Idea Framework from thoughts to things January 17, 2009

4 Frameworks in 15 short minutes Idea Validation Platform Rules Wicked Problems People Focus

Idea Validation

Platform Rules

Wicked Problems

People Focus

Ideas should … Provide potential access to a wide variety of possibilities than only one Make a significant contribution to the perceived customer benefits of the end product or service Be difficult for competitors to imitate

Provide potential access to a wide variety of possibilities than only one

Make a significant contribution to the perceived customer benefits of the end product or service

Be difficult for competitors to imitate

Winning the future NEW UNEXPLOITED OPPORTUNITIES Source: Blue Ocean Strategy Needs Created Not Served The existing battleground for market share Needs Expressed Served

Eliminate / Reduce / Raise / Create Reduce Which factors should be reduced well below the industry’s standard? Eliminate Which of the factors that the industry takes for granted should be eliminated? Create Which factors should be created that the industry never offered? Raise Which factors should be raised well above the industry’s standard? Drop cost structure Lift buyer value A new value curve

Paanwala

Paanwala

What not to work on …

Why? Ketchup Packets are poorly conceived Frustrating to use Why not? Makes no financial sense

Ketchup Packets are poorly conceived

Frustrating to use

Why not?

Makes no financial sense

Product Platform Set of subsystems and interfaces that form a common structure from which a stream of derivative products can be efficiently developed and produced.

Set of subsystems and interfaces that form a common structure from which a stream of derivative products can be efficiently developed and produced.

Top innovations of all time —an arguable list Weapons Mathematics and the number zero Money Printing Free markets and capital markets Domesticated animals and agriculture Property ownership Limited liability Participative democracy Anesthetics and surgery Vaccines and antibiotics Semiconductors The Internet Genetic sequencing Note: All of these are platforms… They transcend enterprises, industries, and political borders.

Weapons

Mathematics and the number zero

Money

Printing

Free markets and capital markets

Domesticated animals and agriculture

Property ownership

Limited liability

Participative democracy

Anesthetics and surgery

Vaccines and antibiotics

Semiconductors

The Internet

Genetic sequencing

Business Model Innovation produit Gestion des relations-clients Gestion des infrastructures Aspects financiers Financial aspects HOW MUCH? What is the revenue model? the profit model? designed to last? WHO? How to manage relationships with customers, satisfy them and generate revenues to be on the winning side? Customer Relationship WHAT? What is the scope of products and services, its value (its benefits) for the customer, the capabilties to deliver them in an innovating way? Offering HOW? How to organize the infrastructure, its resources, the knowledge and the structure of resulting costs, manage the value chain and processes, build alliances to achieve performance? Infrastructure logistics Financial aspects HOW MUCH? What is the revenue model? the profit model? designed to last? Financial aspects HOW MUCH? What is the revenue model? the profit model? designed to last?

Wicked Problems Each attempt to create a solution changes the understanding of the problem Always occur in a social context Most projects in organizations -- and virtually all technology-related projects these days -- are about wicked problems Indeed, it is the social complexity of these problems , not their technical complexity, that overwhelms most current problem solving and project management approaches

Each attempt to create a solution changes the understanding of the problem

Always occur in a social context

Most projects in organizations -- and virtually all technology-related projects these days -- are about wicked problems

Indeed, it is the social complexity of these problems , not their technical complexity, that overwhelms most current problem solving and project management approaches

Solution Focus on People "One most unfortunate product is the type of engineer who does not realize that in order to apply the fruits of science for the benefit of mankind, he must not only grasp the principles of science, but must also know the needs and aspirations, the possibilities and the frailties, of those whom he would serve." -- Vannevar Bush

Focus on People

Understand the People How do people work? task analysis, interviews, & observation How do people think? understand human cognition observe users performing tasks What does people need? observe

How do people work?

task analysis, interviews, & observation

How do people think?

understand human cognition

observe users performing tasks

What does people need?

observe

Who are the people? Not as obvious as you think: those who interact directly with the product those who manage direct users those who receive output from the product those who make the purchasing decision those who use competitor’s products Three categories of user (Eason, 1987): primary: frequent hands-on secondary: occasional or via someone else tertiary: affected by its introduction, or will influence its purchase

Not as obvious as you think:

those who interact directly with the product

those who manage direct users

those who receive output from the product

those who make the purchasing decision

those who use competitor’s products

Three categories of user (Eason, 1987):

primary: frequent hands-on

secondary: occasional or via someone else

tertiary: affected by its introduction, or will influence its purchase

Finally - Be T-Shaped Depth in one area; breadth in many The vertical leg of “T” describes principle skill The horizontal leg of “T” describes ancillary skills “ I” shaped people only understand their own function “ T” shaped people understand the process they are part of and also their functional strengths

Depth in one area; breadth in many

The vertical leg of “T” describes principle skill

The horizontal leg of “T” describes ancillary skills

“ I” shaped people only understand their own function

“ T” shaped people understand the process they are part of and also their functional strengths

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