Regards,
MW Stuckings
Matthew Stuckings
Matthew Stuckings
Training & Communications Manager
Understanding Innovation
Innovation at Boeing
Here at Boeing we do Performance Innovation very well; better, faster, cheaper and more efficient is
pioneered each day (Innovation Video Series 2013). These incremental innovations such as: lighter
and stronger composite materials for aircraft fuselages, new wing designs that give more lift and
cheaper biofuels are constantly being reengineered (Innovation Video Series 2013). These
improvements have put Boeing at the leading-edge of aviation, aerospace and surveillance for the
past 100 years (Milestones in Innovation 2013).
The question is, will Performance Innovation be enough to keep Boeing competitive in the future?
Innovation Strategy
Factors in Success
Based on research, below are factors in the success and failure of innovations. Followed by their
planned integration into Boeings organisational culture.
1. Organisational barriers such as poor structure or process inhibiting change can hold a
company back from being innovative (Sisaye & Birnberg 2012, p. 2). This includes not
formalising a process for innovation, hence the need for this report (Hoque 2012).
2. Complacency of a company or not accepting that there is a need to change is a big part of
failure. The world will continue to change in unexpected ways and we need to be prepared
(Hoque 2012)
Matthew Stuckings
Training & Communications Manager
3. Fixating on innovations that made Boeing previously successful is also a recipe for failure,
there needs to be an understanding of when innovations are outdated (Newman)
4. Boeing needs to define itself by the value it delivers and not by what it does, otherwise it will
never change. Therefore creating value needs to be our first motivation in innovation, not
money or new technology (TEDx Talks 2014)
5. Boeing needs to take ownership of innovating for the future by creating a culture that strives
for Visionary Innovation (Hoque 2012)
6. Measuring success post-innovation is of critical importance, otherwise Boeing will never
know if it was worth pursuing (Hoque 2012)
7. There needs to be a culture of openness, so that innovations can be critiqued and supported
no matter who they come from (Hoque 2012)?
After the innovation concept is created it needs to be tested against metrics to access its viability,
such as the valuable and unique matrix in Figure 2.
A great guide for successful innovation is these main
questions: Is the innovation or product real? Is that
market real? Can we compete in the market? Will the
innovation profitable at an acceptable risk? Does
launching the product make strategic sense to Boeing
(Day 2007, p. 115)? If all questions are addressed,
then the innovation should move forward.
Matthew Stuckings
Training & Communications Manager
[FRONT COVER]
Matthew Stuckings
Training & Communications Manager
Innovate it together
[BACK COVER]
Visionary Innovation
Here at Boeing we are great at, building something
better. New wing designs, biofuels, and lighter
composite materials help keep us the leader in aviation,
aerospace and surveillance. This culture of continual
improvement was made by you, our employees and
we want to thank you for being a part of that journey.
However, the world is changing, faster and faster. Many
companies who revolutionised their industries are falling
behind those who are creating innovations in leaps-andbounds.
Today, people are not just imagining the future but
creating it! Practical jetpacks, commercial space travel,
micro-surveillance drones and miniature robots only
millimetres in size, capable of flight.
All of these innovations have the potential to make our
improvements in performance obsolete, by redefining
who our competitors are.
What we need at Boeing is to imagine for the future,
then innovate it together.
MW Stuckings
Matthew Stuckings
Training & Communications Manager
[INSIDE LEFT]
[INSIDE RIGHT]
Building something better, is a quote from Boeings March 2014 issue of Frontiers (Proctor
2014, p. 13)
Micro Unmanned Arial Vehicles, capable of surveillance (BSS Holland 2013)
Printed circuit microelectomechanical robots (MicroroboticsLab 2011)
Flying with Kerosene jet engines and a fixed wing attached to your back because, if you put
in steering, you re-invent the airplane (TED 2011).
The Martin Jetpack, practical and already close to commercialisation (GLMGroupVideo 2013)
Space tourism is already a reality, with plans for orbiting hotels (DocumentaryDomicile 2014)
Matthew Stuckings
Training & Communications Manager
Reference List
Newman, R 2010, 10 Great Companies That Lost Their Edge, US News, viewed 20 March 2014,
<http://money.usnews.com/money/blogs/flowchart/2010/08/19/10-great-companies-that-losttheir-edge>.
Wilmoth, GC 2000, False-Failed Innovation, JFQ, Autumn/Winter 1999-2000, pp. 51-57, viewed 20
March 2014, <http://www.au.af.mil/au/awc/awcgate/jfq/1223.pdf>.
Rockwell InternationalBuilding the Space Shuttle 2014, Boeing, viewed 20 March 2014,
<http://www.boeing.com/boeing/history/narrative/n086roc.page>.
Hoque, F 2012, Why Innovation Fails, Fast Company, viewed 20 March 2014,
<http://www.fastcompany.com/3002768/why-innovation-fails>.
Sisaye, S & Birnberg, J 2012, Chapter 1 Why Innovations Fail: Organizational Processes and Structural
Barriers to Innovations, in Sisaye, S & Birnberg (eds) An Organizational Learning Approach to Process
Innovations: The Extent and Scope of Diffusion and Adoption in Management Accounting Systems
Studies in Managerial and Financial Accounting, Emerald Group Publishing Limited, pp. 1-18.
TEDx Talks 2011, TEDxHarkerSchool Guy Kawasaki The 12 Lessons I Learned from Steve Jobs,
2011, 4 November, viewed 21 March 2014, <https://www.youtube.com/watch?v=edEs4sjlmJY>.
TEDx Talks 2014, The art of innovation: Guy Kawasaki at TEDxBerkeley, 2014, 22 February, viewed 21
March 2014, <https://www.youtube.com/watch?v=edEs4sjlmJY>.
Innovation Video Series 2013, Boeing, viewed 21 March 2014,
<http://www.boeing.com/stories/videos/vid_02_787.html>.
BSS Holland 2013, Nano UAV Black Hornet-PD-100 PRS, 2013, 6 October, viewed 21 March 2014, <
https://www.youtube.com/watch?v=4o7mRg74qcY>.
TED 2013, Raffaello DAndrea: The astounding athletic power of quadcopters, 2013, 11 June, viewed
21 March 2014, < https://www.youtube.com/watch?v=w2itwFJCgFQ>.
MicroroboticsLab 2011, Pop-up Fabrication of the Harvard Monolithic Bee (Mobee), 2011, 17
November, viewed 21 March, <https://www.youtube.com/watch?v=VxSs1kGZQqc>.
TED 2011, Yves Rossy: Fly with the Jetman, 2011, 15 November, viewed 21 March, <
https://www.youtube.com/watch?v=x2sT9KoII_M>.
GLMGroupVideo 2013, Jetpacks, the future of Urgent Express Freight?, 2013, 15 August, viewed 21
March 2014 < https://www.youtube.com/watch?v=HADpwnMTuXA>.
DocumentaryDomicile 2014, Virgin Galactic, 2014, 24 February, viewed 21 March 2014,
<https://www.youtube.com/watch?v=VeGGwcQKpak>.
Matthew Stuckings
Training & Communications Manager
Matthew Stuckings
Training & Communications Manager