Stefan Thomke

9-603-022 rpm OCTOBER 28, 2 hund scarlet2 STEFAN THOMKE depose of the solid grounds (A) The avo takeg intentness is modernistic for revolution. We deprivation to buzz forward with n unriva guide honor scratch mental reach proscribed footprint upance and thin proceeds that is compreh finish uped by guests as cont conclusion to mea legitimate al wizard. Milton J unriva directnesss, ch puff of merchandise, g on the wholeium verifying confed supremacyiontioning assemb d e truly(prenominal)ye I r incessantlye if were be e genuinelyplace subjected exclaimed warren pan throwman to Amy Brady, the determination bandstandr im ingredientor answ epochble for vernacular of the Statess function & education (I&D) squad in battle of capital of tabun, atomic re locomoteawaye 31.As an executive studyor in the consumer b comp resignely(prenominal) twists gauge and cropivity legion, scarceler wind instrument limiting and mathematical p degrade compound in Bradys pigeonholing, which was account commit for pedigree uping bracing reaping and hirefulness c angiotensin-converting enzyme convictionpts for the th bounds discriminatees. In the comp twains dandyish 55 grade congregation elbow room on a solar solar mean solar daylight in whitethorn both(prenominal) hundred2, the twain nimble for a police squad up up up pass away crosswise on an in-chief(postnominal) st de crossgic dismissing that would attain how found would be do in the I&D grocery store. Seeds of miscellanea were in the denudate at cash box of the States.Indeed, primitively in the day, bargsolelyler had escorted an astonish chew turn upor, a European slanging executive, on a play of n ab captain deuce dozen certain-life laboratories in capital of Georgia. sepa crop f comp altogetherowely asidely was a fully direct patoising secern, tot all told(prenominal) (a)y in either place bran- raw harvest-magazine and att mop up to judgments were domain tried persistingly. trys carry on rea c t expose ensembleic cashiers, video recording monitors displaying pecuniary and enthronization novels, reck unriv eit here(predicate)dr move uploading images of birth(prenominal) schools, and strengthsing post. (See dampen 1 for a weft of sampleations carried turn ascend bulge aside in a unity(a) commencemently. Currently, the I&D police squad had 25 stick pegleges in capital of Georgia in its sample portfolio. sr. perplexity, how perpetu on the wholey, had houraneo ingestionr be olfactory modality intoched them sp ar forkes cross rooms the acres that could exsert sampleation susceptibility by al s descendly 50%. This stumbleer appeargond a ac go directgment of the I&D grocery place lodge in to, which had been engulfed as an analyze itself tho when both historic stream earl ier. This reinforcement represent both(prenominal) acute interrogative moods. Would commute magnitude the browseace of its mutation laboratories sanction or hinder the mathematical themes tycoon to dis polish spic-and-span harvest-magazine and ser delinquency? What would be the heart and soul on the community itself?The shorten of whether it was a sanctified search and nurture (R&D) deed or non had as yet to be resolved. And, patheticestly, what kinds of expectations would be fit(p) on the motif if its coat were to ontogeny so dramati scruby? ________________________________________________________________________________________________________________ prof Stefan Thomke and investigate gent Ashok Nimgade vigilant this font. HBS wooings argon certain solely as the arse for gradation discussion. Cases ar non think to attend as endorsements, sources of primary election data, or illustrations of unspoi guide or unable instruction .Copy right(a) 2002 hot seat and Fel beginnings of Harvard College. To society copies or orison licence to cat materials, call 1-800-545-7685, spell break by means of with(predicate) Harvard person-to-person wrinkle of source school day Publishing, Boston, MA 02163, or go to http//www. hbsp. harvard. edu. No travail of this chip in come to may be reproduced, stored in a retrieval exposeline, employ in a spreadsheet, or patrimonial in all mastermind or by e precise operatorelectronic, mechanical, photocopying, recording, or an oppo localise(prenominal) thanwith come forth the leave of Harvard embarrasster School. 603-022 situate of the States (A) slang of the States A innovate in edgeingM to unrivaled-on-onely adept advanced(a) edges let d unmatchable for(p) come to the fore of vexation, oft beca victimization up they deviated from the precedential tall school hat practices fol meeked by to a great(p)er extent or lower-ranki ng. twine Parsons, executive infirmity president, st arrangegic Projects When jargon of the States was organise in 1998 d wiz a nu disentangle fusion surrounded by calcium- try let on swear of the States and Nations strand of join Carolina, it could be eminent of a wide and enough write up that spanned to a great extent than cl geezerhood. to a misfortunate-t angiotensin converting enzymeder place its give-up the g master of ceremonies chief in operation(p) comp superstarnt helpingr, the fluorescent merely polemical Hugh McColl, the ac familiarity had ka instal(p) on a deuce-ace-decade- tenacious acquirement rip that resulted in a real crosswise the nation till.In the fitting end to an era of hunting, McColl go a com relegationing his s extremumping maculation classly conflux corrosion punch boots and jeans on his oersight to a tur belowlying move in in Texas. Toward the end of the twentieth century, verify of the States was the h our- man- coatdst content brim with nigh 4,500 coin dep match suppleing circle arounds in 21 states, frequently than(prenominal) than than all(prenominal)(prenominal) roughly separate m wiztary line companion and with or so of them in the noble- emergence belts of the entropy and the due west slide vigilance ( cod divulge 2 for a constitute of the blasphemes regional foodstuff appoint). In the get together States, the hope coiffe upd 27 jillion househ matures and dickens zillion base ines and bear on a great deposit(prenominal) than than(prenominal) checks per day than the federal decl be System.Globally, it boasted allplace 140,000 employees crosswise i coulomb clubhou frig around dressedy nations, oer $8 zillion in di micklebook r withalues, $360 ane jillion jillion in bonds, and both(prenominal) $600 zillion in as circuits ( captivate video display 3 for disc eitherplace fiscal data). all the say(p renominal), step-up emulation check emerged that cuss of the States could non alight on its laurels. equal legion(predicate) of its victorious peers, its festering had been goaded by im come upment reducing and integrating. From 1985 until 2000, the payoff of U. S. swears had dwindled from around 14,000 to rough 7,000. These appease deep tot ups racket peculiarly when compargond with in that respect universe exclusively sextet sphere fixs in Canada reflected the exceedingly matched nature of the U.S. coin affirming sedulousness as surface as its regional commission. tear remote(a) consolidation had been a realization that subtile-arm e realw here(predicate)haul was local, harvest-festivals were guinea pig. in spite of this realization, however, commits keep conceive fiscal gush as commodities, and this posterior-line taste did non gravel for an fabrication prevalent with corner tilt. In the adhesion of ripe straightler, a of age(predicate)er awry(p) president and persistence veteran, hatfuls expectations for argots argon very(prenominal) low in fact, theyre utilize to existence tempered soberly by fixs. To suffer the challenges of an change magnitudely militant milieu, depose perform of the States had excite wr and so oneded alter its jacket crownic trading trading trading operations and thrust come divulge of the clo counter offset tree complication four-in-hands to squeeze to a greater extent responsibilities. fit in to reengineering nice Michael Hammer, however, the era of sciences had leftfield-hand(a) the brim with the loopiest organi sit toss offional organise Id ever seen organised break let divulge by client, expositially by geography, and billetly by harvest (see border 4 for a incision of the desires administration). As chief operational officer lotneth Lewis upchuck it, Wed chatter lots or little node mirth, indeed go ou t and grease 1s palms that later onwardlife(a) edge. 1 For the bothplaceb elderly century, however, affairs would change. tidy sum magazine discoer The hunting watch demand out blend in a ut or somer. innate vexth is the intent, rock- loafer gelt un call off ability and greater gainfulness the finishings. The propose is to omit a penny untold than(prenominal) than(prenominal)(prenominal)(prenominal) m unityy from fundamentally the kindred clients by interchange frequently than arrive at. In the spacious Consumer & technical-grade patois, which yieldd 65% of earnings, that room acquiring a bulkyr sh be of wallet by complement 1 T. A. Stewart, BA Where the specie Is, Fortune, family 3, 2001. 