4 Types Of Innovation Every Company Needs

1. Radical Innovation

Radical innovation refers to the introduction of completely new products or services that create new markets. These innovations are often groundbreaking and can drive significant growth for companies. One example of radical innovation is Apple's introduction of the iPhone in 2007. The iPhone was a completely new product that revolutionized the mobile phone industry and paved the way for the rise of smartphones. The iPhone's success contributed significantly to Apple's growth and cemented its position as a technology leader.

2. Adjacent Innovation

Adjacent innovation, on the other hand, involves expanding a company's existing product or service offerings into new areas. This type of innovation allows companies to capitalize on their existing strengths and tap into new markets without starting from scratch. An example of adjacent innovation is Amazon's expansion into the cloud computing market with Amazon Web Services (AWS). AWS allows businesses to rent computing resources and storage space from Amazon, providing a cost-effective alternative to building their own infrastructure. This expansion allowed Amazon to leverage its expertise in e-commerce and technology to enter a new market and generate additional revenue.

3. Incremental Innovation

Incremental innovation involves making small improvements to existing products or services. This type of innovation is often used to fine-tune existing offerings. This is the most common type of innovation and is practiced by 98% of companies. An example of incremental innovation is the release of Gillette Fusion in 2006 by Gillette, which added five blades to the traditional razor for a closer shave, providing a small improvement to the existing product. This allowed Gillette to stay ahead in the razor market and cater to the changing demands of consumers without compromising its existing offerings.

4. Disruptive Innovation

Disruptive innovation, as defined by Clayton Christensen, a Harvard Business School professor and expert in innovation, refers to innovations that challenge established industry norms and reshape markets. Disruptive innovations often start off as lower-quality or less expensive alternatives to existing products or services, but they quickly improve and overtake their more established competitors.

An example of disruptive innovation is Netflix's entry into the video streaming market. Netflix initially offered a DVD rental service via mail that was less expensive and more convenient than traditional brick-and-mortar video rental stores, allowing them to gain a large user-base of customers who were being underserved. As streaming technology improved, Netflix shifted its focus to streaming video and quickly became a dominant player in the market, disrupting the traditional television and movie industries. On the other hand, ZF Friedrichshafen, a top provider of automotive technology, embraced disruptive innovation by using KICKBOX by rready. The company was able to engage employees across the organization in the innovation process and continue to drive growth and competitiveness.

Ultimately, all four types of innovation – radical, adjacent, incremental, and disruptive – can benefit businesses in different ways. Companies that incorporate all four types of innovation into their strategy are more likely to drive growth and stay competitive in today's fast-changing business environment.