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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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    « APPLE & EMI: OPENING ITUNES WILL BOOST SALES | Main | FOCUSING ON MOMENTS OF TRUTH IN CUSTOMER EXPERIENCE »

    April 13, 2007

    Comments

    Patty Seybold

    Thanks for the comment--so do you see Google as the "evil empire".. or is it ok with you to have them "dominate" the market??

    Patty Seybold

    Evolvingwheel

    Market competitors will evolve, innovate, and challenge google for years to come. Thats the nature of the industry. However, even though Google may not be able to dominate the market exactly the way MS does (considering its platform is desktop OS), its domination is extremely subtle and has the potential of generating huge revenue.

    The click-search-track process where every page you hit through Googl'es search engine tracks your action is a great opportunity for market domination. Infact, there is now almost some level of domination. You are using Google search engine to look for new search engines. Thus google is enabling you to expand yourself. So Google is like a doorway to the information. Unless, a friend of yours tells you about the application, google is pretty much your only way to get there.

    As information gets wilder with time, and google tracks all pages.. they are pretty much controlling how you can get there.

    Now, there are definitely ways to beat that and showcase new innovative techs to general mass.. but how to do that? we can talk about it later -:)

    http://innovech.wordpress.com

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