DEEP SEA Revealing Fall 2012 its Mysteries

POWER OF Perspective

A deep-sea angler fsh A HIGH JUMP to Change

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7 | Deep Sea Deep Secrets Celebrate! Innovation at the DMACC West campus started as one man’s idea. Now that we have the new technologies, all of the mysteries of the sea will be revealed. I was sitting with my fellow faculty members messy—passed quickly. The concept of innovation, plus showcase the knowledge and at a fall 2009 faculty meeting when our iWeek was just one more step in the ongoing expertise of ciWeek participants. In “Deep BY DAvID GALLO, PH.D provost casually mentioned, “I want to do evolution of DMACC West Campus. Sea Deep Secrets,” Dr. David Gallo points something different for our students.” out the urgent need for continued ocean Since the campus opened in 2001, each exploration; his message seems especially When I heard that statement, I knew to pay classroom has been remodeled as part timely given ongoing global environmental 17 | Shades of White close attention and pull my thoughts away of recognizing “200+ Years of American issues. This summer, people across the world from the things that distract all teachers: Educators” and features wall-sized murals, watched with awe as elite athletes competed How perspective can impact innovation. papers to grade, meetings with students and videos, and text celebrating such innovators in the 2012 Summer Olympics in London. In BY ANTHONY PAuSTIAN, PH.D colleagues, preparing for classes (and the as Norman Borlaug, Jane Addams, Thomas “Innovation Is Great . . . But Where Do You next semester). Edison, and George Washington Carver Start?” Mitch Matthews shares the story of (among others). Museum-quality displays The Des Moines Area Community College Richard Fosbury, a 1968 Olympian who set line the common areas of DMACC West; West Campus Provost, Dr. Anthony Paustian, the world record and won a gold medal in 23| The Missing Ingredient each display showcases artifacts and is a unique and creative guy. Also a bit the high jump, but only after he was willing text documenting “20 Years of Personal The magic of true innovation. impulsive. Ambitious. He can be demanding. to embrace change, despite the derision Computing.” Developed by the campus BY ADAM CARROLL He’s one who “sees” things differently and of others. Anthony Paustian, the one who telecommunications program, “150 Years takes others along for the ride (ready or not). envisioned ciWeek from the beginning, shares of Telecom” illustrates the rapid advances the impact of perspective on the innovative What Tony proposed was a week-long in electronic communication, from the process and our future. And Adam Carroll, in adventure for our students: Innovation telegraph to the Internet, through artifacts, 29| Innovation is Great . . . “The Missing Ingredient: The Magic of True Week, or iWeek (now known as Celebrate! visuals, video, and faculty tours to students Innovation,” provides additional insight to But Where Do You Start? Innovation Week), a chance for students to and guests. (For more information about the step outside the traditional classroom and what makes a creative idea an innovative BY MITCH MATTHEWS Celebrate! Innovation Learning Exhibition, see reality: collaboration with others who are become immersed in hands-on activities www.dmacc.edu/ci). Celebrate! Innovation Magazine is published biannually and discussions geared toward fostering willing to take risks. by Des Moines Area Community College West Campus. iWeek 2011 featured more than 130 corporate For advertising or content inquiries, contact: creativity and innovation. When he explained With ciWeek 2013, which will take place CEOs, leaders, and entrepreneurs who Dr. Anthony Paustian his idea, the room grew quiet. How would this March 4–7, our commitment to “do immersed students and the public in a study Provost, DMACC West Campus be organized? Who would do what? Where something different” for our students and our 5959 Grand Avenue, West Des Moines, Iowa 50266 of “Ideas in Action.” The third iWeek (2012) 515-633-2439 would we get the time and money? community continues to grow. The theme celebrated “The Power of Imagination,” with [email protected] is “Building a Better Future.” This quest is Few could dispute the need to promote keynote presentations by Steve Wozniak, both timely and at the heart of what we do and encourage innovation, particularly the co-founder of Apple, Inc. and father CONTRIBUTORS: at DMACC. Yes, the thought of all that goes Publisher: Anthony D. Paustian, Ph.D. among young people. Three years ago, of the personal computer; Dr. David Gallo, into this process is still a bit daunting, just as Co-Editor: Beth Baker-Brodersen many were (and still are) feeling the effects oceanographer and co-expedition leader for Co-Editor: Seeta Mangra-Stubbs it was in 2009, just as it should be. Our hope Designer/Production: Amina Miraj Ali of the economic crisis. Higher education both the mapping mission to the RMS Titanic costs continue to rise (then and now). is that you will enjoy this introduction to COVER PHOTO: and the successful search for the missing ciWeek, and better yet, join us at iWeek 2013. This deep-sea angler fsh was collected from a submersible Environmental concerns, such as changing aircraft Air France 447; and Fritz Maytag, at approximately 800 meters depth, where little or no weather patterns and depletion of natural Let’s build a better future together. sunlight penetrates. Just 3 inches long but ferce-looking, considered to be the father of modern the fsh has a long spine tipped with bioluminescent tissue resources, have grown impossible to ignore. microbreweries and currently the chairman that it can dangle in front of its mouth. Scientists think the light attracts prey that become the fsh’s dinner. The At that original meeting, we took a collective of Maytag Dairy Farms, Inc. (the maker of prominent bumps that look like rivets are part of the fsh’s Maytag Blue Cheese). sensitive pressure-detection system. WHOI scientists have deep breath and envisioned what an studied deep-living animals in many parts of the world, “Innovation Week” might look like. iWeek in In 2013, Innovation Week will become Beth Baker-Brodersen is a professor of English at including the Atlantic, the Philippines and Indonesia, often the DMACC West Campus and District Chair of fnding new species. March 2010 consisted of roughly 90 sessions, Celebrate! Innovation Week, (ciWeek). With communications for DMACC. She may be reached at [email protected]. Photo by Larry Madin, planned, organized, and often presented by the launch of ci Magazine, DMACC West ©Woods Hole Oceanographic Institution DMACC West faculty and staff. The inaugural Campus continues to promote the ciWeek iWeek—stimulating, fun, and sometimes experience and celebrate creativity and ©Copyright 2012 Des Moines Area Community College 4 | ciWeek Magazine Fall 2012 | 5 The manned submersible Alvin and the autonomous underwater vehicle Sentry. Photo by Chris German, Woods Hole Oceanographic Institution. ©Advanced Imaging and Visualization Laboratory, Woods Hole Oceanographic Institution DEEP SEA DEEP SECRETS Now that we have the new technologies, all BY DAvID GALLO, PH.D of the mysteries of the sea will be revealed.

