A Research Proposal concerning Computer Operating Systems Education Essay

A Research Proposal concerning Computer Operating Systems Education - Essay Example My interest in this subject started as a realization, servicing computers at The University of La Verne. There seemed to be a great familiarity of an application when a worker was given instructions in a specific subject. When using a new application, the same faculty or staff became disorientated and frustrated. I pondered; could knowledge of Operating Systems help subjects adapt to new programs easier? My observations were that the more experience a customer had using a computer, the easier it was to adapt to new types of work. Of the subjects interviewed, few have taken an actual course on the operating system of their computer. The comfort level of the subjects who had used several operating systems, over a span of years, were very good at applying learned knowledge to new applications. Consider operating a computer is as much of our professional skill set as language or mathematics. Efficacy theory by Albert Butera states ‘Self Efficacy is people’s perception of their ability to plan and take action to reach a particular goal.† Another definition by Compeau and Higgins 1995; Marakas et al. 1998) is Computer self-efficacy (CSE) refers to individuals' judgment of their capabilities to use computers in diverse situations (http://en.wikipedia.org/wiki/Self_efficacy, 2006) I theorize that if a worker has a good basic knowledge of an operating system, he or she will build confidence through positive experiences. This encounter will drive a user to experiment and discover effective ways of using multiple applications.

Care, rationale and outcome in Coronary Care Unit

Care, rationale and outcome in Coronary Care Unit Nurses are required to continue education and upgrading of skills to ensure their patients receive the best possible nursing care. Cardiac nursing is a dedicated nursing practice that gives focused and precise nursing interventions, that are governed by the best practice nursing standards using latest research based facts. Nurses need to have good technique and skill when performing health history and physical assessments to enable them to look after the person as a whole. When nursing patients, nurses need to understand the care they give and reasoning of why they deliver the cares in a certain way. A sound knowledge of assessment and observations help nurses plan, initiate and deliver health care. Without knowledge and rationales the nurse may not deliver cares in the correct manner or have the ability to know when to initiate them. Myocardial infarction is a common cause for admission into the Coronary Care Unit and this case study follows cares, rationales and outcomes in this se tting. Mr Smith (synonym for confidentiality) is a retired 58 year old man that was admitted to a Coronary Care Unit (CCU) via the Emergency Department (ED) of the Atherton Hospital. His admission diagnosis was an Anterior ST Elevated Myocardial Infarction (STEMI), which had already been treated with thrombolytic therapy. On the morning of his admission, he drove himself to the ED with chest pain. He presented with left sided chest pain that radiated to his left jaw and left arm which he scored 10/10 and described as crushing. He was diaphoretic and hypertensive with nausea and vomiting. An ECG showed sinus bradycardia, rate of 60 bpm with hyperacute T waves in V2-V4, that progressed to ST Elevation. Thrombolytic therapy was administered 1 hour of his presenting to ED and within 2 hours of the initial chest pain that commenced at home. His ST segment was elevated approximately 8mm and continued to increase until 70 minutes post thrombolytic when he had 50% resolution of the ST elevation. When he presented to the ED he was given oxygen, morphine, anginine, aspirin, clopidigrel and enoxaparin as first line pharmaceutical treatments. He was transferred that afternoon to Townsville. Mr Smith was not managed in Atherton due to the lack of cardiac catheter services and was transferred for a Percutaneous Coronary Intervention (PCI) the next day where he had a stent placed in his proximal area of his Left Anterior Descending Coronary Artery (LAD). Anterior MIs affect a large surface of the heart, thrombolytic therapy and PCI are the most effective way to treat them (Evans-Murray, 2008 ). His medical history includes a previous STEMI and PCI in 1997, hypercholesterolemia, depression, a ruptured bowel and neck injury from a Motor Vehicle Accident in 1977. Upon further questioning Mr Smith admitted to recently becoming very short of breath whilst mowing the lawn. His risk factors include ex-smoker ceasing in 1993, hypercholesteremia, and stress of brother dying 3 weeks previous. His current medications were aspirin 100mg daily, atorvastatin 20 mg daily and zoloft 200mg daily. Upon arrival to a Townsville Coronary Care Unit (CCU), Mr Smith was pain free. He was connected to continuous cardiac monitoring and admission workup was attended, this includes admission paperwork, ECG, vital signs, mobile Chest x-ray and pathology tests. He was ordered and given stat doses of aspirin, clopidigrel and IV lasix. Mr Smith had an IVT running in his Left hand and an IVC in his Right hand. During the next few days Mr Smith remained febrile 37.6 ° with only a small elevation in white cell count (Huszar, 2007). Four days post infarction, Mr Smith became short of breath (SOB) in the shower and felt light headed; he was monitored in Sinus Rhythm with SaO2 of 95% on 3lpm via nasal cannula. On auscultation, crackles were heard in his lower bases. He was commenced on lasix 20mg daily. This was an indication that his Left Ventricle