Going Big: Integrating Value Strategies into a Repeatable Framework –

Data management and storage company NetApp garnered a Value Champion award in 2013 for its data-driven, technology roadmap project. Not satisfied to rest on their laurels, General Counsel Matt Fawcett, Senior Director of Legal Operations Connie Brenton, VP of the Innovation Services Group (IP Group) Beth O’Callahan, recognized that innovation in silos wasn’t enough. “We had to find a way to integrate individual innovations into a cohesive program that would create greater spend and value alignment,” says Brenton. The team sought to move from “small arrow” (innovation in unstructured silos) to “big arrow” impact—a structured combination of innovation tactics towards a focused, larger and more impactful result. Continuing to work with co-Champ Elevate Services, which acts as an extension of its legal department, NetApp embarked on a project to pilot this strategy of cohesive steps within the most impactful area, the Innovation Services Group, which has the highest outside legal spend. The Innovation Services Group manages about 3,000 patents, as well as trademarks and copyright…