Helping People Extract the Value You’ve Worked So Hard to Create
I came across this great video from Domino’s Pizza Brazil that shows their new Steady Pizza concept.
It’s a perfect example of the Value Access component of my Value Framework for Innovation, and how Value Access can help you better deliver the value you’ve created for customers (literally).
The concept of the video starts with a simple question:
How do we help to reduce the chances of a delivery fail?
I love this.
The result of the concept is a piece of delivery equipment that not only helps to reduce the chances of a delivery fail, but also serves as a great marketing gimmick.
Too many people after working so hard in the Value Creation step of innovation (which in large part is invention), just stop there and think they’re done. Don’t!
So ask yourself:
Value Access — What can we do to help people access this value?
Value Translation — And even more important, you must keep in mind how you are going to translate that value for people, to help them understand how this new solution will fit into their lives AND is better than their existing solution and worth the trouble of replacing it.
Innovation = Value Creation (X) Value Access (X) Value Translation
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