There is a school of thought that is shifting innovation focus from products and services to behavioural innovation. What is behavioural innovation? Thomas Koulopoulos, the founder of the Delphi Group, let’s us in on his thoughts.
Innovation Isn’t About New Products, It’s About Changing Behaviour
Behaviour is the unknowable variable in every innovation, and it is the variable that most determines the opportunity a new business model has to evolve and take advantage of the new behaviour.
We are at the tail end of an era that has focused almost entirely on the innovation of products and services, and we are at the beginning of a new era that focuses on the innovation of what I like to call “behavioural business models”. These models go beyond asking how we can make what we make better and cheaper, or asking how we can do what we do faster. They are about asking why we do what we do to begin with. And the question of why is almost always tied to the question of how markets behave.
The greatest shift in the way we view innovation will be that the innovation surrounding behaviour will need to be as continuous a process as the innovation of products has been over the last hundred years. The greatest shift in the way we view innovation will be that the innovation surrounding behaviour will need to be as continuous a process as the innovation of products has been over the last hundred years. It’s here that the greatest payback and value of innovation in the cloud has yet to be fully understood and exploited.
Click here to read the full story on why innovation is inextricably linked to behaviour.