2. 60% of all new‐product
development efforts are
p
scuttled before they reach
the market
the market
40% that are launched fail
to become profitable and
are withdrawn
75% of all innovation
investments are wasted
investments are wasted
SOURCE: Clayton Christensen, The Innovators Solution
4. Strategyn Outcome‐Driven Innovation is a set of proven
concepts and a systematic methodology for driving
predictable, repeatable innovation and growth…
Achieve predictable Discover new important
1 2
market growth through
kt th th h unaddressed market
dd d kt
innovation opportunities
Determine a successful
Instil a repeatable
4
3 market growth strategy
market growth strategy
innovation process that
innovation process that
and plan
drives growth
5. Strategyn s process operates at the front end of innovation
Strategyn’s process operates at the front‐end of innovation
and feeds all development activities …
Strategy Opportunity Idea / Concept Concept Development
Discovery Generation
Strategyn
Outcome
Concept
Driven Selection Develop Launch
test
Innovation
Process
6. Outcome‐Driven Innovation has been proven effective
in multiple industries over 18 years of application
i lti l i d t i 18 f li ti
BIOTECH /PHARMA FINANCIAL
HEALTH / MEDICAL
Novozymes AXA UK
Medtronics
Merck Serono
Merck Serono Friends Provident
Friends Provident
Guidant
G idant
Pfizer Washington Mutual
Coloplast
Syngenta State Farm
AMO
Morgan Stanley
Dentsply
CHEMICALS / H&R Block
Johnson & Johnson
MANUFACTURING Aetna
Kimberley Clark
Kimberley Clark
Ingersoll Rand MetLife
Colgate
Bosch AIG
Unilever
John Deere GE Capital
PUBLIC SECTOR Rohm and Haas
ITI Scotland IT / TELECOMS
Bristan Group
Harvard HMRC Hewlett Packard
Masco
Kennedy School Nortel Networks
Motorola
OTHER
SOFTWARE
V‐Tech
Harvard University
Microsoft
Pipex Wireless
Ecolab
Intuit
United Technologies
United Technologies
Hallmark
H ll k
Ceridian
Telstra
MeadWestCo
ESRI
RH Donnelly
Reynolds & Reynolds
FOODS
TurboTax
Simplot
Cargill
g
Chiquita
Hills
6
14. Is there
Is there Is there agreement
Is there agreement
agreement in in your company
your company as as to what a
h
to what customer need is?
innovation is?
95% answer NO
95% answer NO
to Both
20. Solutions first approach
Companies devise solutions and
idi li d
test them with customers
“Refinements” are made
through an iterative
testing/refinement process
This approach is time consuming
pp g
and may never yield the correct
answer
23. Needs‐first approach
pp
There is no consistent format
for a customer need. The right
f t d Th i ht
inputs have not been defined
CONC
WANTS
Delighters
CEPT
constraint
Solutions
N E E D
Specification
exciters WISHES
must haves
must haves
latent need
latent need
table stakes
BENEFIT
expectations
24. Segment on the Wrong Things
Segment on the Wrong Things
Segmenting the
market based on
market based on
customer, product or
value attributes leads
to innovation failure
to innovation failure
25. Multiple translations of customer needs
contributes to innovation failure
partner
sales marketing R&D
Customer Customer
Customer Customer
phrasebook
phrasebook phrasebook phrasebook
What Partners say customers want
What Partners say customers want
What Sales says customers want
What Sales says customers want What Marketing says customers want
What Marketing says customers want What R&D says customers want
What R&D says customers want
26. Listening too literally
Voice of the Customer
Voice of the Customer
Expecting solutions
i li
Testing concepts
31. quot;People don't want to buy a
quarter‐inch d ill They want a
i h drill. h
quarter‐inch hole!“
Theodore Levitt, 1975
32. There is a better way to think about market segmentation and new product
innovation. The structure of a market, seen from the customers' point of view, is very
simple: They just need to get things done as Ted Levitt said When people find
done, said.
themselves needing to get a job done, they essentially hire products to do that job for
them.
Clayton Christensen, 2005
33. JOB
Defines the functional and/or
Defines the functional and/or
emotional task, event, goal or
activity that people want to
accomplish
Defines the action for which a
product or service may be needed
35. The job is the primary unit of analysis
Functional
Emotional
i l
1. Jobs come and go .. New jobs can be
discovered
2.
