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Ten types innovation

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Ten types innovation

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Ten types innovation

  1. 1. Ten Types of Innovation
  2. 2. Designing Game-Changing Innovations How to deliver breakthrough results by understanding the Ten Types of Innovation.
  3. 3. Learning Objectives 1. Understand the origins of the Ten Types framework. 2. Become familiar with the Ten Types of Innovation. 3. How to use the Ten Types to define where you’re going with innovation and to expand opportunities beyond products alone. 4. Become familiar with tools for turning the Ten Types into building blocks for Innovation. Material for this presentation was adapted from Ten Types of Innovation: The Discipline of Building Breakthroughs, Larry Keeley, Ryan Pikkel, Brian Quinn, Helen Walters (New Jersey: John Wiley & Sons, Inc.) 2013.
  4. 4. Origin of the Ten Types Framework A seminal discovery.
  5. 5. A periodic table for innovation…
  6. 6. developed by Doblin…
  7. 7. that applies to all organizations…
  8. 8. and uses a disciplined approach. • All impactful innovations use some combination of ten basic types. • The Ten Types can be used to help innovation efforts in several ways. • There are over 100 innovation tactics or specific known ways the framework can be used.
  9. 9. Overview of the Ten Types A simple and intuitive framework.
  10. 10. • Useful to diagnose and improve a current innovation or to analyze the competition. • Structured into three color-coded categories.
  11. 11. How to Use the 10 Types Shift your focus.
  12. 12. Use the Ten Types strategically…
  13. 13. to shift value creation because…
  14. 14. product performance isn’t enough.
  15. 15. Diagnostics help. CustomerExperience Brand Channel Service ProductSystems ProductPerformance CoreProcesses EnablingProcesses Networking BusinessModels 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 Emerging standards, specialization e.g. PowerPC (IBM, Motorola, Apple), Zero inventory assembly Flexible financing e.g. FreePC, Gateway Your: )ware, Compaq leasing Networked organizations e.g. Dell paperless purchasing, Intra/Extranets Low-cost home PC’s e.g. Windows 95, Intel Celeron Technology-drive multimedia enhancements e.g. Intel 486, Windows 3.0, Adobe Postscript Going direct e.g. Dell, Gateway Country Stores
  16. 16. Data says: go beyond products to win.
  17. 17. Many innovators use multiple types.
  18. 18. Integrating office tools. Types Used: • Profit Model • Process • Product System • Channel
  19. 19. Providing a luxury car experience. Types Used: • Network • Product Performance • Service • Channel
  20. 20. Designing a radical business model. Types Used: • Profit Model • Process • Product Performance • Product System • Service • Brand • Customer Engagement
  21. 21. Finding a new way to reach kids.
  22. 22. Reimagining an entire industry.
  23. 23. Its Time for…
  24. 24. Innovation Tactics Tools for turning the Ten Types into the building blocks for innovation.
  25. 25. Ad-Supported Float Microtransactions Auction Forced Scarcity Premium Bundled Pricing Freemium Risk Sharing Cost Leadership Installed Base Scaled Transactions Disaggregated Pricing Licensing Subscription Financing Membership Switchboard Flexible Pricing Metered Use User-Defined
  26. 26. Alliances Open Innovation Collaboration Secondary Markets Complementary Partnering Supply Chain Integration Consolidation Coopetition Franchising Merger/Acquisition
  27. 27. Asset Standardization Organizational Design Competency Center Outsourcing Corporate University Decentralized Management Incentive System IT Integration Knowledge Management
  28. 28. Crowdsourcing Predictive Analytics Flexible Manufacturing Process Automation Intellectual Property Process Efficiency Lean Production Process Standardization Localization Strategic Design Logistics Systems User-Generated On-Demand Production
  29. 29. Added Functionality Performance Simplification Conservation Safety Ease of Use Styling Engaging Functionality Superior Product Environmental Sensitivity Feature Aggregation Focus
  30. 30. Complements Extensions/Plug-ins Integrated Offering Modular Systems Product Bundling Product/Service Platforms
  31. 31. Added Value Superior Service Concierge Supplementary Service Guarantee Total Experience Management Lease or Loan Try Before You Buy Loyalty Program User Communities/Support Systems Personalized Service Self-Service
  32. 32. Context Specific Multi-Level Marketing Cross-Selling Non-Traditional Channels Diversification On-Demand Experience Center Pop-Up Presence Flagship Store Go Direct Indirect Distribution
  33. 33. Brand Extension Values Alignment Brand Leverage Certification Co-Branding Component Branding Private Label Transparency
  34. 34. Autonomy and Authority Personalization Community and Belonging Status and Recognition Curation Whimsy and Personality Experience Automation Experience Enabling Experience Simplification Mastery
  35. 35. How to use the tactics. 1. Anchor & Extend 2. Add & Substitute 3. Array at Random Ad- Supported Alliances Incentive Systems Styling Guarante e Values Alignment Alliances Incentive Systems Focus Concierge Go Direct + + Metered Use Private Label Mastery
  36. 36. Reflection Successful Initiatives A X X X X X X B X X X X X X C X X X X X X X D X X X X X X X X Unsuccessful Initiatives 1 X X 2 X X X 3 X X X X 4 X X X X What are you doing in your organization? What could you do?
  37. 37. • Be disciplined. • Go beyond products. • Use many types. • Diagnostics help. Debrief