The Customer Centered Innovation Map

Summary

This map was introduced in an article in Harvard Business Review (HBR) that was chosen to be one of the Top 10 Innovation articles in HBR. It was written by Lance Bettercourt and Anthony Ulwick in June 2008

The article centers around a mapping of every activity needed to complete a job. Organizations 'hire' products to perform work and the idea is if the product can perform be most successful by completing as many of these steps as possible. Those steps are:

1. Define: Determine the goals and needed resources
2. Locate: Gather items and information to complete the job
3. Prepare: Setup the environment to do the job
4. Confirm: Verify that everything is ready to fulfill the job
5. Execute: Carry out the job
6. Monitor: Assess whether the job is being successfully executed
7. Modify: Make alterations to improve execution
8. Conclude: Finish the job or prepare to repeat