Case study on a new way of benchmarking to feed your fuzzy front end process presented on Innovation Day '07.

1. © NON ZERO RATIO
A NEW BENCHMARKING TOOL
VERHAERTINNOVATIONDAY – OCTOBER 12th, 2007
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Thorough Product
Benchmarking as a
Start for Innovation
Piet Holbrouck – NON ZERO RATIO bvba
piet.holbrouck@pandora.be
www.nonzeroratio.com
Commercially confidence – This presentation contains ideas and information which are proprietary of NON ZERO RATIO, it is given in confidence. You are authorized to open and view the
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CONFIDENTIAL 12.10.2007 Slide 1

2. © NON ZERO RATIO
A NEW BENCHMARKING TOOL
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Challenge :
How to identify, generate, select
promising ideas and concepts
CONFIDENTIAL 12.10.2007 Slide 2

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A NEW BENCHMARKING TOOL
What?
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Customer Focus
Competitor benchmarking
Identifying and understanding differences
CONFIDENTIAL 12.10.2007 Slide 3

4. © NON ZERO RATIO
A NEW BENCHMARKING TOOL
Competitor benchmarking
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How to Read the Signs?
CONFIDENTIAL 12.10.2007 Slide 4

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A NEW BENCHMARKING TOOL
Benchmarking : Reading The Signs …
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• Identify + and – for current solutions
(from perspective) and identify
underlying differences
• Identify all differences for current solutions
and identify underlying + and –
CONFIDENTIAL 12.10.2007 Slide 5

6. © NON ZERO RATIO
A NEW BENCHMARKING TOOL
Example : transport solutions
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+
-
CONFIDENTIAL 12.10.2007 Slide 6

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A NEW BENCHMARKING TOOL
First outcome of competitor benchmarking
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• Wanted and unwanted features
• Associated product differences
CONFIDENTIAL 12.10.2007 Slide 7

8. © NON ZERO RATIO
A NEW BENCHMARKING TOOL
Labyrinth Metaphor Unwanted effect
=
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CONFIDENTIAL 12.10.2007 Slide 8

9. © NON ZERO RATIO
A NEW BENCHMARKING TOOL
Labyrinth Metaphor : What to do with unwanted
effects?
• Unwanted effects are the result of a sequence of
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decisions
• If the sequence of decisions has been mapped:
• Go back from dead-end (= unwanted effect) and
take/develop another direction
• Options:
– Go back one choice : Incremental Innovation
– Go back two choices : ….
– Go back many choices : Radical Innovation
CONFIDENTIAL 12.10.2007 Slide 9

10. © NON ZERO RATIO
A NEW BENCHMARKING TOOL
Unwanted effects
= dead ends
Tree metaphor = end branches
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1 split back
= incremental
innovation
Many splits back
= radical innovation
CONFIDENTIAL 12.10.2007 Slide 10

11. © NON ZERO RATIO
A NEW BENCHMARKING TOOL
Rigorous Logic Toolbox needed for this
process
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• Goldratt Thinking Processes
• Decision-making in uncertainty
tools (SCRIPTS)
• PANDORATM Problem-solving
process
• Non Zero Behaviour exploring
decisions to be “un-made”
CONFIDENTIAL 12.10.2007 Slide 11

12. © NON ZERO RATIO
A NEW BENCHMARKING TOOL
www.mastersininnovation.com
Verhaert New Products & Services nv
Hogenakkerhoekstraat 21
9150 Kruibeke
Belgium
Tel +32 (0)3 250 19 00
Fax +32 (0)3 254 10 08
www.verhaert.com
info@verhaert.com
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CONFIDENTIAL 12.10.2007 Slide 12