Cbi Day Henrik - Introduction - Users and Radical Innovation

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Cbi Day Henrik - Introduction - Users and Radical Innovation

  1. 1. dagen Entreprenörer Innoverar - Kunder Validerar Dagens värdar Henrik Berglund & Sofia Börjesson Chalmers University of Technology Center for Business Innovation2011-12-02 1
  2. 2. Users and innovation• Invention vs innovation• Listening to customers?• Listening to customers!
  3. 3. Invention and InnovationInvention implies bringing something newinto being. Innovation implies bringingsomething new into widespread use.
  4. 4. Invention and InnovationInvention implies bringing something newinto being. Innovation implies bringingsomething new into widespread use.
  5. 5. Invention and InnovationInvention implies bringing something newinto being. Innovation implies bringingsomething new into widespread use.
  6. 6. Innovations take many forms
  7. 7. Innovations (but not invention)require customers and markets
  8. 8. But is it wise to listen to customers?When developing radical innovations?
  9. 9. Is it wise to listen to customers?
  10. 10. Is it wise to listen to customers?"If I had asked my customers whatthey wanted, they would have saida faster horse.“ - Henry Ford
  11. 11. 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
  12. 12. So, is it wise to listen to customers?
  13. 13. The answer is Yes!(with some caveats)
  14. 14. Yes – but not just any customer!
  15. 15. Yes – but not just customers!
  16. 16. Yes – but not simply listening!Customers may not be ableto articulate a solution
  17. 17. 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
  18. 18. 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
  19. 19. So, how use customers for innovation? Design Thinking Customer Development

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