Sagacious Jones innovation audit - external
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3. External Innovation Types
3.1. Experience Innovation
Do you have an innovation methodology and process that allows iterative change by adding, changing, or enhancement of a customer’s experience with your product, brand or company?
Typically this involves taking a close look at how the user actually uses your product, and finding ways to enhance that process.
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3.2. Design Innovation
Do you have an innovation methodology and process that allows for the creativity in the addition of aesthetical and or ergonomic appeal to a product above its simple functionality?
(For example, Apple under Steve Jobs has consistently applied new and novel designs to existing technology (PCs, MP3 players, even portable video players a la VideoPod – all existed prior to Apple releasing their own version) to achieve a competitive presence in the marketplace. Although by no means the only reason that iPods and their ilk are so popular (a liberal dose of Marketing Innovation, Brand Innovation, and Experience Innovation are also frequently used to name but some of the other dimensions Apple regularly hits) – the iconic design and form functionality that they have been able to endow on the product has given them the edge over other competitors with better technology.)
3.3. Brand Innovation
Do you have an innovation methodology and process that enhances brand image by examining the different ways a product or service can be conveyed through a name or logo?
This goes beyond standard branding and examines how strongly it interacts with the additional innovation dimensions of design and experience to enhance its overall impact and potential success in the marketplace. By focusing and centering these innovation dimensions together, the desirability and value targeted at the brand (and the related attributes endowed on the consumer of that brand) are increased.
3.4. Network Innovation
Do you have an innovation methodology and process that depends on collaboration within the value chain for a particular product or for the company as a whole?
In other words, the network of suppliers, business partners, business alliances, employees, and customers (both primary and indirect) that enables the company to function, or the product to be made. For example – you might look at restructuring a reseller network to provide greater worldwide coverage for your product, or you might decide on an innovative joint venture with a non-competing supplier to solve a joint problem for mutual profitability.