27
Innovation in Action 8-9 Nov 2016 10 Types / Areas of innovation

Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

  • Upload
    others

  • View
    1

  • Download
    0

Embed Size (px)

Citation preview

Page 1: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Innovation in Action

8-9 Nov 2016

10 Types / Areas of innovation

Page 2: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Agenda

10:15 - 10:40 Intro seminar: 10 Areas of innovation

10.40 - 11.10 Group WS 1: Current situation. Which areas of

innovation are used in the sample companies?

11:10 - 11:20 Reflection: Current situation

11.20 - 11:30 Energy power break

11:30 - 12:20 Group WS 2: Tomorrow’s situation: What could

be achieved with a combination of other

innovation areas for a chosen company

12:20 - 12.35 Reflection: Your 3 most important challenges on

this topic and how to get there

12:35 – 12:45 10 Areas in Business Modeling

Page 3: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

10. Customer

engagement

how you foster compelling interactions(How do you interact with the customer?)

8. Channel

how you connect your offerings to your customers and users (How do you get your offer out to be sold?)

9. Brand

how you represent your offerings and business (What does your brand stand for and what value does it have?)

3. Structure

how you organize and align your talent and assets (What are the internal structural benefits)

4. Process

how you use superior methods to do your work (What are the internal process benefits?)

6. Product system

how you create complementary products and services (What better extras do you have?)

7. Service

how you support and amplify the value of your offerings (What services do you offer?)

5. Product performance

how you develop distinguishing features and functionality (What are you better at?)

2. Network

how you connect with others to create value (Who are your partners?)

1. Profit model

how you make money (How you charge)

Larry Keeley, ”Ten types of Innovation”, 2013

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Innovation can be divided into 10 different innovation areas

Page 4: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Larry Keeley, ”Ten types of Innovation”, 20134

Innovation Areas

Vo

lu

me

o

f in

no

va

tio

n e

ffo

rts

US

A 1

99

4-2

00

4

40 %

30 %

20 %

10 %

0 %

…even if product innovation is the most common area to invest in…

4

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Page 5: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Innovation AreasLarry Keeley, Innovation Convergence, Minneapolis Nov 2004 + his book ”Ten types of Innovation”, 2013

Cu

mu

la

tive

va

lu

e c

re

ate

d fro

m in

no

va

tio

n

US

A 1

99

4-2

00

4

156 X 73 X

27 X

32 X

1 X

6 X

11 X

21 X

12 X

49 X

40 %

30 %

20 %

10 %

0 %

…The ROI is not from where you believe!

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Combine!

Page 6: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

It pays off to combine Innovation Areas

0

20

40

60

80

100

120

140

160

180

0 1 2 3 4 5 6 7 8 9 10

Average Innovators Top Innovators

Larry Keeley, ”Ten types of Innovation”, 2013

Number of companies among the 500+ companies studied

Number of Innovation Areas used

Combine!

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Page 7: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Pixar studios, Disney

Page 8: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Innovation

teams

Page 9: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Page 10: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Page 11: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Page 12: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

30 days

storage

Page 13: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

WS 1 – Where are these companies innovating? In what areas?

Page 14: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

CompanyLogo 3

Blah blah

WS 1

Page 15: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

WS 2 – Where could our chosen company innovate? Combine with existing area!

Page 16: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

The 80 innovation area triggers - What if you…?Configuration ExperienceOffering

Channel Brand Customer engagement

ProcessStructure Product performance

Product system

ServiceProfit model

Network

How to bring it all out there?

What brand efforts are needed?

How to engage more with users

& customers?

What process is

unique

What is the best internal

structure?

What properties in your product are most significant?

What “Extras” do you have?

What services do you add on?

How do you want to make

money?

Who are the best ones to partner

with?

Main Question:

…by-passed your

distributor?

…created an experiment

brand?

…used your customers as sales-people?

…only produced on

demand?

…made your company fast

and agile?

….chose to be the best only in 2-3

features?

…totally changed the packaging?