2 Products come and go – th j b i
Pdt d the job is a more
stable, long‐term focal point around which
value creation must be centered
3. The job’s perfect execution reflects the
customer’s true definition of value
4. Requirements are not captured on the
i d h
ACTIVITY
JOB
product – they are captured on the job the
product or service is intended to perform PROBLEM
37. The Job Hierarchy Framework
Consumption Chain Jobs
i hi b
Core Functional Job
• Purchase
• Delivery
Other Functional Jobs • Installation
Emotional Jobs
Emotional Jobs • Set‐up
• Learn to Use
• Interface
• Store
Jobs Indirectly Jobs Directly
• Maintain
Social Jobs
Social Jobs
Related to Core
Related to Core Related to Core
Related to Core Personal Jobs
Personal Jobs
• Upgrade
Job Job
• Replace
• Dispose
Job Map
• Outcome 41
Process Process
Process
• Outcome 42
Step 1 Step 3
Step 2
• Outcome 43
• Outcome 1
• Outcome 44
• Outcome 2 Process
Process
• Outcome 45
Step 4
Step 4
• Outcome 3
Ot 3 Step 5
• Outcome 4
• Outcome 6
Desired outcomes are the metrics customers use to
measure the successful execution of a job.
38. Manage Financial Security
Consumption
p
Manage Financial Chain Jobs
Security
• Purchase
• Delivery
Other Functional Jobs Emotional Jobs
Emotional Jobs • Installation
I t ll ti
• Set‐up
• Learn to Use
• Interface
Jobs Indirectly Jobs Directly • Store
Social Jobs
Social Jobs
Related to Core
Related to Core Related to Core
Related to Core Personal Jobs
Personal Jobs • Maintain
Job Job • Upgrade
• Replace
• Dispose
Job Map
• Outcome 41
Process Process
Process
• Outcome 42
Step 1 Step 3
Step 2
• Outcome 43
• Outcome 1
• Outcome 44
• Outcome 2 Process
Process
• Outcome 45
Step 4
Step 4
• Outcome 3
Ot 3 Step 5
• Outcome 4
• Outcome 6
Desired outcomes are the metrics customers use to
measure the successful execution of a job.
39. When performing a job,
When performing a job, • Metric 1
Job Activity Map
Job Activity Map • Metric 2
Metric 2
• Metric 3
Customers intrinsically • Metric 4
• Metric 5
use metrics to define
use “metrics” to define
the successful execution Process
Process Process
of a specific job
of a specific job Step 3
Step 1 Step 2
These metrics (or desired Process Process
Step 5 Step 4
outcomes) ARE the
outcomes) ARE the
customer’s needs • Metric 41
• Metric 42
• Metric 43
Metric 43
• Metric 44
• Metric 45
See The Customer‐Centred Innovation Map,
Harvard Business Review, May 2008
40. Desired Outcomes …
Desired Outcomes
Are the fundamental metrics used by customers to measure success
•
when getting a job done
Are used by customers to assess the value of one product/service over
•
another
Can be captured in markets where products and competitors do not
•
yet exist, e.g., white spaces, blue oceans, etc.
Are the key to discovering opportunities for core market growth and
•
disruptive innovation
Are integral to all downstream innovation tasks, e.g., identifying
•
opportunities, segmenting markets, evaluating ideas, etc.
…are Customer Needs
40
41. When capturing desired outcomes, we first build a Job
Activity Map (JAM). Here, we depict a JAM for the job of
Activity Map (JAM). Here, we depict a JAM for the job of
Manage Financial Security
Assess Current
Income
Search for Financial Evaluate Financial
Options Options
Assess Current
Expenditure
Assess Current Debt
Assess Current Debt
Position Evaluate Financial Evaluate Timing of a
Services Providers Financial Decision
Assess Current
Savings/Investments
S i /I
Make a Financial
Conclude Financial
Decision
Assessment
42. Specific Questions Reveal Desired Outcomes
For each step of the job as defined in the job map, ask …
What makes [step x] unstable,
What makes [step x] time What makes [step x]
unreliable,
consuming, error prone, costly, wasteful,
unpredictable, etc.
slow, etc. etc.