may not have been functioning adequately. An Echocardiogram was performed to see if the heart wall motion and valves were performing to their best ability (Kern, 2003). The report showed extensive akinesis of the septal, anterior and apex left ventricle wall. His Left Ventricle Ejection Fraction (LEVF) was 35%. Normal values for (LVEF) are 60-65% (Moser Riegel, 2008). He was commenced on a Beta Blocker Cavedilol 6.25mg and Ramipril, which was commenced post PCI and decreased from 2.5mg to 1.25 mg. Use of these medications follow the criteria of the Reducing Risk in Heart Disease (Heart Foundation, 2007). He was sent to the cardiothoracic unit on day 5 with telemetry, to monitor for any changes in his cardiac condition (Jayasekara, 2009) and discharged two days later. A systematic approach should be taken when attending to health history and physical assessment. Throughout the assessment, skin temperature, body odour, mood and appearance are observed. Patients need to feel comfortable with nurses so Mr Smith had the physical assessment explained to him and the reasons for performing it. (Brown, 2007) Mr Smiths physical assessment was completed in the morning prior to his PCI. He seemed relaxed with a jovial manner but at times did appear nervous. He was of a clean well kept appearance and looked younger than his 58 years. Neuro intact. Orientated to time, person and place, GCS 15 and PEARLA. He had a good memory of the event. Cardiovascular monitored in sinus rhythm with frequent PVCs and runs of bigeminy. ECG attached. Febrile- low grade 37.4  °, Pulse 70 bpm, blood pressure 102/69, no peripheral oedema. Jugular venous pressure was approximately 4 cms. Initially I could not palpate the apical pulse but when patient positioned onto his left side it was felt 5th ICS MCL. The reason it is felt is due to the apex of the heart comes into contact with the chest wall (Marieb Hoehn, 2010) No thrills or heaves heard. Mr Smith was warm to touch but not diaphoretic. Upon auscultation of the carotid arteries no bruits were heard. Normal S1 and S2 heart sounds were heard upon auscultation. Good radial, carotid and femoral pulses, Normal 2+ according to pulse volume scale (Lewis, 2007). Mr Smith did look pale and his haemoglobin was 121g/L. Respiratory rate of 18 per minute. Sao2 94% on 2lpm via Nasal cannula. Inspection of the thorax area revealed equal shape, size and symmetry of chest with nil use of accessory muscles. Trachea was midline. Lips and nail beds showed no signs of cyanosis. Diaphragmatic excursion was equal at 4 cms. Anterior, lateral and posterior areas revealed equal air entry, bilaterally in high and mid thoracic zones. Basal zones of thorax areas were bilaterally dull. No adventious sounds heard. Chest X-ray noted that some consolidation in bilateral bases which corresponds to the decreased air entry heard in the bases (Wang, Baumann, Slutsky, Gruber, Jean, 2010). Gastrointestinal revealed an old scar midline under the umbilicus from previous MVA. Bowel sounds heard in all 4 quadrants. Abdomen was soft with no distension. Mr Smiths upper and lower limbs and nail beds showed no signs of cyanosis or clubbing, ulceration or varicose veins. Capillary refill was normal less than 3 seconds in all limbs. Range of motions and strength were bilaterally equal and normal in all 4 limbs. Dorsalis pedis and posterior tibial veins were felt on palpation and scored 2+ bilaterally (Lewis, 2007). Acute coronary syndrome is a common cause of death. Myocardial infarction can have a good mortality rate if treated early. Treatment can be as basic as oxygen, ECG, observations, nitroglycerine through to thrombolytic therapy or a rescue angiogram/angioplasty (Overbaugh, 2009). One is not more important than the other and the patients prognosis is the main concern. Patients complain of chest pain due to myocardial oxygen demand and supply mismatching. The coronary arteries supply the myocardium with blood supply, if the supply is interrupted by a clot, spasm or atherosclerotic plaque the myocardial oxygen requirement (demand) is not met which causes myocardial cells to starve for oxygen supply. This causes the depolarization of the cells to be interrupted and changes will occur on the ECG. (Woods, 1995) Ischemia is shown on the ECG by ST segment elevation. This is primarily an emergency situation as the first 6 hours post infarction is when myocardial damage becomes irreversible (Thelan, 1994). In this time many interventions can be attended to resupply the myocardium with oxygen enriched blood supply. Oxygen is administered for at least the first 48 hours post MI so that tissue hypoxia does not become evident. At times chest pain can be relieved by applying oxygen.(Swearingen Keen, 2001) Vital signs are attended to frequently in CCU, usually hourly, which enables nurses to see any changes in hemodynamic monitoring. Complications of infarctions are heart failure and arrhythmias, due to the large area of heart wall damaged. When Mr Smith suddenly became SOB and adventious breath sounds were heard on auscultation, it alerted medical staff that his left side of the heart was congested and not efficiently pumping. Early indications of Left ventricular failure are shortness of breath (SOB) and intolerance of beta blockers, nitrates, or ACE inhibitors. Mr Smith showed signs of SOB and lightheadedness, which may be due to Ramipril ( ACE inhibitor) that was then decreased in dose (Schell Puntillo, 2006). Continuous cardiac monitoring enables nurses to keep constant checks on heart rates and rhythms, it gives nurses the ability to act on any life threatening rhythms immediately or enables them with the knowledge of impending problems that could arise (Drew, 