The Innovation Battlefield  set the innovation strategy   for products and services                             Tool by Bo...
2 examples in this slide deck:                             We’re working on a              Cars ft. iPods                 ...
2 examples in this slide deck:              Cars ft. iPods                     3M ft. Post-itsWhy clients changed their mi...
Let’s start from a very simple product as an illustration:              The features of the 3M Post-it
Let’s start from a very simple product as an illustration:                       The features of the 3M Post-itReusable gl...
All these features can be ranked on a very simple framework: The Innovation Battlefield                      Put yourself ...
All these features can be ranked on a very simple framework: The innovation Battlefield                       Put yourself...
Keep in mind that we’re ranking from the perspective of the customer.in our case: The Brainstorm Facilitator who has bough...
Keep in mind we’re ranking from the perspective of the customer.in our case: The Brainstorm Facilitator who has bought thi...
On this ‘Innovation Battlefield’ we can identify                                    6 distinctive zones                   ...
Area Top Right                     Area Mid Righta.k.a “Harder, Better, Faster,...”   a.k.a. “Expected Essentials”
“Harder, Better, Faster,...” features bring a lot of value to a customer.                                                 ...
Area Top Left             Area Mid Lefta.k.a “Unexpected Awesomeness”   a.k.a. “I don’t care.”
When 3M launched the Post-it in 1980 it created sudden “unexpected awesomeness”                with this feature. At that ...
When 3M launched the Post-it in 1980 it created sudden “unexpected awesomeness”                with this feature. At that ...
Area Bottom Left                 Area Mid Righta.k.a “It hurts, take it away.”   a.k.a. “Assumed Essentials”
Innovation Battlefield             Happiness level                How much pleasure                does a feature bring?  ...
We can now explainWhy the new Post-it Big Pads completely miss the mark.                               Recycled paper
Innovation BattlefieldHappiness level How much pleasure does a feature bring?    “Unexpected awesomeness”                 ...
Innovation BattlefieldHappiness level How much pleasure does a feature bring?    “Unexpected awesomeness”                 ...
It’s just basic incremental innovation.                    3M (known as innovator) should focus on this area!             ...
Moleskine + Evernote labels                               On the other hand: Stickers & labels by Moleskine & Evernote mak...
How do features evolve over time?Example: iPod Dock in cars                                    2005 - Apple announced more...
2004                                                               Innovation Battlefield         Happiness level         ...
2004                    2005                                                                 Innovation Battlefield       ...
2004                    2005                                                        2010                                  ...
2004                    2005                                                        2010                     2011         ...
2004                    2005                                                        2010                     2011         ...
2004                    2005                                                        2010                     2011         ...
Send your feedback to@nickdemey - @boardofinno                                   Tool by Boardofinnovation.com          us...
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Why 3M misses the mark: analysed with the Innovation Battlefield Framework (Draft) - @boardofinno

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  • I like the battlefield metaphor. There may be an opportunity to be more illustrative with the visual, to play up the battlefield concept more (without being overly playful or distracting).

    I think there may be some confusion as to how a feature/product could be both unexpectedly awesome, while at the same time not being missed by customers if left out. That begs the larger question of the two axes. They appear to overlap to some extent, rather than measuring two highly distinct attributes. I don't make a hard distinction between something that brings happiness, and something that would be missed. Is it an emotional missing feeling, or a this is broken and missing something feeling? If the latter, maybe the X axis could more accurately be explained as measuring essential functionality, while the Y axis measures something like delight?
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  • a happiness scale is interesting!
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  • Very interesting, but 'happiness' is more intangible (broader), right? If we´ll put instead 'satiation', in slide 8?
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Why 3M misses the mark: analysed with the Innovation Battlefield Framework (Draft) - @boardofinno

  1. 1. The Innovation Battlefield set the innovation strategy for products and services Tool by Boardofinnovation.com used to analyze the value perception of specific features
  2. 2. 2 examples in this slide deck: We’re working on a Cars ft. iPods 3M ft. Post-its new innovation framework. the mark?Why clients changed their mind over time? Why does 3M misses Your feedback is welcome. Let me explain the framework above:
  3. 3. 2 examples in this slide deck: Cars ft. iPods 3M ft. Post-itsWhy clients changed their mind over time? Why 3M misses the mark?
