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Creating digital innovations

From: Business Innovation Fundamentals

Video: Creating digital innovations

The SIT method is great for creating exciting new products and services. Now I want to show you how to apply these techniques to digital assets. For example, let's apply the attribute dependency technique to a website. You start by listing the internal and external attribute to the site, like the one here. You list the attributes, and you create a two-dimensional matrix that pairs internal attributes to other internal and external attributes.

Creating digital innovations

The SIT method is great for creating exciting new products and services. Now I want to show you how to apply these techniques to digital assets. For example, let's apply the attribute dependency technique to a website. You start by listing the internal and external attribute to the site, like the one here. You list the attributes, and you create a two-dimensional matrix that pairs internal attributes to other internal and external attributes.

Next, select a cell on the matrix and imagine a relationship between the two attributes. For example, location of visitor and graphics, meaning how the information is displayed on your website. As the location of the visitor changes, the information and graphics that you display on your website change. Why would that be valuable? In what situations would it make sense to have that relationship in place? Well, think about it. Imagine if your customer is browsing your website right inside one of your retail stores.

Perhaps you would change the kind of information and graphics you would use to show your products. What if they were browsing your website from one of your competitor stores? Could that change how you display competitive pricing information? What if your customer is browsing within a health care facility or from an airport or inside a restaurant? Would it change the products, the prices, or other service elements that you display? It just might. Applying attribute dependency can make your website responsive and adaptable.

It services your clients better by understanding more about them. Let's apply the same approach to a social media application. For this example, let's use Facebook. Here are the internal and external attributes of a Facebook page, and here is our matrix. Let's imagine a relationship between likes and wall postings. There's no relationship there now, so let's imagine one. For example, as the number of likes increases over a particular period of time, your wall postings change.

Why would that be beneficial? Perhaps you would put different products or special promotions there once you reach a certain level of likes. In other words, you change how you engage with your customers who visit your Facebook page based on how they engage. A relationship between these two attributes would give you a cue to know when it's appropriate to do something different on your page. Let's go further with digital innovation and look at mobile apps and how to apply SIT techniques.

For these, I like to use the task unification technique the same way we did in Chapter Five. In that case, we took a component of a product or service and we assigned it the additional job of addressing a specific business issue. You can do the same thing with mobile apps. We create a virtual product by saying the app has the additional job of addressing this business issue. The trick is to pick an app that has absolutely nothing to do with this issue right now.

That's where you find some surprising innovations. Let's do an example. Imagine your company makes a household product that helps get rid of odors in your home. It's a spray product that you would use to get rid of odors from your cat or dog. Imagine you're the marketing manager for this product and you want to find creative ways to promote its benefits. First, find a list of mobile apps. You can find many on iTunes or on a site like this one, Go2web20.net.

Pick one of these randomly and plug it into the phrase, "The app has the additional job "of promoting my product." Here's an app called Micello. Micello is a provider of comprehensive indoor venue mapping. It's like Google Maps only for indoor spaces, like shopping malls or airports. You imagine this app has the additional job of promoting your spray for pet odors. What would be the benefit? How would it work? And how would it increase brand awareness of your product? Suppose this technology is used to create an internal map of your home.

What if it could also track where your pet spends its time as it moves from room to room? Perhaps the app creates an odor-heat map of where the pet has been so that you know exactly where to spray the product. I love this idea because it's both functional and it reinforces the brand promise. Task unification can help find new uses for existing apps, and it can help you create completely new apps. Your digital assets are just as important as your products and services. Using the SIT method will unlock more value for your customers and find new ways to engage them more effectively through digital channels.

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This video is part of

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Business Innovation Fundamentals

58 video lessons · 2299 viewers

Drew Boyd
Author

 
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  1. 1m 41s
    1. Welcome
      1m 22s
    2. Using the exercise files
      19s
  2. 21m 37s
    1. What is innovation? Introducing Systematic Inventive Thinking
      3m 21s
    2. The principle of function follows form
      4m 8s
    3. The closed-world principle
      4m 16s
    4. Characteristics of innovative products and services
      3m 51s
    5. Challenging the myth of thinking outside the box
      3m 11s
    6. Challenging the myth of serendipity
      2m 50s
  3. 11m 55s
    1. Functional fixedeness
      2m 26s
    2. The subtraction technique
      2m 59s
    3. Subtraction in action
      4m 8s
    4. Addressing common challenges
      2m 22s
  4. 10m 35s
    1. Structural fixedness
      2m 32s
    2. The division technique
      2m 43s
    3. Division in action
      3m 3s
    4. Addressing common challenges
      2m 17s
  5. 16m 25s
    1. The multiplication technique
      4m 24s
    2. Multiplication in action
      4m 39s
    3. Zooming in and zooming out
      4m 51s
    4. Addressing common challenges
      2m 31s
  6. 15m 45s
    1. The task-unification technique
      4m 19s
    2. Task unification in action
      4m 14s
    3. Using task unification for business issues
      4m 27s
    4. Addressing common challenges
      2m 45s
  7. 17m 49s
    1. The attribute dependency technique
      3m 32s
    2. Creating an attribute dependency matrix
      3m 37s
    3. Types of dependencies
      4m 12s
    4. Attribute dependency in action
      4m 31s
    5. Addressing common challenges
      1m 57s
  8. 27m 7s
    1. Running ideation workshops
      4m 13s
    2. Which technique to use
      3m 26s
    3. Creating new services and processes
      3m 17s
    4. Creating digital innovations
      5m 12s
    5. Involving customers
      5m 49s
    6. Evaluating ideas
      5m 10s
  9. 14m 48s
    1. Mastering innovative thinking
      3m 42s
    2. Building a pilot program
      3m 56s
    3. Addressing organizational challenges with innovation
      4m 3s
    4. Next steps
      3m 7s
  10. 52m 41s
    1. About Drew
      2m 9s
    2. What is innovation?
      51s
    3. What got Drew started in innovation?
      2m 15s
    4. On innovation as a skill
      1m 53s
    5. On innovation as part of your business
      1m 58s
    6. On resistance to innovation
      3m 31s
    7. On innovation's tainted image
      2m 34s
    8. Where do you apply innovation strategies?
      2m 31s
    9. Who should lead an innovation effort?
      3m 6s
    10. On favorite innovation experiences
      3m 51s
    11. On innovation vs. strategy
      3m 36s
    12. On working with innovation consultants
      3m 20s
    13. On trends in innovation
      3m 26s
    14. On innovation as competition
      2m 32s
    15. On innovative companies
      2m 43s
    16. On generating vs. executing ideas
      3m 2s
    17. Can you overdo innovation?
      2m 1s
    18. How do you start innovating?
      3m 44s
    19. On the most innovative products
      3m 38s

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