1. Innovation Workout Assessing the Potential of Microsoft’s Zune Quiz, Consumption Chain Analyze and Feature Map an Innovation

4. Zune vs iPod Right now, the iPod is a premium device. Right now, the iPod is a premium device. Even if you can only afford an iPod shuffle for US$79, it still amounts to a fashion and lifestyle statement inherited from its larger siblings. Even if you can only afford an iPod shuffle for US$79, it still amounts to a fashion and lifestyle statement inherited from its larger siblings. If Microsoft wanted to design something really cool, they could. If Microsoft wanted to design something really cool, they could. They have the money to attract the design talent. They have the money to attract the design talent. However, that's not in Microsoft's DNA. However, that's not in Microsoft's DNA.

5. Look Deeper The key to reviewing the Zune is not to look at the features that it provides. The key to reviewing the Zune is not to look at the features that it provides. A deeper understanding is, as usual, embedded in the politics of the device.A deeper understanding is, as usual, embedded in the politics of the device. The way to dilute Apple’s brand is not to come out with a cool device. The way to dilute Apple’s brand is not to come out with a cool device. Rather, one wants to make the portable music player a humdrum commodity device.Rather, one wants to make the portable music player a humdrum commodity device. A kind of roll-up-your-sleeves-and-get-to-work crowd. No nonsense crowd.A kind of roll-up-your-sleeves-and-get-to-work crowd. No nonsense crowd. Microsoft intends to tear down the elitist culture of the iPod and turn the portable music device into nothing more than a $9 blister-pack Casio calculator. Microsoft intends to tear down the elitist culture of the iPod and turn the portable music device into nothing more than a $9 blister-pack Casio calculator.

6. Hardware? What Hardware? The current Zune isn't really a product per se. The current Zune isn't really a product per se. Not enough Zunes will be sold to qualify as a real product. Not enough Zunes will be sold to qualify as a real product. Instead, the Zune needs to be viewed as a platform. Instead, the Zune needs to be viewed as a platform. The Zune gives Microsoft a ticket to: The Zune gives Microsoft a ticket to: Negotiate with record labels and Indies;Negotiate with record labels and Indies; Negotiate with Hollywood studio execs;Negotiate with Hollywood studio execs; Give away (where legal) Zunes to build corporate good will;Give away (where legal) Zunes to build corporate good will; Poison Apple's dealings with other clients and partners; andPoison Apple's dealings with other clients and partners; and Develop product placement and visibility on TV.Develop product placement and visibility on TV.

7. 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.

8. 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

9. 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)

10. 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

11. What to Present Mind Map of Feature Sets for the Zune Platform (business model) Mind Map of Feature Sets for the Zune Platform (business model) 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