WO2001039075A2

WO2001039075A2 - Method and apparatus for fundamental human values market driven innovation

Info

Publication number: WO2001039075A2
Application number: PCT/US2000/032027
Authority: WO
Inventors: Laurence Lubin; Barbara Lawrence
Original assignee: Laurence Lubin; Barbara Lawrence
Priority date: 1999-11-24
Filing date: 2000-11-21
Publication date: 2001-05-31
Also published as: WO2001039075A8; AU1787601A

Abstract

A system and method for product and process innovation based upon fundamental human values (FHV). A company decides upon the FHV to which it wants to innovate and appeal to consumers. Using the collaborative systems of servers and communications, innovation team members determine the desired experience, unique advantages and supports to the unique advantages that are necessary for the product in order for the product to appeal to the consumer FHV. Various metaphors (text, image, music, other sensory) are selected and presented to consumers from a database that stores these metaphors. Based upon consumer response the team arrives at the "best bet" options for a company's innovation. Subsequent consumer testing and analysis arrives at the best bet option that is to be commercialized.

Description

1 Title: METHOD AND APPARATUS FOR FUNDAMENTAL HUMAN VALUES

2 MARKET DRIVEN INNOVATION

3

4 Relationship to Other Applications:

5 This application claims priority from provisional application 60/167, 497

6 filed 1 1/24/99 entitled "Fundamental Human values Driven Method and Apparatus

7 for Market Driven Innovation."

8 Field of The Invention:

9 This invention relates generally to marketing. More specifically, the

10 present invention is a method and apparatus for tying Fundamental Human

l i Values to business, product and service innovation and subsequent

12 commercialization.

13 Background of The Invention:

14 Large corporations are constantly challenged to grow in the

15 increasingly competitive global market place. However, the management skills

16 needed to frame, conceptualize and commercialize new opportunities are for the

17 most part relatively weak. Success with new innovations tends to be hit or miss

8 and rarely produces the desired rate of growth on a sustaining basis.

9 An important reason for the poor success rate is the product driven

0 innovation approach most companies use i.e. the focus is on the development of

1 new features and functions. A Values Driven Approach focuses innovation on

2 consumers most important Values, i.e. The Values that give meaning to their lives and are key to motivation. Innovations that link the product offering to consumer

Values are:

(1 ) more substantive because they truly change consumers lives for the better

(2) more enduring because Values are stable, deeply embedded in human

biology. (3) faster to the market because the process simultaneously develops the new

offering and the consumer insight to guide commercialization.

The conclusion from this is that the human values approach will

produce bigger, more enduring innovations faster than the traditional product driven method. Summary of the Invention:

It is therefore an object of the present invention to be able to develop more

substantial, enduring business, product and service innovations.

It is a further objective of the present invention to more clearly focus a

company on the most fruitful ("best bet") opportunity areas for innovation.

It is a further objective of the present invention to build strong emotional

bonds between a company and its consumers creating innovations that link with

Fundamental Human Values.

It is yet another objective of the present invention to "disaggregate" all

elements of an innovation and use consumer research to link elements into holistic market concepts.

&^> It is yet another objective of the present invention to systematically elicit

from consumers insight that will guide in the development of Fundamental Human

Values based market concepts.

It is yet another objective of the present invention to create systematic

methods of conceptualizing innovations.

It is yet another objective of the present invention to provide a formalized

methodology for commercialization of best bet options.

These and other objectives of the present invention will become apparent

from a review of the specification that follows. There are a series of principles that underpin the process of the

present invention:

(1 ) Fundamental Human Values are directly correlated with self-esteem. People

believe they have a certain worth that reflects an innate sense of who they are. Their most deeply held Values are the basis of their self worth, hence

the reason Fundamental Human Values are the key to motivation.

(4) Sight - or the act of seeing - is inextricably entwined with Fundamental

Human Values. As such, developing precise images that give deep insight

into consumer Values is a key to the process.

