Dagens värdar

Henrik Berglund & Sofia BörjessonChalmers University of Technology

Center for Business Innovation

2011-12-02 1

Users and innovation

• Invention vs innovation• Listening to customers?• Listening to customers!

Invention and Innovation

Invention implies bringing something new into being. Innovation implies bringing something new into widespread use.

Invention and Innovation

Invention implies bringing something new into being. Innovation implies bringing something new into widespread use.

Invention and Innovation

Invention implies bringing something new into being. Innovation implies bringing something new into widespread use.

Innovations take many forms

Innovations (but not invention) require customers and markets

But is it wise to listen to customers?When developing radical innovations?

Is it wise to listen to customers?

"If I had asked my customers what they wanted, they would have said a faster horse.“

- Henry Ford

Is it wise to listen to customers?

Is it wise to listen to customers?

“A firm’s scope for strategic change is strongly bounded by the interests of customers who provide the resources the firm needs to survive.”

- Christensen and Bower

So, is it wise to listen to customers?

The answer is Yes!(with some caveats)

Yes – but not just any customer!

Yes – but not just customers!

Yes – but not simply listening!

Customers may not be able to articulate a solution

Yes – but not simply listening!

Customers may not be able to articulate a solution, but they can talk about the problems they have and the jobs they are trying to get done

Yes – but not simply listening!

Customers could not articulate their need for a microwave oven, but they did know they wanted to:

Minimize the time it takes to prepare a meal

Minimize the time it takes to clean up after cooking

Minimize the likelihood of overcooking a meal

Increase the likelihood that the food is cooked evenly throughout

Customers may not be able to articulate a solution, but they can talk about the problems they have and the jobs they are trying to get done

Design Thinking

Customer Development

So, how use customers for innovation?