Summary of 10 Types of Innovation

Six Principles and 5 Guidelines for using the 10 types effectively

1. Six principles

i) understand all 10 types (virtually all projects can improve just by knowing and deeply understanding the value and subtleties of each of the types)

ii) de-emphasise reliance on products and technology (these are too easy to copy, imitate, improve, etc)

iii) think about categories as well as types (explore new ways to configure assets, build platforms, foster fresh experiences, etc)

iv) use the types that matter most (use diagnostics to understand what might be overlooked by your industry)

v) understand what your users really need (check what is relevant to your customers and how to best deliver)

vi) use enough of the types to make a splash (integrate with care and use enough to reinvent the category, etc)

2. Five guidelines

i) focus on differentiating/transformational innovation, not continuous improvement (grade activities into 'no activity', 'me-too activity' and 'differentiating activity')

ii) focus on discrete, indicated programs, not the whole organisation (eg do not analyse Apple's entire approach to innovation, analyse a section like iTunes; for Google focus on Google Search or Google Docs)

iii) innovation is more than differentiation; it is about creating genuine value

iv) understand the competitive landscape in your industry and how you fit in

v) don't live in the past (most innovations have a 'use-by date')

vi) use analysis to identify the gap between what you do now and what you must do in the future



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