Sustainable Growth:

Innovation Management

Value Innovation

Delivering Beyond Customer Expectations

By Vadim Kotelnikov, Inventor, Author, and Founder, Ten3 BUSINESS e-COACH Innovation Unlimited,

 Yes!  You are in the right place!

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"Value Innovation"

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"The biggest mistake anyone can make is to focus on the competitor. You focus on the consumer and you will get it right."  



The Tao of Value Innovation

  1. YIN (passive, accepting side). Reducing or eliminating value offerings, because they do not constitute real value for customers.

  2. YANG (active, aggressive side). Introducing or increasing value offering to meet growing customer needs.



Add More Value for Your Customer

  • See what your customers do with what you give them, and either do it for them or help them with it... More

Why New Products Fail?

  • Invention, not customers and their needs, come first; research capabilities are used  to come up with unique products, instead of creating unique customer value... More

10 Rules for Building a Great Business

  1. Focus on your customer. Create a customer-centric business model, stay close to your customers, listen to them and partner with them to create superior customer value... More

Keeping Eyes Open for Inspiration


  • Develop empathy for diversified consumers' needs, even if those consumers are very different from yourself, if you want to anticipate their interests and needs. The best products embrace people's differences... More

Add More Value for Your Customer

By Michael Hammer1

  1. Think of yourself as a provider of solutions, rather than of products or services.

  2. Distinguish between what you are selling and what your customer is buying.

  3. Take a broad view of your customer's underlying problems that go beyond you and your products.

  4. See what your customers do with what you give them, and either do it for them or help them with it.

  5. Price in terms of value rather than cost.

7 Dimensions of Strategic Innovation

  1. Consumer / Customer Insight understanding articulated and unarticulated needs... More

Creating Competitive Disruption: 7 Strategies

  1. Find new ways to improve customer satisfaction... More

 Discover much more!


Customer-driven Innovation: 7 Practice Tips

DOs and DON'Ts of a Successful Innovator

IDEO's Innovation Practice Tips

Entrepreneurial Creativity

Keeping Eyes Open for Inspiration

3 Strategies of Market Leaders

Inspirational Business Plans

Successful Innovation

Humorous Business Plans

How To Succeed In Innovation

Winning Customers

Blue Ocean Strategy

6 Principles of Blue Ocean Strategy

Make the Competition Irrelevant

Retaining Customers

Customers Will Usually Come Back If...

Add More Value for Your Customer

Customers for Life

  Ten3 Mini-Courses   Presentation:    View    Download

Winning Customers  (100 slides)

New Product Fast  (100 slides)

SMART Innovation  (125 slides)   ► Demo

3 Strategies of Market Leaders  (125 slides)

Synergizing Value Chain  (200 slides)

Customer-driven Innovation: 7 Practice Tips

Blue Ocean Strategy: 6 Principles

Blue ocean strategy is about revolutionary value innovation.

The six principles drive the successful formulation and execution of Blue Ocean Strategy. These principles attenuate the six risks... More

4 Entrepreneurial Strategies

By: Peter Drucker

  • Changing the economic characteristics of the product, a market, or an industry by creating utility, or pricing, or adaptation to the customer's social and economic reality, or delivering what represents true value to the customer.... More

Competitive Strategies

Look At Your Company From Outside-In As Well As Inside-Out

By: Masaaki Imai

  • What need could you satisfy now? In future?... More

What is Value Innovation?

The value innovation concept provides a relevant support for questioning product/market strategies as well as underlying assumptions.


You must examine radically what constitutes real value for customers by asking fundamental questions: what value offering need to be introduced or increased to meet customer needs? what value offerings can be reduced or eliminated, because they do not constitute real value for customers?

Why Value Innovation?

Why do some companies achieve sustained high growth in both revenues and profits? In a five-year study of high-growth companies and their less successful competitors, researches3 found that the answer lies in the way each group approach strategy. The difference in approach was not a matter of managers choosing one analytical tool or planning model over another. The difference was in the companies' fundamental, implicit assumptions about strategy. The less successful companies took a conventional approach: their strategic thinking was dominated by the idea of staying ahead of the competition. In stark contrast, the high-growth companies paid little attention to matching or beating their rivals. Instead, they sought to make their competitors irrelevant through a strategic logic called value innovation.

Quotes from Great Corporate Leaders

"The man who will use his skill and constructive imagination to see how much he can give for a dollar, instead of how little he can give for a dollar, is bound to succeed." Henry Ford ... More

The Seven Dimensions of Strategic Innovation

The Strategic Innovation framework weaves together seven dimensions to produce a range of outcomes that drive growth.

Core Technologies and Competencies is the set of internal capabilities, organizational competencies and assets that could potentially be leveraged to deliver value to customers, including technologies, intellectual property, brand equity and strategic relationships... More

6Ws of Corporate Growth

  1. Know WHAT: create customer value, build sustainable competitive advantage, and develop sustainable growth strategies... More

The Art of Innovation: 9 Truths

By: Guy Kawasaki

  • Never ask people to do what you wouldn't do. This is a great test for any company. Suppose a company invents the world's greatest mousetrap. It murders mice better than anything in the history of mankind in fact, it's nuclear powered. The problem is that the customer needs a PhD to set it, it costs $500,000, and has to drop off the dead, radioactive mouse 500 miles away in the middle of the desert. No one at the company would jump through those hoops it shouldn't expect customers to either... More

29 Obstacles To Innovation

  • Internal process focus rather than external customer focus... More


 Discover much more in the FULL VERSION of e-Coach

Value Innovation: Two Fundamental Questions...

Innovation: A Paradigm Shift...

Principles for Driving Growth Through Innovation...

Understanding Risks Perceived by Customers...

Become an Easy-To-Do-Business-With (ETDBW) Firm...

Apply 80/20 Principle...

"When" Is a New "What"...

Listening to Your Customer...Customer Partnership...

 Case in Point  Dell Computers...

 Case in Point  GE...

 Case in Point

 Case in Point  ABB...




  1. "Agenda," Michael Hammer

  2. "Value Innovation in the eEcomony", Ajit Kambil

  3. "Value innovation: The Strategic logic of high growth", W. C. Kim and R. Mauborgne

  4. "Blur: The Speed of Change in the Connected Economy", Davis, S. and Meyer, C.

Innovation Management: SMART INNOVATION (free Ten3 Micro-course - 10 slides)