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1.1 The drivers of value creation: 50 years of research 1
CONFIDENTIAL Template Innovation Day 2019CONFIDENTIAL
VALUE DRIV...
1.1 The drivers of value creation: 50 years of research 2
CONFIDENTIAL
1
2
3
4
CONTENT
Warm up
The formula for value
How d...
1.1 The drivers of value creation: 50 years of research 3
CONFIDENTIAL
WARMING UP QUIZ …
One simple question …
In what yea...
1.1 The drivers of value creation: 50 years of research 4
CONFIDENTIAL
IN WHAT YEAR WAS THIS PRODUCT LAUNCHED?
2011
LACKED...
1.1 The drivers of value creation: 50 years of research 5
CONFIDENTIAL
IN WHAT YEAR WAS THIS PRODUCT LAUNCHED?
1964
CLEAR ...
1.1 The drivers of value creation: 50 years of research 6
CONFIDENTIAL
THE ARCHITECTURE OF MY FUTURE PRODUCT
MyFutureProdu...
1.1 The drivers of value creation: 50 years of research 7
CONFIDENTIAL
“IF IT DOESN’T ADD VALUE, IT’S WASTE”
HENRI FORD
1.1 The drivers of value creation: 50 years of research 8
CONFIDENTIAL
BUT WHAT IS THE MAGIC FORMULA FOR VALUE ADD …
What ...
1.1 The drivers of value creation: 50 years of research 9
CONFIDENTIAL
GIVE IT A TRY …
WOULD YOU
BUY THIS ONE?
ƒ usefulnes...
1.1 The drivers of value creation: 50 years of research 10
CONFIDENTIAL
HOW DID IT WORK?
1.1 The drivers of value creation: 50 years of research 11
CONFIDENTIAL
1.1 The drivers of value creation: 50 years of research 12
CONFIDENTIAL
TECHNOLOGICAL ADVANCES PROVIDED ASPIRATION FOR PEO...
1.1 The drivers of value creation: 50 years of research 13
CONFIDENTIAL
What changed?
1.1 The drivers of value creation: 50 years of research 14
CONFIDENTIAL
INDUSTRIALIZATION CAME ACROSS THE CORNER…
CONSUMER...
1.1 The drivers of value creation: 50 years of research 15
CONFIDENTIAL
…AND LED TO MASS MARKETING OF UNDIFFERENTIATED PRO...
1.1 The drivers of value creation: 50 years of research 16
CONFIDENTIAL
THE FUTURE PRODUCT FOCUSED ON CHEAPER PROPOSITIONS...
1.1 The drivers of value creation: 50 years of research 17
CONFIDENTIAL
AND THEN WHAT HAPPENED?
1.1 The drivers of value creation: 50 years of research 18
CONFIDENTIAL
‘BUSY’ LIFESTYLE SUPPORTED WITH MORE COMPLEX PROPO...
1.1 The drivers of value creation: 50 years of research 19
CONFIDENTIAL
DIFFERENTIATED PROPOSITIONS OFFERING CHOICE
“Funct...
1.1 The drivers of value creation: 50 years of research 20
CONFIDENTIAL
SUBSEQUENTLY …
1.1 The drivers of value creation: 50 years of research 21
CONFIDENTIAL
BUSINESS MODEL INNOVATION REPAINTED OFFERINGS
NEW ...
1.1 The drivers of value creation: 50 years of research 22
CONFIDENTIAL
DISRUPTIVE ECOSYSTEMS WITH ALTERNATIVE EARNING MOD...
1.1 The drivers of value creation: 50 years of research 23
CONFIDENTIAL
TODAY WE SEE …
1.1 The drivers of value creation: 50 years of research 24
CONFIDENTIAL
“the reason for which something is done or created...
1.1 The drivers of value creation: 50 years of research 25
CONFIDENTIAL
1. Create purpose by
2. Create purpose by
HOW COUL...
1.1 The drivers of value creation: 50 years of research 26
CONFIDENTIAL
THE TABLE STAKE IS ABOUT LIFE CHANGING INNOVATIONS...
