The document discusses building innovation and bringing added value to products and services. It presents frameworks for understanding customer benefits, mapping innovation roadmaps, analyzing competitors, and segmenting customer groups. Diagrams are used to illustrate concepts like unfolding innovation adoption curves, balancing short-term and long-term goals, and feeding elements into a "magic spot" of optimal added value. The overall message is about finding practical ways to incorporate customer benefits and needs at the core of innovation efforts.

1. Killer Rabbits
Herding Workshop!
Philippe Méda
@merkapt
Barcelona 2013
!

2. RISK
We don’t see the future

3. ROADBLOCKS
Unfolding Innovation
➊
➋
➌
Innovators
Early
Adopters
Early
Majority
13,5%
34%
2,5%
Stabilization
Déclin
Market Share
Acceleration
Structuration
Kick-Off
R&D
Innovation

4. ROADBLOCKS
Unfolding Innovation
➊
➋
➌
Innovators
Early
Adopters
Early
Majority
13,5%
34%
2,5%
Stabilization
Déclin
Market Share
Acceleration
Structuration
Kick-Off
R&D
Technology
Pump
Innovation
Market
Pump

5. ROADBLOCKS
Unfolding Innovation
➊
➋
➌
Innovators
Early
Adopters
Early
Majority
13,5%
34%
2,5%
Stabilization
Déclin
Market Share
Acceleration
GAP
Structuration
Kick-Off
R&D
Technology
Pump
Innovation
Market
Pump

6. ROADBLOCKS
Unfolding Innovation
➊
➋
➌
Innovators
Early
Adopters
Early
Majority
13,5%
34%
2,5%
Stabilization
Déclin
Development
Market Share
Break-even
Investment
Acceleration
Cash Cow
GAP
Structuration
Investment
Kick-Off
R&D
Technology
Pump
Innovation
Market
Pump

7. ROADBLOCKS
Unfolding Innovation
➊
➋
➌
Innovators
Early
Adopters
Early
Majority
13,5%
34%
2,5%
Stabilization
Déclin
Development
Market Share
Break-even
Technology Hype
Investment
Acceleration
Cash Cow
GAP
Structuration
Investment
Kick-Off
R&D
Technology
Pump
Innovation
Market
Pump

8. ROADBLOCKS
Unfolding Innovation
➊
➋
➌
Innovators
Early
Adopters
Early
Majority
13,5%
34%
2,5%
Stabilization
Déclin
Market Share
Break-even
Acceleration
Technology Hype
Cash Cow
GAP
Structuration
Kick-Off
R&D
Technology
Pump
Innovation
Market
Pump

10. Bringing back «added» in added value

11. Bringing back «added» in added value
Direct competitor?

12. Bringing back «added» in added value

13. Bringing back «added» in added value

14. Bringing back «added» in added value
SEARS, 1941
Don’t sell me clothes. Sell me neat apparence, style attractiveness.
Don’t sell me shoes. Sell me foot confort and the pleasure of walking in the open air.
Don’t sell me candy. Sell me happiness and pleasure of taste.
Don’t sell me furniture. Sell me a home that has comfort, cleanliness and
convenience.
Don’t sell me books. Sell me pleasant hours and the profit of knowledge.
Don’t sell me toys. Sell me playthings to make my children happy.
Don’t sell me tools. Sell me the pleasure and profit of making fine things.
Don’t sell me refrigerators. Sell me the health and better flavor of fresh foods.
Don’t sell le tires. Sell me freedom from worry and low cost per mile.
Don’t sell me plows. Sell me green fields of waving wheat.
Don’t sell me things. Sell me ideas, feelings, self-respect, home life, happiness.
Please don’t sell me things.

