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  • What is Outside Innovation?
    It’s when customers lead the design of your business processes, products, services, and business models. It’s when customers roll up their sleeves to co-design their products and your business. It’s when customers attract other customers to build a vital customer-centric ecosystem around your products and services. The good news is that customer-led innovation is one of the most predictably successful innovation processes. The bad news is that many managers and executives don’t yet believe in it. Today, that’s their loss. Ultimately, it may be their downfall.

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    Observations

    • LEAD USERS
      Eric von Hippel coined the term "lead users" to describe a group of both customers and non-customers who are passionate about getting certain things accomplished. They may not know or care about the products or services you offer. But they do care about their project or need. Lead users have already explored innovative ways to get things done. They're usually willing to share their approaches with others.
    • LEAD CUSTOMERS
      I use the term "lead customers" to describe the small percentage of your current customers who are truly innovative. These may not be your most vocal customers, your most profitable customers, or your largest customers. But they are the customers who care deeply about the way in which your products or services could help them achieve something they care about.
    • LEAD CUSTOMERS AND LEAD USERS
      We’ve spent the last 25 years identifying, interviewing, selecting, and grouping customers together to participate in our Customer Scenario® Mapping sessions. Over the years, we’ve learned how to identify the people who will contribute the most to a customer co-design session. These are the same kinds of people you should be recruiting when you set out to harness customer-led innovation.
    • HOW DO YOU WIN IN INNOVATION?
      You no longer win by having the smartest engineers and scientists; you win by having the smartest customers!
    • CUSTOMER CO-DESIGN
      In more than 25 years of business strategy consulting, we’ve found that customer co-design is a woefully under-used capability.
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    « Letting Your Customers Support Each Other | Main | Traditional vs. Open Innovation « NextUp »

    December 22, 2006

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    Comments

    Joe Herbert

    Hello, I was part of the team that created DUCT TAPE, a current top five finalist in the Doritos Super Bowl Commercial contest. We’re honored to be in this position, as first time TV commercial makers we’re up against some pros… and we’re asking people to please support us by casting their vote for DUCT TAPE at http://www.crashthesuperbowl.com — I enjoyed your post about the contest and CGC in general, thanks. Joe Herbert.

    http://www.jumpcut.com/view?id=79EA4040802C11DB8702266C9A2E700D

    Patty Seybold

    Thanks Graham! I haven't explored Slideshare yet, but I will start sharing slides there. I'm presuming that we can link to a particular group of slides from our Web site and blog so that our clients/customers can get directly to the things that are most germane to the topics we all care about....

    GrahamHill

    Patty

    If you or other readers have great slideware to share, please put it in the public domain at Slideshare - http://www.slideshare.net/ - rather than into your private domain.

    Graham Hill

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