1. dagen
Entreprenörer Innoverar - Kunder Validerar
Dagens värdar
Henrik Berglund & Sofia Börjesson
Chalmers University of Technology
Center for Business Innovation
2011-12-06 1

2. Users and innovation
• Invention vs innovation
• Listening to customers?
• Listening to customers!

3. Invention and Innovation
Invention implies bringing something new
into being. Innovation implies bringing
something new into widespread use.

4. Invention and Innovation
Invention implies bringing something new
into being. Innovation implies bringing
something new into widespread use.

5. Invention and Innovation
Invention implies bringing something new
into being. Innovation implies bringing
something new into widespread use.

6. Innovations take many forms

7. Innovations (but not invention)
require customers and markets

8. But is it wise to listen to customers?
When developing radical innovations?

9. Is it wise to listen to customers?

10. Is it wise to listen to customers?
"If I had asked my customers what
they wanted, they would have said
a faster horse.“
- Henry Ford

11. Is it wise to listen to customers?
“A firm’s scope for strategic change
is strongly bounded by the
interests of customers who provide
the resources the firm needs to
survive.”
- Christensen and Bower

12. So, is it wise to listen to customers?

13. The answer is Yes!
(with some caveats)

14. Yes – but not just any customer!

15. Yes – but not just customers!

16. Yes – but not simply listening!
Customers may not be able
to articulate a solution

17. Yes – but not simply listening!
Customers may not be able
to articulate a solution, but
they can talk about the
problems they have and the
jobs they are trying to get
done

18. Yes – but not simply listening!
Customers may not be able
to articulate a solution, but
they can talk about the
Customers could not articulate
problems they have and the their need for a microwave
oven, but they did know they
jobs they are trying to get wanted to:
 Minimize the time it takes to
done prepare a meal
 Minimize the time it takes to
clean up after cooking
 Minimize the likelihood of
overcooking a meal
 Increase the likelihood that
the food is cooked evenly
throughout

19. So, how use customers for innovation?
Design Thinking
Customer Development