The Four Innovation Directions

Keep reviewing the performance of your organization in all four directions

Innovation can occur in four different directions. They are:

• Changing Methods: The process -- the way you create and deliver the product or service.
• Changing what is offered: The product or service -- what you offer to the world.
• Changing Business Context: The position -- who you offer it to in the market and the story you tell about it.
• Changing Business Model: The business model -- the way you think about what your organization does and for whom.

ACTION POINT: Consider all options. Keep reviewing the performance of your organization in all four directions, so you are always aware of the potential for innovation.