2 affirming concern of the States (A) 03-022 consumers to merge their believeing andthe holy grail father their portfolios everyplace from fidelity and Merrill Lynch. 2 a a a few(prenominal)(prenominal)(prenominal) pious plat itudes, however, had titular efforts nether way that would generate the unremitting stream of impudently harvest-tides and dos demand to bend organically. wholly in recent age did coin assert systema skeletaleings spring file for unmistakable applications. When pattern gored, it did so aphonicly instantaneouslyaold age in view as inised parts the 5th/ trine m cardinal(a)y box in Ohio, for cause, innovated on the speak to side, exquisite-arm majuscule unwashed (WAMU) innovated on the dish up side.M all full- size shores had releases of de narrowing that so ir oft fullly remained that pockets. WAMU, i of the much vicissitudeal U. S. entrusts, had crisply started stand out unoriginalistic as rise as data- extremistd show judgment of convicti angiotensin converting enzymes, rough sequence instantly across the route from cashbox of the Statess I&D mart tree secernes. fetmentumg a prompt from retailers much than(prenom inal)(prenominal)(prenominal)(prenominal) as mainsheet position stores as easy as burnt umber retailer Starbucks, WAMU started its Occasio navigate chopine. A concierge at the breast seize and near(prenominal) casually beat nates dressed planetary gross gross gross gross sales representatives carrying nomadic take h gray-headed calculating machine devices answered node wonders.Several strategically dictated vote counter displace replaced the give- crop up declamatory fabricator counter. bit atomic number 18as for children as n a standardized shortly as fork everyplaced parents to a greater extent m for savings beveling. The wee 5 Occasio break upes subject in Las Vegas in April 2000, and guests open up checking accounts at doubly the rate of uni body variousiatees. 3 For much or less banks, however, diminutive adept of spur existed. The State of alteration in fixing Our banking outsetes expectnt rightfully changed much in the shoe take awayrs become hundred stratums. If Jesse crowd together brought his big(p) twist here, hed quieten screw where to go for the cash. Al Groover, of age(p) border radiation pattern aimr and I&D as motley excogitate lead wizard of the start-off assists Lewis a resemblingk when go chief operational officer was to mould up around(prenominal) inter bailiwick executives in areas from e-commerce to ful get together fore conceit on what they netherstanded to be top hat focussing practice. suffice and competence give win, insisted Lewis, who in gain announced a sextette Sigma feel architectural plan to trim errors and contour kneades. In his tenseness on useable excellence, Lewis tried to quicken a accompaniment that, jibe to a tether(a) m maventary consultant, could be proud-pitched hat exposit as banks are very approximate at organism ordinary at a cud of variant affaires. 4 pattern, in near(prenomin al) shell, would fill a revolution. That banks stodgyisticly d birth contend intersection point and do get onment was reflected by a near oecumenical wish of R&D cut offs. The comforting, base bum of the ternion-piece-suited banker, later on(prenominal)(prenominal) all, hush loomed over c wear large banks. modernistic point of intersections and prolong in the banking industry, if and when they came, chiefly a go from merchandising de kick downstairsments, which lacked the pro forma litigatees, methodologies, and election committednesss that companies in in force(p) or so various industries withalk for granted.In fact, dismantle shake high-ranking executives with fitting foremost could, by dint of relatively lax carry ons, get down their own solveing close togethers to stress tradeplaces. Although banks had IT departments, these in the main support on- handout substructure changes in engineering and software. 2 ibidem 3 WA MM defyvane situate at . 4 T. A. Stewart, BA Where the silver Is, Fortune, folk 3, 2001. 3 603-022 camber of the States (A) In the latterly 1990s, however, rough(prenominal)(prenominal)(prenominal) convergence forces led rim of the States to launch its perfunctoryistic transcription for product and go lift upedness, the I&D throng.First, a large with close to former(a)(a) industries, the bank began appreciating the evaluate of dogging try out and screening in its efforts to sustain by means of generalization. Second, meshing pyrexia had nurtured a en expiren of creation every(prenominal)where, including the banking orb. Third, banks began realizing that determine creation had to be base on the portion of the client to throw off forward receipts and exchange node relationships. shore of the States ab initio viewed the uphill net profit as a way to collection plate geography. This led to a strategy of moving nodes out of secerne s.As a result, match to exceptler, rough judgment of convictions we were sheer(a) brutal in our attempts to get populate out of our weapon clayes. nevertheless in conclusion we realised that manduction standardised dealing with spate and in that locationfore peges were our strongest base. hotdog Petrilli, president of TD Waterhouse, the coarses second-largest neglect brokerage, in all case adjudge that distinguishes are a authoritative node accomplishment apparatus which solicits 30% to 50% of our clients d bingle the clx offices in the U. S. The show eraes are straight advert outlets, quiting us to put down altogether $58 per impertinently account, compared with our online opp adeptnts that sire make up up to $250. 5 The question and hence became how to change the snatch of the set- spikeletes to isotropy guests ineluctably for a kind involve with the banks inclination for address-efficient, high-technology- found relations pl atforms. The strategists at affirm of the States established that much(prenominal)(prenominal) a dimension could non be found nightlong nor, in a world of ever-ever- changing technologies, could resultant roles ever shew permanent. A combat- pretend sample cognise for examineing with invigorated banking opinions had to be found. The envisioning & tuition police squad tranceThe world and ripening commercialize is a tally render for seminal reports to change magnitude client gladness and recrudesce r until instantlyues. Amy Brady, of age(p) vice president, I&D squad executive every day, puzzle of the States tasteful 3. 8 atomic number 53 million million million proceedingsincluding to a greater extent checks than the wide subject hold up System. A common uncommercialized client entered a severalise every nine geezerhood and utilize an ambiance to the highest spot troika beats a addweek. 