10 types of innovation based on the Doblin model
10 types of innovation based on the Doblin model – Innovation is often used as a synonym for new products or perhaps new features in existing products.
In fact, it is a limited view of innovation, and one of the main reasons for this is the mistakes that inexperienced innovators make. Overcoming the consequences is challenging, especially in larger organizations where not everyone is familiar with innovation.
But these challenges are nothing new. Innovation consultant Doblin discovered this in the 1990s and introduced ten types of innovation frameworks to help solve the problem.
This innovation framework is a simple, elegant, and practical tool that almost anyone can benefit from, so we will go into more detail in this article.
What is the Doblin Innovation Framework?
Doblin, based on its research on more than 2,000 successful innovations in the past, found that not only are there different types of innovation, but that all innovations are made up of a set of key elements.
These ten elements can be grouped into three main parts, which are referred to as configuration, presentation, and experience.
Configuration basically covers the internal workings of the organization and the business model and so on. The presentation covers the main aspects of the products or services that the organization provides.
Outward elements of the business or in other words, the whole customer experience is the last element mentioned.
Advantages of the Doblin Framework
In his book, Dublin offers not only the benefits of innovation in general but also the benefits of using different types of innovation in a business product or service.
According to their research, the more different types of innovations are used in an organization, the better their financial performance will be.
Although there are more factors than innovation here, the performance of the top innovators is still incredible and their stock prices have more than doubled in just 5 years.
How to use the framework?
Now that we understand the importance of using several types of innovation, it’s time to look at how the framework is actually used. The Ten Types is actually a versatile and practical tool that can help you succeed in a variety of ways.
In addition to designing new innovations, you can use it to evaluate the innovation of an organization and its services and products or to try to understand or revise a particular market and identify innovation opportunities in it.
In fact, you can easily evaluate your product, service, or market by any of the ten elements or types in the framework, see where things are well done or have enough room for improvement and innovation.
Once you have identified these areas, you can think of new ways to add value to each of them.
Once you have a lot of ideas for new innovations or innovative developments in existing products, you probably do not have the resources and skills to work with them all at the same time. This is not a big issue, but it proves the correct management and prioritization of those ideas.
What are the ten types of innovation?
Before we move on to a practical example of an innovation framework, let’s first look at each of these ten types to see what innovation really is.
The first and most obvious part of innovation is its profit or business model. While nonprofits and government organizations can certainly innovate without making a profit, producing any innovation is costly and should always be of greater value to the organization that produces it.
Most industries usually have only one initial profit model, most of which (often for a long time) has been adopted by the industry’s core businesses. Challenging this model can be a great way to better align your innovations and motivations with your customers. This gives you an obvious competitive advantage that is often difficult for competitors to copy.
There are several interesting profit models that you can consider in addition to the classic “buy” model, including auctions, risk sharing, subscriptions, fermium and license models, and so on.
A great way to find ideas for new profit models is to look at what some of the most innovative and successful companies in other industries are doing.
The advent of the Internet has made networks more powerful and their formation and management more than ever before, which highlights their importance.
Network Economy is a term that some use to refer to our current and post-industrial age, given that the most valuable companies in the world derive most of their value from networks.
In fact, network innovation benefits from processes, technologies, products, channels, brands of other companies, and, of course, customers and consumers.
Appropriate networks and partnerships can be a great way to quickly create value and at the same time create significant purity over potential competitors.
This could mean using existing infrastructure to quickly achieve market innovation, establishing branches, vertically integrating the supply chain, building social networks and online markets.
Organizational structures are another great yet overlooked goal for innovation. This covers almost everything from organizational design, competencies, and assets, incentives, and managerial structures, to knowledge management.
How you align and improve your internal assets and talent is usually a step forward in determining the success of a business failure.
Simply put, organizational structure and incentive systems are essential parts of your cost structure as well as employee behavior.
The challenging part is that there is not just one right answer, but the right structures depend on the type of industry in which you operate and your business model.
To improve this, you need to make sure that internal communications are not blocked anywhere and that your employees have the right tools to hear, develop and implement their ideas. Here a dedicated tool for managing innovation can help.
