post
Reading time
<1 min
ideation
support
bridge gap
business-ready
guide
empower
collaborate
Do you want to empower ideators to take their exciting ideas towards innovations?
Helping them increase the quality, alignment, and completeness of those ideas in a language that the business understands?
And to do so in an non-intimidating way that is ripe for coaching and reviewing. As well as supporting collaboration.
Then we can use the Lean Canvas in an iterative manner as guide rails to get from ideas to innovations. This minimises innovation theatre and reduces the innovation problem
Reading time
<10 mins
Here's a description of the Lean Canvas - a one-page business plan
We can use it to neatly describe an innovation. As well as guide-rails for an innovator to take an idea to an innovation description.
Reading time
<8 mins
communication
customer
evidence
features
goods
marketing
mix
needs
people
physical
price
process
product
promotion
ps
Introducing the Synthesis Marketing Mix. Built on the foundations of both McCarthy's Product Marketing Mix and Booms & Bitner's Service Marketing MIx. But taking a service-dominant logic view
A world where
- the consumer is better informed
- our economies are service dominated,
- technology is replacing people, and
- we are concerned with sustainability and circular economy
Reading time
<10 mins
criticism
customer
features
goods
marketing mix
needs
service
price
process
product
promotion
Product, Price, Promotion and Place. These are the 4Ps of the original marketing mix. Which helps us tease out things we need to think of to sell our product
It's a marketing classic - but with lots of criticism. Which are sometimes not well looked into by marketing, business or MBA courses.
Reading time
<11 mins
criticism
7Ps
8Ps
innovation
marketing mix
process
people
physical evidence
partner
performance
There is a criticism that the original 4P marketing mix doesn't address service. Which comes from a view that service and goods are fundamentally different.
To address this criticism, Boom & Bitner introduced 3 additional Ps to derive the Service Marketing Mix. These new Ps are People, Physical Evidence and Process.
Kotler added an 8th - performance. And this is sometimes altered to partnership
Reading time
<5 mins
resource misuse
orientation
perception
resources
expectation
contradictions
imposed self-service
agile
co-innovation
Much is made in service-dominant logic about value being co-created. But if it can be co-created, can it also be co-destructed?
Yes, it can. But early descriptions of interactive value formation either down played it or ignored it - destroying value is old school goods-dominant thinking.
But we can define it as occurring when interactions between actors results in a decline in at least one of the actors' well-being
And we investigate a framework that looks at components of orientation, resources and perceptions over time (before, in use and after) contribute to value co-destruction
Reading time
<11 mins
act beyond exchange
co-create value
maintain
redistribute
recycle
refurbish
service dominant logic
sharing
value-in-exchange
value-in-circular use
Can service-dominant logic help us understand and harness the circular economy? Yes
We need to move from the linear economy of take-make-waste. An economy that parallels the embed-exchange-use up logic of goods-dominant logic.
And move to the circular economy. An economy that, amongst other things, aims to to minimise waste and pollution through reusing, sharing, refurbishing and recycling.
And that economy shares a lot with service-dominant logic. With looking beyond the exchange, co-ordination of resources and co-creation of value
Reading time
<11 mins
capabilities
dimensions
data
ecosystem
blue-ocean
job-to-be-done
hindrance
make progress
'reduce resistance'
change
It's time to revisit and update den Hertog's 2000 service innovation model. Reflecting both how the world looks now, 20 years later, as well as folding in modern theories such as servie-dominant logic, job to be done, blue ocean, as well as addressing innovation resistance
I propose the following updates
- Uplifting technology dimension and technological capabilties
- Adding a Data dimension and data exploitation capabilties
- Adding an Ecosystem dimension and partnering capabilties
- Exploring where job to be done, hindrance maps, and blue ocean strategy help
- Exploring where addressing innovation resistance best sits
Reading time
<10 mins
The customer journey of taking a flight has changed beyond all recognition over the last few decades.
This change is a prime example of service innovation in action, and the "invisible hand" of co-value generation
No one person has architected the journey, rather many aspects, suppliers, and customer expectations have come together, competed, some succeeding, some falling by the side, to get where we are today; and what's next?
Reading time
<1 min