Problem: Asking what business a company is really in can often open doors to major new innovative possibilities. This is exactly what Steve Jobs did when he asked this question, whose answer redefined the company from being in the computer business to being the digital hub of the home. What followed was the iPod, iPhone, iPad, and iWatch.
The Innovate2Grow Experts Process:
When we asked this question in an innovation session for International Delight, there was lots of passionate discussion. When we facilitated the development of a new definition, we knew it opened doors to entirely new categories. The first result was the introduction of a new product in a new category for the company that became the biggest and most successful new product introduction in the history of the company by a factor over 2X!