Do Bigger Things

Introduction

In a world filled with complex challenges, traditional problem-solving approaches often fall short. Dan McClure and Jennifer Wilde's book "Do Bigger Things" introduces a revolutionary concept: ecosystem innovation. This approach goes beyond isolated solutions, instead creating interconnected systems that address multifaceted issues from every angle.

Imagine being tasked with reducing food waste in a large city. While adding recycling bins or running awareness campaigns might seem like logical steps, ecosystem innovation encourages thinking on a grander scale. What if you could create a system where local farms, restaurants, and tech companies collaborate to not only reduce waste but transform it into valuable resources like energy or compost?

This book provides a roadmap for designing adaptable, practical ecosystems that harness diverse resources, set ambitious goals, and overcome challenges. It equips readers with the tools to drive meaningful innovation and create lasting impact in an ever-changing world.

The Power of Ecosystem Innovation

To understand the true potential of ecosystem innovation, let's look at a real-world example: the Aravind Eye Care System in India.

India faces a staggering challenge with over 12 million blind individuals, many suffering from treatable cataracts. Rather than simply increasing medical resources, Aravind took a holistic approach. They created a network of hospitals, clinics, and outreach programs that addressed every aspect of eye care:

1. Training nurses to handle non-surgical tasks
2. Locally producing affordable lenses
3. Ensuring treatment accessibility in rural areas
4. Streamlining the surgical process for maximum efficiency

The result? Millions of eye surgeries performed at a fraction of the typical cost, restoring sight to countless individuals across India.

This success story highlights the key principles of ecosystem innovation:

• Addressing problems comprehensively rather than in isolation
• Creating interconnected systems where every component works in harmony
• Ensuring solutions are sustainable and scalable
• Building resilience and adaptability into the system

Ecosystem innovation isn't limited to healthcare. It can be applied to any complex challenge where multiple factors are intertwined. For example:

• Dollar Shave Club disrupted the shaving industry by creating a new distribution ecosystem that bypassed traditional retail channels.
• Solar Sister empowered women entrepreneurs in sub-Saharan Africa by combining solar technology with community-based training programs.

When facing a significant challenge, consider adopting an ecosystem approach:

1. Look at the whole problem, not just isolated parts.
2. Identify diverse elements you can bring together (people, technology, processes).
3. Create a system where these components work in harmony.

The Five Forces Driving Ecosystem Success

Successful ecosystem innovation relies on five key sources of power:

1. Diversity of Resources

Ecosystem innovators have access to a vast array of "Legos" – people, technologies, and resources. This diversity allows for the creation of powerful, interconnected systems. Airbnb, for example, didn't just develop a platform; it connected homeowners with spare rooms to travelers seeking accommodations, creating value from previously underutilized resources.

2. Built-in Motivation

Participants in an ecosystem aren't just cogs in a machine. They have diverse motivations that drive meaningful engagement. This allows for win-win scenarios where each participant benefits:

• Homeowners gain extra income
• Travelers find unique, affordable accommodations
• Local businesses see increased patronage

3. Breaking Traditional Rules

Ecosystem innovators aren't confined by the status quo. They can rewrite the rules to fit their new system. Airbnb bypassed the traditional hotel industry model, avoiding the need to build or maintain physical properties. This allowed for rapid, efficient scaling.

4. Synergies

When different components of an ecosystem come together, they create outcomes greater than the sum of their parts. The positive feedback loop between Airbnb hosts and local businesses exemplifies this:

More hosts → More travelers → Boost to local businesses → Increased appeal for hosts

5. Inherent Flexibility

Ecosystems can adapt to new challenges and changing environments. Airbnb's ability to operate in diverse global markets and pivot to crisis response (e.g., providing housing for refugees) demonstrates this adaptive flexibility.

Understanding and leveraging these five sources of power is crucial for creating effective, sustainable, and adaptable ecosystems.

Choosing the Right Path for Innovation

Innovation isn't a one-size-fits-all process. Different challenges require different approaches. Understanding various innovation practice spaces and knowing when to apply them is key to addressing complex, dynamic problems effectively.

