The Mind of Ecosystem: In Product Design

We have written in several articles on innotelligence that asking directly to customers spec for product design often leads to failures. However, the focus on the job-to-be-done approach and other articles we have posted is primarily with how to discover the real customers needs and how to design products accordingly. The fact is however, that products or services needs to be adopted by an ecosystem of influencers that could accelerate or prevent the diffusion of innovation. We are presenting here an article by the Inovo group, where we worked in the past, that squarely focuses on how to research ecosystems barriers to product or service adoption. At Innotelligence we believe this thinking must be part of the product or business model design. When seen through these lens, product design becomes a process that incorporates both the need solution as well as the tactics and strategies for adoption.

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