cbi-dagen henrik
TRANSCRIPT
![Page 1: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/1.jpg)
Dagens värdar
Henrik Berglund & Sofia BörjessonChalmers University of Technology
Center for Business Innovation
2011-12-06 1
dagenEntreprenörer Innoverar - Kunder Validerar
![Page 2: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/2.jpg)
Users and innovation
• Invention vs innovation
• Listening to customers?
• Listening to customers!
![Page 3: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/3.jpg)
Invention and Innovation
Invention implies bringing something new into being.Innovation implies bringingsomething new into widespread use.
![Page 4: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/4.jpg)
Invention and Innovation
Invention implies bringing something new into being. Innovation implies bringing something new into widespread use.
![Page 5: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/5.jpg)
Invention and Innovation
Invention implies bringing something new into being.Innovation implies bringingsomething new into widespread use.
![Page 6: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/6.jpg)
Innovations take many forms
![Page 7: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/7.jpg)
Innovations (but not invention) require customers and markets
![Page 8: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/8.jpg)
But is it wise to listen to customers?When developing radical innovations?
![Page 9: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/9.jpg)
Is it wise to listen to customers?
![Page 10: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/10.jpg)
"If I had asked my customers what they wanted, they would have said a faster horse.“
- Henry Ford
Is it wise to listen to customers?
![Page 11: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/11.jpg)
Is it wise to listen to customers?
“A firm’s scope for strategic change is strongly bounded by the interests of customers who provide the resources the firm needs to survive.”
- Christensen and Bower
![Page 12: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/12.jpg)
So, is it wise to listen to customers?
![Page 13: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/13.jpg)
The answer is Yes!(with some caveats)
![Page 14: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/14.jpg)
Yes – but not just any customer!
![Page 15: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/15.jpg)
Yes – but not just customers!
![Page 16: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/16.jpg)
Yes – but not simply listening!
Customers may not be able to articulate a solution
![Page 17: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/17.jpg)
Yes – but not simply listening!
Customers may not be able to articulate a solution, but they can talk about the problems they have and the jobs they are trying to get done
![Page 18: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/18.jpg)
Yes – but not simply listening!
Customers could not articulate
their need for a microwave
oven, but they did know they
wanted to:
Minimize the time it takes to prepare a meal
Minimize the time it takes to clean up after cooking
Minimize the likelihood of overcooking a meal
Increase the likelihood that the food is cooked evenly throughout
Customers may not be able to articulate a solution, but they can talk about the problems they have and the jobs they are trying to get done
![Page 19: CBI-dagen Henrik](https://reader034.vdocuments.site/reader034/viewer/2022052508/5593edd61a28ab783b8b4600/html5/thumbnails/19.jpg)
Design Thinking
Customer Development
So, how use customers for innovation?