This yields outcomes related to
This yields outcomes related to This yields outcomes related to
STABILITY – eliminating
SPEED – getting the job done OUTPUT –eliminating waste,
variability:
faster: loss, etc:
Outcomes
Outcomes
Outcomes
Minimize the number of seeds
Minimize the time it takes the
Increase the percent of needed
that fail to germinate
seeds to germinate
nutrients that are absorbed
Minimize the time it takes to for
Increase the percent of plants
the plant to come out of the
Minimize the yield loss due to
that emerge at the same time
ground
excess heat during pollination
yield
43. The precise measurable structure of
a desired outcome statement
a desired outcome statement
Direction of improvement Unit of measure Object of control
Minimise the time it takes to determine the total amount of household spend
in a given time period e.g., spend of all family members, spend on household bills, etc.
Contextual clarifier Example of object of control
p j
• The statement’s structure, content and format limit variability
• The statement prompts a course of action
h fi
• It is not open to interpretation
• Does not confound the way it or other statements are prioritized
y p
• We have captured over 15,000 such statements in all industry sectors
43
44. Example desired outcomes for the job step of Assess Current
Expenditure in the job of Manage Financial Security
Expenditure in the job of Manage Financial Security
Assess Current
1. Minimise the time it takes to determine the total amount of personal
Income
Search for Financial Evaluate Financial
expenditure for a given time period
Options Options
2. Minimise the time it takes to determine the total amount of household
Assess Current expenditure for a given time period
Expenditure 3. Minimise the time it takes to determine the amounts spent on different
expenditures in a given time period, e.g., on food, petrol, utilities, etc.
4. Minimise the time it takes to determine changes in the amounts spent on
Assess Current Debt
Assess Current Debt
different expenditures over a given time period, e.g., amounts going up,
Position Evaluate Financial Evaluate Timing of a
down, etc. Services Providers Financial Decision
5. Minimise the time it takes to learn of a change in the cost of living, e.g.,
higher petrol prices, higher utility bills, higher interest rates, etc.
Assess Current
Savings/Investments
S i /I 6. Minimise the time it takes to determine how to reduce a level of
expenditure, e.g., spending on utility bills, petrol, food, etc.
7. Minimise the likelihood of forgetting to budget for a large item of household
Make a Financial
expenditure, e.g., an insurance renewal, a utility bill, a tax bill, etc.
Conclude Financial
Decision
Assessment
These are actual outcomes from a financial services project on Manage
Financial Security – in total there were 143 need statements (outcomes)
y
related to this job.
45. What is the Opportunity Algorithm?
• If 90% of the respondents rate an
f % fh d OUTCOME IMP SAT OPP
outcome a 4 or 5 for importance, the Minimise the time it takes to determine
changes in the amounts spent on different
9.0 3.0 15.0
Importance value entered into the expenditures over a given time period, e.g.,
amounts going up, down, etc.
algorithm is a 9.0.
l ith i 9 0 Minimise the likelihood of forgetting to budget
• for a large item of household expenditure,
If 30% of the respondents rate an 8.5 3.5 13.5
e.g., an insurance renewal, a utility bill, a tax
bill, etc.
outcome a 4 or a 5 for satisfaction, the
Satisfaction value entered into the Minimise the time it takes to determine the
8.0 5.0 11.0
total amount of personal expenditure for a
algorithm is a 3.0 given time period
Minimise the time it takes to determine the
7.5
75 6.5
65 8.5
85
total amount of household expenditure for a
total amount of household expenditure for a
given time period
Opportunity = Importance + max (Importance – Satisfaction, 0)
