Slide 48
Slide 48 text
3. Le Tao de la rupture
© 2021, Innovation Copilots B.V. - All rights reserved.
Stratégie 5.
Créer de l’optionalité.
© 2021, Innovation Copilots B.V. - All rights reserved.
An innovation reverse-pipeline is organised around 5 simple rules:
Rule 1. Scenarios over Products
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