Innovation Workout Assessing the Potential of an Innovation Quiz, Consumption Chain Analyze and Feature Map an Innovation

Pharmaceutical Innovation The Blockbuster drugs ($1 billion or more in annual sales) of the past 15 years have all been “lifestyle” drugs The Blockbuster drugs ($1 billion or more in annual sales) of the past 15 years have all been “lifestyle” drugs Mood adjusters (Prozac)Mood adjusters (Prozac) Performance enhancers (like Viagra)Performance enhancers (like Viagra) Recreational (MDMA, a.k.a. Ecstasy)Recreational (MDMA, a.k.a. Ecstasy)

Your Task Design (i.e., identify the major features of) a new Blockbuster Drug by Design (i.e., identify the major features of) a new Blockbuster Drug by Quizzing your teammatesQuizzing your teammates Use a Mind Map to find the main feature sets of a hypothetical blockbuster drugUse a Mind Map to find the main feature sets of a hypothetical blockbuster drug Constructing your consumers (a.k.a. teammates’) Consumption ChainConstructing your consumers (a.k.a. teammates’) Consumption Chain Identifying the discriminators and energizersIdentifying the discriminators and energizers (Feature-Attribute Map) for the significant steps of the Consumption Chain(Feature-Attribute Map) for the significant steps of the Consumption Chain

Toolsets Quiz & Organize with a Mind Map Ask Questions: Customer Experience is dynamic So are the questions in quizzingSo are the questions in quizzingWho? … is with customers while hey use the product … is with customers while hey use the product How much influence do they haveHow much influence do they have If we could arrange it, who would we want the customer to be with … If we could arrange it, who would we want the customer to be with … What? What? … Do our customers experience when the use the product… Do our customers experience when the use the product … needs provoked our offering… needs provoked our offering What else? … might customers have on their minds What else? … might customers have on their minds When? … do our customers use this.. When? … do our customers use this.. Where? … are our customers when they use this Where? … are our customers when they use this How? … do customers learn to use the product. How? … do customers learn to use the product.

Toolsets Overview of Feature Set Prioritize and choose the major features of your innovation from the main branches of the Mind Map Review the main innovation features with a feature- attribute map for the entire innovation BasicDiscriminatorEnergizer PositiveNonnegotiableDifferentiatorExciter NegativeTolerableDissatisfierEnrager Neutral So What? Parallel

Toolsets Consumption Chain Analysis Determine the main steps in consumption Determine the main steps in consumption Each step on the consumption chain has an attribute map Each step on the consumption chain has an attribute map You should only list the 3 or 4 most important steps You should only list the 3 or 4 most important steps These will determine whether the potential customer proceeds to the next step (good) These will determine whether the potential customer proceeds to the next step (good) Or leaves the consumption process (not good)Or leaves the consumption process (not good)

Toolsets Feature-Attribute Map the 3-4 Key Steps in the Consumption and Manage those 3-4 Steps Identify Discriminators and Energizers Identify Discriminators and Energizers Describe how you will manage each of these features of the consumption process Describe how you will manage each of these features of the consumption process BasicDiscriminatorEnergizer PositiveNonnegotiableDifferentiatorExciter NegativeTolerableDissatisfierEnrager Neutral So What? Parallel

What to Present Mind Map of Feature Sets for the Drug Mind Map of Feature Sets for the Drug Consumption Chain with key steps containing discriminators and energizers Consumption Chain with key steps containing discriminators and energizers Tell how you will manage each discriminator or energizer to encourage consumers to move to the next step of the Consumption Chain Tell how you will manage each discriminator or energizer to encourage consumers to move to the next step of the Consumption Chain Identify existing ‘substitutes’ for your new drug Identify existing ‘substitutes’ for your new drug Identify other potential barriers to entry for the drug Identify other potential barriers to entry for the drug