- Seeing is the mind's way of punctuating a continuum of sensory

impressions so as to create meaning. - Just to "see" an image, one must project his or her desires onto - into - its

field. The perceiving mind contributes to the image as much as it

borrows.

- Every suggestion, every strategy with respect to the experience of

viewing is also inevitably a strategy of self-definition.

- Each image evolves as a manifestation of memory and desire: of who I

am and who I want to be.

(5) Metaphors are our primary way of understanding ourselves and our world.

Metaphors help structure our thinking, (e.g. life is a journey, time flies). As

such, they are key to understanding the consumers' world today and

tomorrow's new worlds (innovations).

(6) Consumers must build the link between the individual elements that comprise

an innovation. As such, it is necessary to apply a "disaggregate" approach to

the innovation process i.e. understanding each element of the innovation on a

stand alone basis and then having consumers build the link between

elements. The result is an innovation that integrates consumer Values and

the product offering into one holistic market concept.

Referring to Figure 1 , the Innovation Model of the present invention is

illustrated. The Innovation Model associated with the Fundamental Human

Values approach of the present invention involves first determining which Values

are driving consumer motivation 100 (i.e., Identity: Who am I? Affiliation: Where

do I belong? Capability: How capable am I? Mission: What is my purpose in

H 1 life?). These are all types of fundamental human values to be addressed in the

2 present invention.

3 The Desired Consumer Experience is next determined 102, i.e. the

4 "feeling" a consumer wants to experience from the innovation product or service.

5 In this case, one must find the desired consumer experience that taps into the

6 Fundamental Human Values and ties to Unique Advantages (discussed below).

7 Next, the Innovation's Unique Advantage 104 will be determined. I.e. how

8 the innovation will fulfill consumer expectations in a unique and superior fashion.

9 For example, a new dentifrice would deliver Unique Advantage if it were to

10 reverse the effects of gum disease. Thus, the Unique Advantage will fulfill the

l i consumer's requirements better than existing alternatives and trigger the "feeling"

12 a consumer seeks.

13 Last, one must determine the features, signals and cues that will convince

14 consumers that the innovation delivers Unique Advantage 106. For example,

15 testing by the American Dental Association that proves the effectiveness and

6 safety of the new dentifrice, would help convince consumers the innovation will

7 deliver Unique Advantage. In short, support for the unique advantages provides a

8 reason for the consumer to believe that the innovation will deliver the Unique 9 Advantage.

0 In summary, the thought process that links Fundamental Human Values,

1 the Desired Consumer Experience, the Unique Advantage, and the reasons to i believe the Unique Advantage guides the innovation method of the present

2 invention.

3 Referring to Figure 2, the first stage in the process is to develop the

4 strategic road map to focus innovation efforts. The roadmap is developed by:

5 1 ) First determining the Fundamental Human Values of the consumers that a

6 company seeks to serve. Innovation opportunity areas with staying power

7 must tie to consumers' Values because Values are enduring and give their

8 lives meaning.

9 2) Then determining the Desired Consumer Experiences that reflect consumer

10 aspirations and, as such, their emerging wants and needs.

l i The combination of Values and Desired Consumer Experiences yields

12 substantial areas of opportunity. The company will then assess its ability to

13 innovate successfully against these areas. The promising areas will focus

14 opportunity development.

15 Most companies depend on trend data to help define potential opportunity

16 areas. The difficulty here is that the future rarely resembles the past, which

17 substantially limits the utility of trend data. The Values approach - because it

18 reflects consumers' unmet aspirations, provides rich insight into the important and

19 emerging benefits that Innovations can be developed against.

0 The Values Based Innovation approach next enters the conceptualization

1 stage 110 in which the "disaggregate" principle (mentioned above) is applied i.e.

b 1 each element of the innovation is developed on a stand alone basis and then

2 linked together by the consumer into a holistic market concept.

3 The commercialization stage 112 codifies and operationalizes the

4 innovation. Guidelines are developed to increase a company's odds of success in

5 implementation. All of these steps result in ultimate shareholder value creation

6 114 for the company that develops new products/innovations.

