Our ideas
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Ideas about the discipline of innovation
The following concepts are central to our approach to innovation, and are imbedded in our methods and tools.
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Ten Types of Innovation™
When people think “innovation”, they often think “products”. It turns out that there are nine other types as well, and innovators overlook at their peril, because product innovation alone has the lowest return on your innovation investment. more
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| Innovation Landscape™
When you track an industry’s innovations over the years patterns emerge. Seeing the patterns helps an industry insider think differently and move in a direction that will provide stronger differentiation and greater return on an innovation investment. more
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| Innovation Discipline Model
Innovation failure comes more from what companies don’t do at all than from what they do badly. This model helps you see the whole so that you will be less likely to make mistakes of omission. Doblin helps organizations develop an Innovation Discipline and we also offer a downloadable white paper on the subject.
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| Business Concept Illustration
Illustrations and prototypes are commonly used in the design development process, but rarely upstream in the innovation project greenlighting process. Used this way, however, they allow leaders to stand in the future and try it on for size before they invest heavily in creating it. We have found that this can have a galvanizing effect in generating funding for and commitment to innovation development projects. Read the draft paper.
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| Innovation in Health Care
Doblin's insights are featured in a recent white paper developed by the VHA Health Foundation. Read about The Power of Innovation.
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Examples of user insights used to inform innovation projects
Since the mid 1980s Doblin has used anthropologists to discover underlying patterns of customer perception and behavior to inform innovation efforts. On project work, the insights we develop are tailored to a clients situation and highly confidential. However, we independently developed the frameworks below concerning two issues of interest to many companies: compelling experiences and community. They illustrate the nature of the insights available through an anthropological research approach.
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| Compelling experience dimensions
Who knew that all compelling experiences have 3 stages, 2 transitions and 6 attributes? Once you do, however, you can use the knowledge to help you evaluate and enrich the experiences you provide your customers and employees. .pdf file
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| Community traits
It behooves companies to build communities of interest around their offerings, or at least coddle the communities that already exist. Too often, however, companies act in ways that inadvertantly anger them and drive them away. Understanding what makes communities tick helps companies be good community members. web page
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