This I Believe: A Holistic Framework Optimizes The Ideation Process - Growth Strategies 10
“This I Believe: A Holistic Framework For Assessing Customer Needs And Value Drivers Optimizes The Ideation Process, And Broadens The Spectrum Of Jobs That Existing Solutions Are Hired To Fill.”
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I believe that consumer engagement and loyalty is achieved when an organization delivers relevant solutions consistently, conveniently, and at the right price point. Determining “relevant” solutions is challenging, as all individuals are unique and one size seldom fits all.
A holistic framework for assessing customer needs, when used in conjunction with the right segmentation of your target customer base, increases the odds that ideas generated will be collectively exhaustive within the defined innovation parameters. It allows you to probe areas that might otherwise be overlooked, which can lead to the discovery of breakthrough ideas. A holistic framework also enables the exploration of new jobs for existing solutions, as well as the identification of new features and benefits that can lead to true differentiation with target customers.
The holistic framework that I employ is based upon extensive research that AARP has performed over the years on multiple demographic segments. This framework identifies needs as both functional and emotional, and categorizes these needs within the dimensions of health, finances, connecting, giving, and enjoying. I believe in this framework. My challenge as an innovator is to get into the shoes of my target audience, look at the world from their eyes given demographic and psychographic variables, environmental trends, and life events, and assess their needs holistically.
Question: What solution helps a caregiver manage through the complexities of her parent’s illness, while providing a tangible lever to feel constantly connected?
Hint: It’s the same solution that can enable a critically ill individual to travel internationally with peace-of-mind, and provide a useful legacy for his next of kin.
Answer: A Personal Health Record with delegation features.
This I Believe: A holistic framework for assessing customer needs and value drivers optimizes the ideation process, and broadens the spectrum of jobs that existing solutions are hired to fill.
About Nigel
Nigel Smith is the Director of Innovation for AARP. In this role, he is responsible for developing decentralized innovation models for the Association, and consulting with business units in the execution of innovation processes.
Prior to AARP, Nigel was the Director or Product Innovation for Visa USA, where he developed corporate strategies and drove new product innovation for Visa’s healthcare and remittance platforms. Other professional experiences have been with McKinsey & Company, Goldman Sachs Group, and KPMG.
Nigel holds a Masters in Business Administration degree from Stanford University and a Bachelors in Business Administration degree from Howard University.