That’s a bold, daring statement. But it wasn’t made by me, Dr. Robert Ballard (RMS Titanic discoverer), or Jacques Cousteau. It wasn’t even made in the 21st or 20th centuries. It was published in 1892 by the Challenger Expedition’s chief scientist.The technologies he talked about—a new type of net capable of collecting deep-sea animals—involved handling the cables used to toss lead weight over the ship’s side to measure great ocean depth.The Challenger Expedition left Portsmouth, England on December 21, 1872 on a 3-year voyage to understand all there was about the sea. Although the voyage launched oceanography, revolutionizing knowledge of the sea, it hardly scratched the surface of revealing the undersea world. 6 | ciWeek Magazine Fall 2012 | 7 5959 Village View, Suite 100 | West Des Moines, Iowa 50266 | 515.698.4400 new. Technology is truly the key to ocean exploration, but INNOvATION sets the stage for revolutionary thought. New technologies and techniques consistently lead to new questions; therefore, in the case of exploration, technology . . . and innovation . . . drive science. unfortunately, ocean exploration has long stagnated. Although progress has been slow and steady, most ocean science is driven by government funding, which is not exactly ideal for innovation. Government funding seeks to avoid risk, but risk is the blood brother of innovation. New technologies sit idle for years before acceptance by the “system.” As a result, in the last several decades, the world experienced the explosive growth of communication and computer technologies, while the ocean science world simply plodded along. Today, we stand at the threshold of a new era of ocean exploration and discovery; private, non-scientifc entrepreneurs often provide the Photo by Amy Nevala, Woods Hole Oceanographic Institution. ©Advanced Imaging and Visualization Laboratory, Woods Hole Oceanographic Institution funding that drives the creation of new technologies and techniques. I am on Who Cares about the Sea? I can’t begin to say how many times I events, but we could have been better the ocean advisory board of the XPrize recited those facts in the past 36 years. prepared to respond and adapt had we It’s important to take a step back to Foundation. Their mission is to facilitate Aside from getting these right on a test known what to expect. In each case, better understand issues inherent radical breakthroughs in science and or with trivia, who cares? A cartoon from we were surprised by the impact on in exploring and understanding the engineering for humanity’s beneft. I The New Yorker over my desk shows fve humanity. Another truth is we never sea. Otherwise, it’s diffcult to grasp watched with disbelief as the Ansari ladies enjoying afternoon tea; one says, learned from our mistakes. If similar how, in the 21st century, we live on XPrize shattered the idea that only “I don’t know why I don’t care about the events happened today, we would fnd a still mostly unexplored planet. In NASA could put people into space; now, ocean, but I don’t.” In truth, most people ourselves in the same situation. We still order to gain perspective, we need to I watch the same process take hold don’t. But we all should. don’t get it. The hybrid remotely operated vehicle (HROV) Nereus is a one-of-a-kind vehicle that can operate either as an autonomous, better understand the promise and free-swimming robot to conduct wide-area surveys, or as a tethered vehicle for close-up investigation and sampling of seafoor for ocean exploration. The one thing I Why have we failed to recognize the rocks and organisms. On its maiden dive in May 2009, the vehicle successfully reached the deepest part of the world’s ocean— peril of oceanography. It’s a departure appreciate most is the knowledge that if Challenger Deep in the western Pacifc Ocean. During its second expedition in October 2009, it investigated hydrothermal vents from discussion about technological ocean’s importance to humanity? Maybe along Earth’s deepest mid-ocean ridge in the Cayman Trough. In 2013, as part of the newly funded HADES project, Nereus will the challenge can be properly designed, it’s simply a matter of thinking of the be used to conduct the frst systematic study of life in ocean trenches—the deepest marine habitat on Earth. breakthroughs, but it’s important to Why have we failed the answers can come from anywhere. discourage the development of tools ocean as “the beach.” We take the oceans ©Advanced Imaging and Visualization Laboratory, Woods Hole Oceanographic Institution Amazing. Let’s not forget one thing looking for problems to eliminate. If to recognize the for granted, which is a big mistake. In the though: there will always be a role for I have participated in some of the most I have seen new technologies born anything, ocean exploration is ripe past, taking nature for granted has led to science. The scientifc process of peer ocean’s importance challenging expeditions ever conducted and seen them drift into obsolescence. with peril, promise, and most massive societal collapse. review and publication is a remarkably since becoming involved with ocean I’ve also lived through the debate that importantly, problems. to humanity? We now know, regardless of where we effective and effcient way of building exploration in the late 1970s. I have “science drives technology.” Although live on Earth, the oceans impact the a solid knowledge base. But as far as Oceans cover 70% of the Earth’s been privileged to be in the company it’s true that scientists ask questions air we breathe, the food we eat, the innovation goes, the foodgates will soon surface. The global ocean’s average The Indonesian tsunami, the Deep of the best and brightest scientifc and engineers develop tools to answer water we drink. Every other breath open, and all of humanity will beneft. depth is about 2.5 miles. The greatest Water Horizon oil spill, the Haitian and engineering minds, both in the those questions, my experience has been we take, we can thank the oceans for depth is about 7 miles in the Challenger earthquake, the Fukushima disaster in laboratory and on the rolling deck of a somewhat different. Every time we put that oxygen. The same goes for more Deep of the Marianas Trench, Western Japan . . . all directly relate to the ocean ship at sea. new technology in the water or try a than 85% of rainfall. Whether through Pacifc Ocean. foor. We could not have stopped these different method, we learn something fsheries, aquaculture, or transportation, 8 | ciWeek Magazine Fall 2012 | 9 chemistry, the water changes. Whatever Almost every feature found on land can exploration, solar energy is abundant. we put in the ground—whether from also be found beneath the sea, except In the oceans, however, power arrives farmlands, golf courses, city streets, or there, everything is more exciting. through cables or batteries. In space backyards—ends up in ground water, The oceans contain untold energy exploration, communication can take creeks, streams, rivers, and eventually, reserves, precious and semi-precious advantage of radio waves, but radio the sea. Over time, the oceans become metals, various ores, and an endless waves do not penetrate seawater; a chemical soup of plastics, herbicides, font of organisms with potentially huge therefore, communication must be pesticides, fertilizers, pharmaceuticals, importance to biotech. The oceans through cable or sound. Today’s familiar and fame-retardants. There is an contain the clues to human origins, the GPS navigation is not available in the explosion of dead zones—huge patches history of human evolution, and the keys oceans. In short, the oceans represent of earth where nothing can live. With rare to our destiny. one of the most challenging exploration exception, when we eat seafood today, environments known. The technologies Despite all the promise and peril, the we eat our own garbage. required to visit deep ocean are oceans remain almost completely sophisticated. Technologies required for The same is true for what we put into unexplored. It’s hard to believe we have a longer duration remain rarer still. the atmosphere. The ocean absorbs explored less than 10% of the world about 1/3 of the CO2 added to the beneath the sea (a generous estimate). The average depth of the oceans is atmosphere by human activity. As a How can this be? Humanity resides in about 13,000 feet. The deepest scuba result, the seawater mixes with CO2 an intimate relationship—some might dive recorded is in the vicinity of 1,100 and forms carbonic acid. Thus, the say a life and death relationship— feet. Clearly, since more than 92% of the sea becomes more acidic. Ocean with the ocean, an entity we have ocean is deeper than maximum diver acidifcation is one of the greatest issues not begun to even explore, let alone depth, advanced technology is crucial facing humanity because it means, understand. WHY? for ocean exploration. globally, the chemistry of seawater The answer lies in a statement we In my experience, ocean exploration will make it diffcult for most young already know: the oceans are vast involved two major technological animals to form skeletons or shells. Tube worms living in the darkness of the ocean. ©Advanced Imaging and Visualization Laboratory, Wood Hole Oceanographic Institution and deep. strands: sensors and platforms. Sensors Sadly, the oceans are rapidly becoming are the technologies responsible for an unpleasant place to live. To make the oceans remain in the thick of it continue to change in an unpredictable understanding climate trends. As I write collecting information from the sea matters worse, overfshing has caused all. Beyond that, almost all the natural manner. Many historical cases show this, the united States is experiencing Seeing in the Sea and can be optical (cameras), acoustic the collapse of most large fsh stock. phenomena infuencing our daily when weather becomes unpredictable, a signifcant drought, with more than The legendary New York Yankee catcher (sonar), physical (current meters), Altogether, between the change in lives—foods, droughts, volcanoes, societies become unstable and, in some half the u.S. experiencing moderate Yogi Berra stated, ”You can learn a lot by chemical (sniffers), or temperature, seawater chemistry and the practice earthquakes, tsunamis, hurricanes, and cases, collapse. to severe drought conditions. Why? watching.” Yogi was right. Observation among other things. Platforms of overfshing, it’s almost as if we have typhoons—derive energy from seawater Because the jet stream that normally is and has always been the cornerstone represent the vehicles used to carry decided to wage war on sea life. or the seafoor. brings storms across the u.S. is of science. In the oceans, because of the sensors. Platforms can be human- located far north over Canada. It’s Throughout history, the oceans have their vastness and depth, observation occupied submarines or robots. Human population exceeds 7 billion With rare exception, happening because of la Nia, a type of been both pathways and obstacles to remains critically dependent on people. More than half live within the temperature anomaly in the equatorial human evolution, and those societies technology. Ocean exploration is not coastal zone, usually in large cities. when we eat seafood Pacifc Ocean. La Nia is cyclical, and that knew the oceans best and rocket science. It is a lot more diffcult. Submarines Some 18 of the world’s 20 largest today, we eat our it always amazes me that something used them wisely had the greatest Versus Robots cities are built on the sea itself or on In space, you can see forever. Literally. starting as far away as Indonesia advantage. It is clear the oceans are estuaries adjacent to the seashore. own garbage. With telescopes, we can peer toward During my frst oceanographic can decide whether it rains in my important to humanity. But, before we With continued population growth, the edge of the universe. Beneath about expeditions in the late 1970s, I was Massachusetts backyard. get too discouraged, we need to realize the risk to humanity from ocean- 1,000 feet in the oceans, you can’t see particularly interested in making maps there is also “promise” in addition to related events is higher than ever and usually, this collapse is caused by Conversely, we have profound infuence the hand in front of your face. Sunlight of the seafoor, especially to understand the “peril.” The oceans are not one big, heading steeply upward. Aside from the lack of a predictable fresh water on the sea and life in it, whether we live has never penetrated the oceans’ the theory of continental drift. At that blue fsh bowl. They contain the greatest catastrophic events, humanity is also supply. More than 85% of fresh water on the shores of Cape Cod, in downtown depths. In space exploration, the change time, the best tool available was the mountain range, thousands of peaks impacted, maybe more so in the long is generated by ocean evaporation. Des Moines, on the steppes of Asia, or in in atmospheric pressure between Earth submarine ALvIN, which held 3 people: higher than the Alps, and thousands of run, by the slow but steady change in The oceans decide where, when, and the heartland of Africa. Human activity and Mars is about 1 atmosphere (14 a pilot and 2 scientifc observers. valleys many times wider and deeper climate and weather patterns. Almost how much it rains. If we can better continues to slowly change the chemistry pounds per square foot). At the greatest A typical dive took 8 to 10 hours, than the Grand Canyon. The oceans every continent is experiencing a water understand how oceans store, transport, and temperature of seawater. Anyone ocean depth, ambient pressure is on and a typical expedition involved feature underwater lakes, underwater crisis, and predictions are ominous. and transfer heat to the atmosphere, who has an aquarium knows if you the order of 1,200 atmospheres (17,000 somewhere between 7 and 21 dives. rivers, and even underwater waterfalls. 1 Weather patterns have changed and we can get a good jump on better fddle with the water’s temperature and pounds per square inch). In space It took approximately 2– /2 hours for

