Doblin’s 10 Types of Innovation is a list of various forms of innovation which can be used depending on the needs and resources of your organization. The Ten Types of Innovation is a methodology that is particularly useful at helping Doblin is now part of Deloitte, and the framework has been. In Ten Types of Innovation, the renowned innovation specialists at Doblin, the innovation practice of Monitor Deloitte within Deloitte Consulting LLP, will help you.

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One of the reasons behind this failure is the limited understanding of innovation. Most companies tend to innovate is one direction rather than thinking of innovation as holistic approach inside the organizational structure. This limited vision reduces the opportunity for success in the innovation process, lowers the return of investment, and reduces the competitive position in the market. These types were discussed in their book; Ten Types of Innovation.

After years of research, Doblin says that any organization can achieve success in innovation if it focuses on at least four types of the ten highlighted in the model.

Each of these categories include related types of innovation as following:.

The configuration types are related to the organization or business configuration such as the profit model used in the business, the structure of the business and the process. The configuration is considered the backend of the innovation process, it is related innovvation the core of the business.

Creative Diversity: Doblin’s 10 Types of Innovation

Three types are listed in this section as following:. This type of innovation involves how the company profits from its products and services. This model is based on analyzing the market and these analytics lead to the exploration of new product and services.

For example, Dell innovated a business model based on this type by collecting money from the consumer before the computer was assembled and shipped, this contributed to achieving a positive innovationn capital of eight days.

Apple Music store provided an innovative profits model through offering music tracks and movies online for purchase or rent. This model tends to join forces and connect with others in order to reach more innovative solutions.


In the Open innovation model, the company builds partnership or contributes with new partners to reach successful products and services. A good example would be Lego partners with its consumer through Lego Ideas website.

In this online platform, consumers submit new Lego set ideas, the winning submission may turn to real products with possible profit sharing. For example, this model may involve creating new business units that focus on specific tasks such as research and analytics.

Starbucks aims to deliver exceptional consumer experience through hiring part-time educated and professional employees. This typse is related to the process of innovation, which focuses in all the innovative factors related to the actual process inside the company and how one can improve it in order to create a market value. This tem includes implementing chain supply and logistics processes. Walmart continued to grow its profit through the usage of real-time inventory management systems.

This type of innovation is related to the design of the product or offering.

Doblin’s 10 Types of Innovation

This type of innovation works closely with the design process as the core focus of the designer is to develop innovative product ideas and turn these ideas into a successful final product. One of the examples of this type of innovation is the VW Beetle car in both the old and new shapes. VW stormed the market with this innovative product after analyzing multiple factors, which lead to a successful innovative product that remains for years as one of the unique automotive designs.

As an extension for the product performance, the product system involves the related ecosystem of the product such as complementary ren and services. For example Nike extended its product base to include apps and devices that become part of the sport lifestyle.

This category is closely related to the typs. Unlike the configuration categories, this is front-end innovation which connects with the final product branding doglin consumer experience. Four type of innovation involve this category typse following:. Service innovation centers on how to provide a value for the consumer through the related services of the offering.

The innovation related to the consumer experience and service can be seen in international airlines such as the Singapore Airlines. The company tends to provide extraordinary experience for its consumers to dlblin them feel they are not flying at all.

The channel type of innovation is related to the how the product or service will be delivered to the end consumer. This can include new approaches to deliver the product to the consumer.


For example, Nespresso locks its customers with its members only club. Martha Stewart deeply understood her consumer and was able to develop small home living products that are frequently used by the target consumers such as stores, magazines, TV Shows…etc.

Ten types of innovation | Deloitte US | Monitor Deloitte

This type of innovation involves the reputation and perception of the final product or service. Building a brand value contributes to a better competency position in the market while building empathy between the consumer and the product.

Lego was able to present its products as a leading manufacturer of bricks toy making through developing new sets and understanding the consumer preferred movies and characters. This all helped contribute to building an empathic relation between its products and the consumer. This type of innovation centers on how to build an engaging experience between the consumer and the product. This innovation type tends to research the methods and creative ideas to extend the consumer experience.

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For example, the Wii devices expanded consumer interaction with the product from the screen to the physical environment around the player. While many companies fail to innovate due to the focus on one type rather than the others, successful models produce examples by using multiple innovation types in their business model such as Apple Music.

Products such as iPod, iTunes, and Apple Music Store is guided by one business model, which implements eight types of innovations; profit model, networking, process, product performance, product system, channel, brand, and customer experience. Rafiq Elmansy is the founder of Designorate. He is an affiliated ibnovation teaching design at the American University in Cairo. He is also a contributor at the Design Management Review. His design artwork was exhibited in many locations including Croatia, South Africa, Brazil, and Spain.