15. ADDED VALUE
Understanding the Magic Spot
HTC 14%
HTC
6%
SAMSUNG 8%
SAMSUNG
2%
OTHER 6%
ANDROID 39%
RIM 20%
NOKIA 2%
APPLE 28%
HP 2%
MOTOROLA 11%
OTHER 1%
iOS 28%
(iPhone only)
Windows
Mobile 9%
Blackberry
OS 20%
Web OS 2%
Symbian
OS 2%

16. What is the f** problem?
Problem
Added Value
!
!
Pain point 1
Pain point 2
Pain point 3
Pain point 4
Pain point 5
Bene!t 1
Bene!t 2
Bene!t 3
Bene!t 4
Bene!t 5
Price

17. What is the f** problem?
How can I invent
a 2.0 vase?
How can I bring nature in
your everyday"s life?

18. What is the f** problem?
Pain points :
!
Find a #orist
Chose durable #owers
Stay within budget
Change water
Clean
Renew every x weeks
Add variety
Protect from pets / childrens
How can I bring nature in
your everyday"s life?

19. What is the f** problem?
Puzzles
Mysteries
Complicated
Zero-sum game
Known parameters
Optimal solution
Scienti!c approach
Time and ressources
Complex or chaotic
Open system
Not measurable, or not extensively
No optimal solutions
Intuition
What if?
!
!
ENGINEERS
DESIGNERS
!

20. What is the f** problem?

21. Building a magic spot
➊ AXE
Problem 1
Added Value
Problem 2
➋ AXE

22. Building a magic spot
➊ AXE
Problem 1
Added Value
Price
Problem 2
➋ AXE

23. Building a magic spot
➊ PREMIUM
➋ FOR ALL

24. Building a magic spot
➊ PREMIUM
➋ FOR ALL

25. Building a magic spot
IDEAL
Score
➊ PREMIUM
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
10
8
8
4
2
1
33
➋ FOR ALL
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
10
9
8
6
6
6
4
2
61

26. Building a magic spot
➊ PREMIUM
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
10
8
8
4
2
1
IDÉAL
33
61
➋ FOR ALL
Bene!t 10
Bene!t 9
Bene!t 8
Bene!t 6
Bene!t 6
Bene!t 6
Bene!t 4
Bene!t 2

27. Building a magic spot
Roadmap
IDEAL
Score
➋ FOR ALL
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
10
8
8
4
2
1
8
4
2
2
1
1
33
➊ PREMIUM
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
V1
18
10
9
8
6
6
6
4
2
10
4
2
5
3
3
4
1
61
32

28. Building a magic spot
Roadmap
IDEAL
Score
➋ FOR ALL
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
V2
10
8
8
4
2
1
8
4
2
2
1
1
10
4
7
2
1
1
33
➊ PREMIUM
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
V1
18
25
10
9
8
6
6
6
4
2
10
4
2
5
3
3
4
1
10
4
5
6
4
4
4
2
61
32
39

29. Building a magic spot
Roadmap
IDEAL
Score
➋ FOR ALL
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
V2
V3
10
8
8
4
2
1
8
4
2
2
1
1
10
4
7
2
1
1
10
7
8
4
2
1
33
➊ PREMIUM
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
V1
18
25
32
10
9
8
6
6
6
4
2
10
4
2
5
3
3
4
1
10
4
5
6
4
4
4
2
10
7
6
6
6
6
4
2
61
32
39
47

30. Building a magic spot
➊ PREMIUM
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
10
8
8
4
2
1
33
Roadmap
3
2
1
61
➋ FOR ALL
Bene!t 10
Bene!t 9
Bene!t 8
Bene!t 6
Bene!t 6
Bene!t 6
Bene!t 4
Bene!t 2

31. Building a magic spot
Roadmap
« 7 Families »
IDEAL
Score
➋ FOR ALL
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
V2
V3
C1
C2
C3
C4
C5
C6
C7
10
8
8
4
2
1
8
4
2
2
1
1
10
4
7
2
1
1
10
7
8
4
2
1
2
1
8
4
1
1
10
5
5
2
2
1
10
8
8
4
0
1
0
0
2
1
1
1
5
8
4
0
2
1
10
8
8
4
2
1
0
0
0
4
2
1
33
➊ PREMIUM
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
V1
18
25
32
17
25
31
5
20
33
7
10
9
8
6
6
6
4
2
10
4
2
5
3
3
4
1
10
4
5
6
4
4
4
2
10
7
6
6
6
6
4
2
8
7
7
5
4
6
4
2
3
3
1
2
5
6
4
2
2
2
2
3
3
3
4
2
10
8
6
4
4
4
4
2
8
0
2
0
0
5
4
0
0
2
2
2
2
2
1
2
10
8
7
4
4
4
4
2
61
32
39
47
42
26
21
42
19
13
51

