Marketing & commerce

A methodology for strategic innovation

By Toni Sfirtsis | June 26, 2015 | 1 min read

How do you determine the scope for innovation in the coming years? Toni Sfirtis has developed a methodology to determine the current mental model in an industry.

What do Nintendo Wii, Apple, Google, Zappos, Cisco, Cirque du Soleil, Procter & Gamble, Dell, GE, Nike, Lego, and Andre Rieu have in common? These are organizations that provide a fundamentally different value to their customers. These organizations are known as groundbreaking innovators, as players who define and break their market's rules and who have been able to repeatedly challenge their industry’s mental model. They are hero stories, used in the business community as classic cases to illustrate what strategic innovations are about and how to pursue them.

The reality is different, says Professor Dr. Toni Sfirtis. "It seems that managers and organizations have forgotten to think originally, to hold on to what makes them truly distinctive, and how to adapt to the current market reality." Based on research in several industries (construction, retail, cable companies, facility management, and care institutions) that averaged 150 respondents per industry (managers with overall responsibility), he developed a method for determining the existing mental model in an industry in order to identify the scope of innovation in the coming years. 

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White paper on strategic innovation, Toni Sfirtsis (2015, in Dutch)
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