Book Review Presentation
In partial fulfilment of the requirements to bring out the critical thinking of
a person and ability to decipher meaning/s and situation/s.
Presenters
Suwam Kumar Debashis Tarai
Metallurgical and Materials Engineer Electrical Engineer
IIT Kharagpur NIT Durgapur
MAKING
BREAKTHROUGH
INNOVATION
HAPPEN
by
Porus Munshi
About the Author
Partner consultant at Erehwon Innovation
Consulting, a company dedicated to fuelling
innovation in India.
Postgraduate in psychology.
Student of martial arts from karate, to
boxing to Tai Chi.
Authored column for the Hindu
Businessline titled ‘Work and You’.
Porus Munshi
Facilitates innovation missions and works
with top leadership teams, helping them
make mindset shifts.
What does author wants to say???
Ichchha Shakti (Power of Purpose), Gyan Shakti (Power
of Knowledge) & Kriya shakti (Power of action) and how
all the three play a critical role in any innovation project.
How it is easier to do a 10x leap in performance than
attempting a 2x leap.
What is the biggest limiting factor for peak performance in
individuals and organizations.
What is an insight and how can insights lead to
breakthrough leaps in performances.
Book Summary
6 years of research by Erehwon Innovation Consulting & Marico
Innovation Foundation. Written by Porus Munshi, innovation consultant.
Met 180 people across 40 industries and sectors to identify ‘orbit
shifting’ innovators.
Personal Leadership is at the centre of igniting the process, but
eventually they show a way of scaling up by innovations by way of
methodical institutionalization of path-breaking ideas.
Intrinsic Empowerment fuel ‘Orbit shifting’ efforts.
Stories were chosen based on pattern that each of the innovators had
shifted his industry orbit in some way.
The canvas is broad ranging from corporate, NGOs to bureaucracy.
Message to Indians – “ Take Charge” & “We can do it” in our own way.
Aravind Eye Hospital
Making a dent in global blindness
Opportunity: Dr. Govindappa Venkataswamy ( Dr. V)
To eliminate blindness through free surgeries.
What Did he do?
At the age of 56 post retirement as a professor, he dreamt of “Eliminating
unnecessary blindness in India” .
Started with a 11 bed home hospital by selling jewellery.
Hospital staff was recruited from local villages 10th pass and trained for 2
years.
What Did he do?
Adopted the assembly line operations of Mc Donald model to conduct
surgeries. 2 surgeons conduct 4 surgeries in 1 operations theatre, back
to back from 7 AM to 1 PM, completing 30 surgeries per day.
An average ophthalmologist operates on 250 to 400 patients. Whereas
Aravind Ophthalmologist using the McDonald inspired assembly line
technique enhanced the productivity of each surgeon 10 times. Each
one operates on 2000 patients per year.
Currently 286000 surgeries a year and aim to reach touch 1 million .
Barriers:
Funding for their first hospital. At the age of 56, nobody was ready to lend
capital to Dr. V.
Result:
Only 30% of their patients pay for treatment and rest go free of charge
and yet the hospital makes 35% operating profit.
Orbit Shifting Idea:
Building productivity through McDonald assembly line.
The Biz model adopted was that of STD –Booth and Xerox, where more
the numbers, more the profit, continuing to serve the community.
Cavin Kare
Giving Giants Cold
Opportunity:
Large part of geographical area, i.e.
villages and lower economic state of
India not touched by MNC.
What Did he do?
Launched shampoo Chik sachet for Rs. 1.
Introduced Unique exchange offer to build recall and repeat value. ( 4
shampoo sachet for Rs. 1 chik ) later it was (4 Chik sachet to 1 Chik sachet ).
Sales went up and became the 2nd largest sold shampoo in TamilNadu.
Targeted the untapped rural market through 50 paise pouch.
Targeted the untapped urban market through state-wise natural products
based shampoos such as Ritha, Shikakai and Hibiscus. Emerged as No.1
shampoo in the south.
Diversified in to machine packed pickle pouches. ‘Chinni’ emerged as the largest
sachet pickle in India.
What Did he do?
Diversified in to milk & saffron based premium fairness cream. Today 8% of
India market share.
