Do Bigger Things summary

As you’ve learned, ecosystem innovation solves complex challenges by integrating diverse elements into a cohesive system. There are five sources of power that make these ecosystems so effective. Let’s take a look at what’s needed to make these ecosystems thrive in a fast-changing world.

First, consider the sheer variety of resources – what we might think of as “Legos” – available to ecosystem innovators. Unlike traditional innovators who may focus on a single technology or process, ecosystem innovators have access to a vast array of people, technologies, and resources. This diversity allows for the creation of powerful, interconnected systems. For example, Airbnb didn’t just develop a platform; it connected homeowners with spare rooms to travelers in need of accommodations, creating value from resources that were previously underutilized.

As we explore the potential of ecosystem innovation, it’s important to recognize that not every challenge can be met with a single approach. Innovation isn’t a one-size-fits-all process. Instead, there are various “innovation practice spaces” – different methods and strategies tailored to specific types of challenges. Understanding these spaces and knowing when and how to apply the right method is key to addressing complex, dynamic problems effectively.

Traditional innovation practices, such as agile product development, reductionist engineering, and optimization, each have their place. Agile methods, popularized by tech startups, are great for quickly testing and refining ideas in unexplored markets. For example, Rovio Entertainment’s development of “Angry Birds” involved rapid iterations and learning from numerous failed attempts before hitting on a successful product. However, while agile methods excel in fast-moving environments, they often fall short when dealing with complex, large-scale challenges that require integration and long-term planning.

When faced with the challenge of vaccine shortages in Nuevo Laredo, Mexico, during the COVID-19 pandemic, Dr. Victor Treviño took on a role that is increasingly vital in our complex world: the choreographer. By coordinating efforts across borders and bureaucracies, Dr. Treviño ensured that thousands of residents received vaccines that would have otherwise gone to waste in neighboring Laredo, Texas. This demonstrates the growing importance of choreographers in driving ecosystem innovation.

Choreographers are not traditional leaders with formal authority or substantial resources. Instead, they are the ones who see the bigger picture and have the ability to connect diverse elements to create functional, innovative solutions. They are the bridge-builders who cross boundaries – whether physical, political, or organizational – to solve problems that are too complex for conventional approaches.

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 key to successful innovation lies in setting goals that are both challenging and attainable, motivating people to push beyond the status quo and embrace transformative change.

A great example of this can be seen in 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, with significant milestones already achieved by the USSR. Kennedy’s bold vision wasn’t just about space exploration; it was a strategic move to unify and mobilize the nation towards a common goal. His speeches set a target and ignited a sense of urgency and purpose across a vast and varied group of stakeholders, from government agencies to private contractors, all working towards the same monumental task.

Thomas Edison is often celebrated for inventing the lightbulb, but his real genius lay in building an ecosystem that made widespread electric lighting possible. He didn’t just create a product; he created the infrastructure – power plants and transmission systems – that allowed the lightbulb to change the world. This is the key message: designing the future is about creating entire ecosystems that bring innovations to life.

When you set out to design a future ecosystem, your goal is to create a complete, impactful solution rather than a collection of fragmented innovations. The temptation might be to tackle one problem at a time, but this rarely leads to transformative change. Instead, you should think holistically. Imagine how all the parts – people, technology, and organizations – can work together in new and better ways.