This week's report is an annotated slide presentation. You'll find the slides on Slideshare.net at http://www.slideshare.net/pseybold/using-web-20-for-outside-i-nnovation-seybold-stm-dec-07/.
This particular presentation was very well received by an audience of
scholarly and technical publishers who wanted an update on the status
of Web 2.0 in business. So I thought I'd try to recreate some of the
points I made in the form of a narrative. I think podcasting the speech
would have been more useful, but let me know whether this
transformation of presentation turned into report format works for you
or not. A simple thumbs up/thumbs down would be great!
Description
- 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.
Twitter Accounts
Observations
- LEAD USERSEric 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 CUSTOMERSI 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 USERSWe’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-DESIGNIn more than 25 years of business strategy consulting, we’ve found that customer co-design is a woefully under-used capability.
« Evolving Your Online Strategy to Meet Customers' Current Expectations | Main | Enterprise Mash Ups and SOA »
February 04, 2008
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