7 Referring to Figure 3, the steps to develop the strategic framework are

8 illustrated. First, the business and marketplace framework is developed 116 to

9 focus innovation efforts. This step requires that the company outline the

10 strengths and weaknesses of key competitors, the company's capabilities and

l i profit drivers, the consumer segments who will be the focus of innovation efforts,

12 distribution and supplier analysis, assessment of technological capabilities etc.

13 The next step is to develop hypotheses about the consumer segments the

14 company seeks to focus innovation efforts against 118. It is important that each

15 segment be homogeneous e.g. if a segment of interest, the focus would be males

16 who all in their junior year of high school to ensure they share common

17 experiences. Depending on the markets of interest, the segment would be further

8 defined against certain behaviors, habits and practices e.g. all males will be

9 bicycle "enthusiast's", highly knowledgeable about bicycle brands and technology.

0 The next step is to develop stimuli for consumer research 120. The stimuli

1 develop insight to help determine significant unmet wants and needs for the 2 consumer segment in question. Research is conducted using these stimuli 122.

n i Following consumer research 112, the next step is for the innovation team

2 to determine the strategic implications of the learning 124.

3 This step leads to a preliminary evaluation of "best bet" opportunity areas

4 126 i.e. the areas that offer the most potential for innovation.

5 The "best bet" opportunity areas reflect an assessment of the potential for

6 new opportunities to achieve Unique Advantage in the consumer's mind i.e. to be

7 perceived as superior and different in kind" vs. the competitive alternatives.

8 The Unique Advantage quotient helps with the development of preliminary

9 estimates of revenue and profit potential. Key issues and next steps are then

10 determined for the team 128.

l i Referring to Figure 4, the conceptualization of best bet opportunities is

12 illustrated.

13 The first step is to refine the business and marketplace framework and

14 consumer hypotheses 130 developed in Stagel . This generally results in tighter

15 definitions of the issues and clearer, more precise definitions of the high potential

16 consumer segments and their unmet needs. Refined hypothesis to be tested are

17 generated 132. Stimuli development 134 now proceeds against all elements of

18 the Innovation Model (see Figure 1 ) e.g.... Fundamental Human Values, Desired

9 Consumer Experience, Unique Advantage options, product prototypes, structural

0 packaging, package design, logos, icons, names, generic descriptions - service

1 protocols. Stimuli will be in verbal, visual, musical, prototype design forms to 2 develop rich insight.

1 1 All elements that will comprise the innovation must be researched on a

2 stand-alone basis and combined using consumer input to create the market

3 concept that represents the innovation 136. The stimuli are presented to

4 consumers sequentially, beginning with text images that tap into Fundamental

5 Human Values, laddering down through all elements of the innovation. As stated

6 earlier, the consumer optimizes each element on a stand along basis and then

7 builds the links between elements.

8 The innovation team meets 138 to evaluate the learning, refine the

9 innovation platform and market concepts 140 in preparation for quantitative

10 assessment 142. Quantification is the last step of the conceptualization stage l i 142.

12 Figure 5 illustrates the commercialization stage.

13 The first step of the commercialization stage results of the market concept

14 quantification are evaluated 144. Assuming positive results, the research

15 provides guidance to optimize all elements of the innovation 146. Stimuli will be

16 developed 148 to optimize all elements of the innovation. Learning via consumer

17 research will guide refinement 150. The innovation team will meet 152 to agree to

8 and codify the learning and develop guidelines 154 to increase the odds of

9 success in implementation. The product or innovation is then turned over to a

0 commercialization team 156 to bring to market.

1 Brief Description of the Figures:

1 Figure 1 illustrates the innovation model and relationship among innovation

elements; Fundamental Human Values. The Desired Consumer Experience, the

Innovations Unique Advantage, and Unique Advantage Support.

Figure 2 illustrates the conceptual stages of the present invention.

