How do your innovations stack up?

In my last post, I talked about disciplined innovation and the Ten Types of Innovation.  In this post I want to spend a little time unpacking the ten types.  The work that Larry Keeley and his team have done is tremendous and I implore people to spend some time engaging with it.  Keeley and his team defined innovation as a “viable new offering” and through extensive research over the past thirty years have determined ten types of innovation.  These are broken up in to three categories, Configuration (what’s under the hood of your school, business or enterprise), Offering (core product/s or service/s) and Experience (how you deal with your students/parents/clients).  Below are the ten types of innovation and a brief explanation.


  1. Profit Model – How do you sustain your organisation and create value for individuals (or make money)
  2. Network – How you connect with others to create
  3. Structure – How you organise and align your talent and assets
  4. Process – How you use signature or superior methods to do your work


  1. Product Performance – How do you develop distinguishing features and functionality
  2. Product System – How you create complementary services or products


  1. Service – How you support and amplify the value of your offerings
  2. Channel – How you deliver your offerings to customers and users
  3. Brand – How you represent your offerings and business
  4. Customer Engagement – How you foster compelling interactions

Definitions taken from Ten Types of Innovation book

The language is very business centric but the categories can be reworded to suit education.  The key to using the categories is to not see innovation as solely living in one.  In fact, Keeley and his team say that real innovation should be innovative in a combination of categories.  It is this approach that is exciting.  You can use the ten types to assess your innovation and as a guide to adding value to it.  A remix of categories can lead to the “adjacent possible”, bringing to light new ways of looking at a problem.

The best way I found to engage with the ten types of innovation was to take an existing innovative project (what I believed to be anyway) and assess it against each category.  Was is it innovative in any category?  Was it innovative in more than one category?  Looking at the project through the lens of each category also opened up new possibilities, had me raising new questions.  How could I improve the delivery to students?  Could I connect with others to create more value?  Was there any other complementary services that could plug in and amplify the project?  Using this approach was a really simple way to continually improve the project.  The great people at Doblin have also got a Ten Types iPad app which provides great explanations and innovation tactics for each category to help spark ideas.  It is free but you have to pay to get all the features.  Nevertheless it is still worth checking out.

As always comments welcome.


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