Innovation isn’t just about new products or high-tech ideas. The “10 Types of Innovation” framework helps leaders understand where and how innovation can happen in any organisation – not just in R&D.
It breaks innovation into 3 key areas:
1. Configuration (How you run the business):
These are behind-the-scenes choices that make your business work.
✅ Profit Model – How you make money.
✅ Network – How you partner with others.
✅ Structure – How your teams are organised.
✅ Process – How you do things better than the competition.
2. Offering (What you offer customers):
This is what people see and buy.
✅ Product Performance – The features and quality of what you sell.
✅ Product System – How your products or services work together.
3. Experience (How customers interact with you):
This is about how your customer feels.
✅ Service – How you support customers.
✅ Channel – How you deliver your product.
✅ Brand – How you’re seen in the market.
✅ Customer Engagement – How you connect with users.
Using this framework helps you spot new opportunities. You don’t need to change everything – even improving one type can give you a strong edge.
Tip: Start by looking at your strongest area, then ask, “Where could we improve or surprise the customer?”