Regardless of industry or sector, each company offers elements that are of interest to the market they serve. To better serve that market, the company must innovate and there are 6 Primary Vectors of Innovation, Simple.

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2. CompanyCapabilities Elements of value to the market Regardless of industry or sector, each company offers elements that are of interest to the market they serve. To better serve that market, the company must innovate. Success = Innovation

3. vector /ˈvɛktər/ a direction or course to be followed by an airplane, missile, or the like. Innovation comes from six primary vectors. Surprisingly, these vectors are consistent across a wide range of company types & industries. Check it out for yourself…

4. #1 Compete CompanyCapabilities The most common innovation vector is the augmentation of existing capabilities of the company to provide a unique market value. (Think new releases of existing product such as a new model year vehicles. Some innovation but limited)

5. #2 Combine CompanyCapabilities This innovation vector is the creative combination of existing capabilities to provide something new to the market. For example, using the automotive industry again, the S.U.V. combined a truck chassis with passenger capacity. +

6. #3 Context CompanyCapabilities CompetitorCapabilities When a capability is not unique, one innovation vector available is to shift the context of the offer by repackaging or addressing a different market. (Think brand extension, going wholesaleor white labeling)

7. #4 Copy CompanyCapabilities CompetitorCapabilities Call it a creative emulation, market adaptation or just plain ‘me-too’ism, sometimes playing catch up is required. Copying a competitors capability is the cheap shot of innovation vectors.

8. #5 Create CompanyCapabilities CompetitorCapabilities This is a true vector of innovation, recognizing a market need and creating a product or service that addresses that need. It can be magical if you get it right and disastrous if you get it wrong.

9. #6 Collaborate CompanyCapabilities 3rd PartyCapabilities CompetitorCapabilities Partnering to gain missing capabilities is a tried and true innovation vector. The challenge in selecting a partner and establishing a working relationship is offset by flexibility and speed to market.

10. Compete Context Collaborate Combine Copy Create

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