1.1 The drivers of value creation: 50 years of research 27
CONFIDENTIAL
CAN WE IDENTIFY PATTERNS?
“VULNERABILITY IS THE BI...
1.1 The drivers of value creation: 50 years of research 28
CONFIDENTIAL
#1 - PROPOSITIONS MATURE OVER TIME
1.1 The drivers of value creation: 50 years of research 29
CONFIDENTIAL
Value add by performance
#1 – PROPOSITIONS GET MOR...
1.1 The drivers of value creation: 50 years of research 30
CONFIDENTIAL
#2 – Elements of value change over time
because ne...
1.1 The drivers of value creation: 50 years of research 31
CONFIDENTIAL
ELEMENTS OF VALUE ARE UNLOCKED BY PROSPERITY
ƒ use...
1.1 The drivers of value creation: 50 years of research 32
CONFIDENTIAL
#3 – Mastering the innovation game
needs more inte...
1.1 The drivers of value creation: 50 years of research 33
CONFIDENTIAL
MASTERING THE GAME OF PRODUCT INNOVATION
MyFutureP...
1.1 The drivers of value creation: 50 years of research 34
CONFIDENTIAL
One group, five brands
Our services are marketed t...
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The drivers of value creation, 50 years of research (by Dany Robberecht)

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Discover the newest insights in understanding value drivers and their impact on new products and services. From technology improvement towards platform economy with the value pyramid. How to use new design skills and service design to create experience economy?

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The drivers of value creation, 50 years of research (by Dany Robberecht)

  1. 1. 1.1 The drivers of value creation: 50 years of research 1 CONFIDENTIAL Template Innovation Day 2019CONFIDENTIAL VALUE DRIVERS FOR INNOVATION Dany Robberecht Director Consulting Office Dany.robberecht@verhaert.com TRACK 1 MyFutureProduct
  2. 2. 1.1 The drivers of value creation: 50 years of research 2 CONFIDENTIAL 1 2 3 4 CONTENT Warm up The formula for value How did it work over time? An attempt towards a new value model
  3. 3. 1.1 The drivers of value creation: 50 years of research 3 CONFIDENTIAL WARMING UP QUIZ … One simple question … In what year was the product launched?
  4. 4. 1.1 The drivers of value creation: 50 years of research 4 CONFIDENTIAL IN WHAT YEAR WAS THIS PRODUCT LAUNCHED? 2011 LACKED MUST HAVE GAMES SONY PS VITA © SONY
  5. 5. 1.1 The drivers of value creation: 50 years of research 5 CONFIDENTIAL IN WHAT YEAR WAS THIS PRODUCT LAUNCHED? 1964 CLEAR WIN THROUGHOUT THE ENTIRE VALUE CHAIN GEBERIT BUILD IN TOILET FLUSH SYSTEM © GEBERIT
  6. 6. 1.1 The drivers of value creation: 50 years of research 6 CONFIDENTIAL THE ARCHITECTURE OF MY FUTURE PRODUCT MyFutureProduct How to create value? © VERHAERT
  7. 7. 1.1 The drivers of value creation: 50 years of research 7 CONFIDENTIAL “IF IT DOESN’T ADD VALUE, IT’S WASTE” HENRI FORD
  8. 8. 1.1 The drivers of value creation: 50 years of research 8 CONFIDENTIAL BUT WHAT IS THE MAGIC FORMULA FOR VALUE ADD … What can we LEARN from 50 years of innovation? ƒ usefulness * usability * desirability cost of feasibility VALUE ADD * scalability * allowance factor * differentiation allowableusabledesirablefeasibleuseful © VERHAERT
  9. 9. 1.1 The drivers of value creation: 50 years of research 9 CONFIDENTIAL GIVE IT A TRY … WOULD YOU BUY THIS ONE? ƒ usefulness * usability * desirability cost of feasibility VALUE ADD * scalability * allowance factor * differentiation PATENT US4320756A
  10. 10. 1.1 The drivers of value creation: 50 years of research 10 CONFIDENTIAL HOW DID IT WORK?
