What's the difference?

Basically there are two types of innovation:                                                                     

But what distinguishes strategic = disruptive innovations from continuous innovations?

Strategic = disruptive innovation

Strategic innovations give the customer a completely new perspective on the familiar situation. They fundamentally change the customer's decision-making system by adding at least one new decision criterion, that is highly relevant to the customer.

The customer can no longer follow his usual decision patterns. The new criterion is at least so relevant that the customer pauses, thinks again about the decision situation known and considers whether the new offer requires a change in his decision-making system.

The criterion for determining whether your new product is really a strategic (therefore often really disruptive) innovation is: 

Does your product really change the rules of competition? In other words: Does the decision for your customer function fundamentally differently now? Or is it just another option after all.

Customer expectation:

Companies must know what customers need, before the customers actually know themselves.

Continuous = improving innovation

Continuous innovation, on the other hand, is more a logical development of the status quo. 

Products must keep up with the times, and use contemporary technologies and possibilities to optimize the product. But they don't turn your customers' decision-making system upside down, they usually just add new possibilities. For example, a new color on a mobile phone is not a strategic innovation (anymore). The development from the keypad phone to the smartphone, however, is. 

Continuous innovation is also about constantly improving the product and reducing friction losses and usage problems. The goal is to offer the customer the best possible product. This requires continuous product optimization = continuous innovation.

Customer expectation:

Companies need to constantly offer customers an even better product experience.

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