WHAT is Being Innovated? The 4 Ps of Innovation

WHAT is Being Innovated? The 4 Ps of Innovation

There are actually 4 things or objects that one can innovate:

1. PRODUCT/SERVICE: Product innovation improves or changes the actual things (products or services) that an organization sells/offers. An example of product innovation is: the many improvements in computers or smart phones.
2. PROCESS: Process innovation improves or changes the ways in which these products or services are manufactured or delivered. An example of process innovation is the use of robots to assemble cars in the automotive industry.
3. POSITION: Position innovation improves or changes the context in which the products/services are presented to potential customers.
4. PARADIGM: Paradigm innovation improves or changes the underlying mental models of what the organization does and what is its purpose or mission.

All of these 4 innovation objects can be improved either in a radical way (discontinuous, disruptive) or in an incremental way (step by step, continuous).