Jeofrey Bean is the principal of Del Mar Research & Consulting, which specializes in helping clients grow while reducing costs and uncertainty of product development and marketing. The document discusses innovation channels, determining what qualifies as innovation, and leveraging innovation efforts. It also provides examples of how some companies have innovated new market segments or customer experiences.

1. Jeofrey Bean ‐ Principal
Jeof Bean | Principal | Del Mar Research & Consulting, LLC | DelMarResearch.com |
JBean@DelMarResearch.com | 858‐334‐9266
Opening Your Innovation Channels for Effective Product Advantage
What are innovation channels?
Organic and formal . . .
g
What innovation channels do you use now?
What innovation channels do you use now?
How do you know it s innovation?
How do you know it’s innovation?
Invention vs. Innovation

2. Asking what could be true ‐ and jumping into the unknown is
critical to innovation.
Nurturing the ideas that result, rather than killing them, can be the
tricky part.
But once a company clears this hurdle, it can leverage its efforts to
produce the proof that leaders depend on to make commitments ‐ and
d th f th t l d d d t k it t d
turn the future into fact. BusinessWeek January 25, 2010

4. Innovating the customer experience with a product‐service hybrid
They understood the wants and needs of customers through the whole
experience process in the context of the market environment.
They altered the game board, redefined value and forced competitors to
change or spiral down / go away. It’s easy to drop the price, it’s easy to
throw in more features, and it is not easy to create, execute or compete
with a well honed customer and user experience.
p
A special agreement with the post office gives quick delivery.
Their web site is part of the pre and post purchase process, market
monitoring too!
it i t !
Web‐streaming service under development: complexity, limited titles,
timing of fresh content challenges

5. Innovating the new in an old market: How did they do that?
Creating a new market segment, 17% share, and new revenues, in Sony’s old
market, w/21% share in decline
They mastered the voice of the prospect and intelligence about the market environment. The
main value drivers were record, connect and share, quickly and easily. Not a lot of tools. Not
extra software. Customers want to upload to YouTube and share with family and friends,
p y ,
quickly, easily.
Developing bankable value with customer and user experience
Last March, Cisco announced that it would pay approximately $590 million in stock and $15
Last March, Cisco announced that it would pay approximately $590 million in stock and $15
million in retention‐based equity incentives for continuing employees, in exchange for all the
shares of Pure Digital.

6. Innovation process‐
Successful SoCal companies that have used all or part of the process

7. Market aligned customer experience – development steps
©Bean & Van Tyne 2008‐2010
©Bean & Van Tyne 2008‐2010
From qualitative and quantitative information to design specifications to market
Product
Specific forward Go to market Pricing
looking decisions Distribution
Communication
1 Specific 2 Specify 3 Customer 4 Voice of 5 Personas 6 Design- 7 Test w/ To market-
market market descriptions those customers Wireframes users to Measure
descriptions segments (detailed) customers and users Prototypes validate $ % t
Secondary customers, users,
reports / Intell, V oC, influencers
Subject matter
experts , Experience,
Customer input
Offe r in
Dr /
context of Admin CEO Manager Scientist Student
m ar ke t(s) Nurse

8. Jeof Bean | Principal | Del Mar Research & Consulting, LLC | DelMarResearch.com |
JBean@DelMarResearch.com | 858‐334‐9266
Del Mar Research & Consulting specializes in increasing client growth, while decreasing
the uncertainty and costs of product development and marketing. Jeof’s 20+ years of
experience spans from small innovative technology companies to large successful
organizations like ComplianceMAX, ProMedia Wireless, I Drive Safely, LLC, LPL Financial,
AT&T / Bell Labs and Quest Diagnostics. He has an M.S. in Business Management, a B.S.
in Psychology / Marketing and has served as Adjunct Professor of Business Management
and Marketing, Centenary College. Jeof is on the Board of Directors of the San Diego
and Marketing Centenary College Jeof is on the Board of Directors of the San Diego
Software Industry Council's (SDSIC) User Experience Group and User Experience expert
review panel; author of several marketing, business and product development articles;
and a frequent guest speaker.