Processes in 10 types of innovation:
Internal processes are what an organization uses to develop and deliver its products and services.
Because the processes in most organizations in a particular industry are very similar, most people do not pay much attention to them. They are also not as prominent as the products and services or the customer experience, but they are certainly more important in the long run.
Innovation in internal processes can make significant improvements in costs, the organization’s ability to create new and better products and services, as well as effective growth and scale.
In addition, because these innovations are not so obvious to your competitors, identifying and copying them will be challenging, which can be considered as another competitive advantage.
Opportunities to improve the incremental process are often easily identified and implemented, but it is clear that internal processes also benefit from larger and more dramatic innovations.
If such opportunities are difficult to identify, it is often a good idea to look at what innovative companies are doing in other industries, just like the one in profit models. Some potential examples for tracking, pure method, forecast analysis, process automation, standardization, user engagement, and even funding are plentiful.
By moving towards the real product or service, performance is an obvious area of innovation for any organization. This is what most people are trying to convey when it comes to innovation.
This basically means improving the production capacity of products to create value. In other words, improving things like quality, price, safety, ease of use or stability of the product or service, as well as creating new features.
It goes without saying that top innovators always improve the performance and design of their products, no matter how great they are now.
Fully independent products and services are less common these days. A significant portion of all products and services are used in conjunction with other complementary products.
For example, enterprise software must work seamlessly with all other software used in the organization. Or, for example, your phone has dozens of applications from different companies, and you probably use it with headphones, your car recorder, and many other devices and services.
Product system innovation refers to improvements and changes to ensure that your products work with other complementary products in a way that generates more value than the empty product.
In practice, this can mean a wide range of things. Such as bringing personal products and services together, creating extensions, extensions, and merging with other products. Or even creating a personal platform that third parties can join to strengthen the ecosystem.
Services in 10 types of innovation
Service innovations ensure and improve the usefulness and value of a particular product or service. Services can make it easy to test or use a product or help solve potential challenges during a customer journey.
Excellent service can make customers interested in even mediocre products, which naturally increases customer satisfaction and loyalty.
Warranty, free trial, self-service systems, and complementary or completely superior services are some of the things that organizations can do in this area.
While most organizations are aware of the importance of good service, some organizations still have plenty of room for innovation.
Channel is the method you use to convey your suggestions to customers and users. Traditionally, this means physical channels such as retail or wholesale distribution. But e-business is direct to the customer and other forms of digital channels in most product categories. Even if the product itself is still physical for marketing, sales, and service purposes. Customers are highly valued.
Different channels are suitable for different types of products and services, so it is important to know what makes your customer comfortable. Therefore, innovators should always look for ways to reconsider using different channels to make their customer’s and user’s experiences as integrated as possible.
Some examples of channel innovation are pop-up stores, home order, and delivery, flagship stores, diversification, and comprehensive channel approaches.
A brand represents the perception that the customer has of the offers of a particular business.
Thus, the goal of brand innovation is simply to help customers and users identify, remember and prefer a particular brand over competitors.
To achieve these goals, the brand must be able to fulfill the core value promises of a business to create a clear identity for it. Traditionally, the role of design, communication, and advertising was initially considered, but there is also enough space for new ways and innovations.
For example, you could consider ways to improve your brand image, get credentials to improve credibility, or work on transparency and values to build more trust.
Customer interaction in 10 types of innovation:
Many of the most successful products and services have identified the basic needs of their customers beyond the functional needs.
If you can connect with your customers in those areas, their experience with your organization will be much more rewarding, happier, and more memorable.
As a few examples of potential innovations in this area, you can help the customer master a particular skill related to the use of your product. It allows him to personalize his experience or his desire to join a community of like-minded people. , Meet.
Conclusion of 10 types of innovation:
From the above discussion, we conclude that innovation is more than just creating a completely new product, and the best innovators know this well.
The ten-type framework is a very practical and useful tool for remembering and thinking about innovation in general.
As mentioned, it is no exaggeration to say that the more you can combine different types of innovations. The more likely your product or service is to succeed; As long as these innovations are really useful.
So think about your product or service. In which of these areas can you innovate for better progress?