 today we will start with our last see so these are the last set of three lectures which is the connection and we will show you a live case study in fact i was part of that live case study while i was working at last in tubro you will get a clear idea of how one discipline or one situation or one professional cannot get innovation going on it has to be a collaborative effort it has to be a culmination of all the strengths of every discipline for innovation to happen so these are those important series for you to understand the innovation process so we are very clear that finally innovation is said to have been happened only if the user gets the benefit and a large number of users are really sort of happy with the type of product which has been designed and it solves their problem so the last see which is the connection becomes very very important in this product so what is connecting with the user back that is you done a design you did mass production you gave it back to the users and then the user said wow this is great and we are into large scale implementation and there is great user satisfaction and delight so in an innovation to happen you do have great user satisfaction and delight so we cannot use innovation against everything like innovative research no innovation is said to happen only when there is user satisfaction and delight so that becomes extremely critical in our journey we should not be in the confusion that we will call everything innovation it could be a creative idea or it could be a cutting edge research but it cannot be innovative research till it has not reached the people for whom the work can be beneficial let us now focus on our L&T z-line what are the four core keywords which worked over there the first keyword was user focus and that users are different levels there is one user who is the end user who is coming and filling petrol the other user is the person who is actually filling petrol for you Territory users are the users who are manufacturing the pumps who are installing the pumps or distributing the pumps so the primary user, the secondary user who is the maintenance guy and the person who is installing all these levels of users are very very important in innovation cycle so when we say user focus it is multiple levels of users not just one person who is the end person who is using it so now let us come to the problem the problem given to us was when I joined the company in fact they had saying that we will completely losing business we have a serious problem in hand no orders from the companies because L&T's product were expensive and was not having any big advantage over the competitors so they realized that our products are not looking good the realization was aesthetic so let us go to IDC and hire a designer who can make the pump look beautiful so they were only lacking design or user friendly product and then when I went into the company I realized that is just not aesthetics and user requirement there is much much more to innovation so then the context was that L&T was manufacturing an electronic petrol pump this is way back in 1988 in 1988 when we had only Maruti cars on the roads actually Maruti cars was just launched when we launched the petrol pump before they had only ambassador cars is that type of era and I will show you the journey how we went forward and the focus was that we need to design an electronic petrol pump earlier what type of petrol pumps used to be there mechanical petrol pumps with those meters and all then what was the first thing which struck me when I went into L&T it is the size, it is the financial muscle and it is the brand of the company what will be your design focus when you design for a large company what will be your design focus when you design for a small company as soon as they realized that they needed a new look pump they came to IDC so they are very very clear that they have to have the right manpower for the right work and then this is our division petrol pumps came under switch gate division so this particular division was our R&D and we used to have different departments very well organized and very well oiled what happens in large companies like L&T they have very efficient product development and very efficient manufacturing and very efficient sales and marketing all the models are there when you do design innovation by design you have to look at the creative ideation part which was missing you have to look at completely out of the box product which was missing and all the roles fell on me when I joined the company so on top of it the R&D head came and said that you need to reduce the cost of the product by 25% so that was the main requirement they came up with then the product should at least last for 5-6 years in the market as a champion product and the form and aesthetics of the product had to be strikingly different and new in the field because they were already out of business and competitors had already had great products so they need to do that and then they said don't change the hydraulics because hydraulics is already ready and if you change that it will take a longer time cycle if you change a lot of things your product life cycle will go up now you look at this pitfalls what is interesting is there was nobody in the design section in the mock up section the first one which you saw in our pitfalls for the innovation process whereas all other sections of prototype making, pilot production and mass production LAT was phenomenally good so there was a big advantage for me right you could start and come up with a great product idea and it will sail through all those stages but here I am sitting in one of the best companies in the world who have all the other process but are missing the design process so as I told you today innovation if it has to happen it has to be across all the segments in the product you have to have technology it should be contemporary and futuristic you must have excellent user interfaces your manufacturing has to be phenomenally good you would have very good management systems in place we just had to make incremental changes in the other sections to make them come into the innovation flower and I call this the sunflower model of innovation because if you take care of all aspects of the petal the petal will look towards the sun and that is looking towards the user and you have innovation in your hand