10 | ciWeek Magazine Fall 2012 | 11 the submarine to foat to the bottom future may involve some sort of new Dr. David Gallo is an oceanographer 1 and another 2– /2 hours to surface, a platform. In fact, the whole notion at the Woods Hole Oceanographic 5-hour commute for probably a 5-hour of virtual exploration remains to be Institution and was the co-expedition workday. On the bottom, the speed discovered. virtual exploration involves leader for the 2010 mapping mission of the submarine across the seafoor collecting digital data sets to recreate an to the RMS Titanic. He was a featured was (and is) usually less than 1 mph underwater world that can be explored keynote speaker at ciWeek 2012 at the (yes, only 1 mph), so in all, the amount with various visualization techniques. DMACC West Campus. of exploration accomplished from The idea of a virtual shipwreck is very For more information, visit a submarine is extremely limited. In appealing, and several groups are the following websites: addition, when a submarine is used working to that end. Anyone familiar to explore, the experience and with Xbox® or SONY Playstation® knows t brainpower is confned to those how powerful and detailed exploring www.whoi.edu 3 people in the submarine. a virtual world can be, where players t www.dmacc.edu/ simply substitute the real world for a By the late 1980s, remotely operated ciweek world that lives in the mind of a game vehicles (ROvs) appeared on the developer. Oceanographers attempt to ©2012 by David Gallo. oceanographic scene. The great do the same thing. Used with permission. advantage of an ROv is it can stay on the bottom for days, weeks, even a month or more once lowered from The Challenge Ahead the ship. Thanks to power fed to the Although great technological successes vehicle through an armored cable and and revolutionary discoveries have fber-optic technologies, startlingly clear The WHOI-operated research vessel Atlantis serves as support vessel for ALVIN operations. During each recovery, two been made, the ocean exploration images are fed to the surface control certifed swimmers help bring the submersible back to the ship. Photo by Amy Nevala, Woods Hole Oceanographic Institution. ©Advanced Imaging and Visualization Laboratory, Woods Hole Oceanographic Institution feld remains, in a way, stagnant and room. Rather than 3 people crammed fragmented. The enabling technologies into a submarine with one or more take greater risks, and bring a global parking, fnding and being crammed Auvs are pre-programmed at the of command and control, telemetry, robots, the control room can include audience along on the mission. No in your seat, and being surrounded by surface to conduct tasks. At the Woods power, propulsion, navigation, and the pilots of the robot(s) plus a team contest, right? Wrong. people. Plus, the acoustics are usually Hole Oceanographic Institution, we have payload still struggle to advance against of scientists and engineers who can horrid, the view sometimes terrible. several Auvs: among them, the ABE/ the simple physics of seawater. Indeed, witness sea exploration many miles Despite the downside, we still go to live SENTRY class capable of either precise a lot of technology is available already, beneath the ship. Beyond that, with It’s not just about events. Not only do we still go, but we hovering or mapping; the SEABED class, but few standards in data collection satellite technologies, the participants FIGHT for tickets to go. Beyond that, which excels at making optical mosaics collecting data while exist, as do hardly any organized plans can have a global audience. Literally we remain willing to pay a lot of money of the sea foor; and the REMuS class, to map, monitor, and understand the with a joystick and satellite link, it is now exploring; it’s about to enjoy a less-than-pleasant physical which made a name for itself by fnding global ocean despite growing need. possible to explore the Titanic from experience. Being there allows us to the lost airliner Air France 447 and what the experience The setting is ripe for innovation, not the comfort of a laboratory, classroom, experience something in a manner that mapping the wreck site of the Titanic. just to create the components of new living room, or even a smartphone. does to us mentally and can’t be replicated. There is something The ABE/SENTRY and SEABED class platforms and sensors, but to develop about the energy of a charged stadium vehicles are designed for stability; the The amount of information collected by entirely new ways of doing things. In spiritually that makes or concert hall, something indescribable REMuS class Auvs are torpedo-shaped an ROv is enormous compared to that ocean exploration, technology gave us about the experience, and therein lies for speed. Now proven capable, reliable collected by a submarine. Depending the hassles worth it. the ability to explore and understand the answer. It’s not just about collecting platforms, a new suite of sensors has on the mission, robots can be more our planet for the frst time. Given the data while exploring; it’s about what been developed to take advantage of effective and effcient because they There is no substitution for being there. immediate challenges facing humanity the experience does to us mentally and their capabilities. are programmed to perform certain Think of a live sporting event or concert. in understanding our relationship spiritually that makes the hassles worth it. tasks without the necessity of pilot If you watch from home, you have As deep submergence platforms, with the sea, there couldn’t be a more intervention. Like the submarine, the available creature comforts: food, In the last several years, a new platform submarines, ROvs, and Auvs each important time for ocean exploration. ROvs have manipulators and can a couch, a bathroom, and awesome emerged to make a huge difference in have strengths and weaknesses, and collect samples. television coverage from multiple our ability to map and explore the deep each spawned a new generation of cameras with play-by-play by a team of sea: autonomous underwater vehicles sensors. Future exploration of the Given all of the above, it seems clear in experts (possibly in high-defnition). On (Auvs). Auvs are different because they oceans will, in the near term, involve the debate of robot versus submarine, the other hand, at a live event, you are launch from a ship then they are on their all three types of platforms working the robot wins easily. Robots stay on the faced with the issues of getting there, own. There is no pilot per se. Instead, together and separately. The distant bottom much longer, collect more data,