  11. 11. 1.1 The drivers of value creation: 50 years of research 11 CONFIDENTIAL
  12. 12. 1.1 The drivers of value creation: 50 years of research 12 CONFIDENTIAL TECHNOLOGICAL ADVANCES PROVIDED ASPIRATION FOR PEOPLE BOEING 474 – 1969 MOONLANDING – 1969 “Basic value elements corresponding with hope. Affordable things that worked.” ƒ usefulness cost of feasibilityVALUE ADD * allowance factor BOM/BOL© VERHAERT
  13. 13. 1.1 The drivers of value creation: 50 years of research 13 CONFIDENTIAL What changed?
  14. 14. 1.1 The drivers of value creation: 50 years of research 14 CONFIDENTIAL INDUSTRIALIZATION CAME ACROSS THE CORNER… CONSUMER PRODUCTS Barcode ----- 1973 USA E-Mail ----- 1971 USA Floppy Disk ----- 1971 USA by Alan Shugart Genetic Engineering ----- 1973 USA by S. Cohen and H. Boyer Ink Jet Printer ----- 1976 USA In Vitro Fertilisation ----- 1978 England "test tube baby" Laser Printer ----- 1975 USA Microprocessor ----- 1971 USA MRI Scanner ----- 1977 USA by Raymond Damadian Personal Computer ----- 1975 USA Space Station ----- 1973 USA Skylab #democratizingtechnology #massproduction
  15. 15. 1.1 The drivers of value creation: 50 years of research 15 CONFIDENTIAL …AND LED TO MASS MARKETING OF UNDIFFERENTIATED PRODUCTS Cost Market size Prosperity increased Technology got a bit smaller © VERHAERT
  16. 16. 1.1 The drivers of value creation: 50 years of research 16 CONFIDENTIAL THE FUTURE PRODUCT FOCUSED ON CHEAPER PROPOSITIONS ƒ usefulness * usability cost of feasibilityVALUE ADD * scalability * allowance factor Lowering labor costs Ability to manufacture © VERHAERT
  17. 17. 1.1 The drivers of value creation: 50 years of research 17 CONFIDENTIAL AND THEN WHAT HAPPENED?
  18. 18. 1.1 The drivers of value creation: 50 years of research 18 CONFIDENTIAL ‘BUSY’ LIFESTYLE SUPPORTED WITH MORE COMPLEX PROPOSITIONS THE DIGITAL ERA ARRIVED Gameboy ----- Nintendo 1989 Motorola DynaTAC 8000x ----- 1983 The Clapper ----- ZX Spectrum ----- Synclair Worldwide Web ----- 1991USA Amazon ----- 1995 USA Alibaba ----- 1999 CHN Linux open source ----- 90’s Apple Newton ----- 1992 USA NFC ----- Hasbro 1997 DVD ----- 90’s USB ----- 1999 2G Cell Phones ----- 90’s Nokia DVR ----- 1999 by Tivo & Replay TB MP3 player ----- 1999 Korea Saehan Information Systems Byclycklen ----- 1995 DK
  19. 19. 1.1 The drivers of value creation: 50 years of research 19 CONFIDENTIAL DIFFERENTIATED PROPOSITIONS OFFERING CHOICE “Functional innovation is spurred with emotional element of value (e.g. badge value). Value based pricing strategies and target based costing methods were introduced.” Personalization ƒ usefulness * usability * desirability cost of feasibilityVALUE ADD * scalability * allowance factor * differentiation © VERHAERT
  20. 20. 1.1 The drivers of value creation: 50 years of research 20 CONFIDENTIAL SUBSEQUENTLY …
  21. 21. 1.1 The drivers of value creation: 50 years of research 21 CONFIDENTIAL BUSINESS MODEL INNOVATION REPAINTED OFFERINGS NEW BUSINESS MODELS Digital transformation in services Experience economy boomed We try to create a better world .. iTunes ----- 2003 USA iPhone ----- 2007 USA Toyota Prius ----- JP Uber ----- 2009 US BetterPlace ----- 2008 USA/IS “Experiences and simplification of things, often at a lower cost of ownership, became the most important drivers of the early nillies.”
