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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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      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.
      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.
      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.
      You no longer win by having the smartest engineers and scientists; you win by having the smartest customers!
      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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    « Best Ways to Handle Customer Problems? | Main | Really Happy with the Way "my" Latest Book Turned Out! »

    December 16, 2010


    Patty Seybold

    Thanks, Carlos--
    As it turns out, there is nothing in any Apple manual that tells you to turn off BlueTooth when carrying your Bluetooth keyboard with your iPad.

    The problem I had was due to the unexpected interaction between the BlueTooth keyboard and the iPad--now I know what to do.

    Thanks for your comment!


    All technologies have a learning curve and most gadgets do not magically reveal their features to their users through osmosis. The user would do well to read a product's manual ( ) and/or in this case, view tutorials (

    Studying is a sure fire way to avoid being or looking stupid.

    Patty Seybold

    My holiday present to myself:

    JD Biersdorfer's book: iPad: The missing manual!

    Patty Seybold

    Thanks, Thomas--
    I was coming to the same conclusion you pointed out: that it's the Bluetooth I need to turn off, not the iPad itself. Unfortunately you can't turn the Keyboard off and KEEP it off jostling in a bag. The Keyboard on/off switch is mild pressure at one end of the keyboard. AND there's actually no way to know if it's in the "on" or "off" state without pressing the button.


    There is absolutely no reason to completely shut down the iPad. Apparently your Bluetooth keyboard triggered the iTunes app, so yes it's a good idea to disconnect the keyboard when you stuff everything into your bag. The hardware buttons on the iPad itself won't trigger any app by accident.

    Patty Seybold

    You're right! I should have remembered how to turn my iPad off--I had done it a few times that way. The user error was to close the leather cover first, and then press the button at the top right -- which turns the screen off. Since the cover was covering the screen at the time, I never saw the red "slide to power off" bar.


    Patty Seybold

    Thanks... I know how to turn mute on and off and how to use the rocker switch to increase the volume, but what happened to the switch that used to let you lock your iPad in one orientation so that the screen wouldn't rotate from vertical to horizontal when you don't want it to (e.g., when you're reading a book or watching a movie??)

    Peter Horne

    Here, Here.

    I had an iPad moment this week too...

    When I play Angry Birds lying on the couch you often are at an angle where the iPad decides to rotate the screen. The black switch on the iPad in the first version of iOs (who cares what number it was) used to turn off screen rotation. When I upgraded IOS (for no other reason for being told by my son James that I had to do it), the darn switch started to turn the sound on and off. I thought I had done something wrong... I looked EVERYWHERE to try and find what setting it was that I had fiddled with to make it go away. I even reset my iPad.

    So in a fit of desperation caused by a lost round of angry birds due to a mistimed screen rotation, I googled on bing for the solution... it took a while but I finally found an irate journo who had blogged about the fact that apple had re-wired the switch to turn the sound on and off. The reason; that's what the switch on the iPhone does so they thought it was better to be consistent. Think about it; iPhones ring. You want to turn ringing off without having to go through a sign in and change the settings ceremony... Now how many iPads ring and need a volume off switch? I have yet to see someone holding an iPad to their ear making a phone call... they don't ring. BUT THE STUPID THINGS ROTATE ALL THE TIME WHEN YOU DON'T WANT THEM TO AND I DON"T WANT TO GO THROUGH A CEREMONY TO FIX IT.

    For those of you who do have an iPad and want to know the secret ceremony; it is:

    click the iPad button
    click the iPad button
    swipe the multitask bar to the right
    press the icon at the far left.

    Incidentally, this also showed me how iPad multitasking works; I was wondering how to find it...

    Some cracks in the varnish, perhaps?


    Funny story.

    I agree with your first recommendation. As to your second recommendation I believe that Apple has worked harder than anyone to do this. Unfortunately the iPad is so simple to use that it gives some people the idea that they could bring their iPads to work without knowing how to do the most rudimentary things. As a programmer you can do many things to simplify a device to make it easy to use. Unfortunately sometimes some of the things that are designed to make things easier, like the play button on a remote keyboard, can cause problems in the wrong hands.

    Things to know before bringing your iPad out in public.

    1. How to hit the mute button.
    2. How to adjust your volume.
    3. How to plug in your headphones.
    4. How to use an external keyboard.
    5. How to turn off an external keyboard when not in use. This is one that you probably wont forget anymore!
    6. How to fully turn off an iPad.


    By the way, if you hold the volume rocker button on the side of your iPad, it will mute all sound.


    "When you're designing a system, try not to make your customers feel stupid." Now you can't blame Apple for that. Turning off your device is a pretty basic thing to learn. It's right there in the user guide on page 8 after the bold heading "Turn iPad off". The big red arrow and pulsing text "slide to power off" when you hold the sleep/wake button down should also have been a clue.

    Though the keyboard thing - turning the music on and off - that may have befuddled me at first too.


    I wouldn't be embarrassed if I were you. Apple provides only the barest of documentation (if you're lucky), and it takes exploration to learn the thing.

    Your iPad (or iPhone) apps will save your files automatically, so you don't have to worry about it. I don't own Pages, but I believe it shows your files as thumbnail images that you can rename if you wish.

    In order to print, you have to have one of the new HP printers that are set up to print from iOS (iPhone/iPod touch/iPad). There is a way to print to a printer via your computer, but it's an unsupported hack. Search Google for "airprint activator". Hopefully more computers will be added soon.


    Apple's not the only one who designs their systems poorly, only to embarrass their customers. What about carmakers?
    When I fail to turn the engine off and take the car out of Drive, the damn thing just takes off without a driver! How stupid of design is that?


    you can also turn off the bluetooth keyboard by pressing and holding down the power button for 3 or 5 seconds


    It's called an "iPod Touch", not "iTouch". There is not a product from Apple called the iTouch.

    Everything you need to know about printing in iOS 4.2.1 is on this page (Only officially works on about 16 HP e-print compatible printers unfortunately)

    Everything else you'll probably need to know is here, including saving files if you watch the Pages/Keynote/Numbers videos.

    It's amazing how user friendly It'll become.


    3. RTFM.

    Scott Jordan

    I'm new to the iPad experience, having just picked mine up Thursday. So, my iPad Moment is yet to come.

    Your experiences remind me of the time about twelve years ago when I was driving myself around Germany for the first time. Heading to Flughafen Frankfurt to catch my flight home, I found the road forked: thisaway for Lufthansa and thataway for All Others. Two terminals, well separated. I was flying on United, so I went thataway. Got rid of the rental car, hauled my bags into the terminal, and... where the hell is United? I wandered around cluelessly for a while, then found an information desk. Asked the clerk where United was. "It is in the Lufthansa terminal," he sniffed. "Everyone knows that."

    Ever since then, the phrase has been a favorite among my colleagues and family. I can assure you, if it were me wondering how to access an arcane moving-target of a feature in my iDevice, one of my kids, or my wife, or a colleague would skewer me with it with deadpan glee. I never miss a chance either.

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