The workshop in brief - PRO INNO Europe

Activities are market oriented, based on pleasant, intuitive, emotive, and intelligent
technology resulting in human focused innovation.
David Robson (Scottish Enterprise) presented the “Innovation 2.0” approach,
tapping un-tapped innovation talents. Innovation is a process of shared activity
engaging the resources of individuals, the private sector and government. The
concept of innovation as a linear process from research to product, from
manufacturing to marketing is now outdated. Most innovation comes from the market,
from customers, citizens, suppliers and competitors in an increasingly collaborative
process. Behaviours, culture, attitude and skills are therefore essential individual and
organisational capacities necessary to exploit innovation and deliver value to
customers. An effective innovation policy must be, first and foremost, a skills and
human resources policy.
‘Innovation 2.0’ is the next generation of innovation that delivers new value to
consumers and citizens by leveraging their desire and capacity to create value for
themselves and their peers resulting in social as well as economic gain. With many
organisations no longer solely relying on generating their own ideas, ‘Innovation 2.0’
is helping to redefine the relationship between producers and consumers - and
between government and citizens. Supported by a new set of enabling technologies,
‘Innovation 2.0’ allows business and government to innovate more imaginatively than
ever before - providing new opportunities for communities of innovators to evolve
based upon flatter, more democratic structures involving more people in informed
decision-making.
Strategies to support development of an open innovation culture are needed. The
development of new ‘innovation communities’ may help to use the diversity of talent
to address diversity of increasingly complex social and economic challenges. Key
policy challenges to leverage innovation capacity of communities can be summarised
as follows:
• Embrace a broader definition of innovation beyond technology exploitation and
R&D and encompass ‘hidden’ innovation across the economy: develop
appropriate metrics and shared language that capture the real levels and drivers
of innovation.
• Technical skills are given; the challenge is to nurture behaviours and business
models that enable collective innovation: The focus should be placed on
cognitive barriers and on behaviours, as they animate any system. Whilst culture
may be slow to evolve, behaviours adapt rapidly to systemic changes. Policies
06.10.2008 Page 25 of 34 INNO-Views WS 04 Output final