32. Building a magic spot
➊ PREMIUM
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
10
8
8
4
2
1
33
3
1
2
1
2
3
7
4
5
6
61
➋ FOR ALL
Bene!t 10
Bene!t 9
Bene!t 8
Bene!t 6
Bene!t 6
Bene!t 6
Bene!t 4
Bene!t 2

33. Building a magic spot
➊ PREMIUM
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
10
8
8
4
2
1
33
3
1
2
1
2
MVP
3
7
4
5
6
61
➋ FOR ALL
Bene!t 10
Bene!t 9
Bene!t 8
Bene!t 6
Bene!t 6
Bene!t 6
Bene!t 4
Bene!t 2

34. VA ➚ = Risk ➘

35. Feeding the «Magic Spot»

36. Feeding the «Magic Spot»

37. ADDED VALUE
FINANCE
PERSPECTIVE
CUSTOMER
PERSPECTIVE
Balanced Scorecards
OPTIMIZE THE OUTCOME
PRODUCTIVITY
REVENUE GROWTH
Short-term :
Improve cost structure
Increase asset utilization
Long-term :
Expand revenue opportunities
Enhance customer value
SHARE THE ADDED VALUE
PRODUCT ATTRIBUTES
RELATIONSHIPS
IMAGE
Price, Quality,
Availability, Selection, ...
PROCESS
PERSPECTIVE
Services, Trainings,
Network, ...
Brand, Tribes, ...
!
!
!
!
BUILD THE PRODUCTS
MANAGE REGULATIONS
Environment, Safety and health, Employment, ...
MANAGE INNOVATION
ID opportunity, R&D portfolio, Design, Launch...
MANAGE CUSTOMERS
Selection, Acquisition, Retention, Growth...
MANAGE OPERATIONS
LEARNING
PERSPECTIVE
TANGIBLE
OUTCOME
Supply, Production, Distribution, Risk...
IMPROVE MATERIAL & IMMATERIAL ASSETS
HUMAN CAPITAL
INFORMATION
ORGANIZATION
Skills, Training,
Knowledge, ...
Systems, Databases,
Networks, ...
Culture, Leadership,
Alignment, Teamwork, ...
!
!
!
INTANGIBLE
ASSETS

38. B2C ?
SPICES
!
Maslow
!
Hofstede
!
Security
Pride
Innovation
Comfort
Economy
Sympathy
Physiology
Security
Socialization and Love
Self-Estim
Accomplishment
Power Distance
Individualism
Masculinity
Structured Situations
Long-term Perspective

39. A practical exploration matrix
Step 1 $
$
$
$
$
$
$
!
Step 2$
$
$
!
Step 3$
$
$
!
Step 4$
$
$
$
$
!
Step 5 $
!
Step 6 $
!
Step 7 $
!
Step 8 $
Generate 50+ idea of customers" bene!ts
20 min, no objections
Announce each idea
Feel free to precise with di%erent versions
Regroup ideas by a&nity
No analysis
Separate your 5-8 packs in a right / left logic
Casually you « 1 » and your « 2 »
Boot Excel
Keep everything, dump duplicates
Rewrite as a tweet (bene!ts, no specs)
Give the ideal score of each item (1 to 10)
Position the competitors as « 7 families »
Benchmark your possible MVP and V1
Explore the market and go back to step 1
Added value formulation ✔
Innovation marketing ✔
Product roadmap ✔
Competition analysis ✔
Customers segmentation ✔
Making co%ee ✘

40. Getting the Magic Spot

41. Getting the Magic Spot

42. Getting the Magic Spot

43. Getting the Magic Spot

44. Getting the Magic Spot

45. Getting the Magic Spot

46. Getting the Magic Spot

47. Getting the Magic Spot

48. Killer Rabbits in your Incubator
Adde
Value
Business
Models
Intrapreneurs
!
!
Your typical BU
Ideas
Patents
Trends
…
Prototype
something that sells