Figure 3 illustrates the strategic framework to focus innovation.

Figure 4 illustrates the conceptualization of the innovation. Figure 5 illustrates the commercialization of the innovation.

Figure 6 illustrates the conceptual architecture of the present invention.

Figure 6A illustrates an architecture of the present invention.

Figure 7 illustrates the data structure of the present invention.

Figure 8 further illustrates the data structure of the present invention. Figure 9 further illustrates the data structure of the present invention. Detailed Description of the Invention:

The present invention provides a system that permits innovation by a team

of individuals who can operate from different workstations in different places, using a common series of databases to elicit consumer responses to various

innovations desired.

Fundamental Human Values address four questions that comprise self-

esteem as follows:

1. Identity. Who am I?

2. Affiliation. Where do I belong?

3. Competency. How capable am I?

/0 4. Mission. What is my purpose in life? As noted above, the Fundamental Human Values driven method for innovation determines which Fundamental Human Values are important to consumers, what is the Desired Consumer Experience which are relevant to the innovation, whether a Unique Advantage can be created that links to the Values and Desired Experience. Unique Advantage support which persuades consumer's Unique Advantage will be delivered. A database of Fundamental Human Values (FHV), as a series of FHV objects, is maintained such that those operating the system can have immediate access in either an electronic form or in printed form. Fundamental Human Values are categorized by life stage, gender and market type. For example, Fundamental Human Values associated with automobiles would differ from those relating to clothing. To further elicit appropriate responses from consumers, a database of images is also kept that relates to Fundamental Human Values. These images, and other stimuli, serve as metaphor objects associated with FHV. For example the Value of "Belonging" may be a Fundamental Human Value that can be expressed in words but can also be depicted in the metaphor of a family enjoying each others company. Further, it is also possible with the system to process various images into a composite image that precisely illustrates a given Fundamental Human Value associated with the market in question.

// i In determining the Desired Consumer Experience, it is necessary to elicit

2 from consumers various feelings they would most desire. For example, a service

3 relating to eye care may have a Desired Consumer Experience to feel safe,

4 secure and nurtured. In contrast, a Desired experience relating to trading stock

5 may be one where a consumer feels empowered to make their own investment

6 choices.

7 Desired Consumer Experiences are also stored in text and visual forms

8 that represent these feelings of, for example, safety, security and power. These

9 metaphors are categorized by lifestage, market type and gender. For example,

10 safety and security to a teenager may be represented by different images than

l i would be appropriate for a 50-year-old.

12 It is important to note that in all cases, these databases of metaphor

13 objects can be augmented with additional text and images that are relevant to the

14 innovation being developed. In this fashion the database continues to grow.

15 A database of Unique Advantages by market is maintained in text and

16 visual forms. Again, these are characterized by life stage, market type and

17 gender.

18 Finally, the Unique Advantage Supports (i.e. features, symbols, reasons to

9 believe) that would best convince consumers of Unique Advantages are

0 maintained in text and visual databases. The Supports databases are categorized

1 by market type, consumer lifestage, gender etc. Once again, imagery serves a 2 key part in making this support knowledge more valuable. A database of these

1^ i Unique Advantage Supports are also stored and presented in both text and usual

2 forms.

3 Referring to Figure 6, the overall conceptual architecture of the present

4 invention is illustrated. The invention comprises a Fundamental Human Values

5 text database, 10, which operates in consort with a Fundamental Humans Value

6 database of images, 12.

7 As noted earlier, these two databases allow the sharing of the information

8 at any of several work stations, 34, 36, 38, and 40 who may be collaborating on a

9 particular project. While four workstations are shown in this illustration, this is not

0 meant as a limitation. Via web enhancements and company intranets, large 1 groups of employees can access/interact with the information well beyond the

2 core innovation team. In addition it is also be possible to research subject 3 information with consumers over the Internet. Therefore the server functionality

4 42 of the present invention, may be connected to the individual workstations via

5 an internet connection. Further it is anticipated to be within the scope of the

6 present invention to have an intranet where in a local area network in a larger

7 facility may connect the central processor, 42, in the workstation, 34, 36, 38, and 8 40.

