cbi-dagen henrik
TRANSCRIPT
Dagens värdar
Henrik Berglund & Sofia BörjessonChalmers University of Technology
Center for Business Innovation
2011-12-06 1
dagenEntreprenörer Innoverar - Kunder Validerar
Users and innovation
• Invention vs innovation
• Listening to customers?
• Listening to customers!
Invention and Innovation
Invention implies bringing something new into being.Innovation implies bringingsomething new into widespread use.
Invention and Innovation
Invention implies bringing something new into being. Innovation implies bringing something new into widespread use.
Invention and Innovation
Invention implies bringing something new into being.Innovation implies bringingsomething new into widespread use.
Innovations take many forms
Innovations (but not invention) require customers and markets
But is it wise to listen to customers?When developing radical innovations?
Is it wise to listen to customers?
"If I had asked my customers what they wanted, they would have said a faster horse.“
- Henry Ford
Is it wise to listen to customers?
Is it wise to listen to customers?
“A firm’s scope for strategic change is strongly bounded by the interests of customers who provide the resources the firm needs to survive.”
- Christensen and Bower
So, is it wise to listen to customers?
The answer is Yes!(with some caveats)
Yes – but not just any customer!
Yes – but not just customers!
Yes – but not simply listening!
Customers may not be able to articulate a solution
Yes – but not simply listening!
Customers may not be able to articulate a solution, but they can talk about the problems they have and the jobs they are trying to get done
Yes – but not simply listening!
Customers could not articulate
their need for a microwave
oven, but they did know they
wanted to:
Minimize the time it takes to prepare a meal
Minimize the time it takes to clean up after cooking
Minimize the likelihood of overcooking a meal
Increase the likelihood that the food is cooked evenly throughout
Customers may not be able to articulate a solution, but they can talk about the problems they have and the jobs they are trying to get done
Design Thinking
Customer Development
So, how use customers for innovation?