GETTING THERE BEFORE ANYONE ELSE. REALLY. (2 minute video)

(Be sure to run the video in fullscreen by clicking on the icon below.)

THE LIMITATIONS OF CONVENTIONAL INNOVATION APPROACHES

Conventional approaches (even "best practice" approaches) to innovation fail for four primary reasons:

• The results are built upon a sub-optimal -- or simply misdirected -- notional model of innovation . It:
  • Doesn't place demand on the same brandscape as the needs of consumers and the current product offerings.  Demand is the missing link in innovation.
  • Doesn't take into account inertia caused by brand loyalty or habituation.
  • Doesn't overlay need segments onto the brandscape...so it has no clear idea how to meet needs.
• The data collected is incomplete or inadequate . The measurement system:
  • Misses important drivers of innovation.
  • Doesn't determine repositioning thresholds - how much improvement or differentiation is needed to get a prospect or customer to a more attractive position.
  • Fails to recognize that, psychometrically, the average customer highly values only 3-4 key drivers yielding only 25 or so key drivers across all segments - not hundreds of drivers.
  • Doesn't eliminate or factor analyze drivers of innovation to assure their independence.
• The decision support system for innovation is absent or inadequate . It:
  • Doesn't quantify how far you can move your product - realistically.
  • Doesn't identify the brands that have weak vs. strong brand images.
  • Doesn't explore your competitive space (brandscape) for threats.
  • Doesn't automatically test millions of innovation strategies and find the optimum strategy that moves your product or service into unoccupied volumes of high demand...at the lowest cost.
• The consulting firm :
  • Imagines that they are your equity partner - and they charge you that way.
  • Gives you the fish (the answer)...but not the fishing pole (the decision support system).

REINVENTING INNOVATION USING DECISION SUPPORT ENABLEMENT (DSE)

What if you could leap-frog the limitations just listed above and:

• Identify where innovation/demand opportunity exists on the brandscape?
• Visualize your competitive space more accurately than ever before?
• Clarify the positioning of BOTH your competitors AND the market's key features?
• Explore your competitive space (brandscape) for threats?
• Quantify how far you can move your product (your competitive volume?)
• Identify and visualize segments of existing and unmet demand on the brandscape?
• Perform simulations - move into areas of unoccupied demand?
• Identify how to best penetrate into areas occupied by weaker competitors?
• Move your product/brand away from stronger or no net gain competitors?
• Test millions of potential change strategies and find the strategy that:
  • Maximizes market share capture by moving into areas of maximal demand that are the least occupied by the competition?
  • Minimizes cost to arrive at the that most advantageous position?
  • Maximizes market share opportunity at the lowest cost?

Decision Support-Enabled Innovation achieves all these outcomes and more.  The result? Far more accurate and cost effective innovation strategies...at a far lower cost.  Delivered you way.  That's enablement.

PHASES AND STEPS OF A DSE INNOVATION ENGAGEMENT

(Click on the first icon below to start the slide show.)

KEY BENEFITS (Place your pointer over the benefits to see the short description.)

EXAMPLE CLIENTS