As against established distributor, choose to experiment with new distributors.
Barriers:
Funding of Rs. 15,000
Result:
With an investment of Rs. 15,000 it is today at 725 crores in revenue.
No1 hair wash company in south followed by P& G and Hindustan Unilever.
No. 1 pickle sachet company in India.
Orbit Shifting Idea:
Unique Sales & Marketing Strategy
Ramesh Agarwal, Sudhir Agarwal, Girish Agarwal, Pawan
Agarwal (From Left to right)
No. 1 from day one
Opportunity:
Design and develop a newspaper based on customer needs.
What Did they do?
Started with a dream “ To reach the heaven”.
Intense research strategy : Instead of sampling, chose to reach out to the
end customer to learn their requirements. Research Team was huge ---
students, graduates and first time job seekers trained in engaging with the
customers.
What Did they do?
2 questions asked were “ What is missing in your current newspaper ?” &
“What do you want your newspaper to do to you ?”. The newspaper was
evolving with customer needs.
Built Customer Commitment : Designed an ‘advance subscription’ with a
‘guarantee bond’ for lower price against the stand price and more important
refund of money in case customers were unhappy with the product.
Localisation of newspapers. E.g. Hinglish newspaper in Chandigarh,
Freebies, better design…etc.
Barriers:
Well established players in every state & breaking the established brand
loyalty.
Result:
No. 1 from day 1 in every city of launch – Jaipur, Chandigarh, Haryana,
Ahmedabad.
Largest read newspaper in the country.
Top 25 dailies of the world.
Expanded the newspaper market size in some locations like Chandigarh
Established multiple titles in 3 languages across 9 states of India –
Dainik Bhaskar, Divya Bhaskar, Saurashtra Samachar, Prabhat Kiran,
Business Bhaskar, DB Star and DNA.
Orbit Shifting Idea:
Intense Research model & high level of engagement with end customer.
Customisation and localisation based on customer requirements.
Trichy Police
Shifting Policing Paradigms
Opportunity:
Public police partnership, Building J.K. Tripathy, IPS
empowerment in police force, Knowing
pulse of the community.
What Did they do?
Select policemen to operate out of home to strengthen intelligence.
Allowed the police to go beyond the bounds of their conventional roles e.g.
Bulling by Tankers.
He flashed his mobile number to every citizen in the city to get direct
unadulterated info from city.
He showed by prompt action that 2 things will not be tolerated
- Corruption within police force
- Pressure from political party
Barriers:
Lack of community confidence in police, Corrupt police and political
pressures
Result:
Crime detection rate increased from 78 to 86 % in a year and up to 95%
in 5 years.
Crime rate dropped by 40% in 2 years.
Community, NGO, Police, Politicians and bureaucrats started working in
harmony.
Orbit Shifting Idea:
Making police part of the community, empowering them to take decisions
and direct connection with community.
Strengths
Easy to read and understand.
Writing style is engaging and clear.
Offers real life leader examples.
Real stories to help leaders to become better leaders.
Radiates Positivity.
Highly Inspirational.
Straightforward and concise.
Weakness
Some people may not personalize the
message with stories of “famous people”.
Repeated content.
Achievement of Objectives
Encourage positivity.
Rave review by influential people.
Major success, sold millions of copies.
Relevant real-life examples.
Gives inspiration and motivation to its reader.
Recommendations
Absolutely!
Aspiring to be a great innovator.
A person who would like to enter into a start-ups or
bigger role should read it once.
Highly motivational.
Help reveals the positives in life.
Beneficial to challenging situations at work.
Conclusion
It is very correctly said that it requires an Orbit
Shifting Challenge. Nothing will work without a clear
vision and passion to be different. Whether it’s the,
“elimination of blindness” or ‘being No1 from Day 1’
or creating an “Edge”. One needs an unreasonable
challenge to break out the boundaries of the industry’s
thinking.
There is nothing in the world known as ‘impossible’ it
all depends about how you shift the orbit and take up
the challenge to achieve your respective missions.
Take Away
“ If you can’t beat a giant with resources, you
can beat them with ideas.”
Thank You…