12 | ciWeek Magazine FFallall 20 2012 12 || 13 FEATURED KEYNOTE SPEAKERS DAYMOND JOHN FOUNDER OF FUBU AND STAR OF ABC’S SHARKTANK* A young entrepreneur, industry pioneer, highly regarded marketing expert, and a man who has surpassed new heights of commercial and fnancial success are just a few ways people have described Daymond John. In recognition of his contributions to fashion and the face of American business, John has been celebrated with some of the most prestigious awards, including Brandweek Marketer of the Year and Ernst & Young’s New York Entrepreneur of the Year Award for Entrepreneurship, just to name a few. John’s creative vision and strong knowledge of the marketplace created one of the most iconic fashion brands in recent years. FUBU (“For Us By Us”)

represented a lifestyle that was neglected by other clothing companies. In 2005, John entered the literary world with his frst book, Display of Power: How BUILDING FUBU Changed a World of Fashion, Branding, and Lifestyle, and followed up with his second book, The Brand Within: The Power of Branding from Birth to the Boardroom. In 2009, John joined the cast of the ABC entrepreneurial business show Shark Tank produced by acclaimed TV producer Mark Burnett. As one of the “Sharks,” a better John and four other prominent executives listen to business pitches from everyday people hoping to launch a company or product to new heights. Investing FUTURE his own money in every project, John partners with the entrepreneurs to help them turn their dreams into realities.

ciWeek 2013 JOHN GAETA ACADEMY AWARD-WINNING VISUAL EFFECTS DESIGNER, MATRIX FILM TRILOGY* John Gaeta is an Academy Award-winning visual efects designer best known for his work on the Matrix flm trilogy, where he advanced the efects methods known as “Bullet Time,” “Virtual Cinematography,” and “Photo Anime.” Since working with the Wachowski siblings on the Matrix movies and Speed Racer, he has been experimenting with motion-sensing technology (Kinect) as a way of converging movies and interactive media into a more compelling, mind-bending, and unifying experience. It is Gaeta’s contention that while the movie industry is creatively stagnating, we are on the verge of a new renaissance of technological innovation that will transform both movies and interactive entertainment into a deeper and more subjective experience. We’re talking holographic immersion with complete volumetric capture, so viewers can watch from the viewpoint of the director or select their own individual perspectives. Imagine going into the Matrix with Neo or being transported into the watercolor heaven of What Dreams May Come. In 2009, Gaeta founded a new type of development entity called FLOAT (hybrid), and he serves as its acting Creative Ofcer. FLOAT innovates and prototypes compelling interfaces between audiences and many types of media including television, gaming, search, social, and augmented reality. Gaeta believes there are threads in today’s most exciting technologies that are leading toward a fundamental leap in the way people interact and immerse within all media.

JESSICA O. MATTHEWS AND JULIA SILVERMAN PRESENTED BY FOUNDERS OF UNCHARTED PLAY AND INVENTORS OF SOCCKET* In May of 2011, Jessica O. Matthews and Julia Silverman founded Uncharted Play—a new kind of social enterprise that would show the world that doing good and doing good business need not be mutually exclusive. The Uncharted Play dream began in 2008 when Matthews and Silverman met during their junior year at Harvard College. Both studying to be social scientists with no experience in engineering, they nonetheless worked together on a class project to invent the SOCCKET—a soccer ball that doubles as an eco-friendly portable generator. Through this experience, both women realized that the world of play was truly uncharted territory when it came to tangibly addressing real issues facing the masses. Though the future was uncertain, they knew that an enterprise grounded in sustainable, realistic solutions for happiness had an undeniable value. After graduating from college, Matthews and Silverman set up shop in New York City and established an enthusiastic team to further develop the founders’ core values. The SOCCKET is constantly being reiterated to truly meet the needs of the end-user, and development on several other FUNctional products has already begun. They invite everyone to join them in their mission to innovate, play, and empower.

*Keynote speaker biographies provided by speaker representation. Used with permission.

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WEST DES MOINES, IOWA Photo courtesy of istockphoto www.positionedperfectly.com SHADES OF WHITE: BY ANTHONY PAuSTIAN, PH.D. How Perspective Can Impact Innovation

As I reclined on a white, sandy beach on the shores of Key West, a light breeze came off the water; the surf lightly lapped my feet with a soft, rhythmic flow. Other than the sound of crashing waves and a few screeching gulls, the shore was peacefully quiet. What made this experience especially pleasant was the knowledge that I left the snow and blistering cold of Des Moines behind.

