Strategy & Design Innovation

2 days

Conceiving and developing high impact innovations
course code 2.3

What is the course for

#1

Understand the significance and opportunities of opening up new markets (blue oceans) thanks to high-impact innovation

#2

Understand the critical success factors of the market

#3

Understand the steps needed to move from strategy (impact proposal) to designing a high-impact innovation

The changing pace of technological contexts, competitive scenarios and usage conditions test the ability of our products and services to keep up over time. To succeed in sustaining a prosperous and profitable business, we must constantly innovate our products, our processes and the way we interact with the outside world of customers and suppliers. However, innovation often begins with the features or functionalities that a product must have in order for it to succeed on the market. This ends up focusing attention on the same factors as our competitors, risking only incremental innovations, with no significant impact on the market. With this premise it becomes very difficult to develop truly revolutionary products or services.

To create high-impact innovations, or innovations capable of opening up new sectors, we need instead to rethink products and services in a strategic way by shifting competition to factors currently neglected by the market so as to create a high-impact, differentiated market proposal, focused and clear, able to attract customers who are not fully satisfied with the options currently present. Generating this differentiated vision is the basis for developing any successful product or service.

Once a focused and differentiated impact proposal has been defined it is necessary to translate this vision into the solutiokn’s required specifications  in order to realise the impact proposal. In other words, we need to define what features or requirements the solution will have to respect in order to achieve the desired impact for customers and the company.

A high-impact solution consists of three parts:

  • Business System: this refers to all elements connected with the costs and revenues generated by producing and marketing the solution
  • Product system: this refers to all elements connected with the product system, such as complementary products and services, assistance, etc.
  • Customer relationship system: this refers to all aspects of the relationship with the customer such as sales channels, the brand, etc.

The aim of the training course is to provide a clear and effective sequential method for building an innovative, high-impact, differentiated and focused proposal that opens up new market segments (blue ocean).

Goals

  • Understand the significance and opportunities of opening up new markets (blue oceans) thanks to high impact innovation
  • Grow your business by creating high impact innovations
  • Differentiate yourself from the competition by increasing the value offered to customers while reducing costs
  • Understand the critical success factors of the market
  • Acquire methods and tools for the constant generation of high-impact innovations
  • Acquire the methods and tools to structure a successful impact proposal
  • Understand the steps needed to move from strategy (impact proposal) to designing a high-impact innovation
  • Recognise the opportunities for high-impact innovation within the business model
  • Recognise the opportunities for high-impact innovation within the product system
  • Recognise the opportunities for high-impact innovation within the customer relationship system

Addressed to

  • Entrepreneurs
  • CEOs
  • General management
  • Business unit supervisors
  • Sales management
  • Marketing management
  • Technical directors, R&D managers

Contents

Exploring the meanings and opportunities of high-impact innovations

  • The change in perspective of high-impact innovation: novelty or diversity?
  • The paradox of innovation in order to beat your competition
  • Staying focused on the opening of new sectors (blue ocean) as a base for high impact innovation
  • The myths tied to innovation
  • Essential elements for high-impact innovation: cost reduction and increased value

Identifying the critical success factors to focus on when generating high-impact innovations

  • Defining the innovation mission (the job to be done) in its functional, emotional, and social aspects
  • Identifying the critical success factors for the chosen innovation mission that are used by the competition
  • Seeking opportunities for differentiation through analysing the six paths
  • Looking for opportunities to differentiate and extend demand through non-customer analysis
  • Creating a vision for high-impact innovation

Creating the impact proposal for generating high-impact innovations

  • Formulating the vision in an impact proposal using an impact diagram
  • Removing barriers to adopting and disseminating the impact proposal
  • Creating a focused impact proposal
  • Creating a differentiated impact proposal
  • Creating an effective innovation vision

Design the business model (business system) to convey the impact proposal

  • Design your profit model
  • Design the organisational structure to support your innovation
  • Design the processes needed to support your innovation
  • Design the networking system and functional partnerships to realise your innovation

Design the product system for delivering the impact proposal

  • Define the features of the innovation to create the impact proposal
  • Define the characteristics of the product system in creating the impact proposal
  • Show product and process modularity

Design the customer relationship system to deliver the impact proposal

  • Define the most appropriate sales channels
  • Define the service(s) to support the innovation
  • Evaluate brand options to support the developed solution
  • Define the customer experience that makes the solution innovative from the customer’s point of view

You will experience

  • From market research to a high impact market proposal
  • How to build impact proposals and their impact diagrams
  •  How to define and validate an impact proposal
  • The added value and implications of creating impact proposals within the company
  • How to effectively communicate your innovative vision
  • A systemic approach to creating high-impact innovation
  •  How to go from impact proposal to design requirements
  • How to find innovation opportunities in business models
  • How to find innovation opportunities in the product system
  • How to find innovation opportunities in customer relationship systems

Download the in-company training catalogue