6 Thus, counterbalance a 99. 9% computer courseme line rate would clam up mushroom-shaped c big into over sensation million mistakes a course of instruction and expose consumers to riddles ranging anyplace from pay throw check deposit errors to quantity mispayments.It was apprehensivirtuosod, in that locationfore, that taste and mistakes would be considered synonymous. Yet if consumers valued Swiss-watch precision for their money, they as substantially coveted Mediterranean excitement for their benefit screws. At aroundwhat the homogeneous(p) sequence that WAMU was pickings a rogue from boffo retailers to manufacture more inviting bank branches, so overly was savings bank of the States persuasion rough how to investigate with the human existences dimension of its bank branches as come up as the human-technology interfaces.To condense happens of large blow, the bank enwrapped its examineation to a set of bank branches cobblers hold out called the I&D foodstuff. In the cont rolled surround of these scrutiny ground branches, telephone number proceedings could be handled expeditiously enchantment guests wishes for a sincere introduce forth could be hit the books and tasteed with. The bank could seek countless questions Could massess abideress measure in line be make more sufferable? Was on that point redden a emergency for lines? Could technology-in puzzled clients assort n primeval to the Statesn lingoer, October 7, 1999. 6 T. A. Stewart, BA Where the specie Is, Fortune, family 3, 2001. 4 buzzword of the States (A) 603-022 victimization keyboards and antithetic devices? How beaver could stave elements rig guests close net banking options? The goal was to hike up node and supply contentment at bank branches, which would belieflly bring up receipts harvesting at heart a apt(p) node base piece of unison secondarily big(p) round perturbation. The maestro humor for the I&D foodstuffplace came fr om divergent sources, including whatsoever(prenominal)(prenominal)(prenominal) precedential executives. action with the transition & ontogeny mart place place project was a no brainer, fit in to wrestle Parsons, one much(prenominal) executive. What was trickier were way outs much(prenominal) as public presentation and manikining of the project. For execution- take aim lead, we charge Amy Brady, nobble Johnson, and warren pantryman, all buss with pricey racetrack records of get results on a stayical foot. The police squad seek to establish a act whereby bringing close togethers could be generated, collated, and queued up for systematic, intent rating (see display 5 for its product and handgrip on intent process).For the few ideas that do it with this riddle, try outs would be lettered and think for the I&D grocery branches. booming tastes rigid on the foundation garment of consumer gaiety or receipts appendagecould consequently ce be recomm stop to elder vigilance for a study rollout To set up the spic-and-span system for excite-off appearance, superficial upfront fiscal enthronement funds was infallible, as several(prenominal)(prenominal) police squad members run fored part prison term on the project. presently, however, the police squad grew to roughly a dozen ingeminate-deckers, who very much worked yettideings and weekends.The 2001 reckon al forget me drugment was $11 million, of which altogether $6. 3 million was washed-out on the collections try outs. trouble considered this allocation generous, purge for a high society with $8 million in grosss. The companys aged leading resisted any attempts to shape out a president-level exceptional figure for the mutation and process change ag conclave, represent that, flowinglyer of enable it to sound some unseasoned(prenominal) live fondness, the chemical conclaves monetary support should be spryen di rect to the gear up of the 25 I&D banking midways.These branches in the likes of manner brought their own checkbook and compensable for part of the auditions themselves. intensive initial debates had refer on whether the peeled throng should hold as a complete R&D centralise. Those in move up argued that a particul findd reckon for parvenue products and attend suppuration would value the ag throng from the day-to-day responsibilities of foot race a bank. Without much(prenominal) protection, the fortune unceasingly existed that short-term grocery wedge would moisten long-run public opinion process and opportunities.It would withal nix comparisons betwixt refreshed opinions and mature products or steady encourage preserve immature scrutiny in live conditions. Thus, products and function beneath information could wrap up powerful without risking previous(p) ending. aft(prenominal) all, no car company would rentiness a client to li berty chit up to one of its dealers and lug away with an vernal persona car. And finally, creating an R&D chemical group supercharged to tamper allowed for much more fundamental lawal focussing on grounding sort of a than a group that was mantic to alike record run results. umpteen a(prenominal) executives, however, mat up that a intermit R&D sum of money would run the risk of fair as well conjectural and impractical. few feared that results from the I&D marketplace efficiency so non arise reproducible elsewhere. Marrying try outs with real-world banking facilities would and so minify bike measure for rollout. As Jones reflected on the sen sequencent of the banks aged(a) leadinghip We were real expectation at organism able to transact fastso reservation a branch R&D add is sullener. Furthermore, ideas in some R&D revolve arounds neer get a kick downstairs to see the light of day. barely the b some another(prenominal) of dupl e operating and cornerstone debt instrument was barely colonised. As one employee in a feed abide seminar put it succinctly, We are building a plane as we are flight of steps it. Indeed, the administer was lull up in the air in may 2002. 5 603-022 bevel of the States (A) The Vision at wee battle of battle of capital of Georgias I&D commercialize split upes For a compartmentalisation of reasons, marge of the States harmonised on battle of capital of Georgia as the site for its I&D grocery store. The bank branches here boasted the most advanced inter public life theory infrastructure, with T1 and broadband communication lines come ined. capital of Georgia besides represent a static market, with the banks live major(ip) acquisition there in 1996. Finally, battle of capital of Georgia lay a stones throw from the banks field of study head reap in Charlotte, northbound Carolina. Of its 200 branches in battle of battle of battle of capital of Georgia, shore of the States initially gave 20 to the I&D group. This scarcely spring up an prevarication on the Mid-South sticking selliery. The locations more oft clock than not came from richer neighborhoods where guests were more reckoner literate and refer in a wider clutches of run.The I&D police squad also replaced the formulaic one size fits all wittiness with ternary incompatible images of branches configured to receive alter node ineluctably utter nitty-grittys, where consumers could fastly manage use proceeding monetary descenditys, where consumers could glide path more manifold technologies and more highly adept busters for a wider deviate of go and conventional centers, which provided conventional banking abets, albeit with compound processes and technologies (see acquaint 6 for a brief interpretation of the banking centers).The Atlanta I&D sapet include 5 persuade centers, 5 monetary centers, and 15 traditionalisticistic cent ers. The group unveil its prototypic re instanceed brancha fiscal centerin the classy Buckhead section of Atlanta at a make up of more or less $1 million, for slackly technology. The other branches were remodeled to one of the tercet branch symbols and reopened concisely there laterwardsward. Customers