Product strategy innovation overview
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Product innovation types overview with an example of product ideation using the SCAMPER technique. This sits within a larger product strategy methodology and provides resources for products managers that want to investigate more thorough analytical techniques that are not commonly used in Lean and Agile methodologies. These techniques are worthwhile when there is a defined product roadmap and you have appreciable investment risk in your product and business strategy. This presentation was delivered for Product Camp Melbourne 2014 by Mark Sokacic - mark@airovate.com.au
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Product strategy innovation overview
- 1. Innovation Types Overview & SCAMPER Ideation: Have you covered all your bases? Mark Sokacic – mark@airovate.com.au For Product Camp Melbourne - 4/10/2014 Includes References and an Addendum on Advanced Product Strategy Analysis
- 2. Innovation Types I have found four broad systems around categorising Innovation 1 - Moore & Dealing with Darwin – Universe of 16 Innovation Types 2 - Sawhney & his 12 Dimensions 3 – Doblin’s 10 Types 4 – Business Model Innovation Methodologies Geoffrey Moore in Dealing with Darwin has the most comprehensive set 16 Innovation Types in Four Zones
- 3. Innovation Types (Zones)- Moore
- 4. Innovation Types (Lifecycle)- Moore
- 5. Innovation Types (Universe)- Moore Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN” Disruptive Innovation Application Innovation Product Innovation Platform Innovation Enhancement Innovation Integration Innovation Experiential Innovation Process Innovation Marketing Innovation A Broad Universe of Innovation Types Value Migration Innovation Line Extension Innovation Value Engineering Innovation Harvest & Exit Renewal Innovation Organic Renewal Acquisition Renewal
- 6. Innovation Types (12 Types)- Sawhney
- 7. Innovation Types – Doblins 10
- 8. Business Model Innovation Methodologies These are big picture views around innovation and business model analysis Blue Ocean Model Seize the White Space Model Business Model Ontology & Lean Canvas E3 Value Model I would also recommend having a look at “The Wide Lens” by Ron Adner who explores Ecosystem innovation He looks at Co-innovation risks, Adoption chains, Ecosystem mapping, Internal & External ecosystems
- 9. SCAMPER – Creative Thinking Principles A sample run-though of how to apply basic ideation techniques at any point in new product design innovation. SCAMPER S = Substitute C = Combine A = Adapt M = Magnify / Modify P = Put to other use E = Eliminate R = Reverse These ideas are explained in depth in Michael Michalko’s book “Cracking Creativity”
- 10. SCAMPER - Substitute Substitute – Can I substitute something? Think up ways of changing this for that and that for this You can substitute things, places, procedures, people, ideas and even emotions Example – Substitute speech output for visual information
- 11. SCAMPER - Combine Much of creative thinking involves combining previously unrelated ideas What can be combined Can we combine purpose Can we combine units, materials Can we package a combination Example – Can you integrate a nut and bolt?
- 12. SCAMPER - Adapt Keep on the lookout for novel & interesting ideas that have been used successfully Can the idea be adapted to your usage? What other ideas does it suggest? What idea can I incorporate? What can I copy? What different contexts can I put my concept into?
- 13. SCAMPER – Magnify / Modify Magnify - An easy way to create a new idea is to take a subject and add something to it Example put a notch in a button remote control to aid tactile navigation Modify – What can be modified? Is there a new twist? Can you change meaning, colour, motion, odour, shape & form? What change can be made to the plans, processes, marketing?
- 14. SCAMPER – Put to other use A subject takes its meaning from its context. Change the context, and you change the meaning What else can this be used for? Are there new ways to use this as is? Other uses if modified? What else can be made from this? Other extensions? Other markets?
- 15. SCAMPER - Eliminate Sometimes subtracting something from your subject yields new ideas. Trimming down ideas, subjects, objects, and processes may gradually narrow down the subject to its core function, or spotlight a part that’s appropriate for some other use. What if it were smaller, Understated? What should I omit, delete, subtract, what’s not necessary? Should I divide it, Split it up? Separate it into different parts? Streamline? Condense? Compact? Can the rules be eliminated?
- 16. SCAMPER – Rearrange / Reverse Reverse it to see what happens. Reversing your perspective opens your thinking. Look at opposites and you’ll see things you normally miss. Ask what is the opposite and you find a new way of looking at things. What are the opposites? What are the negatives? Can I transpose positive & negative? Should I turn it around? Up instead of down? Backwards? Do the unexpected?
- 17. Advanced Product Strategy – key takeaways Lean Methods and Agile Delivery These are great for quick experiments, fast feedback and minimising costs when you are a start-up or have minimal investment risk in your product experiments. Investment Risk What happens when you have already invested significant sums on laying out a product roadmap and are now committed and building in long term path dependencies that automatically introduce unknown competitive risks into your planning?
- 18. Advanced Product Strategy – key takeaways Lean Techniques and standard strategic thinking techniques Standard product analysis techniques such as PRESTO are simply not sufficient for proper analysis around product and business level strategy when non trivial investments around your product strategy have been planned. Are you sure you have covered all the options in your larger product strategy? What comparison methods are you using against your competition now and in the medium future? What methods can you use to minimise the risks in your product strategy, identify gaps as well as opportunities, gain strategic awareness & build competitive advantage?
- 19. Advanced Product Strategy Methods The Basic Product Development Process Ideation Screening Conceptual Analysis Market Analysis & Study Product Design & Development Product Validation &Testing Pre-Commercialisation analysis Production Market Launch
- 20. Advanced Product Strategy Methods Analytical Tools Below are a selection of useful tools that are generally multi purpose. They can be used at various stages of your advanced product strategy analysis in the product development process. New Lanchester Strategy TRIZ Blitz QFD Analytical Hierarchical Process (AHP) Conjoint Analysis Repertory Grid Kano Models Taguchi Methods Real Options Analysis More advanced and speculative methods could include evolutionary landscapes and game theoretical modelling.
- 21. Questions? If you would like to learn more about these tools and how they can be applied in your environment contact Mark Sokacic: mark@airovate.com.au www.airovate.com.au
- 22. References Innovation & Innovation Analysis (Book) Dealing with Darwin: How great companies innovate at every phase of their evolution: Geoffrey Moore, 2008 (Book) Ten Types of Innovation: The Discipline of Building Breakthroughs, Keeley, 2013 (Article) The 12 Different Ways for Companies to Innovate: Sawhney, Wolcott, Arroniz, MIT Sloan Management Review Vol.47, No.3 Spring 2008 (Article) How Hot is Your Next Innovation?: Geoff Tuff, Harvard Business Review, May 2011 (Book) The Wide Lens: A New Strategy for innovation: Adner, 2013 Business Modelling E3-Value: Designing and Evaluating E-Business Models – Gordijn, Akkermans IEEE Intelligent Systems, 2001 Business Model Ontology(Canvas) : Setting up an Ontology of Business Models: Osterwalder, A., Parent, C., & Pigneur, Y. (2004) White Space Model: Johnson, M. W. (2010). Seizing the white space: Business model innovation for growth and renewal. Harvard Business Press. Blue Ocean Strategy: Chan, K. W., & Renee, M. (2011). Blue ocean strategy. Ideation (Book) Cracking Creativity: The secrets of creative genius: Michael Michalko, 2001