10种创新

THE BUILDING BLOCKS OF BREAKTHROUGHS At the heart of any new discipline there often lies a simple,organizing system—an underlying structure and ordergoverning what works and what fails. This is what the Ten Typesof Innovation®framework brings to innovation. Consciouslyunderstanding it makes innovation easier and more effective. WE DISCOVERED THE TEN TYPES OF INNOVATION IN 1998.SINCE THEN WE HAVE LEARNED: Innovation mostly fails. It doesn’t need to.You shouldn’t let it. Innovation almost never fails due to a lack of creativity.It’s almost always because of a lack of discipline. The most certain way to fail is to focus only on products.Successful innovators use many types of innovation. Successful innovators analyze the patterns of innovation in their industry.Then they make conscious, considered choices to innovate in different ways. Innovations can be broken down and analyzed.When you do so, you will learn why most fail and a few succeed. Innovations can be built up systematically.Doing so increases your odds of success exponentially. THE TEN TYPES OFINNOVATION STRENGTH IN NUMBERS Simple innovationsuse one or two types of innovation and everycompany needs to pursue them. Failure to consistently, relentlesslyimprove the known is one of the surest routes to failure.Unfortunately, too many firms doonlysimple innovation. In today’scontested markets, simple innovations alone are never enough forlong-term success. They can build a lead on competitors, but theydon’t create the firms, brands, or platforms that thrill us. AN OVERVIEW When a market grows up and gets complicated, it demands moresophisticated innovation, which uses many types of innovationcombined elegantly and orchestrated with care. Under the covers,inside your firm, these require working across internal boundariesand silos—challenges that bring additional complexity. You cancut through this with multi-disciplinary teams to bring in thenecessary talent and knowledge, and with systems in place to telleveryone how they can tackle tough challenges with curiosity,confidence, and courage. The Ten Types framework is simple and intuitive.It is a useful tool you can use both to diagnose andenrich an innovation you’re working on, or to analyzeexisting competition. It makes it especially easy tospot errors of omission—missing dimensions thatwill make a concept stronger. The Ten Types framework is structured into threecolor-coded categories. The types on the left side of theframework are the most internally focused and distantfrom customers; as you move toward the right side, thetypes become increasingly apparent and obvious to endusers. To use a theatrical metaphor, the left of theframework is backstage; the right is onstage. Naturally, sophisticated innovations are more difficult to pull off,not least because they have longer development horizons than simpleinnovations. But consider the flip side: once you launch them, theyare likely both to delight customers and confound competitors. Oftenyou will be able to succeed with them for years before challengers cancatch up. Almost all of the enterprises that we identify as leadinginnovators routinely use multiple types of innovation—and handilyoutperform the average firms that innovate more naïvely. SIX PRINCIPLES FOR USING THE TEN TYPESEFFECTIVELY 1 UNDERSTAND ALL TEN TYPES Virtually all projects can improve just by knowing and deeplyunderstanding the value and subtleties of each of the types. 2DE-EMPHASIZE RELIANCE ON PRODUCTS AND TECHNOLOGYThese are the easiest capabilities for competitors to copy. THINK ABOUT CATEGORIES AS WELL AS TYPES Consciously try to imagine new ways to configure assets,build platforms, and foster fresh experiences. USE THE TYPES THAT MATTER MOST Use diagnostics to understand which types you and othersin your industry tend to overlook. 5 UNDERSTAND WHAT YOUR USERS REALLY NEED User research can help you know what is relevant to customersand what surprises other types might help to deliver. USE ENOUGH OF THE TYPES TO MAKE A SPLASH Using five or more types, integrated with care, is nearly alwaysenough to reinvent a category and become newsworthy. APPLYING THE TEN TYPES OF INNOVATION|METHOD Founded in San Francisco in 2000, Method was the brainchild of tworoommates-turned-entrepreneurs. Branding expert Eric Ryan teamedup with former climate scientist Adam Lowry to create a non-toxic line ofnatural home care products. The various offerings are now sold in morethan 40,000 retailers worldwide, including Target, Whole Foods, andKroger. In 2012, the company was bought by European eco-pioneerEcover to form what was described as “the world’s largest greencleaning company.” Method has also innovated its brand, building a company that stands formuch more than just tedious cleaning. As well as being eco-friendly,packaging has been designed to be both colorful and countertop-friendly,while the company not only has a wide following on leading home decorand design blogs, bu