Cbi Day Henrik - Introduction - Users and Radical Innovation
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Cbi Day Henrik - Introduction - Users and Radical Innovation

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  • Bell Lab’slawyersdidn’twantto patent without anapplicationconnectedtocommunication. Theydidn’tsee the valueof the invention.
  • Tim Paterson Seattle Computer Products (SCP) – Intel 8086.Gates bought thelicence the day after he sold it as standard OS to all IBM PCs.
  • Mostcommon andmostcommonlythough of as innovations.
  • process innovation is the implementation/adoption of new or significantly improved production or delivery methods
  • process innovation is the implementation/adoption of new or significantly improved production or delivery methods
  • process innovation is the implementation/adoption of new or significantly improved production or delivery methods
  • process innovation is the implementation/adoption of new or significantly improved production or delivery methods

Cbi Day Henrik - Introduction - Users and Radical Innovation Cbi Day Henrik - Introduction - Users and Radical Innovation Presentation Transcript

  • dagen Entreprenörer Innoverar - Kunder Validerar Dagens värdar Henrik Berglund & Sofia Börjesson Chalmers University of Technology Center for Business Innovation2011-12-02 1
  • Users and innovation• Invention vs innovation• Listening to customers?• Listening to customers!
  • Invention and InnovationInvention implies bringing something newinto being. Innovation implies bringingsomething new into widespread use.
  • Invention and InnovationInvention implies bringing something newinto being. Innovation implies bringingsomething new into widespread use.
  • Invention and InnovationInvention implies bringing something newinto being. Innovation implies bringingsomething new into widespread use.
  • Innovations take many forms
  • Innovations (but not invention)require customers and markets
  • But is it wise to listen to customers?When developing radical innovations?
  • Is it wise to listen to customers?
  • Is it wise to listen to customers?"If I had asked my customers whatthey wanted, they would have saida faster horse.“ - Henry Ford
  • Is it wise to listen to customers?“A firm’s scope for strategic changeis strongly bounded by theinterests of customers who providethe resources the firm needs tosurvive.” - Christensen and Bower
  • So, is it wise to listen to customers?
  • The answer is Yes!(with some caveats)
  • Yes – but not just any customer!
  • Yes – but not just customers!
  • Yes – but not simply listening!Customers may not be ableto articulate a solution
  • Yes – but not simply listening!Customers may not be ableto articulate a solution, butthey can talk about theproblems they have and thejobs they are trying to getdone
  • Yes – but not simply listening!Customers may not be ableto articulate a solution, butthey can talk about the Customers could not articulateproblems they have and the their need for a microwave oven, but they did know theyjobs they are trying to get wanted to:  Minimize the time it takes todone 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
  • So, how use customers for innovation? Design Thinking Customer Development