2004). Premature Ventricular Contractions (PVC), Ventricular Tachycardia (VT) or Ventricular Fibrillation(VF) are the most likely rythyms to be noted due to the scarring or necrotic myocardial tissue (Aehlert eInstruction Corp., 2011). Mr Smith was noted to have occasional PVCs that became more frequent until he was monitored in bigeminy, which can lead to runs of VT (Huszar, 2007). Monitored patients can be observed in pulseless VT/ VF via the central monitor at the nurses station and can be immediately defibrillated, whereas if a ward patient collapses a monitor needs to be attached before the heart rhythm can be established and treatment given (McDonough, 2009). ST Segment monitoring shows significant changes in monitoring that can indicate ischemia or infarction. Central monitors should have regular nurse surveillance, will alarm if there is a significant change to the ST segment. Changes occur with or without complaints of chest pain or shortness of breath, indicating myocardial oxygen mismatch (Smith, 2008). Patients need to advised to tell staff of chest pain whilst being monitored. Some patients assume nursing staff know from the monitor when they are experiencing chest pain. (Swearingen Keen, 2001) An ECG can be performed to show any significant changes of the heart. Mr Smith showed ST segment changes in his anterior /septal (V3 V4 position) aspect of his left ventricle. This area is supplied by the Left Anterior Descending Coronary Artery. Treatment does not differ depending on which area of the heart is affected. All areas require oxygen supply. While in hospital Mr Smith was ordered serial ECGs, these are taken daily to show any changes. Expected changes expected post MI are the development of a pathological Q wave. Q waves indicate the necrosis of myocardial tissue and specifically in V1 to V4 indicates anteroseptal infarction (Dubin, 2000) Mr Smith was initially given morphine, an opioid that relieves pain by decreasing myocardial oxygen demand by decreasing the Autonomic Nervous System and decreasing anxiety (Lewis, 2007). Nitro-glycerine, was ordered as a smooth muscle relaxant that vasodilates the vessels to restore blood supply if the mismatch is due to a coronary spasm(Yassin, 2007). Aspirin is given daily indefinitely as it is a antiplatelet aggregation inhibitor that Hung, 2008 states is proven for secondary prevention of myocardial infarction, stroke and cardiovascular death in both men and women. He also discusses the combined use of clopidigrel and aspirin to reduce subacute stent thrombosis after PCIs (Hung, 2008). Thrombolytic therapy is given within the first 6 hours of chest pain.(Levin, 2008) Tenecteplase 90mg was given. Thrombolytic Therapy is given to dispel the clot and allow blood flow to the affected area. It can take up to 90 minutes for full resolution to occur (Goldberger,2010). There are certain considerations that medical staff must ensure prior to administration of this therapy, these include an absence of CVA/TIAs or surgery in the last 12 weeks (Gibson, 2009). Once administered ECGs are taken in 15-30 min intervals to see changes of ST segment, showing that myocardial blood supply and depolarization being restored. Cardiac markers are Pathology tests that also give evidence of myocardial damage. When cardiac cells are damaged the membrane walls leak these substances into the blood stream (Aehlert eInstruction Corp., 2011). Myoglobin, Creatine kinase (CK), Troponin T and Troponin I are myocardial specific and along with ST elevation can be evident of a STEMI. Ëarly in ischaemia the ST segment may lose the ST-T wave slope and appear straight. Then as the T wave broadens and the ST segment rises, the segment loses its concave form and becomes upwardly convex with elevations (Moser Riegel, 2008). Non STEMI do not have a significant change on the ECG only cardiac markers alter. These markers usually peak between 15-24 hours post infarction and remain elevated for 2-3days (Huszar, 2007) Creatine Kinase has normal value of 45-250 U/L and Mr Smiths on admission was 4290 U/L decreasing to 800 U/L, 2 days post. Troponin T normal values are à ¢Ã¢â‚¬ °Ã‚ ¤0.03ug/L but Mr Smiths ranged from 14.20ug/L at 2200hours on the day of MI, to 4.39ug/L 2 days later. Serial pathology tests are taken usually every 6 hours for the first 24 hours. Mr Smith was taken for a PCI the day after his MI. He had a stent put in his proximal area of his Left anterior descending coronary artery (LAD) in the Cardiac Catheter Lab. Mr Smiths had a PCI even though his blood supply looked like it had been reinstated, the stent will prevent clot formation again and reocclussion (Cannon, 2010). He was then transferred back to CCU and remained RIB overnight. He had a femoseal deployed into his groin to occlude the opening of the femoral vessel used for this procedure. Nurses need to do regular neurovascular and pedal pulse observations to check for bleeding or vessel occlusion (Shoulders-Odom, 2008). Mr Smith needed to be educated on his procedure pre and post operative. He has previously been for this procedure but needed re-education. It must be a daunting experience to be given twilight sedation whist having the PCI. Mr Smiths last procedure was 13 years ago which would see many new techniques being practiced that he was not familiar with. His post op education included the importance of keeping his affected leg still and care of his affected groin.