Revealing Emerging Expectations, the most important step of innovation.
Emerging expectations are the things customers will start to demand next. These are features, benefits, and values current products are missing but customers haven’t started demanding yet. When customers realize these desires can be met they will demand it from all future products. It’s essential to have something ready when that happens or you will lose customers.
Working on things customers are already asking for puts you in a race with others. If you try to meet existing desires you are in a race against time. Even if you make it to market first, your advantage will quickly disappear. Others will develop competing products, if they haven’t already been working on them. If you don’t have the next product ready your innovation will be overwhelmed with copycats that make improvements on your design.
Revealing emerging expectations allows you to work two steps ahead so you always have the next great thing perfected and ready to release when the demand is strongest and profits are greatest. Plus if you can accurately predict the future innovations you will be able to overwhelm competitors with improvements faster and with less expense than they can copy you. You get ahead, stay ahead, and increase your lead.
Just because you can make it doesn’t mean customers will want it. To get the best return on investment you need to choose the innovations customers will do anything to get. And even if it’s something customers want it doesn’t mean its right for you to sell. So the innovation system you use must reveal a large selection emerging expectations, preferably all, and provide a way for you to compare and rank them in order of value to you.
Many people can think of pie in the sky “futuristic” products. Science fiction is full of those types of ideas. Some of those sci-fi products actually do become real products and are successful. The question is, when? Absolutely predicting the future is impossible but understanding the land marks to watch for gives you the information to plan your actions. If a new product depends on other developments then you should wait for those to be released before releasing yours. You can have everything ready to go and jump into the market at the exact right time. You maximize profits and minimize risk. A complete innovation system shows you those land marks with enough lead time to act.
Revealing the emerging expectations is what makes the OutCompete Predictive Innovation Method predictive and not just another feel good innovation system. The way it does this is by using certain laws of systems that apply to every system. Understanding that every system must follow certain laws allows you to see which things will become “must have innovations” and the order it will occur.
What Makes an Innovation System Complete?
Innovation is more than creativity, it requires 7 steps and each step must satisfy 7 criteria. This video introduces the steps and criteria. In future posts I’ll explore some of the steps and criteria.
For a free 19 page report detailing the criteria contact me and ask for, “What Makes an Innovation System Complete”.
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3D Printer Brings Vision to the Poor
The same week that I found all the articles on 3D printers I found an amazing example that could dramatically improve life for billions of people in developing countries who cannot access, nor afford, prescription glasses.
Last weekend I went to get a new optical prescription so I could buy new contacts. The technician used fully automatic devices to check me for glaucoma and calculated my prescription. I had experienced the glaucoma device but the prescription device was new to me. I instantly knew how it worked just from seeing it. The machine reflects a pattern off your eye then adjusts lenses in the device until the reflected pattern matches the original. Incredibly, quick easy and cheap!
My mind raced through all the potential innovations stemming from this device. I came up with a long list which I’ll get to in a moment. What I am more excited about is an extremely innovative application of this same technique. In 2002 a student at MIT used a similar technique as part of a system to make glasses for the poor. This was exactly what I had thought of. This innovation went from an idea in 2002 to commercial usable device in 2006. That is amazing.
One of the reasons the idea was developed in such a short time was the use of a 3D printer to create a prototype. But probably even more important was it solved a previously impossible problem and opened up a gigantic market. There are 1 billion people who need inexpensive glasses. 
There are two obstacles to providing eye glasses to people in developing countries. Read more