9 To ensure the data bases are current, a scanner, 32, is provided which

0 allows input scanning of images via an image processing and presentation

i software, 30. Once the images are stored and processed, they can be presented

β to the server functionality 42, for subsequent storage on any of the appropriate

databases.

Similar to the Fundamental Human Value databases, 10, 12, the present

invention comprises a text and image database associated with the Desired

Consumer Experience. These databases store text information, 14, and image

information, 16, which can be presented to test subjects via the server functionality 42, over the workstations 34, 36, 38, and 40.

The Desired Consumer Experience text, 14, and graphics, 16, images are

presented via the processor to the innovation team at the workstations, 34, 36, 38,

and 40. Again, any additional images which any of the subjects desire to add can be input via scanner, 32, and image processing and presentation software, 30. In a similar fashion the Unique Advantage database comprises a text database, 18,

and an image database, 20, comprising stimuli for innovation team efforts and,

subsequently, consumer research.

Unique Advantage Support database is for text, 22, and images, 24.

All innovation information from workstation, 34,36,38, and 40 are presented

via the server functionality 42, for storage in a marketing response database, 26.

The processor can then process the consumer responses for statistical purposes

and/or to create images via the image processing and presentation software, 30,

that more appropriately depict the graphical response desired by consumers.

Output from the various studies is via a series of output devices, 28, which can be

H i a video display, a screen display, printing, or any other output typically used to

2 report results.

3 It should be noted that server functionality 42 does not mean a single

4 processor or server. It is anticipated that multiple servers, as further described

5 below (Figure 6A) are the desired architecture, although this is not meant as a

6 limitation. However, given that it is possible for many individuals to be accessing

7 the various databases of the present invention simultaneously, it is anticipated

8 that multiple servers will handle such traffic more expeditiously.

9 Referring to Figure 6A, the physical architecture of the present invention is

10 illustrated. In one illustrative embodiment, work station 300, which, while l i represented as a singular entity, actually comprises a plurality of work stations

12 which may utilize the present invention. Work station 300 is connected to the

13 present invention over a network 304, which is preferably, but without limitation,

14 the internet. Access to the present invention is via a web server 306 of the

15 present invention. An external firewall 310 is present in order to initially allow only

16 those who have access to the system to gain access to the web server 306.

17 Identification information from work station 300 is provided to web server

18 306, which then provides such identification information to authorization server

9 308. Authorization server 308 is connected tq web server 306 over an internet

0 314, which connects the various components of the present invention as further

1 explained below. Once the authorization server 308 identified the user of work

2 station 300, further access to the system of the present invention in the manner 1 discussed above is permitted. It should also be noted that an internal fire wall 312

2 is interposed between web server 306 and the remaining components of the

3 system in order to provide further security for not only the components of the

4 system but for all of the private and confidential information contained therein.

5 Connected to the internet 314 are a series of servers that manage the

6 various tasks of the present invention. For example, content server 316 manages

7 the metaphors that form the various images from the image database 328,

8 musical clips 330, text input 332 and other sensory type inputs 334, all of which

9 are provided to users as part of the conceptualization development of the present

10 invention. In addition, in order to continually update the contents of the databases

l i of the content server, various input devices 350 are also connected to the content

12 server so that new musical forms, images, text inputs and the like can be input to

13 the content server, categorized and stored appropriately to be available to users

14 300.

15 Collaboration server 318 is also connected to the intranet. Collaboration

16 server allows individual members of a team to collaborate on any particular

17 project. Collaboration server comprises a work space database 336 and a project

8 database 338. The work space database 336 gives individual work spaces to

9 members of a team who are working on a particular project. The collaboration

0 server allows for projects to be separated one from another via the project

1 database 338, which contains information on individual projects, team members

& and other factors that are necessary to differentiate work on a project by project

basis.