Fall 2012 | 17 A waiter handed me an $8.00 frozen “technology company” is the consistent beverage, a 12-ounce cup of what I call focus on the user experience and the “banana surprise.” As I sipped my drink, Inspiration Creativity Innovation efforts to improve it. a person sitting nearby mused about its price. In a somewhat boisterous tone, Mirror, Mirror he insinuated some form of captive Imagination theft; he could purchase three drinks In the German fairy tale Snow White, the just like it back home for the same price! The Idea Cycle. ©A.D. Paustian Evil Queen possesses a magical mirror My response was quick, but sincere. that answers whatever question asked heart? Is there any food around here . . . built a microcomputer (when the term “Perhaps,” I said, “but will they bring by The Queen such as, “Mirror, mirror, I’m starting to feel a little hungry?” “PC” didn’t yet exist). The specs of the them to you while you sit here?” on the wall, Who in this land is fairest of computer were astounding to those I eventually realized two things: frst, all?” Early in the tale, the mirror always Although technically correct, this who viewed it. It ran at a speedy “1” even though it was just a plain white replies, “You, my queen, are fairest of gentleman’s argument was fawed. MHz, had 256 bytes of memory (not canvas, I’m fairly certain everyone all.” However, when Snow White reaches It lacked one important element: megabytes or gigabytes, just bytes), no who looked at it perceived something the age of seven, the mirror responds, perspective. Perspective offers insight keyboard (data input occurred though different, as the white space was a “You, my queen, are fair; it is true. But into the way objects relate to each other a laborious process of fipping a series container begging to be flled. Second, I Snow-White is a thousand times fairer within the context of something larger— of toggle switches), and no hard drive spent far more time staring at that piece than you.”3 in this case, the beach at Key West. The or storage of any type (since the notion than any other. drink (or three of them, for that matter) of “storage” didn’t exist yet, even in Sometimes our perspective is like that does not have the same attraction during the form of foppy disks). Each time of The Queen. We go along each day January in Des Moines as it does in The Relationship between the power was shut off everything was thinking we know something until, one January on the beach at Key West, which Perspective and Innovation lost, and the data input process had to day, we realize everything has changed. alters the context and, hence, the price. be repeated. The monitor consisted of It’s not that the change necessarily In Beware the Purple People Eaters, I an old, rewired black-and-white RCA occurs overnight. In nearly every context Perspective affects not only how defne innovation as the application of television with big square pixels the size except technology, change occurs slowly individual objects relate to each other creative thinking and part of a process of a dime. and incrementally. It proceeds quietly but also how they are perceived known as the Idea Cycle. The Idea along until the day when you suddenly within a larger whole. We’ve watched Although primitive by today’s standards, Cycle typically begins with inspiration become aware of it. Both The Queen singers become stars after succeeding this machine was cutting-edge for its (motivation), moves to creativity and Snow White change over time, but on television shows like American time and frequently a hit with friends This is the upgraded version of the microcomputer design from 1980. Although memory had been boosted to 1000 bytes (1k) (connection-making), and ends with eventually Snow White becomes the Idol. Obviously, these people could and family who remained convinced from 264 and a keyboard had replaced the rows of toggle switches, the data still had to be reentered each time the power was innovation (application). Innovation is shut off. Photo courtesy of Anthony Paustian more beautiful of the two (at least from sing prior to becoming contestants; I was destined to become a future about making ideas useful—taking the the mirror’s perspective). however, when placed against other next step to put ideas into action and millionaire. Over 30 years have passed, The speed of change today can quickly continue to bombard us, and it will singers within a focused environment, add value.1 and we now live in a world dominated render a new idea obsolete, and this trend become increasingly harder to decide Back in the late 1960s/early 1970s, a perspective quickly changes. by technology. Computers touch does not show signs of slowing. In a 1965 which ideas to innovate. A broad television commercial for the Playtex® Perspective has a powerful impact everyone, with the impact of that issue of Electronics Magazine, Gordon perspective and clear understanding Cross-Your-Heart Bra featured the I remember once walking through the on innovation, although not always in touch progressing from a soft, simple Moore, co-founder of Intel and one of of the future will be required to see product placed on a partial mannequin corridors of the New York Museum of positive ways. Perspective flters which handshake to a gang tackle with the frst developers of integrated circuits the larger perspective and make viable while a scientifc-looking man in a lab Modern Art (MoMA). As I came upon ideas make it off our mental drawing people piling on for good measure. and silicon chips, authored “Moore’s choices for future opportunities. coat discussed the bra’s features and a plain white canvas appropriately tables, which concepts are supported by New innovations appear daily, and the Law,” which states computing power “cross-your-heart” design. Throughout entitled “White,” I stood there in awe, others, and which people have the right TIP: Maintain focus on your primary world sometimes seems incredibly small and capacity will double about every his description, he would carefully staring at it for about 10 minutes while ideas to begin with. idea, not the technology driving it. For thanks to the Internet. Computers, in 24 months (some believe the number point to features without ever touching thinking, “Is this a joke? How can they example, both Palm and Blackberry all their forms, are found in virtually is closer to 18 months).2 If Moore’s Law the mannequin or the bra to avoid call this art? Why would the museum once dominated the handheld Now You See It . . . everything: appliances, automobiles, continues to hold true, imagine how offending viewers. even hang this thing?” I even thought, toys, telephones, wristwatches, computer and smartphone markets, the speed of change will impact our “This artist, if that’s what you can call Now You Don’t athletic shoes, vending machines, frequently redesigning and updating Today’s commercials for women’s perspectives, especially after today’s him, has some kind of gall.” But after and televisions. This list doesn’t even their products with new technologies. undergarments differ radically from that Sometimes it’s diffcult to maintain any computing power increases an amazing a few minutes, my thoughts shifted. include the countless computers that Today, Palm and Blackberry are non- era (and the undergarments are far more kind of consistent perspective because 32,768 times in the next 30 or so years. “What is the artist trying to say with revealing). My guess is had the shift of the fast-paced nature of change. control processes such as personal players as Apple is now the market this? Is life nothing more than a blank occurred overnight or even over a short In the 1970s, I was a young, inventive gaming, washing cars, manufacturing, Nothing is static, and a good idea today leader. Although the technology behind canvas for us to fll ourselves? Is he period of time, there would have been high school student who designed and making Hollywood blockbusters, and may not seem so good tomorrow. The Apple’s products is state-of-the-art, trying to share the emptiness in his communicating in general. speed of technological change will what separates Apple from being just a national outcry over perceived obscenity. 18 | ciWeek Magazine Fall 2012 | 19 athletes, and reality television stars. There word in conversation as they mention its was once a time when true innovators importance. However, the true concept reigned as the rock stars of their eras. of innovation is typically ignored and People would travel great distances seldom celebrated. to glimpse Edison’s latest invention, Our society requires more than a the Wright Flyer, a Tesla experiment buzzword to change, grow, and in electro-magnetism, or an American fourish. Without a continued focus on astronaut. World Fairs (prevalent from innovation, our country’s status and 1851–1960s) showcased and celebrated share in world markets will continue the world’s innovations and inspired, to erode and decline. Innovation must enlightened, and entertained visitors from be a driving force for our future. Those all walks of life. Today, even school science responsible for innovation and the spirit fairs seem scarce, or at least unavailable, of their efforts should be celebrated, to many students. and their stories shared (again and again) to inspire future generations to TIP: ANYONE can be both creative and Dr. Anthony Paustian is the author of Beware innovative thought and action. innovative regardless of socio-economic the Purple People Eaters: A Personal Look at status, ethnic background, gender, Leadership and the Provost of the DMACC educational level, or age. Our country’s ANYONE can be West Campus. For more information, visit his website at history is replete with examples of people of all types and backgrounds who both creative and t www.adpaustian.com had signifcant impact on our lives today. innovative regardless ©2012 by Anthony D. Paustian. Don’t take “no” for an answer; seek out Used with permission. help (a great many successful people of socio-economic Portions of this piece were would love to mentor someone with the adapted from Beware the status, ethnic Purple People Eaters—©2012 desire to succeed), and be willing to do by Anthony D. Paustian People would frequently travel to see early American astronauts. In this photo, astronaut John Glenn is being honored as the frst American to orbit the Earth. Photo courtesy of NASA whatever it takes to see it through. Most background, (BookPress Publishing). innovators—both past and present—are gender, educational References: However, through slow, incremental these areas. According to data released commonly described as tenacious. 1. Paustian, A. (2012). Beware the Purple People Everyone Is Welcome Eaters—A Personal Look at Leadership. changes in societal values, television by the united States Census Bureau, a level, or age. Des Moines, IA: BookPress Publishing. programming, and behavioral norms, Innovation can come from anyone and STEM-related associate’s degree now occur at any time or place. A perspective Look a Little Deeper Maybe the MoMA artist had it right 2. Moore, G.E. (1965, April 19). Cramming More people today generally accept these pays better than a bachelor’s degree Components onto Integrated Circuits. Retrieved I frequently observe in college students all along. As improvements in high- changes. The slow nature of change in in liberal arts, and men still vastly Innovation has always been a game- October 18, 2011 from Intel: http://download. resolution 3D graphics, virtual realities, intel.com/museum/Moores_Law/Articles-Press_ perspective over time serves to facilitate is the failure to believe that the ability outnumber women in STEM felds, changer. It determines how people and special effects increasingly reduce Releases/Gordon_Moore_1965_Article.pdf big changes. to create new ideas, start businesses, although women represent the largest communicate, travel, and manage the need for imagination, perhaps 3. Grimm, J., & Grimm, W. Little Snow- White. and achieve success using their talents growth in students overall.4, 5 their lives. It allows people to visit TIP: Sometimes the best approach other worlds. After ushering in the white canvasses should start appearing (Translated 2005). Retrieved July 15, 2012 from is within their grasp. They have trouble the University of Pittsburgh: www.pitt.edu/~dash/ to facilitate large-scale change is to seeing potential opportunities for a The signifcant national decline in STEM- Atomic Age, it provides the potential everywhere—in museums, lobbies, grimm053.html divide tasks into a series of small related graduates has become such a offces, and homes—to open our variety of reasons such as a lack of for unlimited energy. It produces 4. What It ’s Worth: Field of Training and Economic steps introduced slowly, thus reducing knowledge, funding, talent, or support. concern that even the Defense Advanced food for the growing masses. It adds minds to a limitless world of innovative Status on 2009. (2012, February). Retrieved July potential resistance or backlash. For For them, seeing things from a different Research Projects Agency (DARPA) convenience and improves the standard thought. Then, as we each stare into 16, 2012 from the U.S. Census Bureau: www.census.gov/prod/2012pubs/p70-129.pdf example, Google did not exist prior to perspective can seem like trying to cross recognizes the harm to our national of living for many. Innovation has the canvas and see a different shade 1996, and people lived fairly private security due to the inability to maintain defned this country since its inception. of white, it may be that the ideas and 5. Koebler, J. (2012, February 24). STEM Associate’ s the grand, Grand Canyon of possibility. Degree Pays Better Than Liberal Arts Bachelor ’s. lives. Imagine the response if, suddenly a technological lead in critical skills and perspectives that ultimately emerge Retrieved July 6, 2012 from U.S. News & World Some students equate opening a math unfortunately, however, the word that same year, names could be typed disciplines. DARPA observes the problem from the void will solve a long-standing Report: www.usnews.com/news/blogs/stem- “innovation” stands in danger of by anyone into a program called Google textbook today to asking a vampire to often rests with “public perception” problem, create a new social norm, or education/2012/02/24/stem-associates-degree- becoming a buzzword, like “paradigm” pays-better-than-liberal-arts-bachelors to fnd out vast amounts of personal eat garlic on a crucifx spoon. Although surrounding these types of careers.6 simply become the next great thing we in the 1990s or “synergy” at the 6. Nusca, A. (2010, January 20). DARPA: “Signifcant information. Then imagine if everyone the fastest growing career sectors are can’t live without. in STEM felds (science, technology, Perhaps the problem rests with today’s beginning of the new millennium. decline” in U.S. science, tech degrees “harming could shift to another program called national security.” Retrieved July 12, 2012 from cultural focus, one that seems misdirected It appears, frequently, in corporate Google Earth and look at the houses engineering, mathematics), the media SmartPlanet: www.smartplanet.com/blog/smart- is fraught with reports about the lack of as evidenced by a growing fascination marketing materials, television takes/darpa-8216signifcant-decline-in-us-science- of neighbors, employers, strangers, tech-degrees-8216harming-national-security/3412 students and, ultimately, graduates in with the tabloid exploits of celebrities, commercials, investor pitches, even and friends. presidential speeches. People drop the 20 | ciWeek Magazine FFallall 20 2012 12 || 21 A seated Thomas Edison in his Menlo Park laboratory with Henry Ford (middle) and a colleague looking on. Photo courtesy of the National Park Service THE MISSING INGREDIENT Does Innovation BY ADAM CARROLL The Magic of True Innovation Shark Tank, a phenomenal show on ABC right now, features five very wealthy businesspeople Matter To Your Business? who listen to business pitches made by entrepreneurs.The pitches last between 2-3 minutes before the “sharks” begin grilling each entrepreneur with questions about business plans, We bring tangible results. revenue models, and plans for future growth. If one (or more) of the sharks are interested in investing in the business, an offer is made to the entrepreneur who then has to decide whether to accept. Call for a complimentary consultation. [email protected] | 515-278-1292 | www.debonoconsulting.com Fall 2012 | 23 Beyond the world of beakers and test tubes, Edison realized the importance of maintaining a vibrant connection with the diverse constituencies fueling his innovation empire. He cultivated relationships with people from a broad spectrum of disciplines, including technical experts, customers and prospects, journalists, academics, financiers, and politicians. 1 Gelb explains that Edison surrounded himself with famous innovators like Henry Ford (inventor of the assembly line) and Alexandre-Gustave Eiffel (architect of the Eiffel Tower) and engaged with intellectuals like Charles Darwin, Sigmund Freud, Mohandas Gandhi, Marie Curie, and Albert Einstein. Everyone around Edison had an enormous impact, and he recognized the value of their input to the innovative process. While it might not be possible to highlight how the innovators on Shark Tank arrive at their products (each entrepreneur gets less than 10 minutes

