Are you willing to use your common sense? Are you willing to listen to your customers? Are you willing to follow a proven process?
Need The awareness of a deficiency VALUE NEED FILTERS Word of mouth ESTEEM Research PSYCH NEED Salesperson ORIGIN NEED ORIGIN NEED EDUCATION + EXPERIENCE BELONG PERF NEED Direct experience Indirect experience I need to eat. I still need to eat. Low cost. More energy. My family will think I’m smart. One of those healthy people. But now I also need
What If Hybrid: Sweet Beginnings Launched in 2000 in Chicago Most-Important-Customers: Ex-offenders. Unmet need: Providing transitional employment upon release from prison. Innovation: Create a community based business as a pathway back. 57% of the residents of North Lawndale neighborhood of west Chicago have done prison time. Employees do all the work involved in operations, manufacturing, website maintenance, sales. Most stay 90 days as a way back with work experience and a resume entry. Results: Fewer than 4% have gone back to prison compared to 65% national average.
For NPO’s, there are almost always two MIC’s: the recipient of services and the donor.
What’s a Value Curve? A one page visual mapping tool to clearly understand what is most important to your Most Important Customers.
Commercial Paint Manufacturer Price Ease of use Distributors Color Selection Containers Mixing Tools Grade quality Supplements
What They Assumed Price Ease of use Distributors Color Selection Containers Mixing Tools Grade quality Supplements
Contextual interviewing is the single most important thing you can do in innovation.
Understanding them: think, see, feel, hear, say + do Thick branch Huge wall Pipe Rope Hand fan Pillar
What do they THINK + FEEL? What do they What do they What do they HEAR? SEE? What do they SAY + DO? PAIN GAIN THINK + FEEL?
Good Careers Academy Launched in 2009 in San Antonio Most-Important-Customers: South Texas employers and future workers. Unmet need: How to provide a personalized career path and certification for a fraction of the cost as a for-profit training school. Innovation: Creating a new kind of community partnership. Careers: Pharmacy technician Computer Support Specialist Certified Nurse’s Assistant Licensed Commercial Drivers Customer Service Supply Chain Technician (including Internal warehousing, Internal logistics and transportation) Results: Lifetime earning potential increased by more than $500,000. 1,000 annual graduates each year,resultingina90%graduationrate(vs.a38%rate at for-profit schools).
Case Study: 826 National Launched in 2002 Most-Important-Customers: Low income students and local donors. Unmet need: Helping students get the individual attention they need to develop ideas and writing skills due to overcrowded classrooms. Innovation: Create project-based learning tutoring centers within wacky branded kid magnets like pirate and super-hero retail shops. To raise funds, inspire creativity, and advertise programs to the local community, most of centers include a street-front retail store filled with unusual products, entertaining signage and books for sale. 8 Chapters: San Francisco, Seattle, Los Angeles, New York, Ann Arbor, Boston, Chicago, Washington DC
To Be Job site ease of use Containers Supplements Disposability / reusability Price Color Selection Distributors Grade quality Mixing Tools
Case Study: Water of Life Most-Important-Customers: Poor families in Africa and supporters. Unmet need: Providing life sustaining clean water. Innovation: Create low cost system using existing technology. Results: Nearly 100,000 systems provided in the first nine months of operation with over 20,000 new supporters inspired to help.
Without action, the world would still be an idea. Georges F. Doriot