OnStar, a new business based on in-car voice
activated communication, General Motors
appointed Chef Huber, a
Diverse Synergistic Innovation Team
radical innovation could happen inside
big companies. What's required is to build a
team that respects insiders and listens
to outsiders. So Huber put together a
multi-disciplinary team, with over half
its members coming from outside GM.
leaders planned to create OnStar as a
partnership with EDS and Hughes, but
Huber saw that that would be impossible to
manage, so he insisted on an
independent venture inside GM.
it was possible to
develop a new product
inside a large company like GM. Pretty soon,
OnStar had millions of subscribers and was
standard inside not only GM, but also Acura,
Audi, Lexus and Subaru cars.