Innovation is a critical driver of growth, competitiveness, and sustainability for businesses in today’s rapidly evolving markets. To remain relevant and competitive, organizations must continually explore and develop new ways to create value for their customers and stakeholders. Doblin’s 10 types of innovation framework provides a useful tool for organizations to understand the different dimensions of innovation and design strategies to help them achieve their innovation goals.
The 10 types of innovation framework were developed by Doblin, a global innovation consulting firm, and is based on extensive research into the world’s most successful and innovative companies. The framework categorizes innovation into ten types that can be grouped into three main categories: configuration, offering, and experience.
The first category, configuration, focuses on the internal structure and processes of the organization. The types of innovation in this category include profit model, network, structure, and process. Profit model innovation involves creating new ways to generate revenue or reduce costs, such as subscription-based models or lean production processes. Network innovation involves creating new partnerships or collaborations to leverage resources and capabilities, such as joint ventures or outsourcing. Structure innovation involves reorganizing the organisation’s internal structure to improve efficiency or effectiveness, such as flattening hierarchies or creating cross-functional teams. Process innovation involves improving the methods and procedures used to create and deliver products or services, such as using automation or optimizing supply chains.
The second category, offering, focuses on the products and services that the organization provides. The types of innovation in this category include product performance, product system, and service. Product performance innovation involves improving existing products’ quality, features, or functionality or creating entirely new products. Product system innovation involves creating new systems or platforms that enable customers to interact with products or services in new ways, such as digital ecosystems or modular product designs. Service innovation involves developing new ways to provide value-added services to customers, such as customization or personalized support.
The third category, experience, focuses on the customer experience and the emotional connection between the customer and the organization. The types of innovation in this category include channel, brand, and customer engagement. Channel innovation involves creating new ways to reach and interact with customers, such as digital channels or experiential marketing. Brand innovation involves creating a unique brand identity and positioning that resonates with customers, such as storytelling or purpose-driven branding. Customer engagement innovation involves creating meaningful and memorable customer interactions that build loyalty and advocacy, such as gamification or community-building initiatives.
One of the key benefits of using Doblin’s 10 types of innovation framework is that it provides a comprehensive and structured approach to innovation. By understanding the different types of innovation and how they relate to each other, organizations can identify opportunities for innovation across different areas of their business. This can help break down silos and foster collaboration across departments and functions, leading to more holistic and integrated innovation strategies.
Another benefit of the framework is that it helps organizations assess the risks and challenges of innovation. By understanding the different types of innovation and their associated risks and challenges, organizations can develop strategies to mitigate these risks and ensure that their innovation efforts align with their overall business strategy and goals. This can help to reduce the likelihood of failure and increase the chances of success.
The framework also provides a useful tool for tracking progress and measuring the impact of innovation efforts. By categorizing innovation into different types, organizations can track their progress across different dimensions of innovation and identify areas that may require further attention or investment. This can help ensure that innovation efforts are aligned with business objectives and deliver tangible value to customers and stakeholders.