(Moser Riegel, 2008) Myocardial Infarction education can be given to him at the same time but this is information that needs to be reiterated continually during his hospitalization(Lewis, 2007). He and his family need to be aware of the risk of reinfarction especially in the next 2 weeks post MI as the heart muscle is still weak and irritable and increase in activity can cause another MI. This is the time that patients start to resume their normal daily activities after hospitalization and are at the most risk. (Douglas, 2010) Documentation is very important and needs to be filled out correctly as it is a legal document (Lewis, 2007). The CCUs clinical pathway for infarction indicated strict rest in bed with commode privileges for the first 48 hours, this decreases the need for myocardial oxygen. This is difficult for active patients but it needs to be strictly followed. Due to immobility other medical complications can arise, pneumonia and decreased gas exchange, deep vein thrombosis or emboli are common. To prevent these patients are encouraged to attend to hourly Deep Breathing Exercises (DBE), leg exercises and triflow. Patients can also be sat in an upright position which increases venous return (Thelan, 1994). Anticoagulants prevent clot formation therefore Mr Smith was administered daily Clexane 90mg post PCI until discharge and administered Abciximab (Reopro) for 12 hours post PCI. To test the adequacy of anticoagulants, INR and APPT are taken to check patients dose is therapeutic. Problems with ad ministering the anticoagulant after thrombolytic therapy is bleeding (Yassin, 2007). Mr Smith was noted to have large traces of blood in his urinalysis and was sent for a Pelvic Ultrasound to be sure there was no other complications, the ultrasound was NAD. Prior to discharge Mr Smith was educated on his new regime of medications and the importance of medication compliance to decrease his risks of further cardiac complications (Albert, 2008). Nurses if experienced and up to date with current research and practices can work alongside medical staff and initiate nursing cares that are in the best interest of patients. Coronary Care Units must have confident and competent nurses to run the ward as most times they make significant decisions on implementation of nursing care. When Doctors have confidence in the nurse looking after their patients they will respect and listen to nurses opinions because they know they are educated and empowered with knowledge.

How Is Violence In The Media Perceived In Society Essay -- essays rese

The world today has a variety of problems and violence is one of the most prominent. It is seen on the front page of the newspaper and as the â€Å"Top Story† on the eleven o’clock news. Unfortunately, it is also widely used for entertainment purposes. In the New York Times a 1998 article by Faye Fiore stated: "On average last year, one act of serious brutality was found for every four minutes of entertainment." Today, violence is a major part of electronic games, television, and the film industry. Violence becomes such an everyday scene for us that many believe it desensitizes us to the real world. That is why the majority of the time violence is perceived as the cause of many of society’s ills. One individual who feels this way is the author John Grisham. John Grisham had a friend who was killed by two young lovers whom he believed were influenced by the Oliver Stone film â€Å"Natural Born Killers†. This belief was not unsubstantiated. The young female said that the two lovers watched the film shortly before embarking on their journey. She said that her boyfriend was greatly influenced by the film. Grisham was extremely angry at the way the killers’, Micky and Mallory, violent lifestyles were glamorized in the film. Grisham felt that this type of glamorization leads the youth of America to approve of this type of lifestyle. Oliver Stone disagreed with Grisham. Stone believes that violence is in some instances necessary for an artist to get the point of his work across. He believes that an artist’s freedom of speech allows him to do whatever he wants to in his work regardless of the social implications. Stone condones violence in the media. Another area of the media where violence is perceived as entertainment is the electronic gaming industry. There is a game called Soldier of Fortune which was is scheduled to be released soon in the US. This game is designed along the same lines as games such as DOOM and Quake; but it has one important difference it is often advertised as one of the most violently realistic games ever. Shots to the head result in a variety of results such as caved in faces, heads split in half, heads with the top removed exposing the brain, and complete removal of the head all together. Needless to say this is one of the most highly anticipated gam... ...at and fires with his automatic weapon. The level-headed member of the group fires one shot at this man scoring a direct hit. Needless to say, the two (one?) men are able to take over the ship and rescue the hostages kept below deck. This movie gives a very unrealistic view of violence where the good guys always win and where they can commit any violent act they want and they do not have to face any consequences. The two main characters commit a ridiculous amount of murders yet they walk off into the sunset with little if anything said to them. This movie only portrays violence as bad when committed by the bad guys. In general, violence is mainly perceived as entertainment. But as stated earlier the perception of the violence depends greatly on the viewer, reader, or listener. Although the use of violence for entertainment can have harmful effects on the youth who experience it, it is up to the parents to regulate and moderate what their children watch. They can’t use the television for a babysitter and then complain about how the violence on TV affects them. They must be active in raising their own kids, because good parenting starts with the parent.

