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

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

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

The services marketing triangle captures the marketing relationships between three actors: company, employees and customer

These relationships revolve around the promise. External marketing is the company making the promise; interactive marketing is the employees delivering the promise; and internal marketing is the company enabling the employees to deliver the promise

I make a small update to reflect that customers nowadays deal with more than just employees. In a service-dominant logic view the following deliver the promise:

• employees, including gig economy workers
• systems of the service provider - the electronic employee, so to say
• physical resources/goods of the service provider - the hire car or goods used for self-service