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The Innovation Battlefieldset the innovation strategy
for products and services
Tool by Boardofinnovation.com
used to analyze the value perception of specific features
2 examples in this slide deck:
Cars ft. iPods 3M ft. Post-its
Why clients changed their mind over time? Why does 3M misses the mark?
We’re working on a new innovation framework. Your feedback is welcome.
Let me explain the framework above:
2 examples in this slide deck:
Cars ft. iPods 3M ft. Post-its
Why clients changed their mind over time? Why 3M misses the mark?
Let’s start from a very simple product as an illustration:
The features of the 3M Post-it
Let’s start from a very simple product as an illustration:
The features of the 3M Post-it
Recycled paper
compact format 76x76 mm
Reusable glue
Writeable area
... and so on
unknown German label
Recycled paper
compact format 76x76 mm
Reusable glue
Writeable area
... and so on
All these features can be ranked on a very simple framework: The Innovation Battlefield
Put yourself in the mindset of 1 specific customer segment:
Example: A Brainstorm Facilitator
unknown german label
Answer 2 questions for each feature:
1. How much happiness does this feature bring to our customer?Recycled paper
compact format 76x76 mm
Reusable glue
Writeable area
... and so on
unknown german label
All these features can be ranked on a very simple framework: The innovation Battlefield
Put yourself in the mindset of 1 specific customer segment:
Example: A Brainstorm Facilitator
1.
2.
2. Would this feature be missed by our customer if left out?
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
Keep in mind that we’re ranking from the perspective of the customer.in our case: The Brainstorm Facilitator who has bought this product.
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
Keep in mind we’re ranking from the perspective of the customer.in our case: The Brainstorm Facilitator who has bought this product.
Recycled papercompact format 76x76 mm
Reusable glue
Writeable areaunknown german label
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”
On this ‘Innovation Battlefield’ we can identify 6 distinctive zones
Area Top Right
a.k.a “Harder, Better, Faster,...”Area Mid Right
a.k.a. “Expected Essentials”
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”
compact format 76x76 mm
Reusable glue
Writeable area
“Harder, Better, Faster,...” features bring a lot of value to a customer.
Typically these are features that are promoted on billboards and in marketing
campaigns, .e.g.: Faster Engine, More Megapixels, Better colors,...
Customers expect to see these features. They can’t be left out.
= incremental innovation
“Expected essentials” features give
minimal pleasure. These are the
critical but often boring aspects of
your product.
Customers expect these features but
will not be excited about them.
e.g. The calling function on a phone,
Driving in reverse with your car,...
Area Top Left
a.k.a “Unexpected Awesomeness”Area Mid Left
a.k.a. “I don’t care.”
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”
When 3M launched the Post-it in 1980 it created sudden “unexpected awesomeness”
with this feature. At that time customers would not miss reusable adhesive strips on notes
because it was not yet known to most people. But once presented, it amazed people.
Reusable glue
Recycled paper
unknown German labelIf it doesn’t create any
pleasure (value) for clients,
they will just say “I don’t care”
if you have this feature or not.
3M might think it’s important
to show a german label on a
Post-it. A brainstorm
facilitator doesn’t care.
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”
When 3M launched the Post-it in 1980 it created sudden “unexpected awesomeness”
with this feature. At that time would not miss reusable adhesive on notes because it was
not yet know to most people. But once presented it would amaze people.
Reusable glue
Recycled paper
unknown German labelIf it doesn’t create any
pleasure (value) for clients
they will just say “I don’t care”
if you have this feature or not.
3M might think it’s important
to show a german label on a
Post-it. A brainstorm
facilitator doesn’t care.
Reusable glueToday this feature is expected
and has moved to another area.
Area Bottom Left
a.k.a “It hurts, take it away.”Area Mid Right
a.k.a. “Assumed Essentials”
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”
Fumbling around with the
plastic wrapping, fighting to
open up a new block of post-its
is frustrating. People want
features like this to be
removed.
“It hurts, take it away” are
those features that cost effort,
time, money. They might be
there for another reason but
clients will not love them.
They hate them.
real post-it from 3M
Plastic wrapping
“assumed essentials” is a very special
area. People might think they need
that feature when they buy the
product. In reality this feature will
not matter or create any value.
During a brainstorm a facilitator will
not care that half of his post-its are
3M branded. Another example: A
DVD player in a laptop. It feels like a
crucial feature while in reality many
people rarely use the DVD station.
Recycled paper
Why the new Post-it Big Pads
completely miss the mark.
We can now explain
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”
Recycled paper
unknown German label
compact format 76x76 mm
Reusable glue
Writeable area
real Post-it from 3M
Plastic wrapping
3M Traditional Post-it
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”
compact format 76x76 mm
7 times bigger format
3M Traditional Post-it
Big Pad Post-it
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”
compact format 76x76 mm
7 times bigger format
It’s just basic incremental innovation.
3M (known as innovator) should focus on this area!
3M Traditional Post-it
Big Pad Post-it
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”
compact format 76x76 mm
7 times bigger format
On the other hand: Stickers & labels by Moleskine & Evernote make it
possible to auto-tag and organize your sketches & notes when scanned.
Moleskine + Evernote labels
3M Traditional Post-it
Big Pad Post-it
smart labels to auto-tag scans
How do features evolve over time?Example: iPod Dock in cars
2005 - Apple announced more car integration options for iPods.
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”Feat
ure Life Cycle
iPod dock in car
2004
Many people don’t have
an iPod. This feature is
irrelevant to them.
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”Feat
ure Life Cycle
iPod dock in car
2004
For new iPod users the
sudden realization that
they could connect their
music to their car was
awesome!
iPod dock in car
2005
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”Feat
ure Life Cycle
iPod dock in car
Most car brands try to offer a
better solution to clients.
(90% of US cars have an
integration solution for iPod)iPod dock in car
201020052004
iPod dock in car
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”Feat
ure Life Cycle
iPod dock in car
Most people expect a way to
connect their iPod to their car
but they don’t jump on the
table anymore.
It became an expected feature.
iPod dock in car
201020052004
iPod dock in car
iPod dock in car
2011
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”Feat
ure Life Cycle
iPod dock in car
Some clients think they will
appreciate the iPod dock but
realize later they don’t use it.
Wireless (bluetooth) options
are far more convenient.
iPod dock in car
20052004
iPod dock in car
iPod dock in car
2010 2011 2012
iPod dock in car
Happiness levelHow much pleasure
does a feature bring?
Innovation Battlefield
HIGH
Features that can be missed Features that cannot be missed
LOW
NONE
“Unexpected awesomeness”
“I don’t care”
“It hurts, take it away”
“Harder, better, faster, ...”
“Expected essentials”
“Assumed essentials”Feat
ure Life Cycle
iPod dock in car
A physical iPod dock is totally
unnecessary in a car. People
realize that there are more
exciting features to integrate
in their dashboard.
iPod dock in car
20052004
iPod dock in car
iPod dock in car
2010 2011 2012
iPod dock in car
iPod dock in car
...
Tool by Boardofinnovation.com
used to analyze the value perception of specific features
Send your feedback to@nickdemey - @boardofinno
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