Ten Types of Sustainable Innovation

Unlock innovation across products, services, and experiences for competitive advantage

1. Introduction

Innovation isn’t just about creating new products or services—it’s about finding solutions to challenges that deliver impact or value in new ways. The Ten Types of Innovation framework, developed by Doblin Innovation Firm, is a tool that helps organizations broaden their view of innovation by widening the lens to see areas in which innovation is possible and needed. Research of over 2,000 successful innovations demonstrates that combining multiple types of innovation leads to stronger competitive advantage and more sustainable impact.

2. When to use this tool

Use the Ten Types of Innovation tool when you need to:

  • Break free from a narrow focus (e.g. on product features or a marketing approach) and explore innovation holistically;
  • Identify untapped opportunities to differentiate in mature markets;
  • Assess and improve your organization’s current offering and innovation portfolio.

3. How to use this tool

1. Understand the framework

The Ten Types of Innovation are divided into three categories:

  1. Configuration: Internal processes and systems (e.g. profit models, networks)
  2. Offering: Core products or services (e.g. product performance, product systems)
  3. Experience: Customer-facing interactions (e.g. branding, customer engagement)

Take some time to look at your products and services through these lenses to start to see innovation potential.

2. Assess your current portfolio

Assessing your current inventory of offerings is a critical step in identifying what’s working, what’s missing, and where opportunities lie. Follow these steps to create a clear picture of your current and potential innovation efforts:

  1. List your organization’s current offerings
    • Make an inventory of your products and services: Write down all the products, services, and solutions your organization provides today.
    • Define the value each offering delivers: Ask “What problem does this solve? Why do customers choose this?”
    • Categorize offerings by function: Group similar products or services together to identify patterns and key focus areas.
  2. Identify which innovation types are already being applied
    • Audit for existing innovations: For each offering, evaluate whether any of the Ten Types of Innovation are being used. For example, is your profit model unique? Are you leveraging customer engagement effectively?
    • Assess impact: Determine how effective these innovations are. Are they contributing to revenue, growth, or customer satisfaction?
    • Benchmark competitors: Compare your innovations to those of key competitors to see where you’re ahead or falling behind.
  3. Highlight gaps or areas with untapped potential
    • Analyze customer pain points: What customer challenges remain unresolved? These could signal areas ripe for innovation.
    • Spot external trends: Research new approaches to innovation in your own and adjacent industries, spot ideas, solutions or technologies that your organization could leverage.
    • Look across all Ten Types: Identify which innovation types are underutilized or entirely missing from your approach. 

3. Explore the Ten Types of Innovation

For each product category or segment that you want to take into account, brainstorm ways to enhance or rethink your approach:

  • Profit Model: How can you change how your business generates revenue and captures value?
    • Example: Hilti offers a subscription service for construction tools, reducing the need for companies to purchase and maintain expensive equipment, thus promoting a more sustainable use of resources.
  • Network: How can partnerships expand your reach?
    • Example: Unilever collaborates with NGOs and local governments to enhance sustainable sourcing practices, ensuring that their supply chain is both ethical and more environmentally friendly.
  • Structure: Can you redesign how your teams work together?
    • Example: Patagonia has integrated sustainability into its corporate structure by creating roles focused on environmental impact, ensuring that every team considers sustainability in their operations.
  • Process: What internal workflows can be optimized?
    • Example: Interface, a carpet manufacturer, uses closed-loop recycling processes to reduce waste by turning old carpets into new ones, significantly lowering resource consumption. NIAGA, a similar DSM product, followed their lead.
  • Product Performance: How can you enhance functionality or quality?
    • Example: Tesla continuously improves its electric vehicles to increase battery efficiency and range, reducing the environmental impact of transportation.
  • Product System: Can you create complementary products that add value?
    • Example: Apple promotes sustainability by creating a product ecosystem where devices like iPhones, iPads, and MacBooks work seamlessly together, encouraging longer product lifecycles and reducing electronic waste.
  • Service: How can you enrich customer experiences?
    • Example: Fairphone offers repairable smartphones with ethically sourced materials, providing customers with sustainable technology options and extending product life.
  • Channel: Are there new ways to reach customers?
    • Example: Warby Parker uses a direct-to-consumer model to sell eyewear online, minimizing the carbon footprint associated with traditional retail operations.
  • Brand: How can your story build loyalty?
    • Example: Patagonia aligns its brand with environmental activism, engaging customers who are passionate about sustainability and fostering brand loyalty through shared values.
  • User Engagement: How can you deepen emotional connections?
    • Example: LEGO engages its community by encouraging creativity through user-generated content and events focused on sustainability themes, such as building projects that highlight environmental issues.

4. Prioritize and prototype

When choosing to innovate a product or service category, select 2-3 innovation types that have so far been underused and that would leverage your resources and team strengths while also addressing customer needs.

  • Prototype solutions for each selected type.
  • Run small, “safe-to-fail” experiments and measure results.
    🔗 Check out the Experiment Design tool in the Maker craft.

4. What outcomes to aim for

By applying the Ten Types of Innovation tool, you can expect the following outcomes:

  • Broader perspectives: See innovation opportunities that go beyond mere product improvements.
  • Strategic alignment: Ensure that your innovations support both customer and organizational goals.
  • Iterative progress: Build confidence within your organization through testing and adapting prototypes.

5. How to take this further

To deepen your innovation practice, you could take the following steps:

  • Scale experiments: Once prototypes succeed, implement them on a larger scale.
  • Combine types: Experiment with blending multiple innovation types for even greater impact.
  • Educate stakeholders: Share the framework across your organization to embed a culture of innovation.

6. Resources and references

This tool has been borrowed from Ten Types of Innovation: The Discipline of Building Breakthroughs by Larry Keeley.

This Creation Tool is filed under:
Business

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