L’invention signi fi e la conception d'une nouveauté. Au lieu de cela, l'innovation est dé fi nie par l'introduction de l'invention dans l'environnement social. Le marché est une forme spéci fi que d'organisation sociale.
La « disruption » décrit un processus par lequel une petite entreprise disposant de moins de ressources est en mesure de concurrencer avec succès les entreprises établies.
Nous pouvons comprendre les conditions de départ au fur et à mesure qu'un système complexe évolue et pouvons in fl uencer leur évolution si nous nous concentrons sur les barrières et les attracteurs, mais pas si nous cherchons à regarder le résultat fi nal. Faire des prédictions rend donc les choses encore pires, pas plus faciles..
Customers don’t buy products, they buy what they get from a specific part of your business (which includes products). This is what you need to innovate. Not specs. Added value for the customer.
Rule 2. Quantity over Smart
Start with an idea. The idea is not so important as how it will bounce back with the market. Prototyping is Darwinism for business. Bouncing a lot and reading through it is the really hard thing to do. Not being smart.
Rule 3. Farming over Hunting
Hunting for a specific new product can work. It is called incremental innovation. Hunting for unknown market expectations is impossible. You need to grow and nurture a farm of possible scenarios. Test them live, and learn from the current crop (not just single outcomes).
Rule 4. Knowledge over Money
Money is not the main ROI for innovation. Money is a lagging ROI for customers satisfaction. Focus on it myopically and you’ll be stuck in a short-term loop that leads to a dead-end. Innovating a step ahead requires extensive and on-going market knowledge. Knowledge becomes the leading ROI you need to focus on.
and learn from the outcomes. This is about the farm, the big picture, not a single scenario planted in the field.
Rule 5. Deliver over Refine
Short-term is still a non-negotiable pressure for your board and stakeholders. Accept it immediately. While you farm scenarios to create an on-going ‘big picture’ perspective, also build pipelines and processes to allow other parts of the company to deliver. Even if they don’t organise their own pipeline around you. Knowledge is not a ROI in itself, money still is. Account for that. INNOVATION REVERSE-PIPELINE
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