…included your things in a service?

…only got paid when it

worked?

…chose your worst enemy to work

with?

What if you….:

…only had internet sales?

…co-branded

with Dior ?

…made the consumers

develop for you?

…shared your production

with others?

…erased all titles in your company?

…swopped from functional to

emotional focus?.

…had a fancy dispenser?

…made users serve each

other?

…rented it out instead of one-off payment?

….shared all risks & rewards with your suppliers?

What if you….:

…had a one month free test period?

…bought another brand?

…had repeated user seminars?

… outsourced production ?

…let the organograms

emerge?

….had 3 levels of performance?

…used personalized

features

…used retired

customers?

…got somebody else to pay for it?

…got the State to support you?

.

What if you….:

…used a 3rd

party to supply?

…licensed another brand?

…gathered all your customers

bi-annually?

…used reverse

innovation?

…had cellular autonomous

teams?

…took away your most prominent

feature?

…fitted your product to an iPhone app?

…hired a 3rd

party for service jobs?

…had variable price for vari-able seasons

….made every customer to a

partner?

What if you….:

…used Tupper -ware style

parties?

…associated your brand to status?

…let some serve other customers?

…decreased your material

cost 50%?

…totally decentralized all decisions?

…had only 1 prime and 1 cheap

product

…upgraded your product

for free?

…had no service at

all?

…used the freemium principles

…Only worked as an intermediary?

What if you….:

…had your owns shops?

…sold your brand for

other uses?

…created a user community on

Internet?

…mass-customized production?

…took away all bonus

systems?

…focused on design & looks?

…relied fully on main-tenance?

…let Apps do the service?

…made most money on

accessories?

….let your customer stock

your goods?

What if you….:

…only sold to a limited few?

…had 1 brand for

everything?

…supported a user community

on the net?

…only build to order?

…shared employees

with others?

…made the ugliest product on the

market?

…created a platform for many uses?

…also serviced your competitors

…charged by the hour?

…teamed up with a famous company

in another branch.

What if you….:

…only used viral

marketing?

…changed your brand looks daily?

…used volunteers as designers?

…only made 3 products?

…used people working from their homes?

…could change the performance

remotely?

…built on a patented solution?

…only sold jobs-to-be-

done?

…earned money on banking?

…only had temporary partners?

What if you….:

Page 17: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

WS 2

Page 18: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Your 3 most important challenges on this topic and how to get there for YOUR COMPANY

Would your company benefit from expanding the innovation areas? If yes - What hinders you?

1. Blah blah blah

2. Blahablahblah!

3. Blahblahblahblahblah

Page 19: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Innovation AreasLarry Keeley, Innovation Convergence, Minneapolis Nov 2004 + his book ”Ten types of Innovation”, 2013

Cu

mu

la

tive

va

lu

e c

re

ate

d fro

m in

no

va

tio

n

US

A 1

99

4-2

00

4

156 X 73 X

27 X

32 X

1 X

6 X

11 X

21 X

12 X

49 X

40 %

30 %

20 %

10 %

0 %

Remember – the need to combine areas!

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

Combine!

Page 20: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

20

BusinessModelGeneration.com

Combine!

Process

Service

Process Service

Process

Network

Channel

Brand

Customer engagement

Structure

Product performance

Product system

Service

Profit model

Network

Product performance

Product system

Brand

Structure

Customer engagement

Page 21: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Which of these 12 Business Models do you want to see?

21

Page 22: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Examples from successful combinators

Configuration ExperienceOffering

Channel Brand Customer engagement

ProcessStructure Product performance

Product system

ServiceProfit model

Network

ChannelProduct performance

ServiceProfit model

Channel Brand Customer engagement

Structure Product performance

ServiceProfit model

Network

Brand Customer engagement

ProcessNetwork

ProcessStructureProfit model

Network

Channel Brand Customer engagement

Structure Product performance

Product system

ServiceProfit model

Network

Process Product performance

Product system

Network

Channel BrandProcess Product performance

Product system

Network

Channel Customer engagement

Product system

Network

Channel Brand Customer engagement

ProcessStructure Product performance

Product system

ServiceProfit model

Network

Channel Brand Customer engagement

Product performance

Product system

Service

Channel Brand Customer engagement

Structure Product system

ServiceNetwork

Based on Larry Keeley, ”Ten types of Innovation”, 201334

Combine!

