Keeley and his team discovered a framework system (macro method) of ten types of innovation (disciplines): Ten Types Of Innovation. This system can be used to test and develop the individual types of innovation in relation to an idea, a business model or a company.
The idea of Ten Types Of Innovation:
At the heart of any discipline is often a simple organizational system – an underlying structure that orders what works and what does not. This is exactly how Ten Types behaves towards innovation. A conscious awareness of these types makes innovation easier and more effective overall.
The ten types, all of which are also recorded here, are called:
– Profit Model (innovative profit models: new ways to turn a company’s offerings or its undiscovered assets into cash).
– Network (innovative cooperation between companies. Through the network, resources and sales channels are mutually granted and used).
– Structure (innovative organizational structures of a company – personnel, tangible or intangible)
– Process (process innovations, involving all activities that affect a company’s products).
– Product Performance (innovations that give a product outstanding features and functionality)
– Product System (innovations that do not concern individual products but are characterized by the combination and bundling of several products and/or services)
– Service (innovations that increase the usability and obvious function of a product and thus its value by means of a service)
– Channel (innovations that affect all the ways in which a company’s offerings reach users and customers).
– Brand (innovations that affect the brand itself. Customers should recognize the brand and prefer its original products to those of competitors and imitators).
– Customer Engagement (innovations that reflect an understanding of the deep desires of customers and use this to create meaningful connections between consumers and the manufacturing company).
Ten Types can be used for comprehensive diagnosis to enrich a current innovation or assess existing competition. The types have no hierarchy or order. Any combination can be present in an innovation and innovators can start working with any building block.
The authors have structured the framework into three colored categories. The first four types Profit Model, Network, Structure and Process are highlighted in blue and deal with the innermost function of a company and its business model.
The further you progress in the Ten-Types system, the more the types have to do with the customer. Product Performance and Product System are highlighted in orange and focus on the company’s main product or service.
The last four types are highlighted in red: Service, Channel, Brand and Customer Engagement are the most customer-focused.
