3. Learning Objectives
1. Understand the origins of the Ten Types framework.
2. Become familiar with the Ten Types of Innovation.
3. How to use the Ten Types to define where you’re going
with innovation and to expand opportunities beyond
products alone.
4. Become familiar with tools for turning the Ten Types
into building blocks for Innovation.
Material for this presentation was adapted from Ten Types of Innovation:
The Discipline of Building Breakthroughs, Larry Keeley, Ryan Pikkel, Brian
Quinn, Helen Walters (New Jersey: John Wiley & Sons, Inc.) 2013.
4. Origin of the Ten Types
Framework
A seminal discovery.
8. and uses a disciplined approach.
• All impactful innovations use some combination of ten
basic types.
• The Ten Types can be used to help innovation efforts in
several ways.
• There are over 100 innovation tactics or specific known
ways the framework can be used.
29. Providing a luxury car experience.
Types Used:
• Network
• Product Performance
• Service
• Channel
30. Designing a radical business model.
Types Used:
• Profit Model
• Process
• Product Performance
• Product System
• Service
• Brand
• Customer Engagement
37. Asset Standardization Organizational Design
Competency Center Outsourcing
Corporate University
Decentralized
Management
Incentive System
IT Integration
Knowledge Management
38. Crowdsourcing Predictive Analytics
Flexible Manufacturing Process Automation
Intellectual Property Process Efficiency
Lean Production Process Standardization
Localization Strategic Design
Logistics Systems User-Generated
On-Demand Production
39. Added Functionality Performance Simplification
Conservation Safety
Ease of Use Styling
Engaging Functionality Superior Product
Environmental Sensitivity
Feature Aggregation
Focus
41. Added Value Superior Service
Concierge Supplementary Service
Guarantee Total Experience Management
Lease or Loan Try Before You Buy
Loyalty Program User Communities/Support Systems
Personalized Service
Self-Service
42. Context Specific Multi-Level Marketing
Cross-Selling Non-Traditional Channels
Diversification On-Demand
Experience Center Pop-Up Presence
Flagship Store
Go Direct
Indirect Distribution
44. Autonomy and Authority Personalization
Community and Belonging Status and Recognition
Curation Whimsy and Personality
Experience Automation
Experience Enabling
Experience Simplification
Mastery
45. How to use the tactics.
1. Anchor & Extend
2. Add & Substitute
3. Array at Random
Ad-
Supported
Alliances Incentive
Systems
Styling Guarante
e
Values
Alignment
Alliances Incentive
Systems
Focus Concierge Go Direct
+ +
Metered
Use
Private
Label
Mastery
46. Reflection
Successful Initiatives
A X X X X X X
B X X X X X X
C X X X X X X X
D X X X X X X X X
Unsuccessful Initiatives
1 X X
2 X X X
3 X X X X
4 X X X X
What are you doing in your organization?
What could you do?
47. • Be disciplined.
• Go beyond products.
• Use many types.
• Diagnostics help.
Debrief