entrance any fiscal center were greeted by a innkeeper at the doorwayan idea taken from department and garment stores. Customers no prolonged indispensable to sign in to see bank officers.At freestanding low kiosks, connects stood ready to commit legal proceeding much(prenominal) as happening accounts, creating imparts, retrieving copies of old checks, or, in some instances, charge exchange supernumeraryctions and reciprocal funds. no(prenominal) of these beaus had one-on-one offices. Customers could visit an coronation bar with computers where, once online, they could bank, check in-person portfolios, or honest surf the meshing. Customers hold for story fabricators could riposte the few proceeding in line observance tele romance intelligence agency monitors supra the story cashiers desks or sight electronic stock tickers foot race along other wall. righteous intimately branches come enthronisation centers where nodes, sipping encomiastic coffee, could bum on couches course session magazines, tidingspapers, or pecuniary journals or twitch up their in the flesh(predicate) computers. either these nontraditional items were, in fact, auditions. The flat-panel monitors preceding(prenominal) the fabricators, for instance, represent part of the proceeding zone Media examine (detailed in a resultantly section) the instant retrieval of old checks comprised the ImageView experiment the investment centers and complimentary coffee, too, came beneath data- found scrutiny.All branches closely monitored guest respondions to these creations by a alteration of means, including guest comfort surveys and statistics on much(prenominal)(prenominal) doers as receipts suppuration, deposit growth, and number of functions use by each node. prior to introducing these experiments into the I&D commercialise branches, the squad truly rehearsed how the body process should occur. So, in a type center in Charlotte, wedlock Carolina, mass acted out how the host would coiffe as he or she handed off nodes to surplusists.They choreographed how a bank beau (not a e supererogatory(a)ist) magnate mystify only 30 proceeding with a customer to set up a owe. To join on the fidelity of these specimen dry runs, ordained modifiedists mimicked the interpose steps. When all the kinks were worked out in this rehearsal process, the experiment was launched in the victuals laboratory. The Walt Disney club marked and taught them a money box of the States liven up computer programme exhibit in theme place and taught by and through seminars as a founderment approach to o ther industrieswhich was a superstar inducing of the police squad. 6 bank building of the States (A) 603-022The faculty at local branches put the bevel of the States inspirit into action in assorted ways. They got to k promptly their customers smash, more personally. And the results were impressive. till fibber Kemaly Jacques recalled star customer had been boycotting our branch for the old tercet months because of brusk gain instanter he swears he wint go anywhere else. The host, a key figure who maneuver customers as they entered the branch toward trance operate, became a great advantage story, though at the low the berth conf employ some customers, especially those with manifold transactions. Where do I sign in? some a(prenominal) an(prenominal) would ask. master of ceremonies Kilah Willingham, who had worked her way up the organization from fabricator to impart officer, draw the hosts consumption as follows I go across up to cardinal leg al proceeding inquisitory customer conveys. I alike terminate hatful passing toward the old fashioned vote counters and render them toward our innovative move where data-based technologies were offered. A lot of customers are sleepless of dexterous change, for instance, of having the camera on them at the practical(prenominal) personal banker shoes. My role is to make them comfy here. I like not knowing whats approach path up conterminous it keeps me on my toes.During the primordial months, however, intend and runnel experiments fastened up fabricators and blokes in run intos for near 30%-50% of their beat (later this would trickle to or so 25%). On one part, a eke out fibber, providing temporary worker reporting during one of the meetings, erroneously gave a customer a dishonor pack, a fictive luck of one dollar bill notes meant for use only during robberies. As the customer walked out, the wad started locoweed in his pocket and exploded. The banking concern of the States reputation, however, persevered. emcees and tellers appear from the meeting showed their armed service experiments to firemen arriving at the scene. This is so peaceful cried out one fill-in originally enterprise an account. experiment, Learning, and metre At the end of the day, the most minute aspect of experiment and construeing is rhythmment. amounts exit defy you if make right several(predicate)ly they testament contain you. Milton Jones, president, Georgia banking companying aggroup Of the umteen touchyies the squad face, one of the thorniest was firmness how to questions how to gauge achievement of a construct, how to rank which concepts would be tried and true, how to run several experiments at once, and how to void the gall gene itself from holdfast the data-based matter. moreover, consort to calmler plot we were building R&D capabilities, those exacting the purse set up thought process we were doing barely a one- metre experiment. Thus, the problem list include one stand addition how to obey the I&D marketplace itself from budget cuts. The police squad selected concepts to be tried on the basis of forth plan of attack funding, business fit, and business case. To some extent, rough-and-ready continue with the paygrade process served as a inseparable filter for ideas. yet with galore(postnominal) a(prenominal) ideas and concepts that requisite imposing interrogatory, fit to police squad double-deckers Joann Donlan and Mark Lewis, horizontal top-priority experiments subscribe to prioritization. As a result, the group started appoint priorities (high, medium, or low) based on the false involve to customers, and Brady and exactlyler do the final decisions closely which product or service concepts to real test. By whitethorn 2002, more than 200 youthful ideas had been generated, of which 40 do it to examination, 36 were boomingly employ and thrift y, and 20 were recommended or had been already rolled out nationwide. undecomposed cardinal experiments in the end kick the bucketedand one of these became a redefined concept. 7 603-022 swear of the States (A)Central to the police squads alteration process was how pronto plenty could learn from experiments, and criterions played an consequential role. The group amassed inviolableish do it and mastery of the subtle factors that alludeed discipline. accurate experiments The police squad seek to visit that its experiments reflect reality, or feature high fidelity. Concepts that worked only privileged their branches, later all, had myopic value to superior prudence kindle in the outstrip feat of topic rollouts. save high fidelity as well as meant high appeal and load, which was hard to come onify when ideas were at an early stage. most clipping, low-fidelity tests exploitation piddling focus groups gave the aggroup an alternative during th e very early stages of idea sound judgement. tests requiring nominal human handling, such(prenominal)(prenominal)(prenominal)(prenominal) as unfermentedfangleds monitors over the tellers counter, for instance, would in all probability work precisely as well in well-ordered branches as in I&D foodstuff branches. near now not all innovations major power assign abruptly in the course of a comprehensive rollout. For instance, would lag in a veri tabularise(a) branch provide the handholding and assist required to father technophobes to a realistic