Ten Types of Innovation
A framework that sorts the ways to innovate into ten types, grouped in three: the configuration of the business, the offering and the experience.
What problem it addresses
It helps you not to limit innovation to the product and to think in combinations of several types.
Components
Configuration
Profit model, network, structure and process.
Offering
Product performance and product system.
Experience
Service, channel, brand and customer engagement.
How it works
Review which types the organization innovates in today.
Look for the types the industry barely uses.
Combine several types in a single proposal.
Applications in design
Use it like this
Open an ideas workshop by going through the ten types, to think beyond the product.
Avoid
Trying to innovate in all ten types at once.
Don’t fall for it
No type is better than another: the choice depends on what the industry already does.
Connections
Authors and works
- 2013
Larry Keeley, Helen Walters, Ryan Pikkel and Brian Quinn
Presented the framework developed at the consultancy Doblin for organizing and planning innovation.
Sources
Original sources
- Keeley, L., Walters, H., Pikkel, R., & Quinn, B. (2013). Ten types of innovation: The discipline of building breakthroughs. Wiley.
Last reviewed: