Idea generation and ranking

Doblin 10 types of innovation

Solve problems and evaluate opportunities by generating ideas to 10 types of innovation that are evident in successful organizations

The “10 types of innovation” theory was developed by Doblin, a global innovation agency, after analyzing successful organizations and how innovations produced competitive advantage to them. These 10 types of innovation are grouped to three main categories based on their nature: Configuration, Offering and Experience. This workshop utilizes the theory by using the 10 types as categories, where users can produce ideas about selected problem, opportunity or challenge. The template can be used for different contexts, e.g. if you need to identify and analyze the current situation of the organization or its product/service, potential areas of improvement or completely new opportunities.

The workshop starts with idea generation to innovation types in the Configuration category: Profit model, Network, Structure and Process. The goal here is to identify innovations that affect the very foundation of the business and the selected business system. Afterwards, the participants continue with idea generation to the Offering category: Product performance and Product system. The goal here is to identify innovations that center around the organization’s core product or service. Then, the participants continue with idea generation to the Experience category: Service, Channel, Brand and Customer engagement. The goal here is to identify innovations that are more connected to how customers use and interact the service your organization provides. After participants have generated ideas to all 10 innovation type categories, they continue by selecting the top 5 ideas. Lastly, these top ideas are evaluated based on their required effort and estimated impact to find out the best ideas for further development or execution.

Workshop flow

  1. Introduction to Doblin 10 types of innovation
  2. Idea generation – Configuration
  3. Idea generation – Offering
  4. Idea generation – Experience
  5. Select top 5 best ideas
  6. Evaluate best ideas against effort-impact scale