Jesper Sørensen: How Do You Define A New Product Category? | Summary and Q&A

TL;DR

Innovation often involves combining ideas from different areas, but explaining and categorizing hybrid products can be challenging.

Key Insights

• 🥺 Innovation often involves combining ideas from different domains, leading to powerful and insightful products.
• 🤔 Hybrid products pose challenges in explaining and categorizing them, as people naturally think in existing categories.
• ❓ Consumers tend to devalue products that are difficult to understand and categorize.
• 💨 An effective way to explain hybrid products is through analogy, but this can also create limitations and unwanted associations.
• 😀 Established companies may face difficulties in introducing genuinely innovative products due to their existing market identity.
• 🉐 Startups have an advantage in introducing hybrid innovation as they start with a blank slate and can shape their product's identity.
• ❓ Solving the technical side of innovation is essential, but entrepreneurs must also consider how consumers will make sense of their product in the market.

Transcript

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Questions & Answers

Q: Why is explaining hybrid innovation challenging?

Hybrid innovation combines ideas from different areas, making it difficult for people to categorize the product. They struggle to determine whether it falls under existing categories.

Q: How does the difficulty in categorizing hybrid products affect their value?

When people have to engage in effortful reasoning to understand a product, they tend to devalue it. We tend to value things more when we can easily recognize and classify them.

Q: How do entrepreneurs help consumers make sense of hybrid products?

Entrepreneurs often use analogy to anchor consumers' expectations. They compare their hybrid product to something familiar, such as saying an iPhone is like a cellphone with additional features.

Q: What strategic challenge do companies face in hybrid innovation?

Companies have to choose the right analogy that aligns with their product's goals and associations. Choosing the wrong analogy can constrain the product's potential and market perception.

Summary & Key Takeaways

• Hybrid innovation involves combining ideas from different domains to create new products.

• People have difficulty categorizing hybrid products, which impacts their value and success.

• Using analogy helps consumers make sense of hybrid products, but it can also limit the product's potential associations.