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21 ways
crossindustryinnovation.com/21ways
21 ways 

cross-industry 

inspiration
21 ways to strategise and innovate is a
set of critical questions, checklists and
examples from all over the world to help
you innovate.
21 ways sets provide cross-industry inspiration for: product and
service ideas, product development, process and service
innovations, government innovations, business model
innovation, new business development and defining strategic
directions.
Based on a client’s question, we extract important trends,
successful innovations, principles or evolutions. The list of 21
principles changes per question. 21 ways sets are useful in
individual or group brainstorms, in new business development
and strategy sessions.
Combining the input with an interactive engaging presentation
and/or workshop clearly helps to come up with new
connections, great ideas and enriched concepts.



21 ways sets are created by Marc Heleven
and presented by Ramon Vullings.
Smart uses for 21 ways sets
21 ways sets provides innovation inspiration for:
More effective marketing, sales increase, smart
product placement, better customer retention,
supply chain optimisation, smart cost reduction,
generate more customer engagement, business
planning, moving from products to solutions,
better design, pricing models, smarter routing,
employee motivation, …
Get your own 21 ways set
21 ways sets are custom made based on the
question formulated by the client. 



Starting with the research question, Marc Heleven
comes up with a list of 21 principles for which 3 to
7 examples are matched from all over the world,
from different sectors. This overview and the
copy-adapt-paste method help organisations to
innovate faster. 21 ways sets are a spring board
for innovation. 



Please contact us for a custom 21 ways set for
your innovation challenge!



www.crossindustryinnovation.com/21ways
Examples of
client questions
for 21 ways
crossindustryinnovation.com/21ways
C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E
Principle Cross-industry inspiration Investigate unique approach of
Find 21 ways for better 

risk/cost equation in operations 

and maintenance.
— Energy1
Multi skilled
Submarine crew has to be able to operate, 

maintain and repair every system on board.
Standardisation
One machine with +500 attachments,
also an advanced fleet management model.
Low cost
Radical maintenance improvements
and innovations of low cost airlines.
… …
S.B. SUBMARINE
SYSTEMS
JCB LOADERS
RYANAIR
…
C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E
Principle Cross-industry inspiration Investigate unique approach of
Find 21 ways to place the patient 

at the centre of our business.
— Pharma2
Customer focus
Routing and close relation between design and
packaging. Ikea virtual assistant.
Spinoffs
Remarkable examples of spinoffs 

providing benefits for everyone.
Crowd sourcing
TomTom crowdsourcing and 

real time customer information.
IKEA
NASA
TOMTOM
… …
…
C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E
Principle Cross-industry inspiration Investigate unique approach of
Find 21 ways for inspiration for the

design of a new airport pier / terminal.
— Travel3
Themed
Thematisation and building bridges between
cultures. Crowd management.
Modular
The future-proof modular airport 

that never stops changing.
Experience
Applying the 7 secret ingredients 

for a perfect cruise experience.
… …
TOMORROWLAND
LEGO
ROYAL CARIBBEAN
INTERNATIONAL
…
C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E
Principle Cross-industry inspiration Investigate unique approach of
Find 21 ways 21 ways to innovate 

the tax and customs administration
— Government4
User Driven
How to get a clear view of your total financial life.
User driven design.
Make it fun
The fun theory: changing behaviour by 

adding some fun or positive rewards.
Big data
1-Click, Cloud drive, The SLAM model

(Scan, Label, Apply, Manifest)
… …
MINT
VOLKSWAGEN
AMAZON
…
C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E
Principle Cross-industry inspiration Investigate unique approach of
Find 21 ways on how to sell

more Dutch Paprikas
— Food5
Exclusivity
International branding, packaging and 

export of rare products to Japan.
Retail future
Learning from Tesco Innovation lab 

and future of retail. Cradle to cradle.
Co-branding Co-branding and crowdsourcing flavors.
… …
DIAMOND TRADE
TESCO
LAYS
…
21

innovation principles

crossindustryinnovation.com/21ways
EXAMPLE
The steps for using this tool:
1.Investigate the principle: What is the essence?
2.Make a direct association (copy-paste) for your situation
3.Make two conceptual associations (copy-adapt-paste) for your situation
4.What should we do or use? And how can we test this quickly?

