Starting small, but with big ambitions
From the start, we engaged with business owners and helped them formulate a problem statement, and then we owned the solution space. We even had the right of pointing to adjacent problem spaces if we could see that it would create a greater impact. From there we formulated our way of working by cherry-picking the best learnings from areas such as design thinking, lean startup, and agile. Two of the most important things we formulated back then were: Start small and always engage real customers.
We started by working in two directions. Internal optimization and customer innovation. During the next couple of years, we created machine learning algorithms helping to sell Orange tickets, smart advice systems, tested bonus programs, explored the future of traffic information, and much more. We also learned a lot and one important learning was, that innovation that does not find its proper place in the world, will never make a real impact.
From incremental towards product and service innovation
So, we sat out to find out how we could leverage the height and impact of innovation and found out that in order to do that we needed to take on greater responsibility, develop an ability and vision to take the right possibilities further, and start to create a higher focus for ourselves.
The innovation playing field
In order to leverage the innovation, we decided that focus was one of the most crucial things we could do. Therefore, we formulated our vision to be:
We unleash DSB’s innovative potential through digital products and services leading us towards a sustainable future.
Together with this we also started being more structured and more concise in what we wanted to achieve and selected Objectives Key Results to help us do that, while we continuously set learning goals as individuals and on an ongoing basis measure the well-being of the Lab.
With these structures in place, we created amazing innovations. It would be nice if it was that simple, right. But of course, it is a constant learning path that we take together as a team and adjust along the way. Most importantly we set outcomes together and test how we can achieve them in different ways as we are continuously building on how we can reach radical innovation.