45
46. When is a Need Unmet?
If a desired outcome is both important and unsatisfied, it is unmet
p ,
•
The more important and less satisfied an outcome is (the more unmet it is) the
•
greater it represents an opportunity for value creation
Outcomes are prioritized based on their attractiveness as opportunities for value
•
creation
Importance
Importance
Opportunity
Opportunity
Satisfaction
Satisfaction
48. Outcome‐Driven Innovation Insights can be applied for
multiple purposes
multiple purposes
Formulate Market
Segment Markets
Segment Markets Build Business Case
Build Business Case
GROWTH
Growth Strategy /
For Growth for Market Strategy
STRATEGY
Portfolio
Undertake
Undertake Focus Review of IP
Focus Review of IP
MARKET Focus Technology /
Competitive Analysis Landscape /
EVALUATION
Enablers Scouting
(Current / Potential) Inventions
Reassess Resources Assess Internal /
Make Go ‐ Kill
RESOURCE
Allocated to Current External Capabilities
ALLOCATION Decisions
Projects to Execute
Position To Current Assist Channels to
Brand On The Job‐
MARKETING /
Under‐Messaged Focus On Unmet
COMMS to‐be‐Done
Strengths Needs
Generate Concepts Build Internal Align Open
INNOVATION
to Address Growth Engagement with Innovation Inputs to
St ategy
Strategy Innovation
o at o St ategy
Strategy
49. Segment markets for growth by identifying under‐
Segment Markets
For Growth
For Growth served / over‐served segments
served / over‐served segments
• Identify unique opportunities when
none exist in the broad market
• Discover high‐potential growth
segments – groups of customers
who have distinct opportunities
hh d
related to executing the job
• Traditional segmentation methods –
based on product or demographic
based on product or demographic
classifications such as price point,
business size, product type or age –
y p g
yield phantom targets
• It is best to group customers into
segments based on what jobs
and/or outcomes they are trying to
achieve
50. Position To Current Redefine position/message linked to the key opportunities that are
Under‐Messaged
can already be addressed by the product or service
can already be addressed by the product or service
Strengths
“This insight enabled
• Product features are tied to us to identify a
specific underserved outcomes
specific underserved outcomes unique competitive
i titi
position for our skin
• A meaningful competitive
and wound care
analysis is conducted business. Upon
• repositioning, we
ii i
The message connects solidly
went from
with the targeted customers stagnating growth to
double digit growth
in 6 months.”
David Hotchkiss
VP Sales & Marketing
Prevent Coloplast Corp.
p p
Complications
51. Reassess Resources
Resources are placed on the likely winners in the current project
Allocated to Current
pipeline, speeding time to market
i li di i k
Projects
• The initiatives with the best chance
The initiatives with the best chance OUTCOME OPP
for success are identified Minimize restenosis, i.e., the recurrence of
15.3
the blockage
• Likely product failures are identified
and aborted – the justification to kill a
project is made
“Using this approach
• Resources are placed on the likely
p y we reprioritized
we reprioritized
winners, speeding time to market resources so we
• … more winning products, less could be the first
to market with the
development expense
development expense
stent, an opportunity
that became a
$1 billion product in less than 2 years – the fastest
growing medical device in history.”
Cordis (J&J) VP of Marketing
Rick Faleschini
52. Generate Concepts
to Address Growth
Strategy
Ideas were brainstormed for the top 14 opportunities. The new features could not
add cost to the product.
53. Generate Concepts
The Cutting Wood “Job Map”
g p
to Address Growth
Strategy
Operate the
Adjust the Saw
Plan the Cut Start the Cut
Saw
Outcomes
Minimize the time it takes to change the blade
Increase the accuracy of saw gauge calibrations, i.e., the angle/mitre and cut width calibrations
Maintain the Complete the
Minimize the movement in the handle position (angle) when setting the blade to a different depth
Making a Cut
Saw
Minimize the time it takes to set the blade to the desired cut depth
Minimize the time it takes to set the blade to the desired cut depth
Straight Cut
Minimize the time it takes to set the saw to the desired cut angle
Ensure Safety
y
54. Generate Concepts
Cutting Wood Opportunity Landscape
to Address Growth
Strategy
10
9
Over‐Served
8 Table Stakes Limited
Opportunity
7
Ripe for
faction
Opp >10
Disruption
6
Solid Opportunity
Satisf
5
Opp >12
High Opportunity
4 Potential for
Disruption
3
2
Opp >15
Extreme
Opportunity
Opportunity
1
Appropriately Served Under‐Served
1 2 3 4 5 6 7 8 9 10
Importance
55. Generate Concepts
Creating the Bosch CS20 Circular Saw
to Address Growth
Strategy
OUTCOME OPP
Minimize the cost of repairs due to cut cords
Minimize the cost of repairs due to cut cords 11.5
11 5
Direct Connect; removed the
Minimize the likelihood of snagging the cord on
12.7 cord
the material
Minimize the likelihood of dropping the saw when
10.5
lower it
l i
OUTCOME OPP
Blower is aimed down and at
Minimize the amount of debris that is thrown up the cut line to blow debris
11.4
into the users face
away and provide line of
sight
Minimize the likelihood of inadvertently moving
13.5
off the cut line/path
Served
Value Delivered perfectly
56. Formulate Market
When it comes to growth through innovation,
Growth Strategy /
only six growth paths are possible
only six growth paths are possible
Portfolio
f li
New Platform Creation Related Growth in a
Related Market Growth
Disrupted Market
(s)
Construct a f
C feature set on a
Add a set of features to the
ff
Other Job(
new platform to help Add a set of features to the
core platform to help
2 2
2 customers get a job or new platform to help new
customers get a related job
group of related jobs done customers get a related job
or jobs done.
better. or jobs done.
