Outside Innovation: Web 2.0

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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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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.

November 17, 2005

Chris Nuttall's Comment and Analysis in the Financial Times on November 17, 2005 titled, "Way of the Web: Start-ups Map the Route as Big Rivals Get Microsoft in Their Sights” does a great job of summarizing the challenge that's facing Microsoft and other established industry leaders by Web 2.0. Chris describes the challenge this way:

"A new wave of Internet development is drawing on established software tools to offer a more dynamic online experience at low cost." He describes the new wave of startups enabled and empowered by Web 2.0 technologies and principles.

Continue reading "What’s Really Up with Web 2.0: Customer Innovation and Design It Yourself" »

Outside Innovation

New ways to engage customers in co-designing your company's future - a weblog to complement the book, Outside Innovation, by Patty Seybold

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November 17, 2005

What’s Really Up with Web 2.0: Customer Innovation and Design It Yourself

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