Riitta Katila, Sruthi Thatchenkery, Michael Christensen, and Stefanos Zenios have conducted some fascinating new research about the role of experts during the innovation process. They studied over 200 surgical instrument ventures. The scholars examined the role that physicians played during the growth and development of these new ventures. Here's what they concluded:
To be sure, entrepreneurs in highly specialized and technical industries need the knowledge that only users (doctors, lawyers, engineers, and the like) can provide. Doctors understand what other doctors will value in a new product; lawyers know what other lawyers need. But you can have too much of a good thing — including input from such experts. In fact, my colleagues and I have found that innovation thrives when expert users make up about 40% of an invention team. Any less and the company will lose sight of what its customers need; any more and the group will tend to converge on old ideas.
The researchers found that having a doctor serve as CEO of the new venture served as a key impediment to innovation. Why is the presence of many experts a liability for these ventures? Remember that experts provide important knowledge about the use of products, the problems with existing products, and the opportunities for improvement. However, experts also are very entrenched in the existing ways of working. They often cling to conventional wisdom and find it difficult to shake loose from certain long-held assumptions and beliefs. Katila explains the particular liabilities that emerge when a doctor serves as CEO:
Why do firms led by doctors tend to lag behind in innovation? In part, we think it’s because expert users have spent lots of time getting comfortable with existing tools and methods. As a result, they’re invested in their field’s status quo and may have trouble seeing the value in a novel idea. We found that although expert users excelled at refining existing products, they couldn’t always recognize a potential breakthrough innovation when they saw one. As one physician CEO we interviewed for our study confessed, “If you show me a prototype, I can say, ‘Well, you could do this better.’ … I know very well how to help a company optimize its product … but I don’t know how to invent something that was never invented before.”
Why do firms led by doctors tend to lag behind in innovation? In part, we think it’s because expert users have spent lots of time getting comfortable with existing tools and methods. As a result, they’re invested in their field’s status quo and may have trouble seeing the value in a novel idea. We found that although expert users excelled at refining existing products, they couldn’t always recognize a potential breakthrough innovation when they saw one. As one physician CEO we interviewed for our study confessed, “If you show me a prototype, I can say, ‘Well, you could do this better.’ … I know very well how to help a company optimize its product … but I don’t know how to invent something that was never invented before.”
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