  22. 22. 1.1 The drivers of value creation: 50 years of research 22 CONFIDENTIAL DISRUPTIVE ECOSYSTEMS WITH ALTERNATIVE EARNING MODELS SURFACED ƒ usefulness * usability * desirability cost of feasibilityVALUE ADD * scalability * allowance factor * differentiation CHANGE! Go to market CHANGE! UX © VERHAERT
  23. 23. 1.1 The drivers of value creation: 50 years of research 23 CONFIDENTIAL TODAY WE SEE …
  24. 24. 1.1 The drivers of value creation: 50 years of research 24 CONFIDENTIAL “the reason for which something is done or created or for which something exists.” WHAT IS THE PURPOSE LED ECONOMY? Often linked to societal needs The ‘WHY’ emerges Innovation gets another dimension, again.
  25. 25. 1.1 The drivers of value creation: 50 years of research 25 CONFIDENTIAL 1. Create purpose by 2. Create purpose by HOW COULD YOU CREATE PURPOSE?
  26. 26. 1.1 The drivers of value creation: 50 years of research 26 CONFIDENTIAL THE TABLE STAKE IS ABOUT LIFE CHANGING INNOVATIONS ƒ usefulness * usability * desirability cost of feasibilityVALUE ADD * scalability * allowance factor * differentiation CHANGE! Purpose & societal impact CHANGE! AI summer, … © VERHAERT
  27. 27. 1.1 The drivers of value creation: 50 years of research 27 CONFIDENTIAL CAN WE IDENTIFY PATTERNS? “VULNERABILITY IS THE BIRTHPLACE OF INNOVATION, CREATIVITY AND CHANGE” - BRENE BROWN
  28. 28. 1.1 The drivers of value creation: 50 years of research 28 CONFIDENTIAL #1 - PROPOSITIONS MATURE OVER TIME
  29. 29. 1.1 The drivers of value creation: 50 years of research 29 CONFIDENTIAL Value add by performance #1 – PROPOSITIONS GET MORE COMPLEX OVER TIME 1 2 3 Value add by feature differentiation Value add by servitization 1 2 3 1969 © VERHAERT
  30. 30. 1.1 The drivers of value creation: 50 years of research 30 CONFIDENTIAL #2 – Elements of value change over time because needs evolve in terms of prosperity Why timing is important for innovations
  31. 31. 1.1 The drivers of value creation: 50 years of research 31 CONFIDENTIAL ELEMENTS OF VALUE ARE UNLOCKED BY PROSPERITY ƒ usefulness * usability * desirability cost of feasibilityVALUE ADD * scalability * allowance factor * differentiation Hierarchy of needs: • Social • Life changing • Emotional • Functional When prosperity increases, new levels of value elements are unlocked (Maslow theory). shape of the pyramid size of the region / segment © VERHAERT
  32. 32. 1.1 The drivers of value creation: 50 years of research 32 CONFIDENTIAL #3 – Mastering the innovation game needs more integrated thinking
  33. 33. 1.1 The drivers of value creation: 50 years of research 33 CONFIDENTIAL MASTERING THE GAME OF PRODUCT INNOVATION MyFutureProduct 1969 2019 ƒ usefulness * usability * desirability cost of feasibilityVALUE ADD * scalability * allowance factor * differentiation User experiences IP, hardware, software Platform & ecosystems Servitisation Business model Company, regulatory, … Data, personalization, open platforms, remote updates, … © VERHAERT
  34. 34. 1.1 The drivers of value creation: 50 years of research 34 CONFIDENTIAL One group, five brands Our services are marketed through 5 brands each addressing specific missions in product development. INTEGRATED PRODUCT DEVELOPMENT ON-SITE PRODUCT DEVELOPMENT DIGITAL PRODUCT DEVELOPMENT OPTICAL PRODUCT DEVELOPMENT

Discover the newest insights in understanding value drivers and their impact on new products and services. From technology improvement towards platform economy with the value pyramid. How to use new design skills and service design to create experience economy?

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