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Summary Businessmodeling 2MEB examen - Extra lecture (innovators method)
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Extra lectureLes 3 – The innovators method
Innovation process: Insight – Savor surprises
1 Insight – Savor surprises
Tools: 5 discover skills, insight capture system
Tests: Vote & proof test
Outcome: Opportunity & insight
The only way to save the company (Hidustan Unilever HUL) was to generate new ideas
and insights. They needed to better understand their customers’ need and challenges.
Paranjpe launched a three-phase initiative ‘Project Bushfire’. Goal Get every
employee to visit customers in their workplace and homes.
First phase: Awareness (e-mails & posters)
Second phase: Selecting hundreds of places across India to visit and set a date and time
through an online system. A lot of managers didn’t want to visit customers but Paranjpe
required 100% participation.
The managers job: Shadow a frontline salesperson, meet customers in their homes, visit
shops and ask questions. They had to fill in questions themselves such as: “What did I
see that confirmed what I already know?” “What surprised me?”. The goal was to
capture information in a central database.
Third phase: Visiting the field. They understood the customers’ needs and problems. They
got to know the insights. Managers have to visit at least five customers per month and have
to interact at least two hours every two weeks with customers.
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