Kunden intimitet og empati er nøglerne til Innovation

“Først og fremmest, vi ved, at en iværksætter strategi har større chance for succes mere det starter med brugerne — deres utilities, deres værdier, deres virkelighed… test af en innovation er altid, hvad den gør for brugeren… Det er på ingen måde fornemmelse eller gamble. Men det er heller ikke netop videnskab. Det er snarere dom.”— Peter Drucker, Innovation og iværksætteri
Bare fordi en virksomhed bruger penge på forskning (som markeder, kunder eller nye teknologier) og udvikling betyder ikke, at de vil få innovation. Innovation, afhænger som med reklame, uddannelse eller mange andre organisation investeringer, af kvaliteten af investeringer som mængden af ressourcer sætter i den. En høj andel af innovative nye produkter, tjenester og virksomheder på floppen. Det er ofte fordi ledere bygge bedre musefælder uden første making sikker på der er nogen mus derude. Eller at folk stadig ønsker at fange dem.
Mange innovationer kommer fra et dybere niveau af kundeservice og markedsforståelse. De går ud over det nuværende kunder siger de har brug for. De løser problemer, kunder enten ikke klar over de har eller vidste ikke kunne løses. Disse nyskabelser skabe behov og ydeevne huller, når kunderne begynder at bruge dem og få tændt til mulighederne.
Hvert enkelt produkt og service vi nu tager for givet, var engang fjollet, interessant, eller bare en ulige nysgerrighed. Hvad ville vi have sagt til en markedsanalytiker, beder om en video maskine for vores TV når der var nogle film til leje? Hvad med CD-afspillere når der var ingen cd’er til at købe? Hvad med en bankcard til at hæve kontanter fra en ATM? Hvad med en personlig computer? I halvtredserne, hvor højt ville vi har vurderet behovet for jet fly når vores forretning blev gennemført inden for et par hundrede-mile radius af vores kontor?
Disse er et par eksempler på tusindvis af innovationer, at kunden eller markedsundersøgelser og konkurrencedygtige benchmarking, ville aldrig have identificeret et behov for. De virksomheder, der var pioner for disse former for innovative gennembrud havde års spektakulære omsætningsvækst og markedet lederskab.
Gå i vores kunders sko
“Behovet for innovation på et hidtil uset omfang er en given. Spørgsmålet er hvordan. Det lader til, at markedet frie tøjler, i og uden for virksomheden, er bedste – måske den eneste — tilfredsstillende svar. “— Tom Peters, Liberation Management: nødvendige uorganiseret for nanosekund halvfemserne
Innovation er et praktisk problem. Det opfordrer til en intim forståelse af vores nuværende kunder og markeder, potentielle nye kunder eller markeder, team og organisation kompetencer og muligheder for forbedring, vision, værdier og mission. Vi kan ikke udvikle intimitet fra en afstand. Undersøgelser, rapporter, undersøgelser, grafer og målinger ikke ville gøre det.
Effektiv innovation afhænger disciplineret management systemer og processer. Men det begynder med mennesker. Folk, der søger for kreative måder at gøre tingene bedre, anderledes, eller mere effektivt. Folk forsøger at forstå, hvordan andre mennesker bruger, eller kunne bruge, produkter eller tjenesteydelser, deres organisation kunne producere. Der gør innovation et lederskab spørgsmål.
Ud over administration af undersøgelser, fokusgrupper og lignende finde innovation ledere et væld af måder at leve i deres kunders verden. De er ved at lære at lære fra markedet, ikke bare markedsundersøgelser. Innovation ledere søger måder at tilpasse organisationens produkt og service udvikling kompetencer med latent eller Uudtrykt marked og kundebehov. Da kunder ved ikke, hvad der er muligt, ikke kan de ofte identificere innovationer, der bryder med kendte mønstre.
Den anden yderlighed erkender ledere, at deres organisationer er konstant i fare for at udvikle produkter og tjenester med ringe eller ingen afsætningsmarked indanke. Så mange nye (eller udvidet) produkter og tjenesteydelser kommer fra empatisk innovation. Disse er innovationer, der løber fra en dyb empati og forståelse af de påtænkte kundernes problemer og ambitioner.
Gennem lever og empathizing med deres kunders verden, innovation ledere fokuserer deres organisations udvikling kapaciteter på at løse problemer eller behov, som kunder ikke kan realisere kunne gøres.
Som min første konsulentvirksomhed, arbejdede gruppen opnå med nuværende og potentielle kunder til at bevæge sig ud over feltet uddannelse til forbedring af organisationen, vi faldt over behovet for senior lederuddannelse, strategi formulering, og gennemførelsen planlægnings sessioner. Dette kom fra et tæt samarbejde med klienter kæmper for at få folk i deres organisation uddannet og ved hjælp af nye tilgange til kundeservice, kvalitetsforbedring og teams. Det blev klart, hvordan den ledende gruppe trak alt sammen og førte indsatsen var den vigtigste hindring eller springbræt til hele indsatsen. Efter eksperimenter, piloter og få fiaskoer, opnås meget vellykkede executive retreat proces udviklet sig og udviklet for at imødekomme et behov, ingen havde forudset.

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