For many years, most of us equated innovation merely with the development of new products.
How to conceptualize, build and deploy breakthrougha has become popular. At least, when i look at the excellent recent book publications.
Nowadays some of us realize that creating new products is only one way (and not the best) to innovate. Moreover, more and more evidence is available that the development of new products provides the lowest return on investment and the least competitive advantage. And as a service manager, I even agree with those who claim that all innovation must be founded on a solid service dominant logic framework……
Initially Doblin developed in 1998, the Ten Types of Innovation. It showed that companies that integrate multiple types of innovation will develop offerings that are more difficult to copy and that generate higher returns.
The Ten Types rapidly became a key tool for innovators everywhere—used by entrepreneurs at startups and by industry leaders across the globe.
In 2011, Doblin updated the framework to reflect how business and the world have evolved in the last 15 years. With all-new analysis, data and insights, one thing hasn’t changed: the Ten Types of Innovation framework still provides a great way to identify new opportunities.
That is the ultimate benefit of their approach. And that is the reason why one should read the 2013 book!
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