Leaf Water Repellency

Cloud forests are characterized by photosynthetic capacity which may be increased by reduced water retention of the leaf. The reason is that carbon dioxide diffuse air faster than water. The article â€Å"Leaf Water Repellency as an Adaptation to Tropical Montane Cloud Forest Environment† by Curtis D. Holder examines lead water repellency in three ecosystems of Guatemala: a tropical dry forest, tropical montane cloud forest and temperate foothills-grassland zone. The author’s hypothesis that cloud forest zones are characterized by higher leaf water repellency failed to be proved as leaf water repellency appeared to be higher in tropical dry forests and temperate foothills- grassland zone. Water repellency is defined as adaptation on the surface of the leaf in habitants which are constantly subjected to daily precipitations during the period of active growth. Holder assumes that leaf water repellency is lower in open-meadow habitants than in dry forest habitants simply because dew formations are occurring faster. Moreover, water repellency of any leaf is driven, primarily, by physiological factors. In wet zones the plants are claimed to be selected due to their water shedding abilities as they have to able to defend their stomatal pores and to enhance photosynthesis abilities after fog interception. Decrease in water repellency may result in increased disease rates, although it doesn’t affect selective traits. Holder argues that it is natural selection that predetermined water repellency on leaf surface in cloud forest zones. Fog droplets negatively affect water repellency as they prevent gas exchange in plants. In such a way, photosynthetic carbon exchange is prevented by fog droplets as carbon dioxide diffuse air faster than water. Leaves with high water repellency minimize the leaf surface and promote the beading of water assisting gas exchange processes. In cloud forest zones, high leaf water repellency increase photosynthesis efficiency. Holder stresses that leaf water repellency â€Å"is measured by calculating the contact angle between a droplet of water and leaf surface†. (p.767) As it is mentioned above, the paper examines three distinct areas and central thesis is that high water repellency is inherent for plants in cloud forest zones as plants are more able to maximize photosynthesis and gas exchange process. Three areas were chosen to test leaf water repellency: Sierra de la Minas, Chiquimula and Colorado. Firstly, leaf water repellency was testified near Sierra de la Minas in lower cloud forest zone. This region is characterized by humid slopes on the windward side and, consequently, slopes on the leeward side. Strong northern winds are prevailing in that region. Night temperatures are about 5-15 degrees all year round. Also, Sierra de la Minas is characterized by variable precipitation – rainy season is observed from May till October. Fogs are more common in dry season, rather than in wet one. Secondly, leaf water repellency was examined in Chiquimula which is situated in 75 km from Sierra de la Minas. Leaves were tested on the leeward side of the region and were selected from dry forests. The precipitation rate is 1050 mm occurring from May till October. The temperature range is 22-26 degrees. Thirdly, water repellency was tested in leaves in Colorado, in particular, near the campus of the University of Colorado. Mainly, Colorado is temperate foothills-grassland zone. Selected species are dormant plants tested in the coldest months. Summing up, all species were chosen from the three distinct regions as they had managed to survive to maturity in their climatic conditions. Researches gathered only leaves which received equal amount of sun light and shade as it would allow more accurate examination. Leaves were dried with filter paper and than were fastened to a wood platform to view the horizontal profile of the leaf. The test aimed at identifying the differences between adaxial and abaxial sides of the leaf in terms of water repellency. Holder specifies that â€Å"in the experimental design using nested analysis of variance, species were nested within study sites, leaves were nested within species, and leaf surfaces were nested within leaves†. (p769) The results contradict the initial hypothesis and showed that as leaf water repellency appeared to be higher in tropical dry forests, not in cloud forest ecosystem. Species chosen from Sierra de la Minas region appeared to have the lowest water repellency, whereas species retrieved near the University of Colorado proved to have the highest water repellency. The leaf water repellency appeared to be significantly different in the three distinct regions. Sierra de la Minas’ species differed from those in Colorado and Chiquimula, and water repellency in Chiquimula differed from that in Sierra de la Minas and Colorado. It proves that leaves in different climatic zones can’t have similar water repellency as they have different levels of adaptations. Holder stresses that cloud forests are characterized by reduced capabilities to photosynthesis because of abaxial leaf wetness and constant cloud cover not letting the sun in. Therefore, leaves in this region should develop adaptation capabilities as it would allow maximizing photosynthesis processes in the most humid regions. In cloud forests the productivity of ecosystems is limited. The author concludes that, despite his expectancies, cloud forests aren’t characterized by high leaf water repellency and, therefore, leaves are less able to minimize the water content on their surfaces. As a result, photosynthesis is decreased.   Higher leaf water repellency in Chiquimula and Colorado is related to increased soil moisture and water balance in plants. High water repellency may increase fog precipitation and flow of steam leading to greater hydrological inputs. Summing up, leaf water repellency is plays crucial role in hydrological processes. References Holder, Curtis D. (2007). Leaf Water Repellency as an Adaptation to Tropical Montane Cloud Forest Environment. Biotropica, 39, 6, 767-770.      

