GLOBAL INNOVATION Customer Centered Innovation October 3, 2013 1 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
Business Model Innovation Process Technology Customer- Innovation Business centered Incubation Acceleration Platforms Experiments Innovation (De-risk) (Grow) (Focus) (Capture) (Discover) Strategic Customer Profit Launch Question Value Formula Plan Proposition � What are emergent � How big is the market? � Are customers buying? Is the CUSTOMER customer needs? market developing? � What are the business � What are the customer � Is the business model working? ECONOMICS economics? economics? What is necessary to scale? COMPETITIVE � What is necessary to win? � What are the sources of � What’s new? ADVANTAGE competitive advantage? � How should the business be CORPORATE � Why Goodyear? built? � What assets should we FIT leverage? 2 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
Customer-Centered Innovation Technology Customer Innovation Business Centered Incubation Acceleration Platforms Experiments Innovation Strategic Profit Launch Customer Question Formula Plan Value Proposition Process to uncover customer value: Skill sets required: 2 3 • Design research and strategy ANALYZE SYNTHESIZE • Ethnography and observation Summarize your observations; Summarize your observations; Explore ways to meet the Explore ways to meet the • Ability to map and analyze complex look for patterns need , guided by user systems (relationships, procedures, frameworks Create frameworks for behaviors) exploration Customer • Brainstorming and facilitation abilities Value to engage diverse perspectives Proposition 4 1 • Ability to make concepts tangible (prototyping) REALIZE RESEARCH Quick and low fidelity Get close to customers – what prototypes are the jobs-to-be-done ? Probe with customers to Observe, watch, record and understand the value question Source: Adapted from 101 Design Methods by Vijay Kumar 3 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
Strategic Question: How can Goodyear create value for large- haulage mining customers through on-site haulage mining customers through on-site integrated service offerings? 4 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
1 RESEARCH • Get close to customers • What are the jobs-to-be-done ? • Observe, watch, record and question 5 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
• Research involves planning! • Understand what you want to learn – Why: project objective, initial hypothesis and big research questions – Who: demographics, life stages, organizational role – What: activities, behaviors – When: time of day, time of year When: time of day, time of year – Where: location (on-the-ground v. in the office) – How: connections/influences – How: research method and approach • Use a framework to observe and collect the facts – AEIOU 6 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
7 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
2 ANALYZE • Summarize your observations; look for patterns look for patterns • Create frameworks for exploration 8 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
9 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
3 SYNTHESIZE • Explore ways to meet the need , guided by user frameworks guided by user frameworks 10 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
11 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
4 PROTOTYPE • Quick and low fidelity prototypes • Probe with customers to Probe with customers to understand the value 12 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
13 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
ITERATE… CUSTOMER A LOT… A LOT… VALUE VALUE PROPOSITION AND, QUICKLY 14 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
Customer Value Proposition : Customer Need Who will benefit? Who has this problem/need most acutely? • How will their world change? • Customer Economics What does our way of addressing this problem or need look like concretely? • How much value are we creating for customers (vs. their best alternatives)? • Roughly how big is this market? • Competitive Advantage How is this problem or need being addressed today (competing solutions)? How • are we different? Why now? • Fit What is our competitive advantage? • How strong/leverageable is this advantage? • 15 Contains Confidential and/or Proprietary Information. May Not Be Copied or Disseminated Without Expressed Written Consent of The Goodyear Tire & Rubber Company.
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