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Innovation Essentials
What is Innovation?
Understanding Service
Making S-D logic Approachable

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All economies are service economies
agricultural cultivation goods mass production management service resource integration era shift societal beneficial skills change
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Category Making SD-Logic Approachable
    #Making SD-Logic Approachable
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Work in Progress

As service is the basis of exchange, then all economies are service economies. But how do we account for the classic view of their being agricultural, goods and service economies?

We look at the skills and resources that society saw as the most beneficial to apply and improve. These turn out to be the skill and resources of: cultivation, mass production, management, and resource integration.

And the "shift to the service economy", often talked about today, is society beginning to see the skills of resource integration as most beneficial.

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Value is Uniquely and Phenomenologically determined by the beneficiary
beneficiary determined lived-experience experiential experience economy living experience phenomenologically servicescape service design uniquely value
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Category Exploring Value, Making SD-Logic Approachable
    #Exploring Value, Making SD-Logic Approachable
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Work in Progress

In service-dominant logic, we see value differently to the traditional approach (where value is set by manufacturer and measured by the price paid - value-in-exchange). We see a beneficiary who is seeking to make progress in some aspect of their life. And they are hiring a service that proposes to help them make that progress.

Value is therefore only measurable by the beneficiary, and measures the amount of progress the beneficiary feel they have made

This measure is complicated by the baggage the beneficiary brings to the service - there lived experience. As well as the experience they have during the service provision - context, their mood, servicescape etc. Both this lived and living experience are phenomenological

We could interpret this foundational premise as the more approachable: Value is always uniquely determined by the beneficiary based on their lived and living experience

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Innovation: Diffusion, and What Network Topology can tell us
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Category Innovation Essentials
    #Innovation Essentials
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Work in Progress Early Thoughts

Diffusion happens across a social network. Can we take advantage of that network's structure to accelerate diffusion?

To do so, we look at the network's topology. Its centricity, density, weak ties, structural holes etc

Which. in plainer speak, are the influencers, and Gladwell's Mavens, connectors etc. And where we might need to target a few innovator types, or many

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Supercharging the Circular Economy with Service-dominant logic.
act beyond exchange co-create value maintain redistribute recycle refurbish service dominant logic sharing value-in-exchange value-in-circular use
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Category In Practice
    #In Practice
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Work in Progress

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

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Electrolux – vacuum cleaning as a service
cleaner cleaning consumer device electrolux innovation market product reasons robotic service shift vacuum value
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Category Case Study
  #Case Study
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Work in Progress

Where does Electrolux's recently launched robotic vacuum cleaner service sit on the goods-service continuum? What aspects of the ongoing shift to the service economy does this service address? What could Electrolux do next? And, will this be successful?

This mini case study looks at all these questions around the service recently launched on the Swedish market, built upon their successful product.

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Shift to Services: The Music Reproduction Industry
case cd create digital industry innovation listening music playing product record reproduction service pirate vinyl
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Category Case Study
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Work in Progress

The music reproduction industry is a fascinating industry to observe. It shows the progression to a service economy but also starts as a service.

Along the way we see service development is dependent upon product developments and supporting innovations from other industries

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Product Innovation – what is it about?
adoption customer bass fix innovation problem product progress rogers services market
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Category Background
  #Background
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Work in Progress

It's useful to have some background on product-dominated innovation since service-dominated innovation is similar (yet with additional factors to address).

In this article we look at:

  1. how the roles, resources and value attributes of product innovation play out
  2. Rogers' adoptability/diffusion curve
  3. Moore's crossing the chasm
  4. Bass' adoption curve
  5. the factors that impact the speed of innovation adoption

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11 differences you need to be aware of between service-dominant and product-dominant innovation to fix our innovation problem
additional aspects co-created continuous different but similar expanded marketing mix new logic customer involvement measure success problem product-dominant resistance service-dominant success value-in-use
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Category In Practice
  #In Practice
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Work in Progress
Our economies are increasingly services dominant. Yet we typically perform service innovation using product innovation approaches. This raises two questions. Firstly, are service and product innovation the same? Secondly, should, or even can, we apply product-dominant innovation thinking in our service-dominant economies? That McKinsey’s recently found 94% of executives are not happy with the outcome […]
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Product vs Service Innovation
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Category Uncategorized
    #Uncategorized
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Work in Progress Early Thoughts
The Big Picture Is innovation in service different to innovation in goods? There are three schools of thought: Assimilation view sees product and service innovation as essentially the same. Demarcation view sees them as distinct. Synthesis view sees service innovation as essentially the same as product innovation where some aspects appear less important in product […]
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Evolving to Service-Dominant Logic
customer destroy exchange firm goods-dominant innovation job-to-be-done logic manufacturing marketing mix offering realisation relationships service-dominant value
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Category Background
  #Background
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Work in Progress Early Thoughts

Is our current way of thinking about the world - a so called goods-dominant logic that is goods-centric and has a heavy focus on value-exchange - the best mindset for services?

In this first of two articles we look at what is this goods-dominant mindset. We conclude that yes we could use it for services, but it limits us. It is like driving a performance sports car, but only ever using 1st gear.

Once we look more at services we realise a new logic is needed to access the other gears. But that this is a realisation not a revolution.

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