Customer’s role in breakthrough innovation?
“There has been quite a lot of discussion recently about a post by Jens Martin Skibsted and Rasmus Bech Hansen, titled â€œUser-Led Innovation Canâ€™t Create Breakthroughs; Just Ask Apple and Ikeaâ€. Their major claim is: â€œGreat brands lead users, not the other way around.â€ As expected, this lead to controversial discussions in terms of customerâ€™s role in the process for innovation. The response reminded me of the reaction to one of Roberto Vergantiâ€™s polarizing posts.
Itâ€™s interesting to see that those discussions mostly result in â€˜either-orâ€™ positions â€“ assuming that customer-centered and vision-centered approaches exclude each other. As innovation is about managing tension, I think a â€˜both-andâ€™ approach tends to be more promising.
Innovation aims at providing value to customers. Customers eventually decide whether or not an innovative offering is going to be adopted and to become successful. Therefore, the customer needs to be put in the centre of innovation considerations.”