Visit crossindustryinnovation.com to get professional support, to download
your own card set and see more examples of 21 ways sets.
Add
Experience
— examples —
Starbucks
Walt Disney
Red Bull
5 senses; experience;
economy exclusivity
+
Add
Experience
—
examples —
Starbucks
Walt Disney
Red Bull
5 senses; experience;
economy exclusivity
+
A
dd
Experience
—
exam
ples —
Starbucks
W
alt D
isney
Red
Bull
5
senses; experience;
econom
y
exclusivity
+
Simplify
— examples —
One click buy
Universal phone charger
Nest thermostat
less is more; usability;
service design
21 ways
21 innovation principles
1. Low cost
2. Shortcuts
3. Self solutions
4. …
5. …
6. …
…
21. …
EXAMPLE
P R I N C I P L E
1
Learn from

low cost airlines
EXAMPLE
EXAMPLE
Ryanair
Check the source for more info: www.destination-innovation.com/articles/?p=802
Add, Subtract and Differentiate
1 Low cost airlines
EXAMPLE
Check the source for more info: www.destination-innovation.com/articles/?p=802
Ryanair1 Low cost airlines
EXAMPLE
Check the source for more info: www.destination-innovation.com/articles/?p=802
Ryanair1 Low cost airlines
EXAMPLE
1 Low cost airlines
EXAMPLE
P R I N C I P L E
2
Shortcuts
EXAMPLE
EXAMPLE
Free relocation
Check the source for more info: https://www.transfercar.co.nz
Add, Subtract and Differentiate
2 Shortcuts
EXAMPLE
No intermediaries2 Shortcuts
EXAMPLE
3D Printing of Repair Parts
Check the source for more info: http://www.forbes.com/sites/rakeshsharma/2014/01/15/1255/
2 Shortcuts
EXAMPLE
P R I N C I P L E
3
Self Solutions
EXAMPLE
EXAMPLE
More self solutions
Check the source for more info: http://www.moreinspiration.com/search
3 Self Solutions
EXAMPLE
More self solutions
Check the source for more info: http://www.moreinspiration.com/search
3 Self Solutions
EXAMPLE
Self walking art installation
Check the source for more info: http://www.strandbeest.com/
3 Self Solutions
EXAMPLE
P R I N C I P L E
4
…
EXAMPLE
Inspiring company, organisation:
1. Concept 2. Combine
WHAT CAN WE LEARN FROM
THIS ORGANISATION?
T O O L
Cross-industry
transfer map
Steps
1. Think of an inspiring organisation and write down the name (or draw the logo).
2. List the key properties of WHAT they do and HOW they do it (write on Post-its).
3. Select certain practices (Post-its) and transfer them to your situation, ask yourself:
“How can we apply these insights?”
3. Create
Our situation:
HOW CAN WE APPLY THESE
LESSONS TO OUR SITUATION?
crossindustryinnovation.com
Cross-industry

transfer map
Steps

1. Think of an inspiring organisation and write down the name 

(or draw the logo). 

2. List the key properties of WHAT they do and HOW they do it

(write on Post-its). 

3. Select certain practices (Post-its) and transfer them to your situation, 

ask yourself:“How can we apply these insights?”
g company, organisation:
CAN WE LEARN FROM
S ORGANISATION?
ustry
ap
nd write down the name (or draw the logo).
ey do and HOW they do it (write on Post-its).
d transfer them to your situation, ask yourself:
”
Our situation:
HOW CAN WE APPLY THESE
LESSONS TO OUR SITUATION?
Inspiring company, organisation:
1. Concept 2. Combine
WHAT CAN WE LEARN FROM
THIS ORGANISATION?
Cross-industry
transfer map
Steps
1. Think of an inspiring organisation and write down the name (or draw the logo).
2. List the key properties of WHAT they do and HOW they do it (write on Post-its).
3. Select certain practices (Post-its) and transfer them to your situation, ask yourself:
“How can we apply these insights?”
3. Create
Our situation:
HOW CAN WE APPLY THESE
LESSONS TO OUR SITUATION?
Inspiring company, organisation:
ncept 2. Combine
WHAT CAN WE LEARN FROM
THIS ORGANISATION?
T O O L
Cross-industry
transfer map
eps
Think of an inspiring organisation and write down the name (or draw the logo).
List the key properties of WHAT they do and HOW they do it (write on Post-its).
Select certain practices (Post-its) and transfer them to your situation, ask yourself:
“How can we apply these insights?”
3. Create
Our situation:
HOW CAN WE APPLY THESE
LESSONS TO OUR SITUATION?
If you like this,

