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M9721015 林怡伶
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M9701021 李家駒
Outline
Introduce 3M
Traditional 3M innovation Way and Why
want to use new method
Lead Users Method
Example for Lead User Process
-3M Corporation and infection control
Conclusion
Introduce 3M
Background
History
Background
Thermo-Fax copying
process, Fabric
Protector, Cleaning Pads
and several new electro-
mechanical products
ware introduced.
1960s
Dry-Silver microfilm
was introduced along
with photographic
products, carbonless
papers, overhead
projection systems, and
a rapidly growing
health care business of
medical and dental
products.
1970s
Markets further expended into pharmaceuticals,
radiology and energy control.
1980s
Post-it Note was introduced, which created a
whole new category in the marketplace and
changed people’s communication and
organization behavior forever.
1990s
Sales reached the $15 billion mark. 3M
continued to develop an array of innovation
products, including immune response modifier
pharmaceuticals; brightness enhancement films
for electronic display; and flexible circuits used
in inkjet printers, cell phones and other
electronic devices.
Nowadays
In 2004, sales topped $20 billion for the first time,
with innovative new products contributing
significantly to growth. Recent innovations include
Post-it Super Sticky Note, Transparent Duct Tape,
optical films for LCD televisions and a new family
of Cleaning Products that give consumers the right
scrubbing power for a host of cleaning jobs.
Traditional innovation way at 3M(1)
Disadvantage
Hiring out for market research created too many
interfaces between development teams and
customers
Information obtained was not necessarily
proprietary
anyone could open up a medical textbook to find key
risk factor for diseases.
Understanding customer and market needs
would not suffice
customers were somewhere blind about their own
needs, and thus could not provide clues about
SHOULD
developing BE INNOVATED!!
revolutionary products.
Why 3M want to use Lead User
Method
Stage 1
Project Planning
Stage 2
Trends/Needs Identification
Stage 3
Preliminary Concept Generation
Stage 4
Final Concept Generation
Stage 1- Project Planning
4-6 weeks
Identify the types of market, new
products of interest, and the
innovation level
Identify key business constraints
Interviewing industry experts to help
focus in key market trends
Stage 2-Trends/Needs
Identification
5-6 weeks
Select a specific need-related trends
Digest the information from stage 1
Questionnaire Telephone
Find top experts Networking Scan literature
Consulting in-house colleague
Development a good understanding of
major trends
Stage 3-Preliminary Concept
Generation
5-6 weeks
The group acquires a more precise
understanding of the needs it has selected as
the area focus.
Seek to informally assess business potential for
the product or service being conceptualized.
Interview lead user experts for technical
knowledge that pertains to concept generation.
Meet with key managers to confirm that
needs and concepts fit well with
business interests.
Stage 4-Final concept Generation
and learn from lead user
5-6 weeks
The team takes the preliminary concept
developed toward completion.
Seek to ensure that all possible solutions have
been explored.
Lead user workshop
brainstorming to arrive at consensus on
the concepts(1-2 days)
Evaluates the concepts in terms of technical
feasibility, market appeal, and management
priorities.
Example of Lead User Process:
3M Corporation and Infection Control
Stage 1
3M wanted to find a breakthrough
infection control product.
Surgical drapes
Probe the team with questions
What do you know about this market?
How important is the skin itself
as a source of infection?
Build up an invaluable database of
information
Know the need for good surgical drapes
Example of Lead User Process:
3M Corporation and Infection Control
Stage 2
Make sense of all the information
gathered in stage 1
Prove more effective the current products
easy to apply and remove.
Talk to a wide range of experts
veterinary science to medics from MASH.
Turn up other experts
Theater make-up business to veterinary
sciences to oceanographers.
Example of Lead User Process:
3M Corporation and Infection Control
Stage 3
Identify important trends in infection control
Travel to extreme situation: surgical
environments in developing countries
Send product developers to visit potential
customers.
Identify lead users
Veterinary hospitals, make-up artists in
Hollywood
How to pool the combined knowledge and
talent to develop product concepts?
Example of Lead User Process:
3M Corporation and Infection Control
Stage 4
Hold a workshop
11 3M personnel and 11 outside experts
Focus on efficacy and cost br
ainstorming
Four challenges
Lack of structure in many corporate meeting
Introverted and extroverted participants
Artist’s idea VS. surgeon’s squash
Find ways to marry very creative ideas with
technical feasibility.
Lie in navigating a sea of facts
Interplay of Q&A from diverse range keep the process
afloat.
Example of Lead User Process:
3M Corporation and Infection Control
Cross-disciplinary networking
Top Top
experts experts