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< PreviousBefore During After Customer Experience: Like (protect, enhance) Dislike (shift, disrupt) Ambivalent (reimagine, redirect) EXAMPLE Ample ride supply Ability to ride share with others Receipt to ease reimbursement Unknown wait times Trusting unknown driver Unknown or high price Cash required Unknown travel route Inconsistent invoicing Hard to provide feedback Toll-free ride for hire phone number Mode of in-ride advertising Latest model vehicle updates (controlling for new enough and clean) For-hire ride share Write the ‘existing experience’ you’re focused on in the upper left box. Briefly describe where problems or needs exist in a given customer experience (for example, Lyft would have looked at the for-hire mobility market). Identify what people like, dislike, and are ambivalent to before they hire the service, during the service, and after it’s completed. StrengthenSolveSwitch Source: BRIDGER: What World-Class Innovators Do. B. Tom HunsakerK E Y 3 Distinguish Nice from Valuable Perceive and pursue what you Ought to, not only what you Want to. A good framework can help. Source: BRIDGER: What World-Class Innovators Do. B. Tom HunsakerYou see, but you don’t observe And that makes all the difference. “ “ Source: BRIDGER: What World-Class Innovators Do. B. Tom HunsakerOrganize Ideas Valuable Offerings Done Better Do you do something distinctly better than others? run partner closeness viable? What valuable thing(s) do/can you do that others don’t ?What valuable thing(s) do/can you do better than others? What common thing(s) do you do exceptionally?What common thing(s) do you do averagely? Value indicators: -Clear Like, Dislike, or Ambivalencelink -High benefit-to-cost ratio Source: BRIDGER: What World-Class Innovators Do. B. Tom HunsakerK E Y 4 Write Your Hypothesis A testable hypothesis will distill the hunches to their most relevant form and prompt you to consider its potential for success. Source: BRIDGER: What World-Class Innovators Do. B. Tom HunsakerIF X [the idea] , THEN Y [anticipated benefit] For example, during the early stages of Starbucks Howard Schultz’s hypothesis could have read: “ If we serve quality coffee in a vibrant social context then current customers and others will pay more and be more loyal to it.” Write Your Hypothesis Source: BRIDGER: What World-Class Innovators Do. B. Tom HunsakerK E Y 5 Initially Validate Hunches are not sufficient to determine viability. Evidence from validation improves the odds of idea success. The Viability Triad ™ describes key factors to consider. Source: BRIDGER: What World-Class Innovators Do. B. Tom Hunsaker• Is the desired experience technically possible? • Can the needed resources be accessed? • Can the organization operationalize the idea in the allotted timeframe? • Is it anchored to relevant behavioral trends? • Will a lot of people want it, often? • If not, will a smaller segment pay a lot and depend on it? • Will it generate the intended returns, now and later? • Is it efficient, internally consistent, & resource responsive? • Is it difficult for others to imitate? Triad Who would…? How could…? Why should…? Source: BRIDGER: What World-Class Innovators Do. B. Tom HunsakerNext >