In order to become customer-centered, many organizations are giving design thinking a shot. What we’ve observed, however, is that companies often focus too much on the front end of innovation: idea generation. Designer furniture, ping pong tables, and Post-its abound, as companies brainstorm new product and service concepts. But the struggle comes in their attempts to bring those ideas to market.
Ideas that can truly transform a business demand a new way of working, and introduce what we call the Implementation Dilemma. That is: Should an organization develop new offerings using its existing structures and processes, at the risk of delivering incremental innovations that barely move the needle… or instead pivot to a new way of building, testing, and scaling these concepts, with a constant tie back to the customer?
We believe the solution is the latter. At the recent Service Design Network Global Conference, Jon Campbell, VP of Customer Experience and Innovation Capability at Continuum, and Munib Karavdic, Design and Innovation Director of AMP, described how companies can build their innovation capability and bring customer-centered ideas to market.
Slides are available here
About the Author
Allison RyderCommunications & Content LeadAllison designs media communication strategies that share Continuum’s thought leadership, methodologies, and key differentiators with the world. She’s partnered with colleagues to develop articles for HBR, The Wall Street Journal, TechCrunch, and WIRED. She’s most passionate creating content that engages, educates, and inspires her audience.
With a background in video production for online learning, Allison's happiest peering over the shoulder of a designer, coaching speakers from behind a camera, or crafting video narratives in the edit suite.
She holds a BA in German and film studies from Bowdoin College and a graduate certificate in project management from Northeastern University.More from Allison Ryder