Page 23: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Products & Services – “WHAT”

Improve existing

Cre

ate

&

targ

et

ne

w

Develop

new

Add adjacent

Mark

ets

& C

us

tom

ers

–T

O W

HO

M

Se

rve

ex

isti

ng

En

ter

ad

jac

en

t

Core innovationOptimizing existing

business

Adjacent innovation

Expanding existing business into

something that is “new to the

company”

Transformational innovationCreating business that is new to the branch

we are in

Innovation can be divided into different types…

Monitor, Harvard Business Review, May 2012

Page 24: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Products & Services – “WHAT”

Improve existing

Cre

ate

&

targ

et

ne

w

Develop

new

Add adjacent

Mark

ets

& C

us

tom

ers

–T

O W

HO

M

Se

rve

ex

isti

ng

En

ter

ad

jac

en

t

Core innovationOptimizing existing

business

Adjacent innovation

Expanding existing business into

something that is “new to the

company”

Transformational innovationCreating business that is new to the branch

we are in

Innovation can be divided into different types…

Monitor, Harvard Business Review, May 2012

10. Customer engagement

how you foster compelling interactions

8. Channel

how you connect your offerings to your customers and users

9. Brand

how you represent your offerings and business

3. Structure

how you organize and align your talent and assets

4. Process

how you use superior methods to do your work

6. Product system

how you create complementary products and services

7. Service

how you support and amplify the value of your offerings

5. Product performance

how you develop distinguishing features and functionality

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

2. Network

how you connect with others to create value

1. Profit model

how you make money

Larry Keeley, ”Ten types of Innovation”, 2013

We have just seen that Innovation can be divided into

different areas

Inspired by Managing your Innovation Portfolio , Harvard Business review May 22, 2012

Page 25: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Products & Services – “WHAT”

Improve existing

Cre

ate

&

targ

et

ne

w

Develop

new

Add adjacent

Mark

ets

& C

us

tom

ers

–T

O W

HO

M

Se

rve

ex

isti

ng

En

ter

ad

jac

en

t

Core innovationOptimizing existing

business

Adjacent innovation

Expanding existing business into

something that is “new to the

company”

Transformational innovationCreating business that is new to the branch

we are in

Innovation can be divided into different types…

Monitor, Harvard Business Review, May 2012

10. Customer engagement

how you foster compelling interactions

8. Channel

how you connect your offerings to your customers and users

9. Brand

how you represent your offerings and business

3. Structure

how you organize and align your talent and assets

4. Process

how you use superior methods to do your work

6. Product system

how you create complementary products and services

7. Service

how you support and amplify the value of your offerings

5. Product performance

how you develop distinguishing features and functionality

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

2. Network

how you connect with others to create value

1. Profit model

how you make money

Larry Keeley, ”Ten types of Innovation”, 2013

We have just seen that Innovation can be divided into

different areas

Innovation areas – “WHERE”

Cre

ate

&

targ

et

ne

w

Develop new

Mark

ets

& C

us

tom

ers

–th

e “

TO

WH

OM

Se

rve

ex

isti

ng

En

ter

ad

jac

en

t

Inspired by Managing your Innovation Portfolio , Harvard Business review May 22, 2012

Combine these Areas with customers

Core BMsOptimizing existing business

models

Adjacent BMs

Expanding from existing business

models into “new to the company”

business models

Transformational BMsCreating business models that are new to

your branch of business

Use existing Renovate the existing

This is

Business

Modeling!

