This document contains slides from a presentation by Kamalini Ramdas on opportunity generation for new products and services. The presentation discusses challenging widely held beliefs about innovation, different models of innovation in services ranging from one-to-one to many-to-many interactions, and how combining dimensions can lead to innovations that improve quality and reduce costs. It emphasizes moving from free-form brainstorming to a single service concept and designing for people you love rather than unknown customers.

1. Opportunity Generation – New Products & Services
Kamalini Ramdas
Deloitte Chair in Innovation & Entrepreneurship
Professor of Management Science & Operations
London Business School

2. “I used to draw like Raphael. It has
taken me a lifetime to learn to draw
like a child.”
- Pablo Picasso
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3. Let’s first look at three more widely held
beliefs about innovation and how they
are being challenged
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4. 1
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5. 2
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6. 3
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8. Does higher quality or wider access
imply higher cost in your current
service model?
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9. Innovation in Services
One-on-One
One-on-Many
Many-on-One
Many-on-Many
Virtual
Value
Copyright Ramdas, Teisberg & Tucker 2012
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10. HIGH
Many providers to one
clients at a time
Many providers to many
clients at once.
One provider to one
client at a time.
One provider to many
clients at once.
LOW
NEED FOR
COMMUNICATION AMONG
PROVIDERS
INTERACTION
LOW
HIGH
VALUE TO CLIENTS OF SHARED
EXPERIENCE OR INFORMATION
Copyright Ramdas, Teisberg & Tucker 2012, Harvard Business Review, December 2012
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12. HIGH
LOW
CLIENTS’ USE OF
PREDICATABLE CLUSTERS
OF COMPLEMENTARY
SERVICES
BOUNDARY
Coordinate complementary
services for clients.
Integrate complementary
services.
Complementary services
do not limit clients’
success in predictable
patterns.
Help clients identify the
best providers of
complementary services.
LOW
HIGH
DIFFICULTY ACCESSING OR USING
SHARED COMPLEMENTARY SERVICES
Copyright Ramdas, Teisberg & Tucker 2012, Harvard Business Review, December 2012
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20. Reuters Market Light Information Service
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21. You need to rethink the delivery
of your service if:
• There’s too much paperwork
• Everyone hates IT
• Informal communication is purely social
• Employees and customers use dark humor
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22. Innovation in Services
One-on-One
One-on-Many
Many-on-One
Many-on-Many
Virtual
Value
Copyright Ramdas, Teisberg & Tucker 2012
KAMALINI RAMDAS

23. Combining multiple dimensions can result
in innovations that improve quality AND
reduce costs
Move from the tyranny of OR to the
opportunity of AND
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24. Still need to go from free form brainstorming
to a single service concept
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25. The journey to a final service concept
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26. “Design products for people you love, never for
people you don’t know”
Herman Miller design
philosophy
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