3 6
2
Core Platform Disruption Core Market Disruption
Core or Sustaining Market
Growth
Core Job(s)
Construct a feature set on a Construct a feature set on a
new platform to help new platform to enable new
Add a set of features to the
J
customers get a core job or customers to perform the
core platform to help
jobs done cheaper and/or core job of a specialist.
customers get a core job or
better.
jobs done better.
4 5
1
Core Platform New Value Delivery Platform
Current Job Executor New Executor
56
57. What does the Opportunity Landscape reveal?
Sustaining or core market growth opportunity
Sustaining or core market growth opportunity
10
1. Improve performance on current platform
f f
9
2. Target underserved customers Table Stakes Limited
Over‐Served 3. Help most profitable customers get current 386
Opportunity
8
job done better Table Stakes Limited
Opportunity
4. How to move up the sustaining growth path
7 Opp >10
Solid Opportunity286
Ripe for
faction
Opp >10
Disruption
6
Solid Opportunity
5
Satisf
Opp >12
High Opportunity
4 Potential for
Disruption
3
2
Opp >15
Extreme
Opportunity
Opportunity
1
Appropriately Served Under‐Served
1 2 3 4 5 6 7 8 9 10
Importance
57
58. Formulate Market
Core or Sustaining Market Growth
Growth Strategy /
Portfolio
f li
New Platform Creation Related Growth in a
Related Market Growth
Disrupted Market
(s)
Construct a f
C feature set on a
Add a set of features to the
ff
Other Job(
new platform to help Add a set of features to the
core platform to help
2 2
2 customers get a job or new platform to help new
customers get a related job
group of related jobs done customers get a related job
or jobs done.
better. or jobs done.
3 6
2
Core Platform Disruption Core Market Disruption
Core or Sustaining Market
Growth
Core Job(s)
Construct a feature set on a Construct a feature set on a
new platform to help new platform to enable new
Add a set of features to the
J
customers get a core job or customers to perform the
core platform to help
jobs done cheaper and/or core job of a specialist.
customers get a core job or
better.
jobs done better.
4 5
1
Core Platform New Value Delivery Platform
Current Job Executor New Executor
58
59. What does the Opportunity Landscape reveal?
Adjacent market growth opportunity
Adjacent market growth opportunity
10
9
Over‐Served
8 Table Stakes Limited
Opportunity
1. Help current customers get new or
1 Help current customers get new or
7
underperforming related jobs done
Ripe for
faction
better Opp >10
Disruption
6 2. Extend the current platform by adding Solid Opportunity
more important unsatisfied jobs
5
Satisf
Opp >12
High Opportunity
4 Potential for
Disruption
3
2
Opp >15
Extreme
Opportunity
Opportunity
1
Appropriately Served Under‐Served
1 2 3 4 5 6 7 8 9 10
Importance
59
60. Formulate Market
Related Market Growth
Growth Strategy /
Portfolio
f li
New Platform Creation Related Growth in a
Related Market Growth
Disrupted Market
(s)
Construct a f
C feature set on a
Add a set of features to the
ff
Other Job(
new platform to help Add a set of features to the
core platform to help
2
2 customers get a job or new platform to help new
customers get a related job
2
group of related jobs done customers get a related job
or jobs done.
better. or jobs done.
6
2
3
Core Platform Disruption Core Market Disruption
Core or Sustaining Market
Growth
Core Job(s)
Construct a feature set on a Construct a feature set on a
new platform to help new platform to enable new
Add a set of features to the
J
customers get a core job or customers to perform the
core platform to help
jobs done cheaper and/or core job of a specialist.
customers get a core job or
better.
jobs done better.
4 5
1
Core Platform New Value Delivery Platform
Current Job Executor New Executor
60
61. Formulate Market
New Platform Creation
Growth Strategy /
Portfolio
f li
New Platform Creation Related Growth in a
Related Market Growth
Disrupted Market
(s)
Construct a f
C feature set on a
Add a set of features to the
ff
Other Job(
new platform to help Add a set of features to the
core platform to help
2 2
2 customers get a job or new platform to help new
customers get a related job
group of related jobs done customers get a related job
or jobs done.
better. or jobs done.
