When my dear friend Rudy Moenaert recommends me a book, you can be sure it’s exiting. He recently referred me to ‘The Wide Lens’, a book about why companies do everything well from innovation, understanding customer needs to execution.
One thing that is sometimes missed by companies is that you depend on other companies or other eco-systems to be successful. A great technical innovation such as the run-flat tyre, provided great value for the customer. But the new tyre created a new role for the service garages, one they were not eager to assume. Because the service garages did not adopt, the innovation was not succesful and a large investment was written off.
Literature provides good insight in managing the execution risk: what it takes to bring the innovation on time to market within the right specification. However we should widen our so-called lens to co-innovation: who else needs to innovate for you? And secondly how else needs to adopt your innovation before your intended end-user can assess the full value of your innovation. This is the key message of the book.
The book provides a practical set of tools to see and understand the eco-system that your innovation is part of, as well as choosing your position in that eco-system.
For managing co-innovation and collaboration, I can refer to the work of Prof Henry Chesbrough on ‘Open Innovation’, the key-note speaker at the 14th B2B Marketing conference 2012.