Masterclass: Fuel for Innovation Engines

David Esbin /Product Marketing Manager /@miscalculation

Social: Fuel for Innovation Engines

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Overview

• Current challenges in corporate innovation

• Importance of open ideation

• Method for accelerating ideation research


CHALLENGE


But when it came to test…


Devising a product or service that

satisfies customer’s unmet needs.


IMPORTANCE



Execution DeliverIdeation



Recombinant Innovation


“Books serve to show a man that those original

thoughts of his aren't very new at all.”


Abraham Lincoln


Stuff I know Stuff I know I don’t know

“Enough to be Dangerous”

Stuff I don’t know I don’t know

METHODS


5%

Innovation Goals


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


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.


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


Based on Adorf (2014), Fichter (2005), Helms et al. (2012), Piller et al. (2010)

Satisfying Current Jobs


Ne

w J

ob

(s)

Determine what

ancillary jobs





specific context.

Curr

ent

Job(s

) Capture customer

outcomes for

your product.

Capture outcomes on




new users.


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.


TELL ME WHAT

YOU WANT, WHAT

YOU REALLY

REALLY WANT


(cannot OR can?t OR help) NEAR/5 (“Google Analytics”)


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


YOU CAN’T, YOU

WON’T, AND YOU

DON’T STOP


Satisfying New Jobs


Ne

w J

ob

(s)

Determine what

ancillary jobs





specific context.

Curr

ent

Job(s

) Capture customer

outcomes for

your product.

Capture outcomes on




new users.


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


I WISH…

WHY DON’T THEY...

THEY SHOULD…


(“they should make”) AND Nike*


Convert Job Statements into Outcome Statements

Minimize…the amount of times…

my family travels to buy groceries.


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 …?


How to prioritize opportunities?

Assess Potential Impact vs. Required resources



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


NOW YOU KNOW


Masterclass: Fuel for Innovation Engines

Social Media

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innovation engines

technical innovation

value based innovation

recombination of ideas

recycling of ideas

innovative ideas

execution of ideas