Keynote: Leveraging the Edge
John Seely Brown, PhD, Visiting Scholar & Advisor to the Provost, University of Southern California
We all know how relatively easy it is to create innovative new technologies, materials, products and services in the labs and then see what happens when the immune system of the corporation discovers and devours them. Perhaps we need to innovate innovation and consider how to shape the contexts and cultures of our corporations to embrace change, not run from it. This talk considers a set of ideas John Seely Brown has learned from experiences in Xerox PARC, Corning, and Amazon, but also draws on unusual domains like extreme surfing and World of Warcraft. He discusses ways in which companies can listen to, learn from and act through the edge of their competitive landscape.