Part Two: In Summary
Measure Up
When using the Ten Types, remember these two important ideas:
1. Don’t Set the Aperture Too Wide
Trying to use the Ten Types to analyze an entire organization will only drive you crazy. Instead, focus on a particular platform within the business. For instance, don’t try to dissect the whole of Google; you’ll glean far more insight by focusing on Search or Gmail. (Of course, in some cases, like Zipcar or Netflix, the business is the platform and therefore the only unit available to analyze. Don’t panic. That’s fine, too.)
2. Keep the Bar Appropriately High for Crediting Innovations
Given that the framework essentially covers the whole spectrum of business, it can be tempting to give yourself credit just because you’re doing something within an innovation type. Don’t. Carefully analyze what you’re doing and don’t mistake activity for innovation. Be realistic, set the bar high, and remember: true differentiation doesn’t come easily. On the other hand, remember that innovations don’t have to be new to the entire world—only to a particular market.
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