Case Study Product Innovation at Bank of America

BANKING STRATEGIES Case Study: Product Innovation at Bank of America By Cindy Murray What ? nancial institutions can learn from inventions and innovations in other industries. owhere is innovation more essential to survival than in the banking industry. In the payments domain, for example, nonbank competitors less constrained by bank regulations and therefore more agile are changing the banking industry’s grip on the public perception of banks as the only trusted brand for holding and moving money. However, innovation is challenging for banks. Many products, like payments, are a commodity.A vast number of products and a complex infrastructure require continual upgrades to keep apace with technology advancements and comply with evolving regulations and security requirements. This article describes how Bank of America fosters a culture of innovation. Pivotal to an innovative culture is the direct engagement of clients in the innovation process. We highlight some of the ways that Bank of America achieves this. But ? rst we’ll look at the role of innovation process in building brand loyalty. N Build Brand Equity Through Progressive Transformation Change can occur by rede? ning a problem or rede? ing a solution. According to Robert Sternberg, a leading creativity expert,1 creativity is the ability to rede? ne a problem. Innovation can be viewed as the ability to rede? ne a solution. Successful innovation is a process over time—one that typically happens in increments rather than leaps. Rarely is a single innovation a game changer. In banking, 90 percent of innovation focuses on core competencies (that is, business-as-usual innovation), seven percent on game-changing innovation MAY–JUNE 2009 within core competencies and only three percent on leaps that signi? cantly shift the client experience.Outside of banking, an evolutionary approach to innovation is also the rule, not the exception. Continual improvements throughout a product’s life cycle build brand equity. Take the case of Nabisco’s Oreo cookie, the bestselling cookie in the United States. In 1912, Nabisco came up with the idea of two chocolate disks with cream ? lling in between. Since then it has released Double Stuff cookies with more ? lling; fudge-covered Oreos; holiday cookies, including Halloween and Christmas cookies; bite-sized Oreos for children; and reduced-fat Oreos. Oreos illustrate two important aspects of product innovation.First, Nabisco stayed close to its customers. It understood how needs varied among consumers and changed over time. The company developed its product to meet the needs of a continually broader set of consumers. Second, the example illustrates an incremental approach to innovation that focuses on advancing core products. The iPod was at once the next step in an evolutionary process and also a creative leap. This product integrated a number of capabilities in a portable device, but it was not the ? rst MP3 player. However, the concept of iTunes was a new business model that changed the way consumers could store and listen to music.The iPod was transformative, too, because it aligned with changing consumer behavior re? ected in trends of mobility and customization. Technology enabled a tipping point. Consumers were ready to embrace a leap. Cindy Murray is Head of Product Innovation at Bank of America. Contact her at cindy. [email  protected] com. COMMERCIAL LENDING REVIEW 35 Banking Strategies way that stays close to customers’ evolving needs. For example, through ethnographic research, we discovered a common practice among consumers of rounding up when writing checks. We took the idea of rounding up and turned it on its head—rede? ing Innovation is a process over time—an evolutionary the problem by associating payments with savings. path. An incremental approach to innovation mirrors How can we foster increased saving? With Keep the the gradual way in which people chan ge. Consumer Change, each time a customer pays using a Bank of behavior tends to change gradually. Successful innovation is customer driven. It gets as America check card, the bank rounds the payment close as possible to the customer’s current process. to the nearest dollar and transfers the extra change A deep understanding of how customers operate to the customer’s savings account. oday—and why they do what they do—gives inNow, instead of check writers rounding up, the sight into how to improve the process; how to create bank does it for them—but in a way that builds their a step forward for the customer. savings. The solution also facilitates increased use of Further, by directly engaging customers in the indebit cards, thereby supporting retailers’ efforts to novation process, they become deeply committed discourage check payments. It was also a timely soluto, and invested in, a solution, which took advantage tion’s evolutionary p ath. f evolving consumer beThis makes innovation a havior toward increased primary differentiator, ancard usage. Change can occur by rede? ning a other way of creating value Ethnographic research problem or rede? ning a solution. for customers by enriching has also been key to improvtheir experience and reining our electronic banking forcing loyalty over time. platform, CashPro, over Staying close to the customer is one of the most importime. For example, we designed an enhancement based tant attributes of a successful innovation process. on a typical client work ? ow for handling exceptions.By closely watching how 15 companies were posting their receivables, we identi? ed a common practice of Get Close to the Customer placing a sticky note on invoices when they did not match payment. Staff would then fax an invoice to At Bank of America, customers play a key role at the salesperson to inquire about the discrepancy. We every stage of the product innovation process. There incorporate d an electronic sticky note with email capaare a number of ways in which we directly engage bility in CashPro, so that clients could maintain their our customers throughout product development. ork-? ow process in the online environment. We use a range of formal techniques for idea generation. Formal techniques focus on gaining deepened client insight and are important when Amplify the we have limited information about an opportunity Voice of the Customer and the related customer need. Formal idea mining typically