you’ll love our book!
crossindustryinnovation.com
21 ways 

cross-industry 

inspiration
21 ways to strategise and innovate is a
set of critical questions, checklists and
examples from all over the world to help
you innovate.
21 ways sets provide cross-industry inspiration for: product and
service ideas, product development, process and service
innovations, government innovations, business model
innovation, new business development and defining strategic
directions.
Based on a client’s question, we extract important trends,
successful innovations, principles or evolutions. The list of 21
principles changes per question. 21 ways sets are useful in
individual or group brainstorms, in new business development
and strategy sessions.
Combining the input with an interactive engaging presentation
and/or workshop clearly helps to come up with new
connections, great ideas and enriched concepts.



21 ways sets are created by Marc Heleven
and presented by Ramon Vullings.
Smart uses for 21 ways sets
21 ways sets provides innovation inspiration for:
More effective marketing, sales increase, smart
product placement, better customer retention,
supply chain optimisation, smart cost reduction,
generate more customer engagement, business
planning, moving from products to solutions,
better design, pricing models, smarter routing,
employee motivation, …
Get your own 21 ways set
21 ways sets are custom made based on the
question formulated by the client. 



Starting with the research question, Marc Heleven
comes up with a list of 21 principles for which 3 to
7 examples are matched from all over the world,
from different sectors. This overview and the
copy-adapt-paste method help organisations to
innovate faster. 21 ways sets are a spring board
for innovation. 



Please contact us for a custom 21 ways set for
your innovation challenge!



www.crossindustryinnovation.com/21ways

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21 ways for innovation. Get your own 21 ways set

  • 1. for innovation
 outline & examples 21 ways crossindustryinnovation.com/21ways
  • 2. 21 ways 
 cross-industry 
 inspiration 21 ways to strategise and innovate is a set of critical questions, checklists and examples from all over the world to help you innovate. 21 ways sets provide cross-industry inspiration for: product and service ideas, product development, process and service innovations, government innovations, business model innovation, new business development and defining strategic directions. Based on a client’s question, we extract important trends, successful innovations, principles or evolutions. The list of 21 principles changes per question. 21 ways sets are useful in individual or group brainstorms, in new business development and strategy sessions. Combining the input with an interactive engaging presentation and/or workshop clearly helps to come up with new connections, great ideas and enriched concepts.
 
 21 ways sets are created by Marc Heleven and presented by Ramon Vullings. Smart uses for 21 ways sets 21 ways sets provides innovation inspiration for: More effective marketing, sales increase, smart product placement, better customer retention, supply chain optimisation, smart cost reduction, generate more customer engagement, business planning, moving from products to solutions, better design, pricing models, smarter routing, employee motivation, … Get your own 21 ways set 21 ways sets are custom made based on the question formulated by the client. 
 
 Starting with the research question, Marc Heleven comes up with a list of 21 principles for which 3 to 7 examples are matched from all over the world, from different sectors. This overview and the copy-adapt-paste method help organisations to innovate faster. 21 ways sets are a spring board for innovation. 
 
