So, at number three then is Go Back In Time.
No, I don’t think you are the Doctor about to jump in the Tardis – what is meant is that potentially some years earlier you had a product that sold really well, but then sales dried up. Have you revisited and made changes to see if it would work again?
Just because something stopped selling doesn’t mean it won’t work again. Do some digging around, research etc and find out if a simple tweak could bring it up to date – or if it could be used for another purpose. There are lots of examples of well-known companies out there that took a product that was failing and re-invented it to something essential to our lives.
Ask What If?
Time for some lateral thinking, time to revisit assumptions made and boundaries – time to re-focus. Let’s use KFC as an example of this. They were struggling with the lower end of their market – those who were in a rush. So they brought in an agency who simply sat in one of their stores and watched footfall, who was buying what and what their habits were.
They discovered that a large number of students were coming in and simply buying french fries as they needed something quick, easy and inexpensive. After asking various questions and doing that lateral thinking, they came up with Popcorn Chicken – which is now a major seller for them.
Then finally – Eliminate.
What can you take away that is not needed? What needs to be removed to make it lighter/cheaper/faster/more appealing?
One of the most obvious examples of this of course is the old Sony Walkman – that eliminated speakers and became an iconic thing to have.
So, there we have it, a quick and slightly simplistic look at how to start – but I hope we have given you a few thoughts of what you can and can’t do.
Please do let us know if you have used other means to start the innovation process.
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