Traditional Innovation Practices

1. Agile Product Development

   • Great for quickly testing and refining ideas in unexplored markets
   • Example: Rovio Entertainment's development of Angry Birds through rapid iterations
   • Limitation: Falls short when dealing with complex, large-scale challenges requiring integration and long-term planning

2. Reductionist Engineering

   • Well-suited for massive, meticulously planned projects
   • Example: Construction of the Burj Khalifa
   • Limitation: Falters in dynamic environments where adaptability is key (e.g., American automakers struggling with global competition)

3. Optimization

   • Focuses on incremental improvements to existing processes
   • Empowers workers at all levels to contribute ideas
   • Limitation: Doesn't address the need for disruptive innovation or significant market shifts

Recognizing the Need for Ecosystem Innovation

Today's most pressing challenges are often messy, interconnected, and resistant to simple solutions. This is where ecosystem innovation shines, offering a holistic approach that embraces complexity and leverages diverse resources and stakeholders.

When choosing an innovation approach:

1. Assess the complexity and interconnectedness of the problem
2. Consider the need for adaptability and long-term sustainability
3. Evaluate the potential for synergies between diverse elements
4. Determine if traditional methods are sufficient or if a more comprehensive ecosystem approach is needed

The Power of Choreographers in Driving Ecosystem Innovation

In the complex world of ecosystem innovation, a new role has emerged: the choreographer. Unlike traditional leaders with formal authority or vast resources, choreographers are the visionaries who see the bigger picture and connect diverse elements to create functional, innovative solutions.

The Role of the Choreographer

Choreographers are:

1. Bridge builders who cross boundaries (physical, political, organizational)
2. Problem solvers who thrive in uncertainty
3. Coordinators who bring together the right people, resources, and ideas

Key Skills of Choreographers

1. Big picture thinking
2. Adaptive problem solving
3. Powerful storytelling (essential for rallying diverse stakeholders)

Real-World Example: Dr. Victor Trevino

During the COVID-19 pandemic, Dr. Victor Trevino faced vaccine shortages in Nuevo Laredo, Mexico. By coordinating efforts across borders and bureaucracies, he ensured that thousands of residents received vaccines that would have otherwise gone to waste in neighboring Laredo, Texas.

This demonstrates the choreographer's ability to:

• See opportunities others might miss
• Navigate complex systems and relationships
• Create innovative solutions by connecting seemingly unrelated elements

The Growing Importance of Choreographers

As organizations face increasingly complex, rapidly changing environments, the role of the choreographer becomes crucial. They operate as generalists, leveraging a broad range of knowledge and experiences to drive innovation.

Whether you see yourself in this role or are responsible for building a team to tackle big challenges, understanding and embracing the role of the choreographer is critical for success in today's interconnected world.

Bold Goals and Complex Challenges in Innovation

Setting ambitious goals is a cornerstone of driving meaningful innovation, especially within complex ecosystems. Bold objectives provide direction and inspire collective action, bringing together diverse participants to work towards a common purpose.

The Power of Ambitious Goals

A prime example of the impact of bold goals is President John F. Kennedy's 1961 call to land a man on the moon by the end of the decade. At the time, the United States was trailing behind the Soviet Union in the space race. Kennedy's vision wasn't just about space exploration; it was a strategic move to unify and mobilize the nation toward a common goal.

Key aspects of Kennedy's moon landing goal:

1. It was challenging yet attainable
2. It provided a clear timeline
3. It inspired collective action across diverse stakeholders
4. It pushed beyond the status quo and embraced transformative change

Setting Effective Goals

When setting goals for ecosystem innovation:

1. Make them ambitious but achievable
2. Provide a clear timeframe
3. Ensure they inspire and motivate diverse participants
4. Push beyond incremental improvements to transformative change

Establishing Guardrails

While ambitious goals are crucial, it's equally important to define clear boundaries:

1. Outline what must and must not be done to achieve the desired outcome
2. Keep efforts aligned with the overall vision
3. Ensure the innovation process respects ethical standards and core values
4. Prevent initiatives from veering off course or causing unintended harm

Understanding Complex Challenges

To effectively address complex challenges within ecosystem innovation:

1. See the bigger picture
2. Recognize the interconnectedness of various elements
3. Understand the impact different components have on one another
4. Avoid focusing too narrowly on isolated problems
5. Craft comprehensive solutions that address underlying issues

By setting ambitious goals and truly understanding the complexity of the challenges at hand, innovators can position themselves to design and build a future that is as innovative as it is resilient and sustainable.