 Please contact us for a custom 21 ways set for your innovation challenge!
 
 www.crossindustryinnovation.com/21ways
  • 3. Examples of client questions for 21 ways crossindustryinnovation.com/21ways
  • 4. C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E Principle Cross-industry inspiration Investigate unique approach of Find 21 ways for better 
 risk/cost equation in operations 
 and maintenance. — Energy1 Multi skilled Submarine crew has to be able to operate, 
 maintain and repair every system on board. Standardisation One machine with +500 attachments, also an advanced fleet management model. Low cost Radical maintenance improvements and innovations of low cost airlines. … … S.B. SUBMARINE SYSTEMS JCB LOADERS RYANAIR …
  • 5. C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E Principle Cross-industry inspiration Investigate unique approach of Find 21 ways to place the patient 
 at the centre of our business. — Pharma2 Customer focus Routing and close relation between design and packaging. Ikea virtual assistant. Spinoffs Remarkable examples of spinoffs 
 providing benefits for everyone. Crowd sourcing TomTom crowdsourcing and 
 real time customer information. IKEA NASA TOMTOM … … …
  • 6. C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E Principle Cross-industry inspiration Investigate unique approach of Find 21 ways for inspiration for the
 design of a new airport pier / terminal. — Travel3 Themed Thematisation and building bridges between cultures. Crowd management. Modular The future-proof modular airport 
 that never stops changing. Experience Applying the 7 secret ingredients 
 for a perfect cruise experience. … … TOMORROWLAND LEGO ROYAL CARIBBEAN INTERNATIONAL …
  • 7. C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E Principle Cross-industry inspiration Investigate unique approach of Find 21 ways 21 ways to innovate 
 the tax and customs administration — Government4 User Driven How to get a clear view of your total financial life. User driven design. Make it fun The fun theory: changing behaviour by 
 adding some fun or positive rewards. Big data 1-Click, Cloud drive, The SLAM model
 (Scan, Label, Apply, Manifest) … … MINT VOLKSWAGEN AMAZON …
  • 8. C L I E N T I N D U S T R Y I N N O VAT I O N Q U E S T I O NE X A M P L E Principle Cross-industry inspiration Investigate unique approach of Find 21 ways on how to sell
 more Dutch Paprikas — Food5 Exclusivity International branding, packaging and 
 export of rare products to Japan. Retail future Learning from Tesco Innovation lab 
 and future of retail. Cradle to cradle. Co-branding Co-branding and crowdsourcing flavors. … … DIAMOND TRADE TESCO LAYS …
  • 10. The steps for using this tool: 1.Investigate the principle: What is the essence? 2.Make a direct association (copy-paste) for your situation 3.Make two conceptual associations (copy-adapt-paste) for your situation 4.What should we do or use? And how can we test this quickly?
 Visit crossindustryinnovation.com to get professional support, to download your own card set and see more examples of 21 ways sets. Add Experience — examples — Starbucks Walt Disney Red Bull 5 senses; experience; economy exclusivity + Add Experience — examples — Starbucks Walt Disney Red Bull 5 senses; experience; economy exclusivity + A dd Experience — exam ples — Starbucks W alt D isney Red Bull 5 senses; experience; econom y exclusivity + Simplify — examples — One click buy Universal phone charger Nest thermostat less is more; usability; service design 21 ways
  • 11. 21 innovation principles 1. Low cost 2. Shortcuts 3. Self solutions 4. … 5. … 6. … … 21. … EXAMPLE
  • 12. P R I N C I P L E 1 Learn from
 low cost airlines EXAMPLE
  • 14. Ryanair Check the source for more info: www.destination-innovation.com/articles/?p=802 Add, Subtract and Differentiate 1 Low cost airlines EXAMPLE
  • 15. Check the source for more info: www.destination-innovation.com/articles/?p=802 Ryanair1 Low cost airlines EXAMPLE
  • 16. Check the source for more info: www.destination-innovation.com/articles/?p=802 Ryanair1 Low cost airlines EXAMPLE
  • 17. 1 Low cost airlines EXAMPLE
  • 18. P R I N C I P L E 2 Shortcuts EXAMPLE
  • 20. Free relocation Check the source for more info: https://www.transfercar.co.nz Add, Subtract and Differentiate 2 Shortcuts EXAMPLE
  • 22. 3D Printing of Repair Parts Check the source for more info: http://www.forbes.com/sites/rakeshsharma/2014/01/15/1255/ 2 Shortcuts EXAMPLE
