And you start looking over here, this section over here,
you're now looking at the brand.
What's the emotional connection?
What's the experience?
What is the overall brand?
Those are some of the brand experience things to think about.
As you start looking over here, you have some things that deal with sustainability.
You have sustainability here.
You have energy, waste, those are some of the things to think about.
This stuff gets into what could be called the services.
So what are some of the services that you need to be able to use the product?
Is there a website?
How is it repaired?
What's the maintenance with all the services that you provide?
And then surrounding all of this, which includes a big circle that goes
all around, you could think of as what are the things that the company needs to
do with its employees, with its vision, with its creativity and training?
All the things that you see over here.
What are those things?
And that becomes something that drives into our organization.
So you can see that this whole list of things can start to
be categorized into special aspects, like product.
Here you can say business, here you can say services, here there's brand,
here there's sustainability, and this can be referred to as process, right?
So these are some of the things that we can think about overall
as you start mapping out innovation.
So just to regularize that a bit more, there's product innovation,
there's service innovation, there's business model innovation.
There's brand experience innovation, innovation through sustainability, and
the larger circle overall is internal process innovation, right?
Let's quickly look at each one of these one by one, right?
So if you look at product innovation,
that essentially refers to the physical device, right?
In the earlier case we saw was a cell phone.
It could be a car.
So what are some of the things to think about as you're innovating around
this product space?
So clearly, there's something called aesthetics.
What does this car or this product look like?
This technology that goes in it, how is the technology being managed?
How is safety being managed?
How is the car being made safe?
Can you introduce some new innovation, some new materials?
How is it ergonomic, is it comfortable?
Are the seats new?
Is there some innovation in the seat that makes it really comfortable and
easy to ride?
How is it packaged?
Is there a packaging?
How is it transported?
So these are some of the things you need to think about around
the physical product itself.
This essentially refers to the product innovation, right?
That's one aspect of the innovation process.
The next is service, right?
So you may buy a car, but
the car is not something that lives on its own without any maintenance, any repair.
You need to change the oil in the car,
you need to have it cleaned, you might need to have some parts upgraded.
If something breaks down you might have to fix it.
So there is a whole service industry that exists around cars.
And you innovate in that space as well.
So from the time that someone buys a car.
So you can think of the services broken down into multiple components,
from the time that someone decide that they want a car.
What is the experience as you go to buy?
That's a form of service, so buying the car itself is a form of service.
Do you buy it online, do you buy it in a store, do you drive it first?
Then the aspect of repair.
What happens after 3,000 miles or 5,000 kilometers?
Do you need to change the oil?
Do you need to change some parts?
What happens if it breaks down?
What happens if you get into an accident?
What happens when you're done with the car and
you want to sell it and you want a new one?
So that whole experience of your time with this product, with this car, you
need some kind of services from pre-sales, to sales, to maintenance, to end of life.
And what are all the services?
If you are the manufacturer or the producer, you can try and
develop a whole phase of services around that product so
the product and the service exist together as a system.
And that becomes as innovative as possible and as good for
a consumer as possible, right?
The third is the brand experience.
What you see in this image is the logo of the the animal,
the actual ornament that goes on the hood of the vehicle Jaguar.
So Jaguar originally was a British company.
It was then bought by Ford Motors.
