Unleash Extraordinary – Inside EY- Nottingham Spirk Innovation Hub

Imagine a place where groundbreaking ideas become reality, where the unimaginable is achieved.

It’s not in the bursting streets of Silicon Valley, the fast-paced energy of New York, or the industrious atmosphere of Chicago. No, this hub of innovation stands proudly in a rather unexpected location: Cleveland, Ohio.  

Nestled within the city’s grandeur, the EY-Notthingham Spirk Innovation Hub emerges as a beacon of creativity and ingenuity. Founded by John Nottingham and John Spirk, visionary alumni of Case Western Reserve University, this remarkable space defies conventional limits and propels manufacturers and consumer packaged goods companies to achieve the extraordinary. Dreams are transformed into prototypes, and prototypes evolve into commercialized products. In a world where only 5% of patents see the light of the day, EY-Nottingham Spirk Innovation Hub boasts an astonishing 95% success rate in commercializing innovation, with 1,400 plus patents to its name.

Curiosity piqued; eyebrows raised. Cleveland, Ohio? Allow me to take you on a journey inside the EY-Nottingham Spirk Innovation Hub, where I witnessed firsthand the magic that unfolds within its walls. Step into a world where silence and sacredness meet innovation, where grandeur intertwines with inspiration. Let’s unravel the secrets behind this extraordinary hub and discover how it has become a catalyst for change, defying expectations, and redefining what’s possible.

An electric toothbrush that sells for 90% less than comparable brands. A medical vest that blends fashion with functionality. A headband that accelerates concussion recovery time from months, even years, to just three weeks. These scenarios may sound impossible, but they are real products inspired by the EY-Nottingham Spirk Innovation Hub. 

As I arrived at the hub, I was taken aback by its presence – a grand church with Ionic Greek pillars and wide stone steps. It seemed to rise out of nowhere, standing proudly against the magnificent blue sky, just like the ideas that come to life within the walls of EY-Nottingham Spirk.  It’s a place that could exist nowhere else.

The first thing that struck me was the silence. After all, it was a church, grand and sacred. It reminded me of my visit to Rome – a place that was quiet and sacred yet filled with creativity. Even in the workshop, the sounds were absorbed by the soaring ceilings and spacious rooms. During lunch on the balcony, surrounded by blooming trees and chirping birds, I met Jerry Gootee, EY Global Advanced Manufacturing Leader.  Jerry championed the EY-Nottingham and Spirk Innovation Hub back in 2017, stating that “at EY-Nottingham Spirk Innovation Hub, we innovate around products, services, processes and business models.  It could be physical, could be digital or both.  We do that with 95% commercialization success rate with a number of ecosystem partners who can bring capital to the table or help you scale quickly and sustain business value throughout.” 

John Nottingham, a true “father of innovation,” gave me a tour of the Hub. Dr. John’s spin brush story resonated with me. They had brought in a focus group, asking participants what would make them buy the product at what price. The focus group’s price point was $5, which meant production costs had to be $2.50. Everyone said it was impossible. That’s when John said, “Let’s take a step back. What component is the costliest?” Turns out it was the copper motor. So, they replaced it with a different material and brought the product to market. At $5 a toothbrush. “Everything is possible. Crazy just takes time. That’s how you reinvent solutions and products. That’s innovative thinking.”

Throughout the five floors, past inventions line the hallways. One right after another, they wait to be rediscovered. “People don’t come to Disney without experiencing the rides,” John reminded me. My visit was an innovation ride with Disney-like, magical moments at every turn. On the first floor, there was a prototype shop complete with people working manufacturing machinery and 3D printers.

Why do 95% of the products successfully reach the market at EY-Nottingham Spirk while most fail elsewhere? According to John, the answer lies in the structured approach to innovation.  Traditional brainstorming often starts by papering a wall with ideas on sticky notes and then everybody goes back to their day jobs. Months later, those ideas have stayed in a binder on a shelf. The siloed approach to innovation is not effective. In John’s words “Innovation is structured.” 

David Takeuchi (DT), EY’s Head of Global Strategy Advisory, brings his firsthand experience as a former startup owner into his collaboration with EY-Nottingham Spirk team. Clients visit the innovation hub to transform their manufacturing concepts using technology, and EY assists them in innovating across products, services, processes, and business models. Here, innovation happens in real-time and virtually. They explore what-if scenarios in mere minutes, enabling swift scenario planning.  For example, changing the material for a component in a product can be quickly calculated for the new supplier cost, distribution center, and pricing model. 

The approach at EY-Nottingham Spirk Innovation Hub emphasized vertical integrated innovation, a process that turns innovation into commercialized product. By breaking down silos and fostering structured collaboration, the hub creates an environment where ideas thrive and turn into successful market-ready solutions.

Throughout my visit, I was always in motion, much like the innovation hub team itself. In one room, there were EV bikes with a digital twin copy in production. Through simulation, I could see various go-to-market and pricing strategies. Brent Buersch, EY-Nottingham Spirk Innovation Hub Managing director, guided me through the digital twin experience in EY’s focus room. Wearing a HoloLens, I was able to merge the physical and digital worlds, leveraging technology to fix equipment despite not being physically near it.  

I learned that digital twins – a simulation of real production processes – can reduce costs from 20% to 60% and predict machine performance. The value of the innovation hub extends far beyond the realms of Industry 4.0. True innovation is immersive and transformative, reaffirming my core philosophy, that growth lies at the crossroads of humanity and technology. At EY-Nottingham Spirk Innovation Hub, I could see extending its innovative thinking to board members, experts and educators around the world so they could be inspired and expand their knowledge.

I came to the United States for college, landing in Ithaca, New York. I remember the thrill of small surprises that seemed to arbitrarily appear. A beautiful flower shop here or a kind gesture from a friend there. To me, I was living in a place where small wonders were everywhere.

That same feeling came back to me when I visited EY-Nottingham Spirk Innovation Hub. I had taken a red eye out there with only four hours of sleep the night before. Yet, I felt energized after my day at the innovation hub. Everywhere I turned, there was another small wonder to discover. 

Socrates’ words echo in my mind “wisdom begins in wonder.” It is a sentiment that resonates deeply within this extraordinary place, where wonder and innovation intertwine, where ideas become reality, and where the impossible is conquered.  

I leave the innovation hub with a renewed sense of purpose and an unwavering belief in the potential that lies within each of us. Let us break free from the confines of siloed thinking, let us embrace the magic of collaboration, and let us dare to dream the impossible. For at the intersection of humanity and technology, the EY-Nottingham Spirk Innovation Hub thrives, providing the catalyst for innovation.

As I bid farewell to this realm of wonders, I carry with me the conviction that innovation knows no boundaries. It can emerge from unexpected places like Cleveland, Ohio and touches the lives of people across the globe. Let us be inspired by the EY-Nottingham Spirk Innovation Hub not just in admiration but in action, as we strive to create a world where imagination knows no limits and where innovation becomes the driving force behind a better working world and a brighter future.