Messaging server 320 comprises a capability for e-mail 340 and

notifications 344 of various types. The messaging server 320 allows members of

the teams that are working on specific projects to send messages to one another

in order to accomplish tasks, report results, and perform other types of

communication necessary for the analyses of the present invention.

Fundamental human values server 322 comprises a database of

fundamental human values 346, generally in text form. This server provides the

fundamental human values that are used in initially defining the beginning steps of

the conceptualization effort of the present invention.

Work flow server 324 provides the overall guidance to team members and team leaders on the work flow for performing the analysis of the present invention.

Information on the various phases of conceptualization (as presented in Figures 1 -

5) are stored in the work flow server and are accessed by team leaders and team members in order to determine what the next steps in any conceptualization process are and what work needs to be done.

Finally, analytic server 326 comprises various analysis operations and is

present to allow analysis of various results to occur. For example, consumer

surveys will yield statistical data that may be analyzed by analytic server 326 to

present trends and opinions of survey for groups which are part of the activity of

the present invention.

fl i It is envisioned that the present invention will operate in an application

2 service provider (ASP) mode, that is, a number of disparate groups and

3 organizations will all have their projects present in one central location which may

4 be administered by a totally separate entity. Thus, access to such an ASP

5 configuration as noted above, would be via the internet 304. It should also be

6 noted that, as wireless devices become more capable, a variety of other types of

7 work stations, such as personal digital assistants 302, cellular telephones 303 and

8 other types of devices are anticipated as within the scope of the present invention.

9 It is also envisioned that the present invention and its structure can operate

10 within very large organizations without the need to proceed over the internet,

l i Thus, work station 348 is shown as directly connected to internet 314. In this

12 case, a large company may in fact have its own operation and host its own

13 application of the present invention, thereby eliminating the need for the internet.

14 The equipment need for the present invention comprises as assemble of

15 standard servers which are illustrated as follows:

16 The Web Server comprises: 7 ^* Dell 6450 w/4 Intel 700 MHz Xeon Processors 8 ^* 36 GB Ultra 3 SCSI Hard disk 9 ^* 4 GB SDRAM 0 * 2 Intel Pro 1000 Gigabit Network Interface Cards 1 2 3 The Content Server: 4 ^* Dell 6450 w/4 Intel 700 MHz Xeon Processors 5 ^* 4 - 36 GB Ultra 3 SCSI Hard disks (usable capacity depends on RAID 6 configuration) 7 * 8 GB SDRAM 8 ^* 2 Intel Pro 1000 Gigabit Network Interface Cards 9 * Additional external storage may be added (either SCSI or Fibre Channel)

All other servers: ^* Dell 2450 w/1 Intel 733 Mhz Pentium III (additional processor may be added in the future) ^* 36 GB SCSI Hard Disk ^* 1 GB SDRAM ^* 1 Intel Pro 1000 Gigabit Network Interface Card

These servers are illustrative of the type of server that will find utility with

the present invention. Other servers from, for example IBM, Sun Microsystems

and Compaq will also be useful with the present invention so long as they have

the same or similar capabilities.

Similarly, there are no special requirements for the workstations that access the system either via the intranet 314 or over the Internet. PC or PC

compatible workstations running Windows, Windows NT, Windows 2000, having a web browser such as Netscape or Microsoft Explorer, having an Intel, AMD or

other processor with associated RAM and storage will all be useful for the present

invention. Referring to Figure 7 the database structure of the server is illustrated.

This database houses the Fundamental Human Values that are accessed and

used in market concept, development. A generalized database of Fundamental

Human Values 200 is made available for selection by users during market concept

development. Further a Desired Consumer Experience database 202 houses a

list of text and image stimuli reflect that aspirational or desired feelings

ή consumers seek. Unique Advantage database 204 also comprises a list of text

and images.

Unique Advantage Support 206 provides reasons, signal and cues to

persuade consumers that the Unique Advantage they expect will be delivered.