  • 23. P R I N C I P L E 3 Self Solutions EXAMPLE
  • 25. More self solutions Check the source for more info: http://www.moreinspiration.com/search 3 Self Solutions EXAMPLE
  • 26. More self solutions Check the source for more info: http://www.moreinspiration.com/search 3 Self Solutions EXAMPLE
  • 27. Self walking art installation Check the source for more info: http://www.strandbeest.com/ 3 Self Solutions EXAMPLE
  • 28. P R I N C I P L E 4 … EXAMPLE
  • 29. Inspiring company, organisation: 1. Concept 2. Combine WHAT CAN WE LEARN FROM THIS ORGANISATION? T O O L Cross-industry transfer map Steps 1. Think of an inspiring organisation and write down the name (or draw the logo). 2. List the key properties of WHAT they do and HOW they do it (write on Post-its). 3. Select certain practices (Post-its) and transfer them to your situation, ask yourself: “How can we apply these insights?” 3. Create Our situation: HOW CAN WE APPLY THESE LESSONS TO OUR SITUATION? crossindustryinnovation.com Cross-industry
 transfer map Steps
 1. Think of an inspiring organisation and write down the name 
 (or draw the logo). 
 2. List the key properties of WHAT they do and HOW they do it
 (write on Post-its). 
 3. Select certain practices (Post-its) and transfer them to your situation, 
 ask yourself:“How can we apply these insights?” g company, organisation: CAN WE LEARN FROM S ORGANISATION? ustry ap nd write down the name (or draw the logo). ey do and HOW they do it (write on Post-its). d transfer them to your situation, ask yourself: ” Our situation: HOW CAN WE APPLY THESE LESSONS TO OUR SITUATION? Inspiring company, organisation: 1. Concept 2. Combine WHAT CAN WE LEARN FROM THIS ORGANISATION? Cross-industry transfer map Steps 1. Think of an inspiring organisation and write down the name (or draw the logo). 2. List the key properties of WHAT they do and HOW they do it (write on Post-its). 3. Select certain practices (Post-its) and transfer them to your situation, ask yourself: “How can we apply these insights?” 3. Create Our situation: HOW CAN WE APPLY THESE LESSONS TO OUR SITUATION? Inspiring company, organisation: ncept 2. Combine WHAT CAN WE LEARN FROM THIS ORGANISATION? T O O L Cross-industry transfer map eps Think of an inspiring organisation and write down the name (or draw the logo). List the key properties of WHAT they do and HOW they do it (write on Post-its). Select certain practices (Post-its) and transfer them to your situation, ask yourself: “How can we apply these insights?” 3. Create Our situation: HOW CAN WE APPLY THESE LESSONS TO OUR SITUATION?
  • 30. If you like this,
 you’ll love our book! crossindustryinnovation.com
  • 31. 21 ways 
 cross-industry 
 inspiration 21 ways to strategise and innovate is a set of critical questions, checklists and examples from all over the world to help you innovate. 21 ways sets provide cross-industry inspiration for: product and service ideas, product development, process and service innovations, government innovations, business model innovation, new business development and defining strategic directions. Based on a client’s question, we extract important trends, successful innovations, principles or evolutions. The list of 21 principles changes per question. 21 ways sets are useful in individual or group brainstorms, in new business development and strategy sessions. Combining the input with an interactive engaging presentation and/or workshop clearly helps to come up with new connections, great ideas and enriched concepts.
 
 21 ways sets are created by Marc Heleven and presented by Ramon Vullings. Smart uses for 21 ways sets 21 ways sets provides innovation inspiration for: More effective marketing, sales increase, smart product placement, better customer retention, supply chain optimisation, smart cost reduction, generate more customer engagement, business planning, moving from products to solutions, better design, pricing models, smarter routing, employee motivation, … Get your own 21 ways set 21 ways sets are custom made based on the question formulated by the client. 
 
 Starting with the research question, Marc Heleven comes up with a list of 21 principles for which 3 to 7 examples are matched from all over the world, from different sectors. This overview and the copy-adapt-paste method help organisations to innovate faster. 21 ways sets are a spring board for innovation. 
 
 Please contact us for a custom 21 ways set for your innovation challenge!
 
 www.crossindustryinnovation.com/21ways