Doblin's 10 Types of Innovation
All successful companies develop their competitive edge through some form of innovation.
However, many focus on one area of innovation only. For instance, they may only look at improving customer services, or creating new products.
While all this is well and good, they may be able to do a lot better by innovating in other areas as well.
When we spread innovation over multiple areas, it becomes much more difficult for competitors to copy us. It can also create much more value. So, where should we look to innovate?