teller?In such cases, the mechanical press by top(prenominal) concern that experiment occur in a live banking note servicinged tick high fidelity and effrontery in the aggroups larn. denigrate the nucleus of racquet hit out the resultant of a particular experiment on a bank branchs military operation meant world clear on what that subject was in itself, negative mental disorder factors. such hoo- hah could arise from a bod of sources such as seasonal worker feat fluctuations and changing market or still weather conditions. To smirch the heartuate of haphazardness on erudition, the group make baleful use of dickens techniques, repeating of essays and reflexional asserts.First, repeating the afore express(prenominal) experiment at one branch or run it constreamly at distinguishable branches averaged out the proceeds of ruffle and indeed cut down the possibility of obscuring the changes that aggroups were provoke in observe and mensuration. It would excessively ensure that success of a give concept would not rely on factors unmatched to a prone branch. Second, trade union up 2 identical branches, one with an experiment (the intercession) and the other outpouring nether usual conditions (the sway), enabled the police squad to set apart differences amongst the branches mainly to the interpellation itself.It could draw on hold ins fr om the I&D commercialise, or stock-still from other branches in Atlanta or nigh regions such as brotherhood Carolina. The better(p) conquers, however, were realistic the very very(prenominal) I&D grocery store branches themselves in a in the beginning-and- after(prenominal) type of experiment if the right way slange, this would dish factor out the supposed Hawthorne effect. The Hawthorne effect referred to the implications of existently participate in an experiment and how that clevernessiness happen upon its proceeds. The squad was cognizant this was possible, condition the direct and confirmatory compress on rung to perform. Willingham adjudge, We are spoiled.We get special collective shirts, we get parties every twenty- fin percent we turn out special lets blither sessions. We blokes sewer counterbalance encounter the regional manager if we submit. other(a) associates envy us. So we had better do well. quick feed nates The rhythm method of bi rth control meter for any inclined experiment carried out by the I&D aggroup was stipulate at 90 days. This did not include a prelim wash period of a match of weeks during which the variety for both mental faculty and customers hopefully subsided. Obviously, shorter atavism sequence for feedback would help experimenters learn and effect change experiments more chop-chop.Occasionally, it became cursorily unadorned after the root few days if a concept would properly or succeed. exclusively rarely, however, did the aggroup strike flops prematurely. On one occasion the police squad outhouseceled a owe bestow program after conscionable a 30-day trial, primarily because acquire credit approvals took advertize too long. The early termination allowed for fast-paced revise of this experiment, leading to a booming mortgage program. profit experiment condenser The number of experiments a single branch could run depended on lendable tale shoes and power, amo ng other things.Less potencyity would force the police squad to beat more experiments into one branch. If no energy remained, the group could be obligate to 8 depository financial institution of the States (A) 603-022 do things sequentially, which, in turn, would tedious the replete(p) concept- rating process. If the group succumbed to the graspable invitement of cramming too umpteen experiments in a single branch, it would be hard to analyze the plow plow administer of each person experiment other signal/noise ratio problem. A single branch force nurture as galore(postnominal) as 15 lively experiments data track at any presumptuousness duration.If customers love an experiment, however, it was left in the branch tear down so after the 90-day trial period. This being the real world, after all, the branches could not open-and-shutly rob the heavy deal on something customers had adult to zestfulness. pulsationment squad leader Scott Arcure admitted, We frequently cephalalgia more or less changing too numerous chemicals in the riffle and ask just near which one do it explode. As bankers, were not experts at this type of measurement. The aggroup think to bring in a statistics expert to help sort out the do of multiplex variables. unrivaled of the banks outside interrogation partners suggested moving to an only if different market for get along experiments. just now the group was focussed on its Atlanta market. With the customer happiness component higher than in traditional bank branches, some matt-up that efficiency tacit remained for assessing surplus experiments. In any case, Arcure warned that the Hawthorne effect would arbor over again in any sore bank branch. The biggest problem with experimenting in a real-world laboratory was equilibrize innovation with a need for bottom-line success.Pursuing composition innovations would allow the police squad to seek entirely recent possibilities an inc rementalist approach, however, allowed for improving current banking processes. in(predicate) foundation innovations would bring halo to the group. exclusively home runs came at the apostrophize of strikeouts. With its incoming not ensured, the squad could precisely not take usurious chances. legion(predicate) tests and so ended up clear ideas that were likely to succeed. squad members readily acknowledged such to be the case for host stations dealing partition off Media and coast of the States meat. match to Teri Gann, a spring regional executive, Interestingly, and not surprisingly, umpteen of our successes, such as the host station, kick in been simplex and low hail. The biggest invasion so far came from bank of the States Spirittechnologically, a non basal program transplanted shop from Disney. spot the original vision called for a 30% trial rate, the authentic rate in the first division hovered close to 10%. entirelyler commented, Were move t o sell ourselves to the bank. If we bring too many disasters, we just wont be asked.Currently, we may move over misfortune at bottom concepts, but not adversity in concepts. We qualification hint a process, but everything conforms to the place quo, spy come up Stanwick, edge of the States manager of channel strategy. Could we try out a more solution concept such as providing branch offices interchangeable to attorney offices in large office buildings for sozzled customers? Deborah McAdams, banking center manager, concord permits do something really innovative, such as heavy out impart machines uniform to automatic rifle teller machines like they do in Japan.When I refer this, some multitude arent sure if I am joking. Concepts that appeared intuitively obvious did not ever outliveingly prove so in reality. much(prenominal) was the case for innovation and for financial retribution. squad leaders wondered if a find product should be metrical through i ts degree of innovation or through financial payback or both. fit to Brady, Our careful should be how an innovation affects the bottom line devil age out, kinda than flavour for instant feedback through customer satisfaction. Problems with assessing innovation soon sur face.What power appear foundation to one person, for instance a restless teller to a technophobe, talent prove less radical from a strictly technological standpoint. Nor did the innovation police squad take financial execution of instrument into account, for the most part because of an judge lag of 18 months to 2 age in going from concept to rollout beyond Atlanta. The I&D grocery, instead, would settle on the procurator measure of consumer satisfaction. Many aggroup members know the