The Customer-Centered Innovation Map

The Customer-Centered Innovation Map

Summary

This map was introduced in an article in Harvard Business Review (HBR) that was chosen to be one of the Top 10 Innovation articles in HBR.[1] It was written by Lance Bettercourt and Anthony Ulwick in June 2008 [2]

The article centers around a mapping of every activity needed to complete a job. Organizations 'hire' products to perform work and the idea is if the product can perform be most successful by completing as many of these steps as possible. Those steps are:

  1. Define: Determine the goals and needed resources
  2. Locate: Gather items and information to complete the job
  3. Prepare: Setup the environment to do the job
  4. Confirm: Verify that everything is ready to fulfill the job
  5. Execute: Carry out the job
  6. Monitor: Assess whether the job is being successfully executed
  7. Modify: Make alterations to improve execution
  8. Conclude: Finish the job or prepare to repeat [3]

References

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