Innovation Through Destruction
In order to create something of value you often have to destroy something else. That is why I say: “If it ain’t broke, break it”. If you do not constantly attempt to break it yourself, your competitors will. So, step into their shoes and think about what you would do to outcompete your own company; otherwise, you will sooner or later realize that your market disappears or your products and services become obsolete.
Therefore, you need to constantly innovate and without solid insight into your target group’s problems, frustrations, and challenges it is difficult to know what to aim for. Nevertheless, with technology and business cycles changing rapidly, you need to be fast as well - and hit the right target. Obviously, the faster you shoot the less time you have to aim, so you need to send off multiple shots.
Less Can Be More
In order to achieve disruptive innovation you must venture out into deep water. You need to do something that turns the world upside down, something that is truly unique. It may sound counter-intuitive, but in many cases you actually need to offer less than today. Use this simple tool that forces you to think outside the box by making you look at your offerings from seven different perspectives:
- Eliminate: Remove it altogether
- Reduce: Keep doing it, but to a lesser extent
- Replace: Remove something and put something else in its place
- Reverse: Do it the other way around
- Combine: Add something new to what you already do
- Exaggerate: Do much more of what you have done so far
- Introduce: Do something entirely new
Time For Fast Prototyping
If you further expand on and combine some of these “out of the box” ideas, you will have a good platform to venture to Mars. However, ideation is not enough, now it is time for fast prototyping. Fast truly is a keyword because it is OK, almost a must, to miss as long as you do it fast and early and without spending too many resources:
- Prototype: Create a number of prototypes that supposedly create value to your target group
by relieving them from some of their pains
- Test: Let carefully selected people, primarily but not exclusively from your target group, evaluate your prototypes – and do it early in the process
- Refine: You need to receive comprehensive feedback from the test in order to identify areas that need to be improved
A failure is only a failure if you do not learn from it; consequently, embracing failure must be built into the very DNA of your company, with you constantly seeking ways to achieve disruptive innovation.
Innovation is closely linked to providing solutions to your customers' problems, frustrations and challenges. But how do you identify these customer pain points? Our free mini eBook is concerned with detecting opportunites for growth by pinpointing the challenges your target group face, allowing you to provide the solutions they need. Please click on the link above to download your free copy.