Innovation day 2013 1.3 dany robberecht (verhaert) - the next big innovation is here

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Innovation day 2013 1.3 dany robberecht (verhaert) - the next big innovation is here

  1. 1. The next big innovation wave is here: It is about creating new users behaviors 1
  2. 2. As a marketeer I help companies in developing new product portfolios and new businesses creating growth. Dany Robberecht Program Director dany.robberecht@verhaert.com 2
  3. 3. © The Economist 3
  4. 4. COMPANIES DO NOT SELL TO A MARKET OR TO TARGET GROUPS, THEY SELL TO PEOPLE 4
  5. 5. We must understand their bevahior: The actions or reactions of a person or animal in response to external or internal stimuli. 5 1 WHAT 2 MOTIVATION
  6. 6. Explicitly different … Implicitly different 6
  7. 7. AS A COMPANY WE NEED TO ADAPT TO WHAT PEOPLE EXPECT AND NOT JUST TO WHAT PRODUCTS (MUST) DO 7
  8. 8. but Bomber Electric bike 100% electric 4500 Watts 50 mph Disc brakes 2-hour recharge Zero emission silent Cross country Cross training Downhill 8 The largest target group today for ebikes are active mediors.
  9. 9. the job and not the customer the fundamental unit customers DO NOT BUY products or services of analysis they hire various solutions at various times to get a wide array of jobs done 9
  10. 10. renting a seat in airplane? …or a fast, comfortable, entertaining travelling? 10
  11. 11. what jobs can you find … • to fight a hangover • to relax the mind • to exchange ideas between colleagues at the coffee server • to end the meal with friends • to relax and bond • to make a taste (e.g. ice) • to beat thirst • to avoid falling a sleep (energy) • to be an adult – old enough to drink coffee •… 11
  12. 12. Job-to-be done leads to different levels of needs needs that have been recognized already addressed by existing products/services known needs unmet needs needs that are known and articulated by customers not addressed by products/services hidden (latent) needs needs that have not been identified by researchers or customers 12
  13. 13. Job-to-be-done expands the window of opportunity Window for improvements Window for growth PRODUCT EXPECTATIONS MOTIVATION © Verhaert 13 ƒ PROCESS
  14. 14. But how does it in fact instigate growth? Professional users – Office app’s Connected with friends – share, … “New offerings start from existing jobs-to-be-done but must enable future ones” 14
  15. 15. New meaning means fundamental growth! ebikes take over the role of cars? 400% growth In 5 years 15 “But how to come to this opportunity?”
  16. 16. Finding opportunities of Unintended use Connecting to motivations can be done by observing unintended use. Connecting to these unmet needs, or sometimes hidden needs connects companies to a large understream. 16
  17. 17. Envisioning Painting a future use may leads organizations towards novel meaning. Often persona’s and other explorative user centric techniques are needed. However, envisioning poses great challenges to implement. 17
  18. 18. Changing intentionally the meaning of something is a lengthy process How to accelerate it? → User generated content → Co creation systems → Open systems 18
  19. 19. THE NEXT BIG THING IS THAT USERS IN FACT INVENT THE USE 19
  20. 20. “Today`s problems won`t be solved by logics that produced them” Einstein 20
  21. 21. The product is the centre of gravity to unlock this potential IPAD was launched as a product without a mission! What could you exactly do with it? Designers chose to take features on board that provide growth options for the future. They did not deliver any immediate value (eg GPS). Today these features support great applications! Even the business model stimulates entrepreneurial behavior. “It’s seems that manufacturers who offer a kind of lego building bricks and allow users to experiment with it change user behavior quite quickly” 21 17.10.2008
  22. 22. Yelo TV – disrupting the TV manufacturing landscape 22
  23. 23. “Eventually in the future micro factories will produce all kinds of products, even at home we will manufacture products based on a simple digital file.“ 23
  24. 24. But also … “The SMS service was very underexplored at the very beginning. Today others than the inventors start to explore it’s potential.“ 24
  25. 25. One step further A user community developing a sustainable car that leaps forward performance. Using scrum teams, agile design and agile manufacturing techniques, radical management principles, etc. Knowledge becomes the property of a collective. It is shared. That means that as a company we cannot take a profit anymore on the earning capacity of this IP. “Users seem to have the power to even take over the role of market incumbents. These p2p economies will definitely change the game in the future and how companies will act within this new reality.“ 25
  26. 26. The concept in a nutshell 1 2 Expanding the lifetime Points of differentiation Connect to other existing jobs Start new cycle by a function Users co-invent JTBD … Function dare Reinvent the product (POD) New jobs discover design 26
  27. 27. IT TAKES A NOVEL APPROACH TO REACH A TRUE MARKET PULL 27
  28. 28. “It`s about breaking the dominant thinking patterns” 28
  29. 29. Rule #1 Designers must deliver unfinished disruptive solutions Rule #2 Rely upon communities to create traction Rule #3 Apply open business models that develop over time 29 17.10.2008
  30. 30. Conclusion Traditional perspective: Job2be done: Next big thing: Stand alone products Products / Solutions and systems based on: hardware, software, and services Basic Open products / Solutions and systems based on: hardware, software, connectivity and services Standard products Customized / configurated Adaptable & combinable Simplified Stupid proof De-skill Proposing new experinces Increase choises Rich and subtle Stimulate exploration & experimentation “Solving a job 2be done” “Creating an opportunity” “Solving a problem / need” 30
  31. 31. 31
  32. 32. VERHAERT MASTERS IN INNOVATION® Headquarters Hogenakkerhoekstraat 21 9150 Kruibeke (B) tel +32 (0)3 250 19 00 fax +32 (0)3 254 10 08 ezine@verhaert.com More at www.verhaert.com VERHAERT MASTERS IN INNOVATION® MASTERS IN INNOVATION® is a platform set up by VERHAERT to train, stimulate and incubate you as an innovator. We provide an extensive training program with different tracks and covering critical areas of new products and business innovation. Furthermore we manage the VERHAERT venturing program and organize our Innovation Day, an annual conference on best practices and insights on new products & business innovation. 32 Netherlands ESIC European Space Innovation Centre Kapteynstraat 1 2201 BB Noordwijk (NL) Tel: +31 (0)618 12 19 19 derk.schneemann@verhaert.com More at www.verhaert.com

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