Finally, image database 208 and music database 210 contain images and

music clips for use in creating metaphors for market concepts under development.

All of these databases constitute broad databases of categories of benefits,

feelings, values etc. from which specific sets of stimuli, feeling etc. may be selected for a specific conceptualization effort. Referring to Figure 8, the database structure is further illustrated. A user selects project specific elements from the generalized listing of elements of the database. For example project specific Fundamental Human Values 212 are

selected from the Fundamental Human Values database 200. Similarly, project

specific Desired Consumer Experiences 214 are selected from the corresponding

database 202. Project specific Unique Advantages 216 are selected from the

corresponding database 204. Project specific reasons to believe 218 are selected

from the corresponding database 206. Project images 220 are selected from the

corresponding database 208, and project specific music 222 is selected from the

corresponding database 210. These various project specific elements 212, 214, 216, 218, 220, and 222

are all input to the stimuli function 230 which is the function that develops impute for consumer research.

At A research design function 224 helps in the design of consumer research

to be conducted. This function provides input to the Consumer Segments 226

which specify the types and numbers of consumers needed to help run any

research. This information, together with the hypothesis of the testing 228 is input

to the stimuli function 230.

The stimuli function 230 provides its input to a workplan phase activity 236 which divides the stages of innovation for administration. This workplan phase activity 236 receives input from a general workplan creation function 234 and

budgetary constraints 232 to arrive at a cost effective workplan to focus market

concept development.

Output from the workplan activity 236 results in a research debrief 238

which provides clusters of responses 240 and tally of responses from the various

test subjects 242. These results indicate an Innovation platform 244 and the

market concept itself 246.

Referring to Figure 9, the company specific data input is illustrated. Corporate historical performance 262, information concerning the consumers 264

and the competition 266 is documented and provided to the project. Similarly

profit drivers of the company, that is those factors that drive profit are

documented 268 together with the products and technology at which the company

excels 270 are also input. The skills set and business systems of the company

are also important to frame innovations efforts 272 as are distribution channels

Jll 274, and channels of suppliers 276. Finally, the regulatory environment and any other factors 278 that impact innovation are tabulated for the project. These input are assembled 260. The assembled information is then grouped according to the category of products manufactured by the company 250, the brand names held by the company 252 and the range of products of the company 254. All of these define the company's market framework 248 prior to applying the innovation method. The company then designates the project 249 which can then receive input from team members and other data sources thereby providing initial input to the workplan 234. A system and method for Fundamental Human Values driven market innovation has now been illustrated. It will be appreciated by those skilled in the art that other variations of the invention are possible without departing from the scope of the invention as disclosed.

ηn

Claims

We claim:

1. A system for providing guidance to product innovators acting within an

economy of goods and services providers comprising:

a plurality of fundamental human values (FHV) objects characterizing

fundamental human values;

a plurality of metaphor objects associated with the FHV objects;

a plurality of collaborative operations wherein the collaborative operations

determine best bet options for innovation of goods and service based upon evaluations of the metaphor objects; and a plurality of analysis operations for determining which of the best bet

options is to be commercially developed.

2. The system for providing guidance to product innovators acting within an economy of goods and services providers of claim 1 wherein the plurality of FHV objects comprise objects associated with self esteem.

3. The system for providing guidance to product innovators acting within an

economy of goods and services providers of claim 1 wherein the metaphor objects comprise text passages.

1 4. The system for providing guidance to product innovators acting within an

2 economy of goods and services providers of claim 1 wherein the metaphor objects

3 comprise images.

4

5 5. The system for providing guidance to product innovators acting within an

6 economy of goods and services providers of claim 1 wherein the metaphor objects

7 comprise music.

8

9 6. The system for providing guidance to product innovators acting within an

10 economy of goods and services providers of claim 1 wherein the metaphor objects

l i comprise visual cues.

