L'innovazione e il concetto di valore: la differenza tra utile e prezioso

Quando si parla d'innovazione occorre concentrarsi sul valore che questa assume nella mente del cliente, andando oltre il concetto di utilità del prodotto o servizio.

"Innovation transforms the useful seeds of invention into solutions valued above every existing alternative – and widely adopted"

Di seguito un articolo che spiega la distinzione tra useful e valuable, promuovendo il concetto di valore: l'innovazione è considerata come il risultato di una moltiplicazione di diverse modalità di concepire il valore, non come mera addizione di un'idea e della sua esecuzione (per quanto perfetta).

(...) “Often usefulness comes from what a product or service does for you, and value comes from how it does it. If you’re looking to truly deliver innovative products and services into the marketplace, then once you succeed at the designing and developing the ‘what’, don’t forget to also focus on achieving excellence in the ‘how’.”

(...) This distinction between useful and valuable is one that you must seek to understand and by turning this into a lens through which you can look at the potential of your innovation investment opportunities, the higher the return you will have from your innovation portfolio.

Speaking of which, maybe we should stop talking about idea generation, idea management and idea evaluation and instead begin thinking about ideas as innovation investment opportunities. Just changing the language we use in talking about innovation can change the way we think about things and the outcomes that we are able to generate. (...) But first I would like to share my innovation equation to counter the popular (innovation = idea + execution) equation. I like to say that:

Innovation = Value Creation (x) Value Access (x) Value Translation

(...) Value Creation is pretty self-explanatory. Your innovation investment must create incremental or completely new value large enough to overcome the switching costs of moving to your new solution from the old solution (including the ‘Do Nothing Solution’). New value can be created by making something more efficient, more effective, possible that wasn’t possible before, or create new psychological or emotional benefits
.
Value Access could also be thought of as friction reduction. How easy do you make it for customers and consumers to access the value you’ve created. How well has the product or service been designed to allow people to access the value easily? How easy is it for the solution to be created? How easy is it for people to do business with you?

Value Translation is all about helping people understand the value you’ve created and how it fits into their lives. Value translation is also about understanding where on a continuum between the need for explanation and education that your solution falls. Incremental innovations can usually just be explained to people because they anchor to something they already understand, but radical or disruptive innovations inevitably require some level of education (often far in advance of the launch).

Done really well, value translation also helps to communicate how easy it will be for customers and consumers to exchange their old solution for the new solution. (...)

Value creation is important, but you can’t succeed without equal attention being paid to both value access and value translation. (...)

 

Fonte: Adattato da B.Kelley, "Innovation is all about value"