10 Types of Innovation

FC Now: “The Doblin Group, a Chicago-based consultancy led by Larry Keeley, offers a diagram of the 10 types of innovation that they consider.”

Doblin Group:

• Business model
  Dell revolutionized the personal computer business model by collecting money before the consumer’s PC was even assembled and shipped (resulting in net positive working capital of seven to eight days).
• Networks and alliances
  Consumer goods company Sara Lee realized that its core competencies were in consumer insight, brand management, marketing and distribution. Thus it divested itself of a majority of its mfg. operations and formed alliances with mfg. and supply chain partners.
• Enabling process
  Starbucks can deliver its profitable store/coffee experience to customers because it offers better-than-market compensation and employment benefits to its store workers–usually part time, educated, professional, and responsive people.
• Core processes
  Wal-Mart continues to grow profitably through core process innovations such as real-time inventory management systems, aggressive volume/ pricing/delivery contracts with merchandise providers, and systems that give store managers the ability to identify changing buyer behaviors in and respond quickly with new pricing and merchandising configurations.
• Product performance
  The VW Beetle (in both its original and its newest form) took the market by storm, combining multiple dimensions of product performance.
• Product system
  Microsoft Office “bundles a variety of specific products (Word, Excel, PowerPoint, etc.) into a system designed to deliver productivity in the workplace.
• Service
  An international flight on any airlines will get you to your intended designation. A flight on Singapore Airlines, however, nearly makes you forget that you are flying at all, with the most attentive, respectful, and pampering pre-flight, in-flight and post-services you can imagine.
• Channel
  Legal problems aside, Martha Stewart has developed such a deep understanding of her customers that she knows just where to be (stores, TV shows, magazines, online, etc.) to drive huge sales volumes from a relatively small set of “home living” educational and product offerings.
• Brand
  Absolut conquered the vodka category on the strength of a brilliant “theme and variations” advertising concept, strong bottle and packaging design, and a whiff of Nordic authenticity.
• Customer experience
  How your customers feel when they interact with your company and its offerings Harley Davidson has created a worldwide community of millions of customers, many of whom would describe “being a Harley Davidson owner” as a part of how they fundamentally see, think, and feel about themselves.

via What’s Your Brand Mantra?.

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