12

13 7. The system for providing guidance to product innovators acting within an

14 economy of goods and services providers of claim 1 wherein the metaphor objects

15 comprise olfactory stimulation.

16

7 8. The system for providing guidance to product innovators acting within an

8 economy of goods and services providers of claim 1 wherein each FHV object

9 comprises a corresponding plurality of desired consumer experiences, unique

0 advantages of an innovation, and reasons to believe in the unique advantages. 1

*V

1 9. The system for providing guidance to product innovators acting within an

2 economy of goods and services providers of claim 8 further comprising a plurality

3 of search operations for locating appropriate unique advantages and reasons to

4 believe associated with a selected desired consumer experience.

5

6 10. The system for providing guidance to product innovators acting within an

7 economy of goods and services providers of claim 9 further a search operation for

8 selecting appropriate metaphor objects associated with the unique advantages.

9

10 1 1. The system for providing guidance to product innovators acting within an

l i economy of goods and services providers of claim 10 further comprising a plurality

12 of servers, the plurality of servers comprising:

13

14 a content server comprising storage for storing the FHV and metaphor

15 objects;

16 a collaboration server comprising instructions for allowing product

17 innovators to collaborate with one another;

8 a workflow server for presenting and monitoring the progress on an 9 innovation project; 0 a communication server comprising instructions for allowing emails and

1 communication among the product innovators; and

≤ a communications network for communication among the plurality of servers.

12. The system for providing guidance to product innovators acting within an economy of goods and services providers of claim 11 further comprising a plurality of workstations connected to the communications network for allowing the product innovators to search and provide input to the plurality of servers.

13. A method for providing guidance to product innovators acting within an economy of goods and services providers comprising:

creating a strategic framework based upon fundamental human values (FHV) objects; conceptualizing a plurality of best bet options from the strategic framework; and selecting and commercializing a best bet option from the plurality of best bet options conceptualized.

14. The method for providing guidance to product innovators acting within an economy of goods and services providers of claim 13 wherein the strategic frame work creation comprises:

M determining the business and marketplace framework and associated FHV

to focus innovation activities;

generating hypotheses about a consumer segment wherein innovation

activities are to be focused; developing stimuli from a plurality of metaphor objects for test subjects to

determine unmet wants and needs of the consumer segment;

conducting consumer research using the stimuli;

analyzing the results of the consumer research; and

determining a set of initial best bet options for innovation from the analysis results.

15. The method for providing guidance to product innovators acting within an

economy of goods and services providers of claim 13 wherein conceptualizing the

plurality of best bet options comprises:

refining the business and marketplace based upon the selected best bet

option and associated FHV objects;

generating refined hypotheses about the consumer segment wherein the

best bet option exists; generating stimuli from the plurality of metaphor objects associated with the

FHV objects;

conducting additional consumer research using the stimuli;

Sr analyzing the result of the consumer research;

creating the market concept; and

quantitatively assessing the market concept.

16. The method for providing guidance to product innovators acting within an

economy of goods and services providers of claim 13 wherein selecting and

commercializing a best bet option from the plurality of best bet options

conceptualized comprises:

assessing the output of the quantitative assessment;

optimizing all innovation elements

developing stimuli from the plurality of metaphor objects associated with

the FHV objects to further assess the best bet option; conducting additional consumer testing using the stimuli;

analyzing the results of the consumer research;

creating implementation guidelines comprising communicating using FHV

objects and metaphor objects; and

turning the best bet option over to a commercialization team for execution.

17. The method for providing guidance to product innovators acting within an

economy of goods and services providers of claim 14 wherein the metaphor

objects comprise text passages.

18. The method for providing guidance to product innovators acting within an economy of goods and services providers of claim 14 wherein the metaphor objects comprise music.

19. The method for providing guidance to product innovators acting within an economy of goods and services providers of claim 14 wherein the metaphor objects comprise images.

20. The method for providing guidance to product innovators acting within an economy of goods and services providers of claim 14 wherein the metaphor objects comprise olfactory stimulation.

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