Doblin’s 10 Types of Innovation framework empowers organizations to systematically analyze and improve their innovation endeavors across various domains. Developed by Larry Keeley and his team at Doblin, the model aims to foster growth, differentiation, and competitive advantage in the market.
Main Benefits of Doblin’s 10 Types of Innovation Model
Doblin’s 10 Types of Innovation Model provides a comprehensive framework for organizations to assess and address various aspects of their business, ensuring that innovation efforts are not limited to just product development but also encompass other critical areas such as processes, services, and customer engagement.
Doblin’s 10 Types of Innovation Model helps:
- to analyze and prioritize innovation opportunities,
- to allocate resources effectively to drive desired outcomes,
- to build stronger relationships with customers, leading to a competitive advantage in the market,
- to align innovation efforts with strategic objectives.
Explanation of Doblin’s 10 Types of Innovation Model
Doblin’s 10 Types of Innovation Model categorizes innovation into ten distinct dimensions, including profit model, network, structure, process, product performance, product system, service, channel, brand, and customer engagement. Organizations can analyze and enhance their innovation efforts across these different areas.
These ten types are categorized into three main categories: Configuration, Offering, and Experience.
Configuration category covers the elements that form the basis of the business:
Profit Model: Innovations in how the company generates revenue and profits.
Network: Innovations in partnerships, alliances, and collaborations.
Structure: Innovations in the organization’s internal framework, processes, tasks, and governance.
Process: Innovations in how the company creates, produces, and delivers its products or services.
The offering category encompasses what the company provides to its clients in terms of products, services, experience, and overall value proposition.
Product Performance: Enhancements in product or service’s core distinguishing features and functions.
Product System: Innovations in the range of products and services offered, including complementary offerings.
The experience category is centered around the user or customer experience. It pertains to how customers interact with the company’s products, services, and all other aspects of the business.
Service: Innovations in how the company delivers value to its customers through various service-related activities and interactions.
Channel: Innovations in how the company reaches and interacts with its customers.
Brand: Innovations in representation of a company’s offerings and business. It involves how the company presents itself, its products, and its values to customers and the wider market.
Customer Engagement: Enhancements in the overall customer experience and interaction.
Each of these components represents a specific aspect of innovation that organizations can focus on to drive growth, differentiation, and competitive advantage. By carefully assessing their business objectives, strengths, and areas for improvement, companies can identify the most relevant types of innovation to pursue. This targeted approach ensures that innovation efforts are focused and aligned with strategic goals, ultimately driving sustainable growth and competitive advantage in the market.
How to Apply Doblin’s 10 Types of Innovation Model
To implement Doblin’s 10 Types of Innovation Model, businesses should first assess their current operations and identify areas for improvement based on the ten types of innovation. By prioritizing and implementing innovative strategies that align with their business goals, organizations can indeed explore new paths to grow their business.
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Additional Tips and Readings
- You can learn more about innovation processes with The Innovation Value Chain.
- You can learn more about growth strategy with The SCAMPER Technique
- You can read 7Ps Marketing Mix to optimize your strategy.
- For a step-by-step strategic planning tool, you can read the ADKAR Model
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