Driving creative ways to disruptive innovation
Written by Christopher Harrison Skinner Tourism is a great business. Sometime in the not too distant future destinations will embrace augmented reality as a means to attract and more important, retain visitors. The days of media-driven answers don’t always work for the DMO and individual businesses struggle to represent the…
Strategyn’s Outcome-Driven-Innovation (ODI) Process According to the Strategyn website, ODI “starts with a deep understanding of the job the customer is trying to get done and the metrics they use to evaluate competing for product and service offerings. These metrics, a special type of need statement we call desired outcomes, form the…
“Switchers” — Customers don’t just buy a product — they switch from something else. That something else might be nothing. In the world of disruptive innovation, a switcher could be a person who is underserved or not served at all. The transistor had no market in the mid-1950s. When Sony developed…
Just over a week into the new year, we saw GoPro flounder. There are multiple reasons for this, and probably countless articles talking about how the company could have avoided where it is today. One such article had this interesting little sentence: “Like Flip before them, they became a fad…
Based on the HRB article by Melissa Schilling, What’s Your Best Innovation Bet? July-Aug 2018 This is a very good article from my ‘go to’ source for innovation. Its true that you never really know how a market will respond. Sadly, we leave too much to chance when creating products, sales…
If you are reading this, many of you are influenced by Clayton Christensen’s work in profound ways. For much of my career, I am speaking his words, combining my theories to his, into a myriad of situations. What he teaches works very well. What worries me is how scalable is it….
For many years, marketers have tried to match the products they sell with data to indicate product and market success. In my early days as a marketing automation person, I connected online data from specific search terms to purchases. It works very well. As my client base shifted from smaller…
Jobs to be done is a great way of understanding customer intent in a very different way. It is really about not fooling people, giving people better choices that align with their needs. Less junk in the closet, less returns and more positive reviews. I like to say it is…