Today’s Innovation Minute – The 5 D’s of differentiation:
Distinctive, Defensible, Disruption-Proof, Desirable and Disseminated.
Be sure to watch the previous episodes!
Transcription:
In the last video I talked about differentiation, and the fact that you can’t innovate everywhere, you only want to innovate where you differentiate. Today I want to talk about the five Ds of differentiation. This is how you know you have a good differentiator. The first ‘D’ is that it’s distinctive. That is it sets you apart from the competition. Next is it’s defensible, hard to replicate.
Next is disruption-proof. Doesn’t mean it has to be disruptive, but you want to make sure you’re not going to be put out of business by someone who’ll disrupt you. Next, it has to be desirable. If the market doesn’t care about your differentiator, it’s not going to make any difference. And finally, it needs to be disseminated.
That is everyone inside the organization, not just the top people, but everyone needs to understand how you differentiate so that they can use that as a method for prioritizing innovation investments. In the next video, I will talk deeper about those five Ds. I look forward to seeing you soon.