Masterclass: Fuel for Innovation Engines
Post on 17-Jul-2015
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Overview
• Current challenges in corporate innovation
• Importance of open ideation
• Method for accelerating ideation research
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Devising a product or service that
satisfies customer’s unmet needs.
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“Books serve to show a man that those original
thoughts of his aren't very new at all.”
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Abraham Lincoln
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Stuff I know Stuff I know I don’t know
“Enough to be Dangerous”
Stuff I don’t know I don’t know
5%
Innovation Goals
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Ne
w J
ob
(s)
Enhance existing
product to get related
jobs done.
Devise innovations for new
customers who are trying to
get job done but cannot
because no or only ad hoc
solutions exist.
Curr
ent
Job(s
) Devise product that
help customers get job
done better.
Devise innovations that
overcome inherent
constraints such as skill or
wealth, enabling new
customers to perform a job
that others perform.
Customer Non Customer
Core
Market
Growth
Ancillary
Markets
90%
New
Market
Creation
Disrupt
Markets
5%
Innovation Methods
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Ne
w J
ob
(s)
Determine what
ancillary jobs
your customers need.
Capture all the jobs a
target customer is trying
to get done within a
specific context.
Curr
ent
Job(s
) Capture customer
outcomes for
your product.
Capture outcomes on
the job of interest from
professions currently doing
the job and constraints from
new users.
Customer Non Customer
Core
Market
Growth
Ancillary
Markets
New
Market
Creation
Disrupt
Markets
User
ParticipationUser Function Methods
Users as object
of observation
Listen in:
Monitoring
Netnography
Profiling
Content Analysis
Users as
dialogue partners
Ask:
Dialogue
Polls
Conversations
Users as
interaction
partnersBuild:
Crowd-
sourcing
Ideas Competitions
Innovation
Communities
Users as
collaboratorParticipatory Design
Online Innovation Methods
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Based on Adorf (2014), Fichter (2005), Helms et al. (2012), Piller et al. (2010)
Satisfying Current Jobs
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Ne
w J
ob
(s)
Determine what
ancillary jobs
your customers need.
Capture all the jobs a
target customer is trying
to get done within a
specific context.
Curr
ent
Job(s
) Capture customer
outcomes for
your product.
Capture outcomes on
the job of interest from
professions currently doing
the job and constraints from
new users.
Customer Non Customer
Core
Market
Growth
Ancillary
Markets
New
Market
Creation
Disrupt
Markets
There are desperate people out there crying for help,
and only research can find them.
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I can’t ….
• Afford
• Buy
• Sell
• Enjoy
• Ride
• Run
• Eat
• Drive
…because..
Define each job
and ask…
Time
• Time
consuming
• Slow
• Difficult to
execute
• Cumbersome
Quality
• Problematic
• Unstable
• Unpredictable
• Error ridden
• Fail
Cost
• Costly
• Wasteful
• Unaffordable
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Satisfying New Jobs
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Ne
w J
ob
(s)
Determine what
ancillary jobs
your customers need.
Capture all the jobs a
target customer is trying
to get done within a
specific context.
Curr
ent
Job(s
) Capture customer
outcomes for
your product.
Capture outcomes on
the job of interest from
professions currently doing
the job and constraints from
new users.
Customer Non Customer
Core
Market
Growth
Ancillary
Markets
New
Market
Creation
Disrupt
Markets
Job Statements…
• Define the functional and emotional tasks, goals and activities that people want to
accomplish
• Define the action for which a product or service may be needed
• Can be captured for any demographic and around any situation or context
• Are the key to discovering opportunities for new or expanded markets, e.g.,
uncontested market space, etc.
• Although they are stable over time, additional jobs are always possible
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Convert Job Statements into Outcome Statements
Minimize…the amount of times…
my family travels to buy groceries.
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Direction of
Improvement Unit of measurement
Object of
control
How to prioritize opportunities?
Important + Unsatisfied
How important is it that you are able to …?
How satisfied are you with your ability to …?
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How to prioritize opportunities?
Assess Potential Impact vs. Required resources
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Idea Generation
• Unmet Needs
• Competition
• Offering Reviews
Concept Screening
• Desirability
• Purpose
• Expectations
• Affordability
Business Case
• Target Market Segment
• Market Potential
• Competition
Concept Development
• Product Design
• User Experience
• Packaging
Market Testing
• Trials
• Feedback
• Review
• Acceptance Test
Commercialization
• Communication
Product / Service Development Cycle
Now you know
• Identify innovation goals
• Go beyond your brand and customers
• Transform need statements into outcome statements
• Prioritize=(Importance + Satisfaction)/Investment
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