From the course: Managing Innovation
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Levels of innovation
- Do you know why you innovate? Maybe you're trying to bring quick improvements to your customers. Or you're trying to take market share from your competitors. Or maybe you want to create an entirely new market within an existing industry. Or even create a brand new industry. Now, these sound like obvious questions for a product organization to answer. But I've seen many companies struggle with these questions time and time again. Frequently, I see organizations inconsistently answer these questions, even to the level of having contradictory answers. And this leads to misaligned innovation strategies and poor execution and ultimately failed products. I want to help you focus your thinking about innovation outcomes at discreet levels. So that you can align discussions, improve planning and optimize success in your organization with your customers and across your markets. While the word innovation often leads to visions…
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