
  their expectations.


• The storyteller communicates the news
  about the venture, both internally and
  externally. Develops the narrative that can
  become the legend of the start-up.
  SOURCE: T. Kelley and J. Littman, The Ten Faces of
  Innovation(New York: Doubleday, 2005).

STREET STORY 10.3