requires expertise through our internal innovation group or external specialized vendors. CashPro is a great example both of innovating in Ethnographic research is an important tool for increments to improve a product over time and of engenerating innovation ideas.Observation provides gaging clients in an evolutionary innovation process. insight into customer behavior and needs. ReturnWith CashPro, we established a customer advisory ing to the Oreo example, the idea for a bite-sized board, which has been closely involved in the prodcookie began to germinate when Nabisco researchers uct’s development. With CashPro, the innovation watched young children grapple with dunking the process becomes part of the client experience, thereby full-sized cookie in smaller cups. increasing customer satisfaction.For example, with Ethnographic research helps Bank of America CashPro, clients prefer self-service for upgrades. understand how to advance our core products in a They are fully vested in the change process. Engage Clients in the Evolutionary Path 36 COMMERCIAL LENDING REVIEW MAY–JUNE 2009 Banking Strategies Our strategic client program, Treasury Exchange, At the other end of the spectrum, responsibility serves to amplify our voice of the customer research. for innovation can be centralized in a shared serClients are long-term program members in senior vice center.At Bank of America, we have dedicated treasury and/or ? nance roles within their o rganizastaff focused on game-changing innovations. At tions. They meet regularly—at frequencies varying the same time, our entire organization recognizes from once per quarter to yearly. The program enables the importance of ongoing process improvement participants to share insights on best practices and and enhancements. learn from each other, while helping us to better understand their challenges and needs. A detailed executive Work with Peers summary that identi? s key discussion themes helps pinpoint areas for deepening discussion and exploraTo maintain a competitive edge, banks increasingly tion. Conference calls exploring priority topics serve will look for ways to work with clients, technolas touch points between in-person meetings. ogy companies and other ? nancial institutions We also look to Treasury Exchange members to to combine strengths. For example, in May 2008, validate and ? esh out new product ideas and to Bank of America announced a partnership with provide validation at points in the product develWells Fargo called Pariter Solutions LLC.The opment cycle. Treasury 50-50 joint venture will Exchange members have operate the commercialsubmitted innovation ized ACH platform that ideas under the auspices will be leveraged by the An incremental approach to of the program. Customer two banks. The goal is to innovation mirrors the gradual way advisory boards and spegain economies of scale in which people change. cial client programs like and better position both Treasury Exchange augbanks to develop future ment our extensive voice products with a single of the customer research. nvestment in the underlying processing engine instead of duplicative investments. It’s a platform for growth and innovation. Cultivate a Culture of Innovation It’s important to be open to ideas from all sources. That’s part of cultivating a culture of innovation. At Bank of America, all associates are invited to collaborate in the innovation proce ss. For example, associates can submit their ideas online via IdeasZone, an internal intranet site. These ideas are funneled into the idea stream and receive equal attention within our innovation process.Collaborate with Technology Innovators In banking, technology is an enabler of innovation. Therefore, it’s important that banks collaborate with their technology providers. Bank of America’s collaboration with Microsoft is a great example of how we work with technology companies to develop innovative applications. Cash positioning and forecasting continue to be key client challenges. We spoke with clients to determine how they perform cash positioning and forecasting. Treasurers might use a treasury workstation, an Excel spreadsheet or a combination of tools.However, treasurers who rely on treasury workstations typically supplement their process with an Excel spreadsheet. Our research also con? rmed that many clients have dif? culty building a historical database of in formation for trend analysis to support forecasting. COMMERCIAL LENDING REVIEW Foster Employees There are different options for organizational structure to foster an innovative environment. At Google, it’s part of everyone’s job to innovate. There is a decentralized approach to innovation in which all employees are engaged and given incentives.It’s built into their objectives and re? ected in their salary increases and bonuses. MAY–JUNE 2009 37 Banking Strategies Bank of America worked with Microsoft to develop CashPro Accelerate. This tool accepts information feeds across all of a client’s bank accounts and automates the cash-positioning process. It also builds a historical database that clients can use for forecasting. Keep Moving Forward â€Å"I am not discouraged, because every wrong attempt discarded is another step forward. †Ã¢â‚¬â€Thomas Edison With an inventor’s mind-set, the idea of failure is a fallacy.Some who know best ha ve even looked at failures as a continual path forward. Besides being the still-unrivaled record holder of 1,093 U. S. patents, Thomas Edison broadened the concept of the invention to what’s known today as â€Å"innovationinvention,† R & D and commercialization. 3 Innovative companies ? nd ways to leverage new insights to keep moving forward. The creation of 3M Post-it notes is a classic story of turning failure on its head and using creativity to rede? ne a problem. Spencer Silver was working on developing a strong adhesive but invented a weak one instead.Silver’s colleague Arthur Fry came up with a novel application for the weak adhesive, which became the basis for Post-it notes—a new vehicle for communication—which Bank of America used in its CashPro innovation. Sometimes the leap is in how we look at things. Build a Brain Trust In a September 2008 issue of H ARVARD BUSINESS REVIEW, Ed Catmull, cofounder of Pixar and the president of Pixar and D isney Animation Studios, talked about how Pixar fosters collective creativity. One of Pixar ’s core operating principles is that, â€Å"We must stay close to innovations happening in the academic community. 