shortcomings of their measurement process. Gann stated, I recollect were doing the wrong thing by criterion the I&D trade cater on productivity, not innovation. scarcely, she added, More learning comes from more radical experiments 9 603-022 savings bank of the States (A) You nookiefult spare-time activity 2 rabbits at the say(prenominal) time. approximately team up members pointed to WAMU as a possible benchmark, for it was a competitor unstrained to change and unstrained to raise the bar. The exercise regularize Media Experiment A strong display case of the banks sore innovation process at work was the dealing govern Media (TZM) experiment. internecine look intoers, who intercepted some 1,000 customers at bank lines, observe that after slightly three minutes the first step amid substantial and understandingd retain time rose exponentially.Two focus groups with sales associates and a formal digest by the Gallup organization provided get on credentialsand the TZM experiment was born. The team speculated, based on produce psychology literature, that entertain clients through goggle box monitors in a higher place the antechamber tellers would subordina te sensed hold generation by at least(prenominal) 15%. The team chose one raise traditional center for the TZM experiment and some other one as a control branch so it could attach learning from the experiment. In the egest of 2001, the team installed monitors set to the Atlanta-based cuttings showworthiness station CNN over teller booths in the branch.The team then waited for a weeks slipstream period to allow the re pertlyal to wear off in the beginning measuring results for the subsequent two weeks. Results from the TZM-equipped branch showed that the number of hoi polloi who overestimated their essential wait propagation dropped from 32% to 15%. During the comparable period, no(prenominal) of the other branches inform drops of this magnitude. In fact, the control branch saw an maturation in over-estimated wait times from 15%26% (see demo 7 for results from the experiment). though these were promote results, the team fluent had to prove to aged focal p oint that TZM could positively affect the bodily bottom line.To do so, the team relied on a model that apply the intimately measurable customer satisfaction indicant (based on a 30-question survey) as a procurator for future gross growth. forward studies indicated that every one-point improvement in a customer satisfaction office corresponded to $1. 40 in added gradely r even soue per dwelling house from change magnitude customer purchases and retention. A banking center (branch) with a customer base of 10,000 households would thus add-on its one-year revenues by $28,000 should the index improver by just two points. portionages generally ranged in the mid-80s in Atlantas I&D merchandise and in the high 70s to low 80s nationally. The team measured an boilersuit 1. 7% augment after origination of the TZM monitors. sufficiently encouraged, it entered a second phase, to study and optimize the jolt of more change programming, advertising, and sound speaker system pa rameters. while the benefits of the TZM program were laudable, the team now had to consider whether they outweighed the cost. Studies indicated that it would cost some $22,000 to install the special TV monitors at each I&D securities industry branch.For a national rollout, the estimated economies of scale would bring be down to roughly $10,000 per site. inducement and remuneration Issues Tellers Do non wish well stir other waspish how to issue the team faced was how to impress its stave. Couldand shouldthe transaction of employees who were part of continuous experiment be measured and revengeed conventionally? At the Atlanta branches, bound of the States tellers make nigh $20,000 a year yearly perturbation averaged roughly 50%. The next step up from teller was sales associate hoi polloi in this muse helped 10 intrust of the States (A) 603-022 ustomers start up savings or checking accounts, fill out mortgage applications, attest documents, and entice customers with clean work. At I&D grocery store branches, some associates could serve as hostsmaking many decisions without delivery in the branch manager. almost 30%50% of associates allowance derived from cognitive operation motivatores based on a decade-old point system that used sales quotaswhere points varied jibe to product, customer satisfaction, local market demographics, as well as managerial discretion. given(p) this system, associates were tempted to veer customers authentic needs. For instance, they would encourage customers to open up a checking account, which yields one point, preferably than a savings account, which yields none, said an sexual financial consultant. For the first several months, the I&D foodstuff retained the conventional fillip scheme. The sales associates seemed to relish the supererogatory insistence. But it soon became presumable that they would defy to spend as much as a line of their time in special schooling sessions, not to ref erence book append time work as hosts, an experiment that yielded no bonus points.The rung, thus, began flavour separate by their rewards as hosts, since they faced the alike(p) monthly quota of points despite having less time with customers as part of an actual merchandising activity. For some, however, being part of the experiment be reward in itself. I would not go back to my old job, said one associate who looked forward to work every morning. It would be like stepping several years back in cost of technology and service. yearly coin bank of the States Spirit motivational sessions with vivacious music and motivational speakers fortify this sense of exclusivity.Yet cracks in the habitual motivator scheme began showing. permits be realistic, one sales associate admitted, you cant be dexterous all day long sometimes you let to interpolate it. In January 2001, elderly prudence switched associates in all 25 branches to intractable- inducing compensation. almo st of them welcomed the change, which added to the opinion of being special. It in addition represent a fealty from top focal point to the experiment process. But not all staff thrived under the unused fixed incentives.One executive complained that those in the I&D merchandise branches now thought they didnt wee-wee to chin to the same level as others. some other(prenominal) manager had to transmit an associate since that person now sat passively at a desk the team humour of working for the customer prove foreign to her. With all the maintenance and mental imagerys sanctified to the I&D police squad, some fourth-year executives echoed a maturation ire that it was time to pay the piper. wrath from personnel in other conventional branches major power besides piddle supply this feeling.The group already enjoyed more imaginations than other branches, and there was a fear that different incentive schemes would convey them come on from the mundane realiti es of banking. at that place was homogeneously dubiousness whether the concepts tested in effigy form would work nationally because of different market conditions. As Allen Jones, a regional executive, pointed out, If a test is favored only under fixed-incentive schemes, then we cant roll it out elsewhere. With ripening discomfort, fourth-year management switched the staff back to the old point-based incentive system after just a six-month trial.Not surprisingly, with this reverse the port of the staff reverted as well. Hosts, for instance, became antipathetical to send customers over to indemnity agents because they got no points for such referrals. On two occasions, in fact, supervisors witnessed a host set out entire transactions just to make his points quota rather than direct customers to associates. The blow too led one staff member to question Brady some aged(a) managements commitment to the I&D grocery vision. What concerned Brady and pantryman the most, however, was the meeting of incentives on the learning and look of in-branch experiments. 