Business Model Canvas, Lean Canvas, Product Journey

Where to start and how to transition between various innovation methodologies depends on where a product sits along its product lifecycle.

Continuous innovation

Innovation should happen at every stage of the product lifecycle journey. In Dual Transformation a clear separation is made between repositioning today’s core business (transformation A) and creating the new (transformation B).

Repositioning the core sort of bundles McKinsey’s Horizons 1 and 2, where it is mainly about defending and improving current products as well as extending value propositions, entering adjacent markets and/or targeting new customers. Creating the new can somewhat be mapped to McKinsey’s Horizon 3, which is what most people typically associate innovation with. Both differ in a number of ways. The creation of a new product often starts with …

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