Ten Types Of Innovation

Type of record:
  • Strategy method
  • Macro method
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
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  11. 10


Keeley and his team have discovered a framework system (macromethod) of ten innovation types (disciplines): Ten Types Of Innovation. With this system, the individual innovation types can be tested and further developed in relation to an idea, a business model or a company.

The idea of the Ten Types Of Innovation:
At the heart of every discipline is often a simple organizational system - an underlying structure that organizes what works and what doesn't. This is exactly how Ten Types behaves towards innovation. A conscious perception of these types makes innovations simpler and more effective overall.

The ten guys that are all listed here are called:
- Profit Model (innovative profit models: new ways to turn a company's offers or undiscovered values into money)

- Network (innovative cooperation between companies. Through the network, resources and sales channels are granted and used to each other.)

- Structure (innovative organizational structures of a company - personnel, material or immaterial)

- Process (process innovations that include all activities that affect a company's products)

- Product Performance (innovations that give a product outstanding properties and functionality)

- Product System (innovations that do not concern individual products, but are characterized by the combination and bundling of several products and/or services)

- Service (innovations that increase the usability and obvious function of a product and thus its value by means of a service)

- Channel (innovations that affect all ways in which a company's offerings reach users and customers)

- Brand (Innovations that affect the brand itself. customers should recognize the brand and prefer their original products to those of competitors and imitators)

- Customer engagement (innovations that reflect an understanding of the deep desires of customers and use this to create meaningful connections between consumers and the manufacturing company)

Ten Types can be used for comprehensive diagnosis to enrich a current innovation or to assess existing competition. The types have no hierarchy or sequence. Any combination can be present in an innovation and innovators can start working with any building block.

The authors have structured the framework system into three coloured categories. The first four types Profit Model, Network, Structure and Process are highlighted in blue and deal with the innermost function of a company and its business model.

The further you go in the Ten Types system, the more the types have to do with the customer. Product Performance and Product System are highlighted in orange and focus on the company's main product or service.

The last four guys are highlighted in red: Service, channel, brand and customer engagement are the most customer-oriented.
  • Effective for highly complex challenges
  • Effective for incremental innovations and improvements
  • Effective for medium complex challenges
  • Effective for new business models
  • Effective for product innovations
  • Effective for radical innovations
  • Effective for service innovations
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