MANUAL CREATIVITY AND BUSINESS INNOVATION

MANUAL CREATIVIDAD, INNOVACIÓN Y EMPRENDIMIENTO

drives success. The first thing we discover about radical innovators is that they are, almost by definition, mavericks who go against the grain. They take a piece of conventional thinking - something that everyone in an industry has accepted as an absolute truth - and turn it upside down. 2) The second lens is "tapping into trends" - finding the patterns of trends that no one has noticed that can substantially change the rules of the game. Radical innovators are not trying to predict the future or imagine what the world will look like in ten years' time. They tend to be people who are aware, at some deep level, of things that are already fundamentally changing and who understand the powerful promise in those things in ways that others do not. 3) The third lens of innovation is "leveraging resources". Radical innovators see their companies not as business units or organisational charts, but as portfolios of competencies and strategic assets. It is usually difficult to see things like skills, processes, technologies, assets, and values as totally independent entities because they are fully integrated into a company's current business model. But radical innovators have the talent to separate particular skills and assets from the existing business and then leverage them by their own virtue to generate new growth opportunities. The fourth lens is "understanding needs". Radical innovators have deep empathy: they understand and feel the unspoken needs of their customers. They move away from traditional market research methods, relying on the "getting into the customer's skin" approach. They recognise needs that customers do not yet know they have. Or they solve a common frustration in a way unimaginable to people - which is precisely why they are not articulating that need or asking for a product, service or business to satisfy it. 4)

As an example: applying the 4 lenses tool to the real estate industry we observe that

1) We have traditional paradigms such as "To rent a property you need guarantors". Is this really the only - and the best - guarantee for landlord and tenant? 2) Looking at the trends we can see that the main dream of the new generations is not to own their own home, the under 30s are more willing to be nomadic, what are the implications?

3) the third lens corresponds to underutilised resources, real estate agents have a lot of information about their clients that they do not use. what could a real estate agent offer to their client base, as they know the dimensions of their house, their budget, whether or not they are buying new and, finally

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European Open Business School