3 6
2
Core Platform Disruption Core Market Disruption
Core or Sustaining Market
Growth
Core Job(s)
Construct a feature set on a Construct a feature set on a
new platform to help new platform to enable new
Add a set of features to the
J
customers get a core job or customers to perform the
core platform to help
jobs done cheaper and/or core job of a specialist.
customers get a core job or
better.
jobs done better.
4 5
1
Core Platform New Value Delivery Platform
Current Job Executor New Executor
61
62. What does the Opportunity Landscape reveal?
Low‐end / new market disruption of existing over‐served
job and/or target non‐consumption
j b d/ i
10
9
Over‐Served
8 Table Stakes Limited
Opportunity
7
Ripe for
faction
Opp >10
Disruption
6
Solid Opportunity
5
Satisf
Opp >12
High Opportunity
1. Target over‐served customers or non‐
4 Potential for
Disruption consumption with a lower‐cost/ poorer
pe o
performing platform
g p at o
3
2. Disrupt incumbents with a lower cost
platform‐ they will be focused on core
2 market growth (Asymmetric motivation) Opp >15
Extreme
Opportunity
Opportunity
1
Appropriately Served Under‐Served
1 2 3 4 5 6 7 8 9 10
Importance
62
63. Formulate Market
Growth Strategy /
Core Platform Disruption
p
Portfolio
f li
New Platform Creation Related Growth in a
Related Market Growth
Disrupted Market
(s)
Construct a f
C feature set on a
Add a set of features to the
ff
Other Job(
new platform to help Add a set of features to the
core platform to help
2 2
2 customers get a job or new platform to help new
customers get a related job
group of related jobs done customers get a related job
or jobs done.
better. or jobs done.
3
2
Core Platform Disruption Core Market Disruption
Core or Sustaining Market
Growth
Core Job(s)
Construct a feature set on a Construct a feature set on a
new platform to help new platform to enable new
Add a set of features to the
J
customers get a core job or customers to perform the
core platform to help
jobs done cheaper and/or core job of a specialist.
customers get a core job or
better.
jobs done better.
4 5
1
Core Platform New Value Delivery Platform
Current Job Executor New Executor
63
64. Formulate Market
Growth Strategy /
Core Market Disruption
Core Market Disruption
Portfolio
f li
New Platform Creation Related Growth in a
Related Market Growth
Disrupted Market
(s)
Construct a f
C feature set on a
Add a set of features to the
ff
Other Job(
new platform to help Add a set of features to the
core platform to help
2 2
2 customers get a job or new platform to help new
customers get a related job
group of related jobs done customers get a related job
or jobs done.
better. or jobs done.
3 6
2
Core Platform Disruption Core Market Disruption
Core or Sustaining Market
Growth
Core Job(s)
Construct a feature set on a Construct a feature set on a
new platform to help new platform to enable new
Add a set of features to the
J
customers get a core job or customers to perform the
core platform to help
jobs done cheaper and/or core job of a specialist.
customers get a core job or
better.
jobs done better.
4 5
1
Core Platform New Value Delivery Platform
Current Job Executor New Executor
64
65. Formulate Market
Growth Strategy /
Related Growth in a Disrupted Market
p
Portfolio
f li
New Platform Creation Related Growth in a
Related Market Growth
Disrupted Market
(s)
Construct a f
C feature set on a
Add a set of features to the
ff
Other Job(
new platform to help Add a set of features to the
core platform to help
2 2
2 customers get a job or new platform to help new
customers get a related job
group of related jobs done customers get a related job
or jobs done.
better. or jobs done.
3 6
2
Core Platform Disruption Core Market Disruption
Core or Sustaining Market
Growth
Core Job(s)
Construct a feature set on a Construct a feature set on a
new platform to help new platform to enable new
Add a set of features to the
J
customers get a core job or customers to perform the
core platform to help
jobs done cheaper and/or core job of a specialist.
customers get a core job or
better.
jobs done better.
4 5
1
Core Platform New Value Delivery Platform
Current Job Executor New Executor
65
66. Formulate Market
Six Market Growth Paths
Growth Strategy /
Portfolio
f li
To optimize growth, a
Which growth path(s) to pursue are dictated by the opportunities that exist company must be able to
in the market … discover and address the
opportunities that exist for
value creation.
