O dilema de inovar

Dilema

  1. raciocínio que parte de premissas contraditórias e excludentes, mas que paradoxalmente terminam por fundamentar uma mesma conclusão [Em um dilema, ocorre a necessidade de uma escolha entre alternativas opostas A e B, que resultará em uma conclusão ou consequência C, que deriva necessariamente tanto de A quanto de B.]. Fonte: Google dicionário


De Clayton Christensen:

  • Tenha dois modelos de incubação de inovação.
  • Observe como os clientes estão realmente usando o produto.
  • Tenha um planejamento orientado à descoberta que seja adaptável a vários fatores de mudança.
  • Seja criativo ao encontrar os clientes certos que podem se beneficiar diretamente da sua inovação, em vez de um mercado grande e menos direcionado.
  • Trabalhe com tentativa e erro para que uma nova organização possa falhar desde o início e sem grandes despesas.
  • Não desenvolva produtos e serviços com base no que os clientes dizem que gostariam. Faça com base no que eles precisam.
  • Não inove em uma qualidade singular, como excesso de oferta de desempenho. Pense em funcionalidade, confiabilidade, conveniência e preço.
  • Empresas também já podem estar trabalhando em diferentes tipos de inovações mais sustentáveis para manter sua posições de mercado e margens de lucro. No entanto, elas ainda podem perdem o domínio do mercado por causa de seu foco na manutenção de lucros e ignorando novos mercados trazidos por tecnologias disruptivas.
  • Saiba o que os clientes desejam por meio de pesquisas, grupos focais e entrevistas, visando melhorias incrementais, ao longo do tempo.
  • A busca por uma margem de lucro deve ser moderada com expectativas de longo prazo.
  • A dificuldade de prever mercados emergentes significa que uma empresa não pode justificar o investimento, consequentemente, geralmente perde-se as tecnologias disruptivas e o mercado emergente que a acompanha.
  • Às vezes, as empresas são muito inflexíveis com sua estrutura de Recursos / Processos / Valores (RPV) para se adaptarem às condições de mudanças.
  • Modelos teóricos para inovação raramente funcionam no mundo real.
  • Inovações disruptivas geralmente são variações nas tecnologias existentes que abrem uma nova base de clientes.
  • A melhor maneira de uma empresa estabelecida tirar proveito de uma tecnologia disruptiva é criar ou adquirir uma organização pequena, mas que utiliza processos flexíveis.
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