Doblin's 10 Types of Innovation®

Spread Your Creative Efforts Across Your Organization


Leading companies are usually successful because of some form of innovation. However, when they think of innovation, many organizations focus on just one part of the business. For instance, they may look at improving customer services or designing new products, but overlook opportunities to innovate in areas such as logistics or business processes.

But, when organizations spread their creative energy over multiple areas, they boost their potential to create value and to produce unique offerings that are difficult for competitors to copy. So, where should they – and you – look to innovate?

In this article, video and infographic, we look at Doblin's 10 Types of Innovation®, a useful tool that identifies different areas where you can innovate across your organization.

Click here to view a transcript of this video.

What are Doblin's 10 Types of Innovation®?

Doblin Group, an innovation consulting firm, developed the 10 Types of Innovation® after 27 years of research into organizations' creative processes. Doblin Group says that you'll more likely have a successful organization if you focus on innovating in at least four of the 10 areas.

The 10 Types of Innovation (reproduced here with permission) are in three broad categories:


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