Jobs Jobs Jobs
… customers (and their
(s)
opportunities) dictate the
t iti ) di t t th
Other Job(
strategy that should be
2 taken – not the company
All markets evolve
through these six growth
Outcomes Outcomes Outcomes paths
Core Job(s)
Knowing how a market
evolves i a prerequisite
l is i it
J
to formulating a proactive
and effective growth
strategy
1
Core Platform New Value Delivery Platform
Current Job Executor New Executor
66
67. Formulate Market
Customer Inputs → Growth Paths
Growth Strategy /
Portfolio
f li
Core Functional Job
Other Functional Jobs Emotional Jobs
Jobs
Jobs Directly
Indirectly Personal
Social Jobs
Related to
Related to Jobs
Core Job
Core Job
Job Map
• Outcome 41
Process Process Process
• Outcome 42
Step 1 Step 2 Step 3
• Outcome 43
• Outcome 1 • Outcome 44
• Outcome 2 Process
Process • Outcome 45
Step 4
• Outcome 3 Step 5
• Outcome 4
Jobs Jobs Jobs
• Outcome 6
Desired outcomes are the metrics customers use
s)
Other Job(s
to measure the successful execution of a job
job.
2
Outcomes Outcomes Outcomes
Co Job(s)
ore
1
Core Platform New New Value Delivery Platform
Value Delivery Platform
Core Platform
Current Job Executor New Executor
67
68. Formulate Market
Benefits of the Six Growth Path Framework
Growth Strategy /
Portfolio
f li
• Companies know when to abandon an old platform and move to a
new one
• It takes the mystery out of disruption and explains how and when
It takes the mystery out of “disruption” – and explains how and when
to architect a disruptive strategy
• It reveals those strategies that will work – and those that will not
• Drives predictable innovation
68
70. Strategyn UK Outcome‐Driven Innovation
Service And Support Options
1 ODI PROJECTS, TRAINING, MENTORING AND PROGRAMMES
Execute ODI Projects Train Employees as Obtain Ongoing Build a Corporate
using Strategyn
g gy ODI Practitioners Strategyn Expertise
gy p O Capab ty
ODI Capability
Strategyn UK consultants Strategyn consultants Strategyn UK consultants Strategyn UK consultants
undertake your ODI train you to become mentor you to run your support you to establish
project quickly and with proficient in ODI own ODI projects (post‐ your own internal ODI
needed precision training) process / capability
2 GROWTH STRATEGY, CONCEPT GENERATION AND CONSULTANCY
Map your Markets Formulate a Growth Generate Powerful Build Robust
and Strategy for ODI
and Strategy for ODI Strategy Ideas / Concepts
Id /C t Business Cases
Bi C
Strategyn UK frames Strategyn UK analyses Strategyn UK facilitates Strategyn UK models the
your market(s) and your and recommends growth the generation of new market growth potential
ODI project programmes strategy options using concepts from ODI of your new concepts
the Six Growth Paths opportunities
3 CUSTOMER‐CENTRED AND MARKET OPPORTUNITY ANALYSIS
Segment Markets Assess Competitive Assess Technology Align Market
for Growth Situation Enabler Potential Positioning / Brand
Strategyn UK reviews
Strategyn UK completes Strategyn UK completes Strategyn UK completes
your current and
precise segmentation of opportunity‐based market opportunity‐
potential market
market opportunities for competitive assessment oriented technology
p
positioning and branding
g g
innovation scouting
71. Further reading
The Customer Centred
The Customer‐Centred
Innovation Map, Harvard
Business Review, May 2008
Giving Customers a Fair
What Customers Want
What Customers Want The Innovator’s Solution
Th I t ’ S l ti
Hearing, MIT Sloan
l
a bestselling book by In Professor Clayton
Management Review, Spring
Strategyn CEO Tony Christensen's book ‐ The
2008
Ulwick, details the Innovator's Solution ‐ he
theory and practice of explains why Strategyn's
p y gy
outcome‐driven thinking and segmentation
innovation methods are critical to the
successful management of
Best Business Idea Winner
new market creation
Turn Customer Input into
Innovation, Harvard Business
Review, January 2002
72. You Experience Innovation Success ®
Strategyn UK
Strategyn UK
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Bressenden Place
London
UNITED KINGDOM
UNITED KINGDOM
SW13 1RE
www.strategyn.co.uk
UK@strategyn.com
UK@strategyn com
+ 44 (0)845 057 4091
72