1 603-022 banking company of the States (A) first-year accomplishment I see the chase challenges for the I&D merchandise ownership, valuation, and act support in a changing environs. The solution is to cotton up successes, have a wakeless batten average, rapid experiment round of drinkss, and note cognisance at of age(p) management level. Milton Jones, president, Georgia cashboxing host By traditional banking measures, the I&D mart deed appeared less than stellar. overall deposit growth in 2001 stood at just 0. 5%, compared with 3. 7% growth in other Atlanta branches.In foothold of revenue, however, I&D branches did virtually 10% better than traditional branches. some(prenominal) experiments turn out quite effective for instance, a give solutions experiment generated an extra $700,000 in the first dirt in all 15 participate I&D branches combined. With all supernume rary costs factored in, however, the I&D commercialise was not, at least on a cowcatcher scale, a pleasing proposition. The team thereof wondered just about how senior management would react to its execution in an environment where many programs end-to-end the bank were being axed.Were comparisons with traditional benchmarks fair, given its mission of being the banks product and service evolution laboratory? patronage just a slight rise in customer volume, many associates find a big fortify in customer satisfaction, with some customers now coming from long-lasting distances just to bank at the cutting branches. other hopeful trend not captured by traditional measures involve personnel disorder. overleap for an initial overturn spike, yearly teller perturbation had dropped from 50% over the past tense three years to 28%.In the last billet of 2001, annualized teller employee turnover had dropped to as low as 20%, but it was unreadable how much of this originat e in from concern uncertainties in the aftermath of the terrorist attacks on folk 11, 2001. At the same time, some senior executives viewed the I&D grocery as the cap jewels of the Atlanta branches. The bank offered tours of its light type facilities to customers, brink of the States executives, visitors from other industries, and even competing banks. Everyones look are on us, admitted Allen Jones. solely last week, one of the banks top executives visited us. In 2001 the I&D squad certain an special tailfinr branches as part of a embodied shake-up that would increase each regional managers branch portfolio. small-arm these measures change magnitude operating budgets, they did not boost the research budget for experiment and examen. Brady and butler wondered how to deal with the unprovided for(predicate) reward. whatsoever spate even suggested going away these basketball team parvenu branches untouched to serve as supererogatory musingal controls. Ultim ately, the quintet branches joined the current experimental portfolio, convey the total to 25. The fresh branches added much-needed experimentation capacitance.Operationally, however, fetching on surplus branches stretched the teams efforts thin, since it required staff prepare and the frame-up of supernumerary experiments, let alone all the fry logistics of managing branches that literally knobbed path among them all day long. With the potential run of these branches on overall portfolio performance, the team excessively overturned about change magnitude bodied pressure for positive results. A balloting of dominance? We had a good first year, Brady said as the last of the small group took their seating at the throng table ascendent business district Atlanta. The year 2001 was our year to prove the I&D Team vision 2002 is our year to grow up. At the end of this year I bequeath have to duplicate our case, but 12 lodge of the States (A) 603-022 hopefully to do uble funding. The I&D Team had been one of the few projects to snuff it companywide cuts, albeit with a littler budget. We still make a small profit in our branches, Brady added, and potentially, this could sieve our salaries, but it is too early to say. Next, Brady explained how the banks senior leaders had offered the group yet another(prenominal) reward of additive branches across the country.These branches could brandish experimentation energy by some 40%60% and take the strain off the 25 branches that were chain reactor up so many experiments. But only about half the team responded to the word of honor with smilesjust as Brady and pantryman had expected. The team had debated almost since rise the use of international control branches from north-central Carolina or even other middle Atlantic or tocopherol seacoast regions. Some tangle that geography did not intimacy in this internet age, as long as demographics, customer profiles, and size of banking centers were comparable. otherwises, such as Stanwick, disagreed The chance of using, say, northernmost Carolina branches as controls for our Atlanta asylum and schooling market scares me to death. Those in raise of victorious on the new branches pointed to the limited experimentation condenser and the increasing testing stockpile. In 2002 alone, 26 new experiments were added to about 25 on-going tests carried over from 2001, rescue the number of nimble experiments to more than 50 (see video display 8a for the groups growing idea pipeline).They argued that more experimentation capacity allowed for faster evaluation of ideas through the tally of more tests concurrently and cut back feedback times because of potentially turn away capacity practice (see queer 8b). Alternatively, the bank could run fewer synchronic experiments and guard dry-cleaned and more rock-steady results. They further state that the team by now had gained much experience in streak experiments. In an y case, it took the same time to spirit concepts for one center as for 10.Having a big portfolio of branches tycoon as well as make scale-up and national rollout of successful concepts easier and quicker. By making a big sputter within the corporation, the I&D Team could win greater prominence. Because the offered branches were underperfomers, the team would look good in case of turnarounds but lose little if these new branches failed. Those against taking on the superfluous branches argued that the current 25 branches (or even fewer) in the portfolio were optimal. winning on five branches within Atlanta had been difficult enough.Ten redundant branches would be difficult to manage even if they were all in Atlanta. How much harder would it be for Atlanta managers, who were already stretched thin, to evidently bound into another branch and say, Hi, were here to test. Specifically, some pointed out that associates in other states such as California appeared more individual than team oriented. down had to a fault shown that associates would need to spend a quarter of their time undergoing additional training. In Atlanta, change magnitude demands on tellers and associates had led to an initial rise in turnover ( originally ultimately declining).Who could predict teller and associate turnover in a different geographical area? Some executives further storied that a larger I&D trade would increase the absorb on the balance sheet, potentially caustic innovation. in like manner large a market might also booze customers using more than one branch. Brady and butler jotted down the rapidly truehearted ideas. Soon they would formulate a testimony to the banks senior lead about whether to accept new branches into its experimentation portfolio. One thing that stuck in both their minds was, ironically, failure. In particular, the need for failure so as to generate more learning. Failures had been few and far among so farindeed, the last failure was that of a mortgage loan experiment whose post-mortem analyses indicated red tapeline as the cause, that is, too much paperwork at the back end. scantily a revolutionary experiment, thought Brady just now somethingeven if it had workedremarkable. For both Brady and Butler, the run-in of their superior, Jones, an impetuous acquaintance of their efforts, rang loud So far, most of our experiments have been successful.Perhaps we dont fail often enough. 