Shaping Tomorrow Through Strategic Ecosystem Design

The true power of innovation lies not just in creating individual products or solutions, but in building entire ecosystems that bring these innovations to life. Thomas Edison exemplifies this approach. While often celebrated for inventing the lightbulb, his real genius lay in creating the infrastructure, power plants, and transmission systems that made widespread electric lighting possible.

Holistic Ecosystem Design

When designing a future ecosystem:

1. Aim for complete, impactful solutions rather than fragmented innovations
2. Think holistically about how all parts (people, technology, organizations) can work together in new and better ways
3. Resist the temptation to tackle problems in isolation

Steps for Strategic Ecosystem Design

1. Envision a Bold Future

   • Consider current trends, untapped resources, and new technologies
   • Don't settle for minor tweaks; think about fundamentally changing the game

2. Visualize Your Ecosystem

   • Draw out your vision to identify potential gaps
   • Ensure all necessary components are in place

3. Embrace Flexibility and Adaptability

   • Focus on an iterative process of action, learning, and adaptation
   • Identify and solve problems early
   • Respond effectively to unforeseen challenges
   • Seize new opportunities as they arise

4. Design for Modularity and Connectivity

   • Create components that can be reconfigured as needed
   • Build systems that easily connect with others
   • Enable pivoting when new information or opportunities present themselves

5. Measure Success, Progress, and Performance

   • Define success by the value your ecosystem delivers to all stakeholders
   • Establish progress and performance metrics to stay on track
   • Use data to make informed decisions as your project evolves

Key Principles for Successful Ecosystem Design

1. Embrace a holistic approach
2. Prioritize flexibility and continuous adaptation
3. Focus on creating value for all stakeholders
4. Design for long-term sustainability and scalability
5. Remain open to new ideas and unexpected opportunities

By following these principles, you can navigate the complexities of innovation and build systems that meet current needs while adapting to future challenges.

Final Thoughts: The Power of Ecosystem Innovation

"Do Bigger Things" by Dan McClure and Jennifer Wild presents a compelling case for ecosystem innovation as a powerful approach to solving complex, large-scale problems. The key takeaway is that achieving significant, lasting impact requires more than just isolated solutions. It's about creating comprehensive ecosystems that integrate diverse elements like technology, people, and processes to work together seamlessly.

This approach empowers innovators to:

1. Tackle complex challenges holistically
2. Design systems that are flexible and adaptive
3. Create solutions capable of evolving with changing circumstances
4. Address immediate needs while fostering sustainable, transformative change

By focusing on ecosystem innovation and setting ambitious goals, you can build solutions that not only solve current problems but also shape a better future. The book provides practical guidance for:

• Understanding the five forces that drive ecosystem success
• Choosing the right innovation approach for specific challenges
• Embracing the role of the choreographer in driving innovation
• Setting bold goals and navigating complex challenges
• Designing strategic ecosystems that can transform industries and societies

As you apply these insights to your own challenges and opportunities, remember that the power to create meaningful change lies in your ability to see the bigger picture, connect diverse elements, and build systems that are greater than the sum of their parts.

The world faces increasingly complex and interconnected problems. By adopting the principles of ecosystem innovation, you can position yourself to not just solve these problems, but to truly "do bigger things" – creating lasting, positive impact on a scale that was once thought impossible.

Now equipped with these powerful ideas and strategies, it's time to put them into action. Identify the complex challenges in your field or community, envision bold solutions, and start building the ecosystems that will shape a better tomorrow. The potential for transformative change is within reach – it's up to you to seize it and do bigger things.