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The next big innovation wave is here:
It is about creating new users behaviors
CONFIDENTIAL
Dany Robberecht
Director
dan...
3
As a marketeer I help companies in
developing new product portfolios and new
businesses creating growth.
Dany Robberecht...
4
© The Economist
5
COMPANIES DO NOT SELL TO A MARKET OR TO
TARGET GROUPS, THEY SELL TO PEOPLE
6
We must
understand their
bevahior:
The actions or reactions of a person or
animal in response to external or
internal st...
7
Explicitly different … Implicitly different
8
AS A COMPANY WE NEED TO ADAPT TO WHAT PEOPLE EXPECT AND
NOT JUST TO WHAT PRODUCTS (MUST) DO
9
Bomber Electric bike
100% electric
4500 Watts
50 mph
Disc brakes
2-hour recharge
Zero emission
silent
Cross country
Cros...
10
the job and not the customer -
the fundamental unit of analysis
customers
DO NOT BUY
products or services
they hire var...
11
renting a seat in airplane?
…or a fast, comfortable, entertaining travelling?
12
• to fight a hangover
• to relax the mind
• to exchange ideas between colleagues at the
coffee server
• to end the meal...
13
unmet needs
known needs
hidden (latent)
needs
needs that have been recognized
already addressed by existing products/se...
14
Job-to-be-done expands the window of opportunity
ƒ
PRODUCT PROCESS
Window for improvements
EXPECTATIONS
Window for grow...
15
But how does it in fact instigate growth?
Professional users – Office app’s Connected with friends – share, …
“New offe...
16
ebikes take over the role of cars?
New meaning means fundamental growth!
“But how to come to this
opportunity?”
400% gr...
17
Finding opportunities of
Unintended use
Connecting to motivations can
be done by observing
unintended use. Connecting t...
18
Envisioning
Painting a future use may leads
organizations towards novel
meaning. Often persona’s and
other explorative ...
19
Changing intentionally the meaning of
something is a lengthy process
→ User generated content
→ Co creation systems
→ O...
20
THE NEXT BIG THING IS THAT USERS IN FACT INVENT THE USE
21
“Today`s problems won`t be
solved by logics that produced them”
Einstein
22
The product is the centre of gravity to unlock this
potential
IPAD was launched as a product without a
mission!
What co...
23
Yelo TV – disrupting the TV manufacturing
landscape
24
“Eventually in the future micro factories will produce all
kinds of products, even at home we will manufacture
products...
25
But also …
“The SMS service was very underexplored at the very
beginning. Today others than the inventors start to
expl...
26
One step further
A user community developing a sustainable car
that leaps forward performance.
Using scrum teams, agile...
27
The concept in a nutshell
Expanding the lifetime
Points of differentiation
Connect to other existing jobs
Function New ...
28
IT TAKES A NOVEL APPROACH TO REACH A TRUE MARKET PULL
29
“It`s about breaking the
dominant thinking patterns”
30
Rule #1 Designers must deliver unfinished disruptive solutions
Rule #2 Rely upon communities to create traction
Rule #3...
31
Conclusion
Traditional perspective:
Stand alone products
Standard products
Simplified
Stupid proof
De-skill
Next big th...
32
33
VERHAERT MASTERS IN INNOVATION®
Headquarters
Hogenakkerhoekstraat 21
9150 Kruibeke (B)
tel +32 (0)3 250 19 00
fax +32 (...
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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. 2 The next big innovation wave is here: It is about creating new users behaviors CONFIDENTIAL Dany Robberecht Director dany.robberecht@verhaert.com THEME 1 : STRUCTURED EXPLORATION IN THE FRONT END OF INNOVATION
  2. 2. 3 As a marketeer I help companies in developing new product portfolios and new businesses creating growth. Dany Robberecht Program Director dany.robberecht@verhaert.com
  3. 3. 4 © The Economist
  4. 4. 5 COMPANIES DO NOT SELL TO A MARKET OR TO TARGET GROUPS, THEY SELL TO PEOPLE
  5. 5. 6 We must understand their bevahior: The actions or reactions of a person or animal in response to external or internal stimuli. 1 WHAT 2 MOTIVATION
  6. 6. 7 Explicitly different … Implicitly different
  7. 7. 8 AS A COMPANY WE NEED TO ADAPT TO WHAT PEOPLE EXPECT AND NOT JUST TO WHAT PRODUCTS (MUST) DO
  8. 8. 9 Bomber Electric bike 100% electric 4500 Watts 50 mph Disc brakes 2-hour recharge Zero emission silent Cross country Cross training Downhill The largest target group today for ebikes are active mediors. but
  9. 9. 10 the job and not the customer - the fundamental unit of analysis customers DO NOT BUY products or services they hire various solutions at various times to get a wide array of jobs done
  10. 10. 11 renting a seat in airplane? …or a fast, comfortable, entertaining travelling?
  11. 11. 12 • 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 • … what jobs can you find …
  12. 12. 13 unmet needs known needs hidden (latent) needs needs that have been recognized already addressed by existing products/services needs that are known and articulated by customers not addressed by products/services needs that have not been identified by researchers or customers Job-to-be done leads to different levels of needs
  13. 13. 14 Job-to-be-done expands the window of opportunity ƒ PRODUCT PROCESS Window for improvements EXPECTATIONS Window for growth MOTIVATION © Verhaert
  14. 14. 15 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”
  15. 15. 16 ebikes take over the role of cars? New meaning means fundamental growth! “But how to come to this opportunity?” 400% growth In 5 years
  16. 16. 17 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.
  17. 17. 18 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.
  18. 18. 19 Changing intentionally the meaning of something is a lengthy process → User generated content → Co creation systems → Open systems How to accelerate it?
  19. 19. 20 THE NEXT BIG THING IS THAT USERS IN FACT INVENT THE USE
  20. 20. 21 “Today`s problems won`t be solved by logics that produced them” Einstein
  21. 21. 22 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. 17.10.2008 “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”
  22. 22. 23 Yelo TV – disrupting the TV manufacturing landscape
  23. 23. 24 “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.“
  24. 24. 25 But also … “The SMS service was very underexplored at the very beginning. Today others than the inventors start to explore it’s potential.“
  25. 25. 26 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.“
  26. 26. 27 The concept in a nutshell Expanding the lifetime Points of differentiation Connect to other existing jobs Function New jobs Reinvent the product (POD) 1 2 Start new cycle by a function Users co-invent JTBD … dare discover design
  27. 27. 28 IT TAKES A NOVEL APPROACH TO REACH A TRUE MARKET PULL
  28. 28. 29 “It`s about breaking the dominant thinking patterns”
  29. 29. 30 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 17.10.2008
  30. 30. 31 Conclusion Traditional perspective: Stand alone products Standard products Simplified Stupid proof De-skill Next big thing: Basic Open products / Solutions and systems based on: hardware, software, connectivity and services Adaptable & combinable Rich and subtle Stimulate exploration & experimentation “Solving a problem / need” “Creating an opportunity” Job2be done: Products / Solutions and systems based on: hardware, software, and services Customized / configurated Proposing new experinces Increase choises “Solving a job 2be done”
  31. 31. 32
  32. 32. 33 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® 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 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.

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