Daymond John is one of the “sharks” on ABC’s Shark Tank. Photo courtesy of Daymond John of airtime), chances are very high that From left to right: Henry Ford, Thomas Edison, John Burroughs, and Harvey Firestone. Photo courtesy of the National Park Service they leveraged the skill sets of those The products these savvy innovators few truly innovative? What ideas or closest to them in order to make the one of your contacts has an account Crowd-sourcing sites have manifested If a new contact dreams of working have created aren’t necessarily mind- values must we instill in others to help product happen in the frst place. They that’s either flled, partially full, or empty. O the ability to leverage social capital for a Big 4 accounting frm, provide blowing: a toilet training system for them launch their ideas faster and more took a creative idea and infused the Want to increase your social capital with into real capital to get projects funded. the introduction to that college cats, magnetic collar stays, a guitar- effciently? What is the magic ingredient idea with magic: the skills, abilities, others? Help them accomplish their Artists, musicians, inventors, flmmakers, friend of yours who is a higher-up playing-made-simple product, portable behind having a great idea, which knowledge, and connections of those goals. Then they’ll help you accomplish and people who need surgery or want in Chicago. speakers, a water spigot adapter, fancy then can be transformed into a truly around them to create something goals when you’re in need. to adopt a baby post videos describing Know someone looking to start an favored teas, a sealed one-serving wine innovative product? extraordinary. (Assuming you can call a O their needs on sites like kickstarter.com, The simplest way to describe how to do online business? Suggest he read container. What is most impressive is the cat using a toilet as such.) Yes, you could indiegogo.com, and fundly.com; many Ingredients used by every innovator— this is to leverage Networking P.O.W.E.R. your favorite book on the topic or level to which these entrepreneurs have probably make a tea mixture that’s just of them will raise more than what was persistence, creativity, hard work, When networking with others, subscribe to Mixergy.com podcasts. taken their ideas to make them a reality. as good as the one pitched on Shark originally requested. Want proof? In resourcefulness, research—might top simply Promote Opportunities While Tank, but could you then get it mass- All of these are opportunities that you 2012, Kickstarter.com will fund more Most viewers make a comment like, “I most people’s lists. But you must look Establishing Relationships (P.O.W.E.R.): produced, packaged, and distributed? could be promoting to build social capital. projects than the National Endowment could’ve thought of that!” And indeed, no further than one of the most prolifc Probably not without tapping into the for the Arts.2 they probably could have, but thinking inventors on Earth to discover a secret When a new contact says she The impact of this new currency should expertise of several others. O of something and actually seeing it ingredient. In the book Innovate Like would someday like to write not be underestimated. In our current Before you can fgure out how to through to completion are two very Edison, Michael Gelb identifes one The point is they didn’t do it alone, and a book, provide her with the economic environment, money—or a grow social capital, remember the different things. As the saying goes, of Thomas Edison’s core innovative neither should you. resources in your network to lack of money—can be the main reason opportunities you promote must be accomplish the goal. not to pursue an idea. Yet with enough ideas are a dime a dozen. Creative elements: tapping the intellect of Your objective, if innovation is the done selfessly. To activate the Law of Know someone who wants to social capital, money or its lack may people have ideas, yet those who others. Today we might think of Edison goal, is to build a network of people O Reciprocity (a powerful universal law travel overseas? Direct him to never be an obstacle. You’ll instead rely innovate turn those ideas into products. as a “super-connector,” someone who as supportive of you as you are of that suggests givers get), the work always masterminds with the best couchsurfng.com or AirBNB.com, on favors, partnerships, or bartering to that you do helping others must be Which prompts these questions: Why them. The currency these relationships and brightest thinkers for maximum or introduce him to someone who get the job done. done without worry or anticipation of are so many people creative, but so exchange is called social capital. Every innovation AND output. Gelb states, just returned from such a trip. payback. In the words of the famous 24 | ciWeek Magazine Fall 2012 | 25 motivational speaker Zig Ziglar, “You likely, they can put the ball in motion can get everything in life you want if you with one phone call (one of the reasons will just help enough other people get entrepreneurs clamor to get on the what they want.” 3 show). If an entrepreneur partners with a shark, the chances of success go up Begin surrounding yourself with idea exponentially compared to doing it people who also connect to others. When alone. The power resides in the network. enjoying coffee or lunch with someone you admire, ask as many questions Robert Kiyosaki, author of the Rich Dad as you can to discover the person’s series of books, has been quoted as goals and dreams. (A good maxim: saying, “The poor and middle class look focus on listening 70% and talking 30% for work, while the rich build networks.”4 of the time.) Find out if the person The missing ingredient of innovation has discovered the next big idea or a is simple—it is people. Your ideas and project that needs help to be launched. those of others have value, but only to Then leverage Networking P.O.W.E.R. the extent the ideas are shared, grown, Adam Carroll is the author of Winning the to promote opportunities, which will adapted, and executed. To do that, it Money Game and the founder of National help someone else achieve a desired Financial Educators. For more information, takes the input of other great thinkers in breakthrough, whether that be a contact, visit his website at and out of your network. It’s best to err a book, a website, or another resource. t www.adamspeaks.com on the side of collaboration. Like Edison, © 2012 by Adam Carroll. we must build mastermind networks Used with permission. with a diverse group of professionals, The power resides share resources and ideas willingly, and remain open to support those in pursuit EDITOR’S NOTE: Daymond John, one of the sharks from ABC’s Shark Tank will be a featured in the network. of worthy goals. keynote at ciWeek 2013. Adam Carroll will also be a featured speaker at ciWeek 2013. For more Great ideas are rarely born in a vacuum, information visit the ciWeek website at but instead come from interactions and t www.dmacc.edu/ciweek In time, you’ll discover you’ve built a conversations with others. Similarly, very substantial network. The people great innovations are never achieved by you’ve been assisting are the ones you locking yourself alone in a workshop. will likely turn to for your own project— Edison’s Menlo Park was always a which might be in need of connections beehive of activity, and he prided or resources—to help you realize the References: himself with the caliber of his associates, next great idea. Because you’ve grown 1. Gelb, Michael J. Innovate Like Edison. much like the sharks on Shark Tank. Caldicott, Sarah Miller. New York: Penguin your social capital, others are more likely Group, 2008. to offer their assistance. How innovative is your network? 2. Eler, Alicia. “Kickstarter To Outfund Think of it this way—now that Google can National Endowment For The Arts.” access millions of pieces of information ReadWriteWeb. Ed. Richard MacManus. 24 Feb. 2012. www.readwrite web.com/ that exactly match your search, why archives/kickstarter_to_outfund_the_ would you ever crack open the 1988 national_endowment_for.php version of Encyclopedia Britannica? 3. Ziglar, Zig. Secrets of Closing The Sale. Today, even some librarians are likely New York: Berkeley Books, 1984. to begin a search with Google. Build 4. Kiyosaki, Robert. Rich Dad, Poor Dad. enough social capital, and you’ll simply New York: Warner Books, 1998. Google your network when faced with a seemingly insurmountable obstacle. Ask the sharks on Shark Tank how they would get a product on shelves or sell a million widgets, and they’ll no doubt tell you they know an expert. More than