  4. 4. Let’s start from a very simple product as an illustration: The features of the 3M Post-it
  5. 5. Let’s start from a very simple product as an illustration: The features of the 3M Post-itReusable glue Recycled paper Writeable area unknown German label compact format 76x76 mm ... and so on
  6. 6. All these features can be ranked on a very simple framework: The Innovation Battlefield Put yourself in the mindset of 1 specific customer segment: Example: A Brainstorm Facilitator Reusable glue Recycled paperWriteable area unknown german label compact format 76x76 mm ... and so on
  7. 7. All these features can be ranked on a very simple framework: The innovation Battlefield Put yourself in the mindset of 1 specific customer segment: Example: A Brainstorm Facilitator Reusable glue Answer 2 questions for each feature: Recycled paper 1. How much happiness does this feature bring to our customer?Writeable area 1. unknown german label compact format 76x76 mm 2. ... and so on 2. Would this feature be missed by our customer if left out?
  8. 8. Keep in mind that we’re ranking from the perspective of the customer.in our case: The Brainstorm Facilitator who has bought this product. Innovation Battlefield Happiness level How much pleasure does a feature bring? HIGH LOW NONE Features that can be missed Features that cannot be missed
  9. 9. Keep in mind we’re ranking from the perspective of the customer.in our case: The Brainstorm Facilitator who has bought this product. Innovation Battlefield Happiness level How much pleasure does a feature bring? HIGH Reusable glue compact format 76x76 mm Recycled paper LOW unknown german label Writeable area NONE Features that can be missed Features that cannot be missed
  10. 10. On this ‘Innovation Battlefield’ we can identify 6 distinctive zones Innovation BattlefieldHappiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH “I don’t care” “Expected essentials” LOW “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
  11. 11. Area Top Right Area Mid Righta.k.a “Harder, Better, Faster,...” a.k.a. “Expected Essentials”
  12. 12. “Harder, Better, Faster,...” features bring a lot of value to a customer. Typically these are features that are promoted on billboards and in marketing campaigns, .e.g.: Faster Engine, More Megapixels, Better colors,... Customers expect to see these features. They can’t be left out. = incremental innovation Innovation BattlefieldHappiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH Reusable glue “I don’t care” “Expected essentials” compact format 76x76 mm LOW “Expected essentials” features give minimal pleasure. These are the Writeable area critical but often boring aspects of your product. “It hurts, take it away” “Assumed essentials” Customers expect these features but NONE will not be excited about them. e.g. The calling function on a phone, Driving in reverse with your car,... Features that can be missed Features that cannot be missed
  13. 13. Area Top Left Area Mid Lefta.k.a “Unexpected Awesomeness” a.k.a. “I don’t care.”
  14. 14. When 3M launched the Post-it in 1980 it created sudden “unexpected awesomeness” with this feature. At that time customers would not miss reusable adhesive strips on notes because it was not yet known to most people. But once presented, it amazed people. Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” Reusable glue HIGH “I don’t care” “Expected essentials” Recycled paper LOW unknown German labelIf it doesn’t create anypleasure (value) for clients,they will just say “I don’t care” “It hurts, take it away” “Assumed essentials”if you have this feature or not. NONE3M might think it’s importantto show a german label on aPost-it. A brainstormfacilitator doesn’t care. Features that can be missed Features that cannot be missed
  15. 15. When 3M launched the Post-it in 1980 it created sudden “unexpected awesomeness” with this feature. At that time would not miss reusable adhesive on notes because it was not yet know to most people. But once presented it would amaze people. Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” Reusable glue HIGH Today this feature is expected Reusable glue and has moved to another area. “I don’t care” “Expected essentials” Recycled paper LOW unknown German labelIf it doesn’t create anypleasure (value) for clientsthey will just say “I don’t care” “It hurts, take it away” “Assumed essentials”if you have this feature or not. NONE3M might think it’s importantto show a german label on aPost-it. A brainstormfacilitator doesn’t care. Features that can be missed Features that cannot be missed
  16. 16. Area Bottom Left Area Mid Righta.k.a “It hurts, take it away.” a.k.a. “Assumed Essentials”
  17. 17. Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” “assumed essentials” is a very special area. People might think they need HIGH that feature when they buy the product. In reality this feature will not matter or create any value. “I don’t care” “Expected essentials” During a brainstorm a facilitator will not care that half of his post-its are LOW 3M branded. Another example: AFumbling around with the DVD player in a laptop. It feels like aplastic wrapping, fighting to crucial feature while in reality manyopen up a new block of post-its people rarely use the DVD station.is frustrating. People want “It hurts, take it away” “Assumed essentials”features like this to be real post-it from 3Mremoved. NONE Plastic wrapping“It hurts, take it away” arethose features that cost effort,time, money. They might bethere for another reason but Features that can be missed Features that cannot be missedclients will not love them.They hate them.
