In the speech, Mr.Sakena mainly discussed the issue regarding the managing innovation in the real world. After introducing himself, Mr.Sakena pointed out the importance of innovation, which he states as “innovation matters.” To further illustrate, he used car rental company Enterprise as an example. Started as car-leasing company in 1957, and did not enter into car rental business until 1962, Enterprise eventually grew up to be one of the greatest car rental companies with largest car fleet and most rental locations. Nevertheless, without its own ground-breaking service strategy that concentrates on providing short-tern rental service to local customers who were in need of replacement of vehicle temporarily. Such innovation enabled Enterprise to redefine the industry and broke through the dominance of Hertz and Avis. Therefore, innovation is of great significance for companies to thrive. Moreover, the innovation can even be some minor thing. For instance, the creation of DSL self install not only save AT&T enormous amount of money, but also makes a huge change in the industry. As Mr.Sakena concluded, “innovation is creation of new value”, and any meaningful innovation must base itself on human values.
Next, Mr.Sakena introduced the impediments of innovation: “not thinking of customers”, “lack of a culture for innovation” and “organizational constraint”. Yahoo was taken as an example for demonstration. As he said, founded as a comprehensive website with almost every aspect of information, Yahoo made a vain attempt to cover all the information and disregarded customer’s need for a quick and convenient tool.
Later on, Mr. Sakena concluded four chapter of innovation “script.” “Organize for innovation” needs the company itself equipped with an encouraging culture, capital and resources, and “a clear problem to solve” for innovation. “Process is prime” states that