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INside Innovation--Lessons Learned From Open-Sourcing Innovation.

Posted by: Bruce Nussbaum on May 26, 2006

So we pushed the button on the IN cover an hour early (this is a very big deal in publishing since it gets you to the printing presses on time without extra costs) and everyone is happy. I can’t believe the cover Modernista came up with. Brilliant. And I can’t believe we are actually running it. Courageous.

So I’m gathering backstory stuff—and lessons. Here are a couple of quick ones.
1- Pipes. We need bigger pipes. When you work with an outside partner, you need to be able to connect instanteously digitally and we aren’t set up for that yet.

2- Eyes. You can work online for just about everything but with images you never really know you are seeing the same thing in the same way with different eyes. We had a hard time getting this right.

3- Geography. Which means we needed to be physically together at the close, at the end. We thought we could do this electronically—and we did. But seeing things together at the same time in the same space would have been more more effective and more efficient.

4- Cycle-time. By partnering we boosted our speed to market. This magazine launch was incredibly fast, faster than anything any of us has ever experienced.

5- Cost. We cost our costs sharply by open-sourcing the design and having a contest for the very best design.

6- Final product. We created a far better magazine by going to Modernista, by going outside. Not only is the design extraordinary, but Katie Andresen and Bruce Crocker at Modernista came up with new ways of presenting business and economic information that we hadn’t seen before. Some of it is the visual language of the web. Fascinating. This will inform BW in general.
7- Brand. INside Innovation is intimately connected to our online Innovation & Design site. We are moving toward, iterating all the way, a single, organic Innovation/Design space that flows back and forth across platforms, educating and informing buiness culture as we go. This is totally new. Other magazines either don’t have a strong online presence or, if they do, it is completely disconnected to print. We are building some new media organism that will need a new business model. Now, designing that business model will be a terrific challenge. Ideas anyone?

Alas, I now see people creeping back into the Innovation Gym (formerly known as The Park Conference Room). They want their conference room back. And they’ll get it, probably. I haven’t had the bandwidth to set up programs and workshops to spread design thinking and innovation culture at BW. So I may have to give it up—for the moment.

Issue #2 of INside Innovation is just around the corner.

Reader Comments


February 24, 2011 7:54 PM

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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