Conversation

Daily Inspiration: "World class innovators focus on customer-oriented innovation" - Futurist Jim Carroll

When I started compiling my list of 'world-class innovation,' I knew that I had to include the fact that I was seeing a significant shift in the source of innovation within many of my global clients.

What was the shift? Rather than pursuing an innovation pathway in which their internal R&D or leadership teams were always the origin of most new product and service development ideas, there was an increasing focus outward. There was a realization that the key source for innovation ideas would come from customers - what is now routinely called 'customer-oriented innovation.' It seems like an obvious thing to do, but to this day, many organizations don't enshrine this as a core value in their innovation culture and methodology - which is a real missed opportunity.

In my view, three fundamental trends were underway with 'world-class innovators' that would forever shake up the world of ideas and invention:

Upside-down innovation:  That's looking to customers for product ideas. Those ideas might be very different than the ideas you were thinking about.

Proactive Innovation: Solving the customer's problem before the customer knows it's a problem! Anticipatory thinking matters!

Iterative innovation: A step-by-step approach where regular customer feedback regularly determines future development!

The importance of this shift can't be understated; I previously wrote about it this way:

"Turn your creativity and imagination engine upside down! Make your R&D strategy less about what you see as opportunities – and more about what your partners and customers see.. Adopt the mindset that ‘customer-oriented and partner-based innovation’ will be a key strategy – and you might find that solution to challenges come faster!"

Original post: https://jimcarroll.com/2024/03/daily-inspiration-mastering-innovation-world-class-innovators-focus-on-customer-oriented-innovation/