The Customer-Centered Innovation Map

The Customer-Centered Innovation Map

Summary

This map was introduced in an article in Harvard Business Review (HBR) that was chosen to be one of the Top 10 Innovation articles in HBR.[1] It was written by Lance Bettercourt and Anthony Ulwick in June 2008 [2]

The article centers around a mapping of every activity needed to complete a job. Organizations 'hire' products to perform work and the idea is if the product can perform be most successful by completing as many of these steps as possible. Those steps are:

  1. Define: Determine the goals and needed resources
  2. Locate: Gather items and information to complete the job
  3. Prepare: Setup the environment to do the job
  4. Confirm: Verify that everything is ready to fulfill the job
  5. Execute: Carry out the job
  6. Monitor: Assess whether the job is being successfully executed
  7. Modify: Make alterations to improve execution
  8. Conclude: Finish the job or prepare to repeat [3]

References

  1. ↑ https://hbr.org/product/hbr-s-10-must-reads-on-innovation-with-featured-article-the-discipline-of-innovation-by-peter-f-drucker/an/11363E-KND-ENG
  2. ↑ https://www.researchgate.net/publication/5313092_The_customer-centered_innovation_map
  3. ↑ http://www.jey-associates.com/pr/Customer-CenteredInnovationMap_R0805Hp2.pdf
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