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Ideas to Develop Innovative Strategies - Coggle Diagram
Ideas to Develop Innovative Strategies
Explore Alternative Industries
Look outside your current industry for inspiration.
Example: NetJets
Private jets shared ownership (1/16 = 50 flight hours/year).
Inspired by hotel timeshare model.
Avoids high costs and complexity of full ownership.
Grew 35% annually by targeting executives.
Ask:
What alternatives exist in your industry?
Why are customers choosing them?
Explore Complementary Products & Services
Analyze what happens before, during, and after your product is used.
Example: NABI Buses
Lightweight, low-fuel, efficient design.
Possible to offer snacks, entertainment onboard.
Reduce friction and improve experience via partnerships.
Ask:
What aspects are annoying in the current experience?
How can they be eliminated or improved?
Explore Strategic Groups Within the Industry
Identify underserved or overlooked customer segments.
Example: Curves (Texas)
Gym focused on women with limited time.
30-min circuit workout; privacy, results-oriented.
Equipment and services are minimal, cost-effective.
Ask:
What strategic groups exist in your sector?
Why do customers choose the top or bottom groups?
Explore the Chain of Buyers
Recognize all roles in the buying process: Buyers, Users, Influencers.
Example: Novo Nordisk
Initially focused on doctors (purity of insulin).
Shifted focus to users: discreet insulin pens.
Ask:
Who is in the buying chain?
Where is your industry focused?
What value could you offer by shifting focus?
Explore Functional vs Emotional Appeal
Functional: Solves a task.
Emotional: Connects with feelings, identity, or experience.
Example:
Quick Beauty House adds emotional events like bachelorette parties.
CEMEX offers a micro-credit program to support home improvement.
Ask:
Is your industry functional or emotional?
How can you shift to the other side?
Explore the Dimension of Time
Focus on decisive, irreversible, long-term trends.
Example: MP3 / iTunes revolution replaced CDs.
Ask:
What trends are shaping your industry?
Are they transient or decisive?
How can you align or lead with them?
Focus on the Global Perspective
Consider expanding from:
Local ➝ Regional ➝ National ➝ Global
Leverage delivery services or digital platforms.
Observe how other countries are approaching your market/industry.
Go Beyond Existing Demand
Focus on non-customers, not current clients.
3 Tiers of Non-Customers:
Unhappy Clients: Staying due to lack of options.
Aware Non-Clients: Know you but avoid you.
Unaware Non-Clients: Don’t know your brand exists.
Example: Callaway’s Big Bertha clubs for amateur golf players.
Ask:
Why are non-customers avoiding you?
What can you offer to win them?
Buyer Utility Map
Stages of customer experience:
Purchase ➝ Delivery ➝ Use ➝ Supplements ➝ Maintenance ➝ Disposal
Improve utility in dimensions like:
Productivity
Simplicity
Comfort
Risk reduction
Fun / Image
Environmental friendliness
Match each improvement to one of the 8 previous ideas.