Transcript Quiz, Consumption Chain Analyze and Feature Map a particular

Innovation Workout
Assessing the Potential of an Innovation
Quiz, Consumption Chain Analyze
and Feature Map an Innovation
Pharmaceutical Innovation

The Blockbuster drugs ($1 billion or
more in annual sales) of the past 15
years have all been “lifestyle” drugs
• Mood adjusters (Prozac)
• Performance enhancers (like Viagra)
• Recreational (MDMA, a.k.a. Ecstasy)
Your Task

Design (i.e., identify the major features of) a new
Blockbuster Drug by
• Quizzing your teammates
• Use a Mind Map to find the main feature sets of a
hypothetical blockbuster drug
• Constructing your consumers (a.k.a. teammates’)
Consumption Chain
• Identifying the discriminators and energizers
• (Feature-Attribute Map) for the significant steps of the
Consumption Chain
Toolsets
Quiz & Organize with a Mind Map
Ask Questions: Customer Experience is dynamic
• So are the questions in quizzing
Who?

… is with customers while hey use the product
• How much influence do they have
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If we could arrange it, who would we want the customer to be
with …
What?
• … Do our customers experience when the use the product
• … needs provoked our offering
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What else? … might customers have on their minds
When? … do our customers use this ..
Where? … are our customers when they use this
How? … do customers learn to use the product .
Toolsets
Overview of Feature Set
Prioritize and choose the major features of your
innovation from the main branches of the Mind
Map
Review the main innovation features with a featureattribute map for the entire innovation
Basic
Discriminator
Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel
Toolsets
Consumption Chain Analysis
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Determine the main
steps in consumption
Each step on the
consumption chain has
an attribute map
Selection
Search
Delivery
Repairs and
Returns
Financing
Use
Receipt
Storage and
trasport
Continue
• Or leaves the
consumption process
(not good)
Payment
Final disposal
Service
You should only list
the 3 or 4 most
important steps
These will determine
whether the potential
customer proceeds to
the next step (good)
Order and
purchase
Awareness
of need
Leave
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Installation
and Assembly
Toolsets

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Identify
Discriminators
and Energizers
Describe how
you will
manage each
of these
features of the
consumption
process
Leave
Feature-Attribute Map the 3-4 Key Steps in the
Consumption and Manage those 3-4 Steps
Continue
Basic
Discriminator
Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel
What to Present

Mind Map of Feature Sets for the Drug
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Consumption Chain with key steps containing discriminators
and energizers
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Tell how you will manage each discriminator or energizer to
encourage consumers to move to the next step of the
Consumption Chain
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Identify existing ‘substitutes’ for your new drug

Identify other potential barriers to entry for the drug