Page 26: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Products & Services – “WHAT”

Improve existing

Cre

ate

&

targ

et

ne

w

Develop

new

Add adjacent

Mark

ets

& C

us

tom

ers

–T

O W

HO

M

Se

rve

ex

isti

ng

En

ter

ad

jac

en

t

Core innovationOptimizing existing

business

Adjacent innovation

Expanding existing business into

something that is “new to the

company”

Transformational innovationCreating business that is new to the branch

we are in

Innovation can be divided into different types…

Monitor, Harvard Business Review, May 2012

10. Customer engagement

how you foster compelling interactions

8. Channel

how you connect your offerings to your customers and users

9. Brand

how you represent your offerings and business

3. Structure

how you organize and align your talent and assets

4. Process

how you use superior methods to do your work

6. Product system

how you create complementary products and services

7. Service

how you support and amplify the value of your offerings

5. Product performance

how you develop distinguishing features and functionality

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

2. Network

how you connect with others to create value

1. Profit model

how you make money

Larry Keeley, ”Ten types of Innovation”, 2013

We have just seen that Innovation can be divided into

different areas

Innovation areas – “WHERE”

Cre

ate

&

targ

et

ne

w

Develop new

Mark

ets

& C

us

tom

ers

–th

e “

TO

WH

OM

Se

rve

ex

isti

ng

En

ter

ad

jac

en

t

Inspired by Managing your Innovation Portfolio , Harvard Business review May 22, 2012

Combine these Areas with customers

Core BMsOptimizing existing business

models

Adjacent BMs

Expanding from existing business

models into “new to the company”

business models

Transformational BMsCreating business models that are new to

your branch of business

Use existing Renovate the existing

This is

Business

Modeling!

This is Business Modeling!This is Business Model Innovation!

Combine these Areas with customers…and combine this further with innovation

Page 27: Innovation in Action 8-9 nov 2016 · Larry Keeley, ”Ten types of Innovation”, 2013 4 Innovation Areas s 4-2004 40 % 30 % 20 % 10 % 0 % …even if product innovation is the most

Products & Services – “WHAT”

Improve existing

Cre

ate

&

targ

et

ne

w

Develop

new

Add adjacent

Mark

ets

& C

us

tom

ers

–T

O W

HO

M

Se

rve

ex

isti

ng

En

ter

ad

jac

en

t

Core innovationOptimizing existing

business

Adjacent innovation

Expanding existing business into

something that is “new to the

company”

Transformational innovationCreating business that is new to the branch

we are in

Innovation can be divided into different types…

Monitor, Harvard Business Review, May 2012

10. Customer engagement

how you foster compelling interactions

8. Channel

how you connect your offerings to your customers and users

9. Brand

how you represent your offerings and business

3. Structure

how you organize and align your talent and assets

4. Process

how you use superior methods to do your work

6. Product system

how you create complementary products and services

7. Service

how you support and amplify the value of your offerings

5. Product performance

how you develop distinguishing features and functionality

Configuration Experience

Channel Brand Customer engagement

ProcessStructure

Offering

Product performance

Product system

ServiceProfit model

Network

2. Network

how you connect with others to create value

1. Profit model

how you make money

Larry Keeley, ”Ten types of Innovation”, 2013

We have just seen that Innovation can be divided into

different areas

Innovation areas – “WHERE”

Cre

ate

&

targ

et

ne

w

Develop new

Mark

ets

& C

us

tom

ers

–th

e “

TO

WH

OM

Se

rve

ex

isti

ng

En

ter

ad

jac

en

t

Inspired by Managing your Innovation Portfolio , Harvard Business review May 22, 2012

Combine these Areas with customers

Core BMsOptimizing existing business

models

Adjacent BMs

Expanding from existing business

models into “new to the company”

business models

Transformational BMsCreating business models that are new to

your branch of business

Use existing Renovate the existing

This is

Business

Modeling!

This is Business Modeling!This is Business Model Innovation!

Combine these Areas with customers…and combine this further with innovation

Business Model Innovation means how you combine

“What”, “To Whom” and “Where”.

Transformational innovation is still possible with

existing customers and existing markets when you

find other areas to innovate within.