The innovative lean enterprise : using the principles of lean to create and deliver innovation to customers

Explaining how to use Lean principles to drive innovation and strategic portfolio planning, The Innovative Lean Enterprise: Using the Principles of Lean to Create and Deliver Innovation to Customers outlines simple, yet powerful, visual Lean tools that can enhance idea generation and product development. It starts with a discussion of Lean principles and then identifies the applicable portions of Lean that can drive customer value.

The book discusses customer value in the form of the benefits your customers desire. It walks you through the processes of using Lean techniques to effectively evaluate the quality of any prospective marketing opportunity and includes examples from a variety of industries, including healthcare.

The text discusses value creation, reduction of waste, entrepreneurial system designer, set-based concurrent engineering, and Lean project management. It also includes numerous examples of visual management tools as they apply to innovation to help you develop the understanding required to achieve a competitive advantage for your brand, division, or company through Lean.

Author Notes

Anthony Sgroi Jr. is a broadly experienced innovative thinker with a rare combination and proven track record in the disciplines related to customer fulfillment. Mr. Sgroi is highly experienced in the fields of engineering, manufacturing, and law, with a strong understanding of marketing and business strategy. He has considerable experience in defining value-added customer offerings utilizing the principles of Lean product development.

Mr. Sgroi has worked for many well-known companies in the areas of product development. Mr. Sgroi has developed a multitude of products that are currently on the market today. Mr. Sgroi began his career in the areas of product design and procurement. After successfully launching several products, Mr. Sgroi decided to broaden his skill set by studying business, where he acquired a strong interest in marketing and strategy. This understanding allowed him to better contribute across the various disciplines of business. Understanding the level of importance and to further differentiate himself, Mr. Sgroi successfully passed the patent bar, where he is admitted to practice before the U.S. Patent and Trademark Office regarding patent matters. Mr. Sgroi is the holder of 40 patents with more than 30 more pending in the areas of compressed butane lighters, hydrogen generating devices for fuel cells, and various inventions related to cleaning tools.

Mr. Sgroi has several forms of hands-on experience and multiple degrees. His degrees are in physics, and mechanical engineering, where he graduated magna cum laude. He also has a master's in business administration.

Acknowledgments	p. xiii
Introduction	p. xv
1 Visual Strategy	p. 1
First Parameter of Strategy	p. 2
Utility	p. 3
Emotion	p. 3
Second Parameter of Strategy	p. 4
Third Parameter of Strategy	p. 4
Fourth Parameter of Strategy	p. 5
Strategy Icon	p. 7
Conclusion	p. 16
Chapter Overviews	p. 16
Chapter 2 Understanding the Current State	p. 16
Chapter 3 Opportunity Identification	p. 17
Chapter 4 Idea Generation	p. 17
Chapter 5 Delivering Profitable Innovation to Targeted Customers	p. 17
Chapter 6 Barriers to Imitation	p. 17
Chapter 7 Applications of Graphical Strategy Tools	p. 18
Chapter 8 Ranking Offerings	p. 18
Chapter 9 Strategy Transformation Process	p. 18
Chapter 10 Strategy Transformation Example	p. 18
Chapter 11 Alignment and Position Statements	p. 19
2 Understanding the Current State	p. 21
2-D Perceptual Map	p. 22
2-DMap	p. 24
Utility Knife Industry	p. 27
First Innovation: The Retractable Utility Knife	p. 27
Second Innovation: Quick Blade Change	p. 28
Third Innovation: Folding Utility Knives	p. 28
Switchback Knife	p. 29
Product Features: Lock-Rack-Style Folding Utility Knives	p. 30
Product Features: Folding Retractable Utility Knife with Blade Storage	p. 31
Product Features: Fast-Open Gravity Utility Knife	p. 31
Conclusion	p. 39
3 Opportunity Identification	p. 41
Must-Be Requirements	p. 43
One-Dimensional Requirements	p. 43
Attractive Requirements	p. 44
Top Portion of Product Fulfillment Map	p. 47
Acquisition	p. 47
Product Use	p. 47
Barriers to Use	p. 48
Product Robustness	p. 48
End of Life	p. 49
Left-Side Portion of Product Fulfillment Map	p. 49
Utility: Product Function Category	p. 49
Risk: Category in Which Customers Seek Risk Avoidance	p. 50
Simplicity or Convenience	p. 50
Emotional Well-Being or Social well-Being	p. 51
Supports the Green Movement	p. 51
Financial	p. 52
Product Fulfillment Map Example	p. 52
Opportunity Scores	p. 56
Conclusion	p. 61
4 Idea Generation	p. 63
Internal Perspective Techniques	p. 64
Surveys	p. 65
Focus Groups	p. 65
One-on-One Interview	p. 66
Intercepts	p. 66
Product User Testing	p. 66
Customer Feedback and Complaints	p. 67
Ethnographic Research	p. 67
Idea Generation	p. 67
Problem Solution Statement	p. 68
Job Mapping	p. 68
Internal Ideation Methods	p. 70
Brain Writing	p. 70
Brain Walking	p. 70
Worst Idea	p. 71
Patent Prompts	p. 71
Picture Prompts	p. 71
White Board Technique	p. 72
External Perspective Techniques	p. 72
Looking to Alternative Industries	p. 73
Looking to Alternate Strategic Groups	p. 76
Looking at Different Buyer Groups	p. 78
Looking to Complementary Product and Service Offerings	p. 83
Adding or Removing Functional or Emotional Characteristics	p. 85
Identifying New Trends	p. 89
Conclusion	p. 92
5 Delivering Profitable Innovation to Targeted Customers	p. 93
Utility	p. 95
Emotion	p. 95
Conclusion	p. 113
6 Barriers to Imitation	p. 115
Brand Power	p. 116
Firm's Knowledge	p. 117
Customer Relationships	p. 117
Supplier Relationships	p. 118
High-Efficiency Operations	p. 118
Skill of People	p. 118
Processes	p. 118
Technology and Money	p. 119
Regulatory Pioneering	p. 119
Economies of Scale	p. 119
Switching Cost of the Consumer	p. 120
Intellectual Property	p. 121
Patents	p. 121
Types of Patents	p. 123
Patent Claims	p. 125
The Power of Patent Pending (a defensive tool)	p. 129
Trademarks	p. 132
Trade Dress as an IP Tool	p. 132
Copyrights as an IP Tool	p. 133
Trade Secrets as an IP Tool	p. 133
Conclusion	p. 134
7 Applications of Graphical Strategy Tools	p. 137
SWOT Analysis	p. 145
Strength	p. 146
Weakness	p. 146
Opportunities	p. 146
Threats	p. 147
Balanced Scorecard Approach	p. 149
Learning and Growth Perspective	p. 149
Business Process Perspective	p. 150
Customer Perspective	p. 150
Financial Perspective	p. 151
Disruptive Innovation	p. 152
New Market Disruptions	p. 153
Low-End Disruptions	p. 154
Conclusion	p. 159
8 Ranking Offerings	p. 161
Conclusion	p. 175
9 Strategy Transformation Process	p. 177
10 Strategy Transformation Example	p. 193
Conclusion	p. 226
11 Alignment and Position Statements	p. 227
Conclusion	p. 237
12 Epilogue	p. 239
Bibliography	p. 243
Appendix 1 p. 247
Appendix 2 p. 251
Appendix 3 p. 261
Notes	p. 271
Index	p. 275
About the Author	p. 291

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