The New Twisted Product Lifecycle
Some problems never die. They just mutate!
Great innovators start with the solution in mind. Then do the job backwards. Even Stephen Covey said this.
The traditional product lifecycle might be right and correct. But if you want to innovate you will have to take it, and twist it rightwards.
This way you can attribute an innovation “action” for each one of the different stages in the cycle. It is a two way journey.
This tool will help you to understand where is your offer standing and what you should do in order to grow. You might have to change your mindset about how your product’s lifecycle develops.
Start in the future. Then juxtapose your believes, the introduction and growth stages can be the right moment to start churning your own products. Even if it seems to be too soon.
On the farther right, it indicates what innovation supporter you should consider when developing an actionable plan for your renewed product, if you want to provide a solution that keeps solving the mutated problem.
The problem never dies, it just mutates -
Blackberry solved the problem of high executives reachability and accessibility, thinking –among other things – in the ergonomics of fingernail-typing and in the functionality of emails.
KODAK solved the problem of image capturing and printing. And yet they “invented” – but not developed – the digital photography, they continued addressing the capturing and printing first variation of the problem. (film)
BB thought they had ‘killed’ the problem and continued producing BB’s with button-populated keyboards in half the space of their devices.
KODAK though they had killed the problem of photography and continued producing film cameras.
BB and KODAK thought they had killed the problem, and they continued to think the problem was dead (or static) and what they actually killed were the companies