  18. 18. We can now explainWhy the new Post-it Big Pads completely miss the mark. Recycled paper
  19. 19. Innovation BattlefieldHappiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH Reusable glue “I don’t care” “Expected essentials” compact format 76x76 mm Recycled paper LOW unknown German label Writeable area “It hurts, take it away” “Assumed essentials” 3M Traditional Post-it real Post-it from 3M NONE Plastic wrapping Features that can be missed Features that cannot be missed
  20. 20. Innovation BattlefieldHappiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH Big Pad Post-it 7 times bigger format “I don’t care” “Expected essentials” compact format 76x76 mm LOW “It hurts, take it away” “Assumed essentials” 3M Traditional Post-it NONE Features that can be missed Features that cannot be missed
  21. 21. It’s just basic incremental innovation. 3M (known as innovator) should focus on this area! Innovation BattlefieldHappiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH Big Pad Post-it 7 times bigger format “I don’t care” “Expected essentials” compact format 76x76 mm LOW “It hurts, take it away” “Assumed essentials” 3M Traditional Post-it NONE Features that can be missed Features that cannot be missed
  22. 22. Moleskine + Evernote labels On the other hand: Stickers & labels by Moleskine & Evernote make it possible to auto-tag and organize your sketches & notes when scanned. Innovation BattlefieldHappiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH smart labels to auto-tag scans Big Pad Post-it 7 times bigger format “I don’t care” “Expected essentials” compact format 76x76 mm LOW “It hurts, take it away” “Assumed essentials” 3M Traditional Post-it NONE Features that can be missed Features that cannot be missed
  23. 23. How do features evolve over time?Example: iPod Dock in cars 2005 - Apple announced more car integration options for iPods.
  24. 24. 2004 Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGHMany people don’t have “I don’t care” “Expected essentials”an iPod. This feature is irrelevant to them. LOW iPod dock in car e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
  25. 25. 2004 2005 Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGHFor new iPod users the iPod dock in carsudden realization thatthey could connect their music to their car was “I don’t care” “Expected essentials” awesome! LOW iPod dock in car e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
  26. 26. 2004 2005 2010 Innovation BattlefieldHappiness level How much pleasure Most car brands try to offer a does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” better solution to clients. (90% of US cars have an iPod dock in car HIGH iPod dock in car integration solution for iPod) “I don’t care” “Expected essentials” LOW iPod dock in car e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
  27. 27. 2004 2005 2010 2011 Innovation BattlefieldHappiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” iPod dock in car HIGH iPod dock in car Most people expect a way to “I don’t care” “Expected essentials” connect their iPod to their car but they don’t jump on the iPod dock in car table anymore. LOW iPod dock in car It became an expected feature. e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
  28. 28. 2004 2005 2010 2011 2012 Innovation BattlefieldHappiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” iPod dock in car HIGH iPod dock in car “I don’t care” “Expected essentials” iPod dock in car LOW iPod dock in car e Life ur Cy Some clients think they will Feat cle “It hurts, take it away” “Assumed essentials” appreciate the iPod dock but realize later they don’t use it. NONE iPod dock in car Wireless (bluetooth) options are far more convenient. Features that can be missed Features that cannot be missed
  29. 29. 2004 2005 2010 2011 2012 ... Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” iPod dock in car HIGH iPod dock in car “I don’t care” “Expected essentials” iPod dock in car LOW iPod dock in car e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE iPod dock in carA physical iPod dock is totally iPod dock in car unnecessary in a car. People realize that there are moreexciting features to integrate Features that can be missed Features that cannot be missed in their dashboard.
  30. 30. Send your feedback to@nickdemey - @boardofinno Tool by Boardofinnovation.com used to analyze the value perception of specific features
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