Why 3M misses the mark: analysed with the Innovation Battlefield Framework (Draft) - @boardofinno
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The document discusses an "Innovation Battlefield" framework for analyzing the value perception of product features from the perspective of customers. It uses the example of 3M Post-it notes to illustrate how features can be ranked on the framework based on how much pleasure they bring customers and whether the features would be missed if removed. The framework identifies six zones that features can fall into, including "unexpected awesomeness," "harder, better, faster," "expected essentials," "I don't care," and "it hurts, take it away." The reusable glue of Post-its is given as an example of creating "unexpected awesomeness" when first introduced.
Why 3M misses the mark: analysed with the Innovation Battlefield Framework (Draft) - @boardofinno
- 1. The Innovation Battlefield set the innovation strategy for products and services Tool by Boardofinnovation.com used to analyze the value perception of specific features
- 2. 2 examples in this slide deck: We’re working on a Cars ft. iPods 3M ft. Post-its new innovation framework. the mark? Why clients changed their mind over time? Why does 3M misses Your feedback is welcome. Let me explain the framework above:
- 3. 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?
- 4. Let’s start from a very simple product as an illustration: The features of the 3M Post-it
- 5. Let’s start from a very simple product as an illustration: The features of the 3M Post-it Reusable glue Recycled paper Writeable area unknown German label compact format 76x76 mm ... and so on
- 6. 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 Reusable glue Recycled paper Writeable area unknown german label compact format 76x76 mm ... and so on
- 7. 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 Reusable glue Answer 2 questions for each feature: Recycled paper 1. How much happiness does this feature bring to our customer? Writeable area 1. unknown german label compact format 76x76 mm 2. ... and so on 2. Would this feature be missed by our customer if left out?
- 8. Keep in mind that we’re ranking from the perspective of the customer. in our case: The Brainstorm Facilitator who has bought this product. Innovation Battlefield Happiness level How much pleasure does a feature bring? HIGH LOW NONE Features that can be missed Features that cannot be missed
- 9. Keep in mind we’re ranking from the perspective of the customer. in our case: The Brainstorm Facilitator who has bought this product. Innovation Battlefield Happiness level How much pleasure does a feature bring? HIGH Reusable glue compact format 76x76 mm Recycled paper LOW unknown german label Writeable area NONE Features that can be missed Features that cannot be missed
- 10. On this ‘Innovation Battlefield’ we can identify 6 distinctive zones Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH “I don’t care” “Expected essentials” LOW “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
- 11. Area Top Right Area Mid Right a.k.a “Harder, Better, Faster,...” a.k.a. “Expected Essentials”
- 12. “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 Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH Reusable glue “I don’t care” “Expected essentials” compact format 76x76 mm LOW “Expected essentials” features give minimal pleasure. These are the Writeable area critical but often boring aspects of your product. “It hurts, take it away” “Assumed essentials” Customers expect these features but NONE will not be excited about them. e.g. The calling function on a phone, Driving in reverse with your car,... Features that can be missed Features that cannot be missed
- 13. Area Top Left Area Mid Left a.k.a “Unexpected Awesomeness” a.k.a. “I don’t care.”
- 14. 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. Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” Reusable glue HIGH “I don’t care” “Expected essentials” Recycled paper LOW unknown German label If it doesn’t create any pleasure (value) for clients, they will just say “I don’t care” “It hurts, take it away” “Assumed essentials” if you have this feature or not. NONE 3M might think it’s important to show a german label on a Post-it. A brainstorm facilitator doesn’t care. Features that can be missed Features that cannot be missed
- 15. 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. Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” Reusable glue HIGH Today this feature is expected Reusable glue and has moved to another area. “I don’t care” “Expected essentials” Recycled paper LOW unknown German label If it doesn’t create any pleasure (value) for clients they will just say “I don’t care” “It hurts, take it away” “Assumed essentials” if you have this feature or not. NONE 3M might think it’s important to show a german label on a Post-it. A brainstorm facilitator doesn’t care. Features that can be missed Features that cannot be missed
- 16. Area Bottom Left Area Mid Right a.k.a “It hurts, take it away.” a.k.a. “Assumed Essentials”
- 17. Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” “assumed essentials” is a very special area. People might think they need HIGH that feature when they buy the product. In reality this feature will not matter or create any value. “I don’t care” “Expected essentials” During a brainstorm a facilitator will not care that half of his post-its are LOW 3M branded. Another example: A Fumbling around with the DVD player in a laptop. It feels like a plastic wrapping, fighting to crucial feature while in reality many open up a new block of post-its people rarely use the DVD station. is frustrating. People want “It hurts, take it away” “Assumed essentials” features like this to be real post-it from 3M removed. NONE Plastic wrapping “It hurts, take it away” are those features that cost effort, time, money. They might be there for another reason but Features that can be missed Features that cannot be missed clients will not love them. They hate them.
