Here we​ look at what the customer wants from our products and services and identify the Job To Be Done. The customer is loosely defined here - it is anyone who would benefit from your idea and who would agree to support your project. This element is very closely linked to our organic growth program when we talk about connect deeply with your customer.






Why is this important for you?

Innovation has to be able to impact people positively. And must want it.  Framing the problem statement and identifying the Job To Be Done are critical to make innovation work. Without this, there is no way we can move forward.


The 4 D's of Innovation Uncovered!

innovation, define, 4D, strategic thinking, decision making, design thinking, job to be done
develop, innovation, 4D, strategic thinking, decision making, design thinking, prototype, prototyping, go to market
discover, 4D, innovation, strategic thinking, design thinking, job to be done, innovation,
demonstrate, 4D, innovation, strategic thinking, design thinking,

By walking around in our customers' shoes, we understand a great deal of what is happening and what they need. Sometimes the things that they need are not even in the market and hence our customers are unable to articulate that. We will have to take their experiences apart, identify what is missing, discarding what is not required and reassembling what is left is the creative destruction that accompanies all Discoveries!





Why is this important for you?

First seeing what is out there and then seeing how our customers are reacting to them, and finally knowing what is missing are vital ingredients in making innovation work for you. Some people say that this is the first step, rather than Defining. The fact is, they are both inter-related and more iterative than linear.

This is where we muster all our resources and identify the best way to deliver what the customer needs.  After having discovered the "magic pill", it is now time to make that pill!  Many innovative ideas fail at this juncture because we don't always know what is hiding around the corner when we first start something out and when we bump into it, we are required to overcome that or we sink. Some solutions require technical ingenuity that might be limited.




Why is this important for you?

This is where the rubber meets the road for the first time. Having a great idea without anyone doing anything about it is not innovation. Yet the moment we start doing things, other related things start to show itself up.  So if innovation is key to your organisation, then taking this step by step is important for you.


The final D is to demonstrate the viability of the product or service. While this step is not always required, when we are innovating for the market, it is paramount. We return to our organic growth program when we look at the ways we make a solution sustainable and, in time, profitable. After all, if time and money are spent in finding a solution, it should reap us the benefits of commercialisation. But the distance between Define and Demonstrate can be far, and sometimes, never the 'twain shall meet.


Why is this important for you?

If you are going for commercialisation of a project, then you will need to identify ways to offer your product in the most cost effective way. The reason why concept cars remain as so is because it is not easy to produce that car in a cost effective way. Hence when they finally hit the road, a lot of the elements of the concept car are lost. That's why it is important to understand what we need to do when we get to this point.

Get our articles direct to your inbox! - SUBSCRIBE TODAY!