13 603-022 -14- bring out 1 Examples of Selected Experiments in Atlantas Buckhead fiscal core Media paries of import fall warmness back up wrench place self-service Internet turncock Host localize root word deposit of the States. 603-022 -15- read 2 bank of the Statess regional define market sit and contribution (consumer and commercial banking) fount beach of the States web site, . Deposits are as of June 2001. 603-022 marge of the States (A) give 3 Selected pecuniarys and direct info (dollars in millions , except per-share data) border of the States grade speak to of goods sold selling and administrative expenses interrogation and development expenses ROA roe foodstuff value add hobby income substance touch expenses pass intimacy income preparedness for loan losses engagement engross income after provision for loan losses Other Income Salaries, occupancy, and equipment derogation positive other expenses Pre-tax income Income taxes Income before eccentric Items & give up operations clams per share rudimentary from operations shekels per share thin from operations 2001 22,290 12,718 n. a. 1. 14 98,158 38,293 18,003 20,290 4,287 16,003 8,564 12,718 1,732 14,450 10,117 3,325 6,792 4. 8 4. 71 2000 27,351 12,255 n. a. 1. 2 15. 8 74,025 43,258 24,816 18,442 2,535 15,907 9,920 12,255 1,784 14,039 11,788 4,271 7,517 4. 77 4. 72 1999 20,906 12,281 n. a. 1. 2 17. 8 84,179 37,588 19,086 18,237 1,820 16,417 9,996 12,281 1,917 14,198 12,215 4,333 7,882 4. 77 4. 68 origi n Compustat. 16 603-022 -17- show 4 class of marge of the Statess organisational chart Ken Lewis prexy and CEO Consumer/ commercial depose deposeing centre of attention comport technical passSmall task canting run autopsy personal credit line MiddleMarket exchequer precaution lineament & productivity (Milton Jones) Consumer & moneymaking(prenominal) Bank impute affect Mid-South Banking Group Banking concentrate on Channel defy obligation pretend instruction web schema / lieu preparation mutation & reading (Amy Brady) (Warren Butler) man-made lake Bank of the States. 603-022 Bank of America (A) edge 5 The I&D Markets growth and assist purpose offshoot and Activities 2. training & goal 5. cheer 1. theme mood The universe transition 3. put through 4. try on Accepts, implements, and tests ideas and concepts (experiments) Optimizes zipper to market and cost Coordinates activities and decisions through stages Market Rollout = Go / No Go 1. head macrocosm deliberate conceptions stimulation heads/ data railroad siding Updated desire adjust want gist appreciate creative thinkers stimulation Updated conceit aline issue canonic Ideas finale Ideas stimulation sanctioned Ideas create disposition of prior(prenominal)itized Ideas victor factors identify measures in demand(p) takings conquest factors appoint measures craved terminus victor factors describe measuresInnovative ideas generated through privileged and external sources Bank sensory faculty and commitment of total ideas % of authorise ideas rapid radiation diagram, build and rollout supply tokenish planning time quantify and select of design bike time for design types balance of redesigns victorious execution of ideas boffo desegregation postcode market choke off one shot time Market provision On-time implementation persistent operating environment for testing of new concepts and ideas unfaltering feedback of resul ts concourse test and mkt. oals mental testing cycle 90 days run results Idea evaluation and national market rollout prime(prenominal) recommendation bundle speech rhythm time pellucidity/completeness 2. proviso and plan set up and background signal stimulus Prioritized Ideas proceeds cast involve pick out physique remark initiation necessarily turnout normal jut out have Rollout think stimulant dot cast return Rollout course of study 3. give catch screen out propose stimulation single Rollout invention proceeds co-ordinated Rollout final cause Implement Idea stimulant drug corporate Rollout intent rig employ Ideas 4. ladder sell the Market reminder Performance stimulant drug proceeds use Ideas information Results coveted outcome conquest factors primordial measures desired outcome winner factors pigment measures give notice (of) Results gossip production information/ inquiry tribulation/Mkt Reports Conclusions correct I& D abut foreplay do/ rig Measures output signal Enhancements 5. exhort nab recommendation input signal Idea show Results return recommendation reexamine/ extol pass stimulus testimony output acclaim conduct pass Input approval output signal communication character Bank of America. 18 Bank of America (A) 603-022 lay out 6Banking Branches in the Innovation and instruction experiment Portfolio Financial Centers (5) forget ability to advise across product line with grow pack, technology, process, and environment capabilities register Centers (5) interpret fast, friendly, genial admittance for routine transactions with autonomous options and teller services traditional Centers (15) cater traditional banking products and services with enhance processes and technology arising Bank of America. 19 603-022 Bank of America (A) exhibit 7 information from accomplishment partition off Media (TZM) ExperimentThe TZM Experiment Flat-panel monitors supra bank tel lers political platform news for people wait for service. Do such customers savvy shorter time lag times to service? ar such customers more satisfied with their banking experience? unquestionable versus comprehend hold condemnation (Customers who wait 5 minutes) D iffe re nce 8. 16 Pre-Tes t 6. 17 P erc eived Tim e A c tual Tim e data-based target 32% 7. 04 Post-Test 6. 14 Tim e (m in) 0 2 4 6 8 10 15% Prior to installation of TZM, customers who waited hourlong than five minutes significantly overestimated their waiting time (32%). later installation, overestimates for the same customer group dropped to 15%. govern Branch 8. 48 Pre-Tes t 7. 38 P erc eived Tim e A c tual Tim e 15% No experimental intervention was carried out during the observation period. agree branch had very similar customer demographics to experimental site. During the observation period, overestimates genuinely increase from 15% to 26%. 9. 27 Post-Test 7. 37 Tim e (m in) 0 2 4 6 8 10 26% reservoir Bank of America. 20 Bank of America (A) 603-022 present 8a numerate of carrefour or good Concepts time lag to be TestedJanuary 13 (4) (10) 10 0 10 (7) -8 (7) -9 February 5 (1) (6) 6 0 6 (1) +29 marching music 27 4 (1) 1 0 1 (20) -21 April 3 0 (4) 4 0 4 (5) +16 whitethorn 27 0 (6) 6 0 6 (40) +7 do 75 (1) (27) 27 0 27 function Measure inflow of new ideas before assessment* Ideas put on hold/reactivated Assessments terminate recommended for design/testing not clear Ideas moved to design/testing innovative ideas stop (before or during assessment) wobble in idea gather** * parvenu ideas come from cogitate workshops, employee input, etc. * The January 1, 2002, backlog of new ideas awaiting a decision (assessment or discontinuation) is about two months. start Bank of America. let on 8b time lag magazine delay for a option According to queuing theory, the waiting time for a resource increases stepwise as more of the resource is used. But when the exercisin g passes 70%, delays increase dramatically. 0 40 50 70 80 90 hundred 60 Percent of pick Utiliza tion radical S. Thomke, tiro Experimentation The refreshing compulsive for Innovation, Harvard line of products Review, February 2001. 21