6.3. Sourcing Concepts

There are several approaches or methods proven useful in generating new offering concepts, as summarized in Figure 6.2. Each represents very different perspectives on the marketplace and its dynamics and thus provides an impetus and enabler for creativity. Most innovative organizations are very skilled at many of these approaches. There is a learning curve, however, and building competence in a few can be productive. However, they are complementary, so the challenge is not to pick one but to work with a set.

The first portion of this group of approaches looks to customers or potential customers for insights. The other approaches look to market trends, competitors, role models, technology, and leveraging existing assets and competencies.