Why 3M misses the mark: analysed with the Innovation Battlefield Framework (Draft) - @boardofinno

The Innovation Battlefieldset the innovation strategy

for products and services

Tool by Boardofinnovation.com

used to analyze the value perception of specific features

http://www.boardofinnovation.com


2 examples in this slide deck:

Cars ft. iPods 3M ft. Post-its

Why clients changed their mind over time? Why does 3M misses the mark?

We’re working on a new innovation framework. Your feedback is welcome.

Let me explain the framework above:

2 examples in this slide deck:

Cars ft. iPods 3M ft. Post-its

Why clients changed their mind over time? Why 3M misses the mark?

Let’s start from a very simple product as an illustration:

The features of the 3M Post-it

Let’s start from a very simple product as an illustration:

The features of the 3M Post-it

Recycled paper

compact format 76x76 mm

Reusable glue

Writeable area

... and so on

unknown German label

Recycled paper


Reusable glue

Writeable area

... and so on

All these features can be ranked on a very simple framework: The Innovation Battlefield

Put yourself in the mindset of 1 specific customer segment:

Example: A Brainstorm Facilitator

unknown german label

Answer 2 questions for each feature:

1. How much happiness does this feature bring to our customer?Recycled paper


Reusable glue

Writeable area

... and so on

unknown german label

All these features can be ranked on a very simple framework: The innovation Battlefield

Put yourself in the mindset of 1 specific customer segment:

Example: A Brainstorm Facilitator

1.

2.

2. Would this feature be missed by our customer if left out?

Happiness levelHow much pleasure

does a feature bring?

Innovation Battlefield

HIGH

Features that can be missed Features that cannot be missed

LOW

NONE

Keep in mind that we’re ranking from the perspective of the customer.in our case: The Brainstorm Facilitator who has bought this product.




HIGH


LOW

NONE

Keep in mind we’re ranking from the perspective of the customer.in our case: The Brainstorm Facilitator who has bought this product.

Recycled papercompact format 76x76 mm

Reusable glue

Writeable areaunknown german label




HIGH


LOW

NONE

“Unexpected awesomeness”

“I don’t care”

“It hurts, take it away”

“Harder, better, faster, ...”

“Expected essentials”

“Assumed essentials”

On this ‘Innovation Battlefield’ we can identify 6 distinctive zones

Area Top Right

a.k.a “Harder, Better, Faster,...”Area Mid Right

a.k.a. “Expected Essentials”




HIGH


LOW

NONE








Reusable glue

Writeable area

“Harder, Better, Faster,...” features bring a lot of value to a customer.

Typically these are features that are promoted on billboards and in marketing

campaigns, .e.g.: Faster Engine, More Megapixels, Better colors,...

Customers expect to see these features. They can’t be left out.

= incremental innovation

“Expected essentials” features give

minimal pleasure. These are the

critical but often boring aspects of

your product.

Customers expect these features but

will not be excited about them.

e.g. The calling function on a phone,

Driving in reverse with your car,...

Area Top Left

a.k.a “Unexpected Awesomeness”Area Mid Left

a.k.a. “I don’t care.”




HIGH


LOW

NONE







When 3M launched the Post-it in 1980 it created sudden “unexpected awesomeness”

with this feature. At that time customers would not miss reusable adhesive strips on notes

because it was not yet known to most people. But once presented, it amazed people.

Reusable glue

Recycled paper

unknown German labelIf it doesn’t create any

pleasure (value) for clients,

they will just say “I don’t care”

if you have this feature or not.

3M might think it’s important

to show a german label on a

Post-it. A brainstorm

facilitator doesn’t care.




HIGH


LOW

NONE







When 3M launched the Post-it in 1980 it created sudden “unexpected awesomeness”

with this feature. At that time would not miss reusable adhesive on notes because it was

not yet know to most people. But once presented it would amaze people.

Reusable glue

Recycled paper

unknown German labelIf it doesn’t create any

pleasure (value) for clients

they will just say “I don’t care”

if you have this feature or not.

3M might think it’s important

to show a german label on a

Post-it. A brainstorm

facilitator doesn’t care.

Reusable glueToday this feature is expected

and has moved to another area.

Area Bottom Left

a.k.a “It hurts, take it away.”Area Mid Right

a.k.a. “Assumed Essentials”




HIGH


LOW

NONE







Fumbling around with the

plastic wrapping, fighting to

open up a new block of post-its

is frustrating. People want

features like this to be

removed.

“It hurts, take it away” are

those features that cost effort,

time, money. They might be

there for another reason but

clients will not love them.

They hate them.

real post-it from 3M

Plastic wrapping

“assumed essentials” is a very special

area. People might think they need

that feature when they buy the

product. In reality this feature will

not matter or create any value.

During a brainstorm a facilitator will

not care that half of his post-its are

3M branded. Another example: A

DVD player in a laptop. It feels like a

crucial feature while in reality many

people rarely use the DVD station.

Recycled paper

Why the new Post-it Big Pads

completely miss the mark.

We can now explain




HIGH


LOW

NONE







Recycled paper

unknown German label


Reusable glue

Writeable area

real Post-it from 3M

Plastic wrapping

3M Traditional Post-it




HIGH


LOW

NONE








7 times bigger format


Big Pad Post-it




HIGH


LOW

NONE









It’s just basic incremental innovation.

3M (known as innovator) should focus on this area!


Big Pad Post-it




HIGH


LOW

NONE









On the other hand: Stickers & labels by Moleskine & Evernote make it

possible to auto-tag and organize your sketches & notes when scanned.

Moleskine + Evernote labels


Big Pad Post-it

smart labels to auto-tag scans

How do features evolve over time?Example: iPod Dock in cars

2005 - Apple announced more car integration options for iPods.




HIGH


LOW

NONE






“Assumed essentials”Feat

ure Life Cycle

iPod dock in car

2004

Many people don’t have

an iPod. This feature is

irrelevant to them.




HIGH


LOW

NONE







ure Life Cycle

iPod dock in car

2004

For new iPod users the

sudden realization that

they could connect their

music to their car was

awesome!

iPod dock in car

2005




HIGH


LOW

NONE







ure Life Cycle

iPod dock in car

Most car brands try to offer a

better solution to clients.

(90% of US cars have an

integration solution for iPod)iPod dock in car

201020052004

iPod dock in car




HIGH


LOW

NONE







ure Life Cycle

iPod dock in car

Most people expect a way to

connect their iPod to their car

but they don’t jump on the

table anymore.

It became an expected feature.

iPod dock in car

201020052004

iPod dock in car

iPod dock in car

2011




HIGH


LOW

NONE







ure Life Cycle

iPod dock in car

Some clients think they will

appreciate the iPod dock but

realize later they don’t use it.

Wireless (bluetooth) options

are far more convenient.

iPod dock in car

20052004

iPod dock in car

iPod dock in car

2010 2011 2012

iPod dock in car




HIGH


LOW

NONE







ure Life Cycle

iPod dock in car

A physical iPod dock is totally

unnecessary in a car. People

realize that there are more

exciting features to integrate

in their dashboard.

iPod dock in car

20052004

iPod dock in car

iPod dock in car

2010 2011 2012

iPod dock in car

iPod dock in car

...

Tool by Boardofinnovation.com

used to analyze the value perception of specific features

Send your feedback to@nickdemey - @boardofinno



Why 3M misses the mark: analysed with the Innovation Battlefield Framework (Draft) - @boardofinno

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Transcript of Why 3M misses the mark: analysed with the Innovation Battlefield Framework (Draft) - @boardofinno