PREDICT WHAT FUTURE CUSTOMERS WILL WANT ( IDENTIFY KEY DIMENSIONS (Trace…
FUTURE CUSTOMERS WILL WANT
WHAT’S YOUR BEST INNOVATION BET?
MAP THE TECHNOLOGY’S
Where to focus their effort and money while helping them anticipate both the moves of competitors and threats from outsiders
Refine or even redirect
their innovation strategy.
“This is what we do” to
“This is where our market is (or should be) heading.”
Observe la nueva luz sobre la dinámica del mercado y las oportunidades a mayor escala o a largo plazo que tienen ante sí.
IDENTIFY KEY DIMENSIONS
Trace the technology’s evolution to date
Consider what need the technology originally fulfilled, and then for each major change in its form and function, think about what fundamental elements were affected.
SELECTING USEFUL TECHNOLOGY DIMENSIONS TO EXAMINE DEPENDS ON INDUSTRY KNOWLEDGE AND
Further improvements in the key dimensions
“anticipation of needs”
LOCATE YOUR POSITION
The plot of the value consumers derive from a technology according to its performance
Improvements in a dimension are of little value can change with shifts in the environment or in enabling technologies.
Be faster than competitors
DETERMINE YOUR FOCUS
Once you know the dimensions along which your firm’s technology has (or can be) improved and where you are on the utility curves for those dimensions, it should be straightforward to identify where the most room for improvement exists. But it’s not enough to know that performance on a given dimension can be enhanced; you need to decide whether it should be
which do customers value most, and
which are easiest or most cost-effective to address?
Keep attention in dimensions that are more important to consumers
DESARROLLA UNA MATRIZ DE ANÁLISIS
Filas: Dimensiones pertinente. Columnas: Escala de valor o calificación
SHIFT THE FOCUS