Outcome-Driven
Innovation (ODI)
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Innovation = Business Process
Market selection
uncover customers unmet needs
choose growth strategy
evaluate concepts
Ideas First
Needs-First
creating amounts of ideas
think about possible unmet needs, these ideas could satisfy
detecting customers unmet needs
thinking about solutions
inefficient
more likely successful
structurally flawed
inherently flawed
Innovation Methodology
effective needs-first approach
supplies definition of customer needs
entire organisation can embrace it
discoveries
Different customer inputs are needed
a job map ensures all customer
needs are captured (s. Figure 1)
job, not the product, must be the unit of analysis
prioritize unmet needs (s. Formula)
Opportunities dictate which market
growth paths to pursue (s. Figure 4)
Scattershot brainstorming doesn’t work; sequenced and focused idea generation does
The value of an idea can be quantified when all the needs are known
three major implications
all marketing and development strategies are alligned in a common set
ODI enables continuous innovation
success does not depend on one person anymore
Benefits
provides ability to
70-90% success rate
reduce development costs and time to market
create value
have complete and unambiguous innovation language
integrates all innovation process steps
maximizing efficiency and yield
cross-functional strategies are aligned with the growth and innovation strategy
enables continous innovation