26 | ciWeek Magazine Fall 2012 | 27 Innovative! One Iowa-grown grape…three different Tassel Ridge® Wines

Iowa White Blossom�a dry white wine with aromas of citrus and tropical fruit and a palate dominated by pineapple, nectarine, and white peach with a hint of green apple on the finish. Pair it with chicken, fish, Asian stir-fry, and Caribbean jerk seasoned dishes. Serve chilled.

2009 Iowa Edelweiss�a semi-sweet white wine with the scent of ripe pineapple followed by hints of mandarin orange, pear, and pineapple on the palate. Pair it with spicy Asian foods, Caribbean jerk spiced meats, and salads with pineapple, pear, apple, or papaya. Serve chilled.

® Star Spangled White � 1681 220th St. a sweet white wine with Leighton, IA 50143 pineapple, melon, and pear on Between Pella and Oskaloosa on Hwy. 163 the nose and candied pineapple and pear on the palate. Pair it 641.672.WINE �9463� www.tasselridge.com with apple and pear desserts or blue cheese. Enjoy it alone as a Mon�Fri 9 a.m.�6 p.m. Sat 10 a.m.�6 p.m. sipping wine. Serve well chilled. Sun Noon�6 p.m. Richard Fosbury at the 1968 Olympics using his new “fop” method of high jumping. Photo courtesy of Flickr and Olympic.org

INNOVATION IS GREAT . . . BY MITCH MATTHEWS But Where Do You Start?

As I work with organizations that desire to dream bigger, innovate consistently, and achieve more, I’ll almost always have an exasperated leader ask, “Where do we start?” Maybe that person is overwhelmed by busy schedules and tight budgets. Maybe it’s a misperception that innovation is only for companies like Apple or leaders like Richard Branson. Usually, when leaders ask this question, it seems inspired by a belief that innovation is something far off, something nice to think about but difficult to achieve in “real life.” But opportunities to innovate are much closer than you might think.

