BusinessExploration

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Note to the Reader: This eBook is free. You can duplicate it and share it it. You can download it at www.businessexploration.com. You can copy part of it, or reproduce part of it, quoting the author: Flavio Tosi and the web site: www.businessexploration.com. Business Exploration Roadmaps are copyrighted by Flavio Tosi Business Exploration. 2011 ing. Flavio Tosi Albo Ingg. Firenze #3581 Business Exploration all rights reserved. About the author: Flavio Tosi is a Business Consultant who helps entrepreneurs turn ideas into money, filling the gaps of competence, resources and methodology in marketing innovation. With more than 15 years experience in the h h tech equipment industry, Flavios work l f h span h h h high h d l k life has R&D design Engineering, Project Management, Business Process Reengineering, Strategic Marketing and Business Development. He holds an MBA from SDA Bocconi Milano, a Ms in Aeronautical Engineering from Politecnico di , g g Milano, is a certified Project Manager by IAFE School of ENI and a certified Six Sigma Black Belt and Green Belt by General Electric. You can find more about Flavio Tosi and his services on: www.businessexploration.com. b i l ti
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Innovationways:Directional,Personal,Social,
Innovation:anewwaytoreachaGoal
Ihavetriedtoidentifythewayweinnovate,andIfound3categories: 1)Thedirectionalway: Incremental: improve,reorganize, redirect re direct Radical: imported,imitated,reshaped, invented,created,discovered, substitute,equivalents, recombination,adoption, recombination adoption originate,changed 2)Thepersonalway: Experimental: try&error Experimental try & error Seekers Conceptual: imagine Finders

TheRoman GodIanus: G dI TheGodofthe beginnings.

Wheninnovating,youneedtodecide: lookingtothepastandimproveitorsearchfora looking to the past and improve it or search for a newway.Romansidentifiedthispointoforigin withtheGodIanus,anamethathasitsrootsin: day,morning,doorandgo. Soinnovation:canbeincrementalorradical. So innovation: can be incremental or radical

Galileovs Galileo vs Aristoteles: thinkitor touchit? Nash: collaborative vs Edison: p competitive?

Wheninnovating,youcan: When innovating you can Startfromyourrealityandshapeitinyourway, formyourideaoftherealityandcreateit Soinnovation:canbeexperimentalorconceptual Wheninnovating,youmaywant: Pursueitalone,avoidingthedistressofthemass, Askeverybodytocontributewiththeirbestskills. Soinnovation:canbecompetitiveorcollaborative So innovation: can be competitive or collaborative

3)Thesocialway: 3) The social way: Collaborative: open,coordinated,chaotic Competitive: solo,pioneer,controlled

Competive+radical+conceptual vs Collaborative+incremental+experimental Aretypical,butnotexclusivewaystoinnovate. Are typical but not exclusive ways to innovate

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InnovationSources:Persons,Places,Perspective,Paradigms
Persons:
Experimentalinnovators: orseekers,whotendtoworkgradually,oftentaking k h d k d ll f ki justonefalteringstepattime.Theytendtodotheir bestworklaterintheircareers. p Conceptualinnovators: Orfinders,whopursueinnovationsbasedonbold newideas.Theytendtodotheirbestworkwhenthy areyoung.
(DavidGalenson,UniversityofChicago) (D id G l U i it f Chi )

Perspective:
Lookingatthefinalgoal cansuggestthebeginning: Frominventiontoinnovation: Innovationisnotonlyanewway toreachagoal, butisawaythathastobeadopted but is a way that has to be adopted andrewarded.
(adaptedfrom:historicalconceptsofinnovation BenoitGodin,INRS Canada)

Places:
Imitation otherpersons Invention otherpathways Discovery otherplaces Imagination aspirations Ingenuity thevacuum Ingenuity the vacuum Culturalchange otherrules SocialChange otherpriorities Organizationalchange otherlogics Politicalinnovation otherfoundations Creativity nofoundations f Technologicalchange othertools Technologicalinnovation newtools Commercializedinnovation onthemarket
(adaptedfrom:historicalconceptsofinnovation BenoitGodin,INRS Canada)

Paradigms:
(blueocean KimandMauborgne INSEAD)
5dimensions of 5 dimensions of businessstrategy Industry assumptions Strategicfocus Conventionallogic Conventional logic Value innovation logic innovationlogic

Anindustrysconditionsaregiven Acompanyshouldbuildcompetitive advantages Acompanyshouldretainandexpandits customerbasethrough segmentationand customization,focusingonthe differencesinwhatcustomersvalue differences in what customers value Acompanyshouldleverageitsexisting assetsandcapabilities Anindustrystraditionalbounduaries determinatetheproductandservicesa companyoffers.Thegoalis tomaximize thevalueofthioseofferings

Anindustryconditionscanbeshaped Competitionisnotabenchmark,a companyshouldpursueaquantumleap invalue,todominatethemarket Avalueinnovatortargetsthemass of buyers,andwillinglyletssomeexisting buyersgo.Itfocusesonthekey commonalitiesinwhatcustomervalue commonalities in what customer value Acompanymust notbeconstrainedby whatitalreadyhas.Itmustaskwhat couldwedoifwewerestartinganew? Avalueinnovatorsthinksintermsofthe totalsolutionsthecustomersseek,even if thattakesthecompanybeyondits industrystraditionalofferings.

customers

Assestsand capabilities ProductandService offerings

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