- 18. We can now explain Why the new Post-it Big Pads completely miss the mark. Recycled paper
- 19. Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH Reusable glue “I don’t care” “Expected essentials” compact format 76x76 mm Recycled paper LOW unknown German label Writeable area “It hurts, take it away” “Assumed essentials” 3M Traditional Post-it real Post-it from 3M NONE Plastic wrapping Features that can be missed Features that cannot be missed
- 20. Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH Big Pad Post-it 7 times bigger format “I don’t care” “Expected essentials” compact format 76x76 mm LOW “It hurts, take it away” “Assumed essentials” 3M Traditional Post-it NONE Features that can be missed Features that cannot be missed
- 21. It’s just basic incremental innovation. 3M (known as innovator) should focus on this area! Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH Big Pad Post-it 7 times bigger format “I don’t care” “Expected essentials” compact format 76x76 mm LOW “It hurts, take it away” “Assumed essentials” 3M Traditional Post-it NONE Features that can be missed Features that cannot be missed
- 22. Moleskine + Evernote labels On the other hand: Stickers & labels by Moleskine & Evernote make it possible to auto-tag and organize your sketches & notes when scanned. Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH smart labels to auto-tag scans Big Pad Post-it 7 times bigger format “I don’t care” “Expected essentials” compact format 76x76 mm LOW “It hurts, take it away” “Assumed essentials” 3M Traditional Post-it NONE Features that can be missed Features that cannot be missed
- 23. How do features evolve over time? Example: iPod Dock in cars 2005 - Apple announced more car integration options for iPods.
- 24. 2004 Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH Many people don’t have “I don’t care” “Expected essentials” an iPod. This feature is irrelevant to them. LOW iPod dock in car e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
- 25. 2004 2005 Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” HIGH For new iPod users the iPod dock in car sudden realization that they could connect their music to their car was “I don’t care” “Expected essentials” awesome! LOW iPod dock in car e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
- 26. 2004 2005 2010 Innovation Battlefield Happiness level How much pleasure Most car brands try to offer a does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” better solution to clients. (90% of US cars have an iPod dock in car HIGH iPod dock in car integration solution for iPod) “I don’t care” “Expected essentials” LOW iPod dock in car e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
- 27. 2004 2005 2010 2011 Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” iPod dock in car HIGH iPod dock in car Most people expect a way to “I don’t care” “Expected essentials” connect their iPod to their car but they don’t jump on the iPod dock in car table anymore. LOW iPod dock in car It became an expected feature. e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE Features that can be missed Features that cannot be missed
- 28. 2004 2005 2010 2011 2012 Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” iPod dock in car HIGH iPod dock in car “I don’t care” “Expected essentials” iPod dock in car LOW iPod dock in car e Life ur Cy Some clients think they will Feat cle “It hurts, take it away” “Assumed essentials” appreciate the iPod dock but realize later they don’t use it. NONE iPod dock in car Wireless (bluetooth) options are far more convenient. Features that can be missed Features that cannot be missed
- 29. 2004 2005 2010 2011 2012 ... Innovation Battlefield Happiness level How much pleasure does a feature bring? “Unexpected awesomeness” “Harder, better, faster, ...” iPod dock in car HIGH iPod dock in car “I don’t care” “Expected essentials” iPod dock in car LOW iPod dock in car e Life ur Cy Feat cle “It hurts, take it away” “Assumed essentials” NONE iPod dock in car A physical iPod dock is totally iPod dock in car unnecessary in a car. People realize that there are more exciting features to integrate Features that can be missed Features that cannot be missed in their dashboard.
- 30. Send your feedback to @nickdemey - @boardofinno Tool by Boardofinnovation.com used to analyze the value perception of specific features