Innovation workshops are a great way to get a team aligned with innovative projects.
But not sure what an innovative project might look like?
What makes “innovation” difficult is to understand what it means and how to apply it.
It's not just about thinking outside the box—it's about understanding the intricacies of innovation itself.
In this blog, we are going to go over one of the innovation types. Done through the insightful lens of renowned Harvard thinker, Clay Christensen.
Unveiling Sustaining Innovation: A Deeper Dive
Clay Christensen is a name synonymous with innovation wisdom, and he's got a treasure trove of insights to share. He's mapped out three distinct types of innovation, and in this blog, we're spotlighting one of them—Sustaining Innovation.
The Heart of Sustaining Innovation
Imagine a process of continuous enhancement, a relentless pursuit of improvement that takes an existing product or service and elevates it to new heights.
That's Sustaining Innovation in a nutshell.
Companies invest in enhancing what they offer, catering to their loyal customers' thirst for enhanced value. And here's the kicker—it's often achieved with minimal cost to the company, while the perceived value prompts customers to willingly pay a premium.
To put it simply using Christensen's words, Sustaining Innovation revolves around crafting "better products that you could sell for better profits to your best customers."
Think about Apple's new phone iterations—each release aims for incremental enhancements that keep their dedicated user base hooked.
The Thin Line: Striking a Balance
While Sustaining Innovation has its merits, there's a threshold to bear in mind.
There's a point where continuous improvement might lead to over-complication. Think about it—improvements pushed beyond what customers actually need can turn into complexity that they don't desire.
And that's the perfect opening for a new player to swoop in and capture a large slice of the market pie. Particularly the lower end who want the main product or service and don't need all the bells and whistles. We will talk more about that in another blog
The Path Ahead
Understanding Sustaining Innovation not only sheds light on a strategic approach but also opens doors to prevent over-optimization. Remember, the goal isn't just innovation for innovation's sake; it's about aligning enhancements with customer needs and values.
If you are looking to bring this or other types of innovation into your organization, we can run a variety of innovation workshops for you and your team.
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