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Innovation Battlefield

Evaluate the importance and novelty of products or service features and take decisions on what elements to focus on.

Description
The innovation battlefield is similar to the opportunity map. However, it is not focused on your portfolio of products and services but on single features of one product or service. The innovation battlefield helps to understand which features are necessary (hygiene factors) and which ones are new and surprising features to differentiate yourself.

How to use the template
1. Look at either at an existing product or service or think of a new offering you would like to evaluate.

2. List the features this product or service offers / should offer (not more than 10).

3. Rate each feature according to its novelty for customers (how exciting is it for customers) and according to its indispensability (how important is it to keep a feature).

4. Plot all features in the innovation battlefield map.

Must have features: the features in the bottom right corner are the ones you need to provide to keep your customers. However, not more than necessary should be invested there.

Unnecessary features: the features in the bottom left corner should be left out as they don't provide enough value for the customers.

Key features to focus on: the features in the top right corner are the most important ones. The most resource should go into further strengthening them.

Unexpected but awesome features: these are "nice-to-have" features. Nevertheless they might be crucial to differentiate yourself from competition.

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Robin Nessensohn

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