2 It’s part of the company’s effort to eliminate boundaries between different disciplines. Earlier this year, Bank of America and MIT’s Media Laboratory announced the creation of the Center for Future Banking. Over the next ? ve years, Bank of America will contribute $3 million to $5 million annually. The center is a prototype for how business and academia can work together to invent the future of an entire industry. It will bring together researchers with radically different perspectives, including behavioral economists, social scientists, computer scientists, psychologists, designers and others.The goal is to trigger unexpected new ideas that lead to innovation leaps in banking. Test, Learn, Evolve This inventor mentality is at the heart of our test and-learn environment, in which we deploy an initial solution design to get ? rsthand feedback from clients on its usability and value. At this stage, the intent is to address any issues or opportunities in the next iteration of the design. The process enables us to evolve our product design before we get to the pilot stage. As an iterative process, the test-andlearn environment is a microcosm of the broader innovation process focused at a certain point in the development process.The Intelligent Cash Manager, a new end-to-end Bank of America solution, gives a live example of the test-and-learn approach. The solution concept germinated in a series of Treasury Exchange meetings, where clients identi? ed cash handling and deposit as a major pain point. It’s an ATM-like machine that counts cash, accepts it for deposit and provides safekeeping. An issue related to jamming surfaced in the test-and-learn environment, which will inform a solution redesign. MAY–JUNE 2009 Choose Winning Concepts Vetting ideas and building a business case are key steps in the innovation process.Bank of America uses a scoring technique as part of our process for vetting ideas. Scoring criteria include whether a concept matches to plan objectives, whether it has wide applicability, its level of innovativeness and complexity and the potential magnitude of its impact. At Bank of America, for example, out of 919 ideas received this year, 10 have been submitted for funding in 2009. Building a business case is a key step. An effective business case must describe the opportunity and its alignment with strategy and also describes the target client and market within the context of the competitive landscape.Finally, it outlines the proposed approach, the risk and the ? nancial opportunity. 38 COMMERCIAL LENDING REVIEW Banking Strategies Storyboarding is a creative technique used in the early stage of ? lmmaking. Storyboarding can help speed time-to-market. By not building the entire p roduct—but rather using storyboards and prototypes in a test-and-learn environment—we retain ? exibility even as we move further into the product-development process. Flexibility enables us to prioritize the most important features and integrate feedback and new insights from customers.It helps us to make smart choices with our investment dollars as products take more tangible form. The Next Leap in the Innovation Process The ability to synthesize information into insights will be an increasingly important part of creating a valuable client experience—not only banks connecting to customers—but of customers connecting to each other for insight. Incubation and the cross-fertilization of ideas are important to the creative process. Bank of America is integrating online networking into its innovation process. For example, we are connecting participants in the Treasury Exchange program to an online forum.Our long-term vision is to link our various Treasury Exc hange client groups—which are based on industry, function and geography—into a clientcentric global collaborative network. We also plan to introduce online ideation as a way to collaborate with Treasury Exchange participants on innovation. More broadly, the idea of integrating social networking into the bank’s innovation process holds tremendous promise. With our consumer base of 59 million households, social networking can be a powerful tool for engaging customers ? rsthand in product development. hen the next step integrates multiple aspects to transform the end-to-end client experience. To cite an earlier example, the iPod integrates communication speed, mobility and storage capacity. All of these come together, along with consumer readiness for change and the introduction of the iTunes business model. Within the banking realm, clients increasingly want banking solutions to integrate into their flow—whether flow constitutes, for example, a mobile consu mer or the workflow related to a treasurer’s broader financial processes.The need to integrate payments in the broader customer experience will involve mobile technology in some form and the analysis of information to provide insight. For corporate customers, banks are already delivering time-sensitive information to personal digital assistants (PDAs) and cell phones. Information analysis and synthesis could help treasurers to improve broader ? nancial processes (for example, accounts payable or receivable), help optimize working capital and minimize cost and use payment information to deepen insight into customer behavior.We are already seeing merchants, for example, use consumer payment information to tailor coupons to a customer ’s buying preferences. Banks can deliver robust information to consumers, for example, to help them weigh product features and engage in ? nancial planning to evaluate a purchase within a desired spending budget. Perhaps, ultimately, clients will want to take their bank accounts with them, storing virtual money inside their mobile phones. Banks have an opportunity to reassert their unique role as the trusted brand in storing and moving money.Innovation will be critical to our success. What Might Be the Next Leap in Banking? Successful innovation continuously improves aspects of the customer’s experience. Leaps occur Endnotes 1 2 3 Professor at Tufts University; research focuses on creativity. How Pixar Fosters Collective Creativity, HARVARD BUS. REV. , Sept. 2008, at 71. The Edison Papers, http://edison. rutgers. edu/biogrphy. htm. MAY–JUNE 2009 COMMERCIAL LENDING REVIEW 39 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.