Fall 2012 | 29 using his new method of clearing the He replied, “Well, the minute I saw that bar. He went on to earn a place on the mat, I thought to myself, ‘Great. Now 1968 Olympic team and represented everyone can do the high jump.’” the united States in Mexico City. At the As we dug into his response further, he 1968 Olympics, Fosbury was the only began to recognize his early frustration high jumper to use this new style of blinded him to the opportunity the mat going over the bar backward. In fact, provided. Even though the chance to some witnesses say the frst time he improve had been right in front of him, jumped, the stadium’s packed crowd sat his aggravation with the change to in stunned silence. But the audience got his sport prevented him from seeing behind his unique approach, and when the potential benefts the change he cleared the bar for a second time, could provide. they reacted with a universal “Ole!” Fosbury earned a gold medal and set a new world record. The “Fosbury Where Is Your Mat? Flop” soon became the standard for As I talk with others about this reaction, the high jump around the world. Just we all think of times when we’ve been four years later, over half the high blinded by our frustration. We identify jumpers in the Munich Olympics used with Richard’s contemporary who didn’t Fosbury’s technique. It has since adapt . . . who didn’t innovate. become the standard. What if you took this cautionary tale and used it to inspire yourself, your A Small but team, and your organization to look for High jump using an early model mat for landings. Photo courtesy of Mile Split Signifcant Change High jump using a saw dust pit for landings. Photo courtesy of Mile Split the “mats” that might exist today? Because when we do that . . . clearing the jump, the athlete would I love Fosbury’s story because it involves style mat. That mat allowed Fosbury to one of Fosbury’s contemporaries. This Look for the Mat innovation can begin. land in a pile of wood chips or sawdust. a tall geek making good. I love the story experiment with his new technique, one man was a high jumper at the same My response to the question is typically, because it’s truly one of the greatest that would have broken his neck if he’d time as Fosbury, and he even tried out Let me offer a couple of examples. When Fosbury frst tried the high jump, “Well, look for the mat.” That phrase gets Olympic stories of all time. I love the tried it while landing in a pile of sawdust. for the 1968 Olympic team. he struggled with both methods, and Recently, I met Bill Price, the former quizzical looks but also inspires people to story because it involves someone trying neither went well. In fact, his frst year, What’s interesting is this change I met him as he was getting ready to Global vice-President of Customer lean in as I explain what I mean. something new in the face of adversity he failed to complete jumps of 5 feet, occurred at almost every high school coach a summer track program of Service at Amazon. As I heard him tell and mocking. And I love that Fosbury’s But frst, I must tell Richard Fosbury’s the minimum height qualifcation at that track across the nation during this elementary and junior high students. war stories of life at Amazon and their willingness to be different paid off. But story. A tall, uncoordinated kid who time for most high school track meets in time. In fact, the evolution from wood As we sat under a shade tree protected approach to customer service, I was the biggest reason I love the story is grew up in the Northwest, Fosbury that region. chips to soft mats made its way around from the hot July sun, I asked him struck by how Amazon seemed to be because we can all learn from what attended high school in Medford, the world. The increased safety the about his experiences in high school an organization dedicated to fnding To fnd success, Fosbury experimented Richard Fosbury accomplished. Oregon during the 1960s, where he mats offered was available to almost and college track in the 1960s, and I “mats.” In fact, Price said, “My goal as v.P. with a completely different style of went out for track during his sophomore However, Fosbury’s accomplishments everyone, but Fosbury was the only one asked him about his own preparation of Customer Service was to eliminate clearing the bar. As his strategy evolved, year. Since he was already over six feet, were prompted by a small but to take advantage of it. for the Olympic trials. I’ll be honest; I the need for customer service.” He went he would leave the ground, turn, and coaches directed Fosbury to the high signifcant change. I’ve dug into this had 100 questions to ask, but one key on to explain the function of customer go over the bar backward. At frst, this jump. Things didn’t go well at frst. change, yet I haven’t found what caused question took precedence: “What did service in most organizations is to deal series of moves was not graceful or Why? it. Maybe a protective parent or a you think the frst time you saw the with crisis and calm irritated customers. As it turned out, the two dominant effective. In fact, some of Fosbury’s concerned coach. It might have been a After encountering Fosbury’s story, I mat below that high jump bar?” When I He said, “Our job was to be detectives,” jumping styles of the day were the coaches asked him to stop; they were cautious administrator. Frankly, I’m not wondered, if everyone had access to fnally asked the question, his response and continued, “Every customer service straddle method and the upright- overheard saying it looked like he sure. But what happened—the small but these mats, why wouldn’t everyone came so fast it seemed to startle him. It issue represented a hidden opportunity.” scissors method. Both techniques were was having a “seizure in the air.” But signifcant change—began because the start to adapt their techniques? Since stunned me. Specifcally, he would equip his customer complicated and demanded high-level over time, Fosbury stayed with this pit of saw dust or wood chips used for it was no longer necessary to land on service agents with a singular question coordination. Both common strategies, technique, only to begin to win his high He said, “I hated that mat.” high-jump landings was replaced by a the feet, why wouldn’t everyone start to each allowed a greater chance for school meets and set new records. to use when dealing with a problem: mat. That’s right. In the mid-1960s, the change strategy? My surprise must have shown on my the athlete to land with correct foot “How could the need for customer He later attended Oregon State pile of sawdust used previously by high face because he quickly collected placement after the jump. Landing A few summers ago, I developed an service be eliminated here?” university and won the 1968 NCAA title himself. I followed up: “Why?” on the feet was critical because, after jumpers was replaced by a gymnastics- answer to these questions as I met with 30 | ciWeek Magazine Fall 2012 | 31 Price recognized the value of that One leader I will never forget said, “As particular question; it helped Amazon you can imagine, the recent changes discover bad vendors, identify problems at the national level around health with their website, fnd hot products care have been truly frustrating for buyers hadn’t yet found, and uncover our customers. And I’ll admit that they trends in a market that Amazon took aren’t always nice as they voice their advantage of time and time again. In the frustrations to us. In fact, sometimes end he said, “While most organizations they get pretty frustrated with my just want to patch up problems and team . . . which makes my team pretty move on . . . Our relentless pursuit to frustrated. So then it can very easily eliminate the need for customer service escalate into a feeling of ‘us versus helped Amazon to discover some of its them.’ And that’s never healthy. As we most important breakthroughs.” talked as a team, we realized that this is an opportunity to be on the same side That’s what I call looking for the mat. of the table as our customers and work together to navigate these changes . . . Mitch Matthews is the author of IGNITE! The future starts here. Closer to Home instead of feeling like we’re on opposite and an inspirational speaker and coach who helps people dream bigger. For more sides of the table.” I recently worked with a leadership team information, visit his website at from a large insurance organization. As From that discussion, that leader t www.mitchmatthews.com and her team were able to launch an the subject of “looking for your mat” ©2012 by Mitch Matthews. came up, I asked two questions: innovative education initiative that Used with permission. helped her organization’s customers What is frustrating you right now? navigate the changes. Most importantly, EDITOR’ S NOTE: Mitch Matthews will be a What opportunity might exist in the discussion enabled everyone to featured speaker at ciWeek 2013. For more that frustration? move from an “us versus them” mindset information, visit the ciWeek website at to a “let’s face this together” approach. I let teams of group members discuss t www.dmacc.edu/ciweek the questions, but before they As you can imagine, fnding that “mat” shared their ideas, I offered a word of changed everything. cautionary encouragement: “Listen, sometimes when we begin the process How about You? of innovation . . . sometimes when we start to talk about possible ‘mats,’ we What might be your “mats”? Where have to take some risks. Sometimes, might your opportunities to innovate be those risks involve admitting to seeing hiding? Maybe they are hidden right out in something that you may feel like you the open like Fosbury’s mat. Maybe they should have seen before. Maybe those are hidden in some of the very things that risks are acknowledging that you could create frustration for you, your employees, have done something sooner. But and your customers or clients. those feelings of potential doubt or Maybe you can start to innovate with embarrassment can get in the way of two simple questions: true and effective innovation. So I just want to say that this is a safe place to dig What are some things that cause my clients, customers, and me frustration? in and look for those opportunities . . . even if we feel like we should have seen What opportunities might exist them before.” in these situations? I could almost feel the level of anxiety Then walk toward the mat. drop in the room. Next I said, “Okay . . . who has some ideas?” Hands shot up.

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