Innovating for Outcomes
A perspective from Greg Yankelovich articulating the often missing ingredients in innovation.
Extracts from Greg’s post include…
The phrase “Build a better mousetrap, and the world will beat a path to your door” is often used as a metaphor about the power of innovation.
Those, who subscribe to the school of thought pioneered by Clayton Christensen, would argue convincingly that the “world” would rather not beat a path to a mousetrap, preferring the choice not to deal with mice at all.
“The customers rarely buy what the business thinks it sells them. One reason for this is, of course, that nobody pays for a product.” Peter Drucker.
Indeed, customers pay for obtaining a desirable outcome, they “hire” a product to do a “job”.
The critical pieces of the innovation puzzle are missing:
- clear understanding of the actual outcomes their customers desire,
- intimate knowledge of how customers experience the processes they use to obtain these outcomes, and
- empathy to motivate an innovator to find ways to simplify their experience.
Without these three ingredients, the “magic” of innovation is not likely to happen.
Read the full post here.