iengines - seb bankasproduct service market customer user problem process customer development npd...

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iEngines Start your innovation engines!

Alar Kolk European Innovation Academy

iEngines - New sources of growth:

Easy to innovate Growth oriented Faster & safely to the market

The iEngines tool is based on: Design Thinking Lean Management Customer Development

Workshop 1 Customer

Development

Workshop 2 Innovation

Engines

Workshop 3 Operations

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? Workshop 1 30 min

Workshop 2 55 min

Workshop 3 45 min

Innovation is a product or a service commercialization in the market.

Know your competition, but do not copy it! – Eric Schmidt

Innovation = Stand out from the crowd

Innovation is an invention, paired with a

process and a market

Invention Product Service

Market Customer User Problem

Process Customer Development NPD

Entrepreneurship

Innovation Starts With Defining the Product or Service

AD 1900 - 2000

90% new electronics devices fail

Make sure you’re part of the 10% that DON’T!

Innovation Starts With Defining the

Problem

AD 2004 - ….

“If I had asked people what they wanted, they would have said faster horses.” ― Henry Ford

ARE YOU SOLVING THE RIGHT PROBLEM?

“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it,” Albert Einstein

Most firms are not and that undermines their innovation efforts…

There are NO FACTS in your office, only opinions!

Steve Blank

Companies are “Getting Big Fast”

HP Decades

Google 10 years

Twitter 4 years

Facebook 2 years

Groupon 1 year

SnapChat 1 year

WhatsApp 1 year

Scale or die?

For many companies, almost no barrier to enter the industry

Scale / adoption key factor in funding

Customer Problem

Solution For Customer

Companies grow fast if they discover a Problem/Solution Fit

Customer development iEngines What problem do you

want to solve?

Customer development is a serious business development tool. Origins from design thinking (Stanford, IDEO) & lean management.

Customer development iEngines What problem do you

want to solve?

• a problem/passion - many others have? • a problem serious enough? • a problem worth solving? • How often does the problem occur?

Google’s “Toothbrush test” – Larry Page insists that new products or services must be important enough that people will use them at least twice a day.

Customer development iEngines What problem do you

want to solve?

James Dyson made 5127 prototypes to invent the world’s first bagless vacuum cleaner through a problem discovery oriented engineering process.

VS

Customer development iEngines Who is your customer?

Analyze the elements to discover the unique customer: • Appearance • Demographics • Behaviours • Needs

Customer development iEngines Who is your customer?

To Market Successfully, Your

Customer Can't Be 'Everyone'

Customer development iEngines Who is your customer?

Analyze the elements to discover the unique customer: • Appearance • Demographics • Behaviours • Needs

Customer development iEngines How do you solve the

problem?

• Uniqueness of your solution? • Easy or complex solution? • Sustainable? • Easy to protect?

Know your competition, but do not copy it! – Eric Schmidt

Innovation = Stand out from the crowd

Customer development iEngines How do you solve the

problem?

• Uniqueness of your solution? • Easy to protect? • Easy or complex solution? • Sustainable?

Solution protection iEngines How do you solve the

problem?

Each new product or service will face up to

10 copy-cats in China!

Customer development iEngines How do you solve the

problem?

• Uniqueness of your solution? • Easy to protect? • Easy or complex solution? • Sustainable?

Minimum Viable Product (MPV) Product Vision

Customer development iEngines How do you solve the

problem?

Customer development iEngines How do you solve the

problem?

The sprint: a five-day process for

answering business questions through

design, prototyping, and testing ideas with customers in the

market.

Problem/Solution Fit

Customer development iEngines Problem/Solution Fit

Companies fail to grow if there is no Fit

Customer development is a serious business development tool. Origins from design thinking (Stanford, IDEO) & lean management.

Animal

Farmers in NZ / Australia

Electric fence

delivering shocks

Keep animals from

destroying property

Crops

Farmers in Asia (e.g. India)

Keep

wildlife off cultivated land

Wildlife

reserves in African countries

Keep

big wildlife inside reserves

Keep

people in and out

Government facilities, prisons, electricity &

gas facilities

Electric fence with

people access system

Customer development iEngines Problem/Solution Fit

Customer development iEngines Let’s Practice!

Use your Canvas!

1. Define a serious Customer Problem

2. Define the most promising

Customer Persona

3. Propose a unique &

protectable Solution Use the post-it notes to share your ideas!

Who are the mentors? SEB client executives European Innovation Academy experts How to get the mentors? Just raise your hand to

find you!

Mentors' coaching iEngines Ask advice from the

experienced mentors!

Customer development iEngines Let’s Practice!

Use your Canvas!

1. Define a serious Customer Problem

2. Define the most promising

Customer Persona

3. Propose a unique &

protectable Solution Use the post-it notes to share your ideas!

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iEngines Start your innovation engines!

Alar Kolk European Innovation Academy