Summary of Ten Types of Innovation

SUMMARY OF TEN TYPES OF
INNOVATION

, The ten types
It is a useful tool you can use both to diagnose and enrich an innovation you’re working on,
or to analyse existing competition.
It makes it especially easy to spot errors of omission, missing dimensions that will make a
concept stronger.
Any combination of types can be present in an innovation, and innovators can start by
focusing on any type in the framework.
The types on the left:
- The most internally focused and distant from customers.
- Backstage

The types on the right:
- The types become increasingly apparent and obvious to end users.
- Onstage

The types are categorized in three categories:
1. Configuration:
a. These types of innovation are focused on the innermost workings of an
enterprise and its business system.
i. Profit model
ii. Network
iii. Structure
iv. Process
2. Offering:
a. These types of innovation are focused on an enterprise’s core product or
service, or a collection of its products and services.
i. Product performance
ii. Product system
3. Experience:
a. These types of innovation are focused on more customer-facing elements of
an enterprise and its business system.
i. Service
ii. Channel
iii. Brand
iv. Customer engagement