The development of the KIST: The new innovation strategy tool for Buro Koos
P.M. Van Deelen · 2011
Buro Koos is an Amsterdam based strategic design consultancy firm, which helps companies in various industries with innovation on product, service and communication level. Buro Koos experienced firsthand that often small and medium sized enterprises (SMEs) are skeptical of hiring an external company for innovation advice. This project was in line with this observation, and strived to develop an innovation strategy tool for Buro Koos which is specifically targeted on SMEs. An extensive research has been performed were the character and working methods of Buro Koos, the needs and whishes of SMEs and best practices of competitor tools were analyzed. This research resulted in a set of opportunities which were used in the development of a new tool. A tool was developed and tested thoroughly in two test cases. Based on the results of the test cases the tool was optimized which resulted in the: the KIST (Koos Innovatie Strategy Traject). The KIST is a standardized tool which consists out of four phases (workshops). These four phases primarily derive from the COBRA model of Buro Koos, which is the theoretical backbone of the company. The four phases together ensure a holistic approach, which according to Buro Koos, is the best way to develop successful innovations on product, service and communication level. 1: Who are we and what makes us unique? In the first phase the aspects which make the clients business really unique are explored. What are their strengths? Why do they do the things they do? How do they make a difference? What value do they add to their customer’s life? 2: Who are our customers and what do they want? From knowledge that is already available, customer segments are constructed based on motivations, context and needs. These segments are then brought to life with personas. 3: Identifying opportunity domains In the third phase multiple opportunity domains are constructed, Opportunity domains are promising areas where the strengths and values of a company match the needs and whishes of their customer(s). 4: Exploring and refining opportunity domains All opportunity domains are prioritized in a roadmap and the first opportunity domain is further explored. A customer journey map is used to identify which touchpoints are under performing and how these can be improved (e.g. new product). The KIST is a tool specifically targeted on companies with limited financial resources. Because the KIST is a standardized tool time is saved preparing and facilitating the workshops. This has as a result the KIST can be sold for a relative low price which makes it financial accessible for especially SMEs. The KIST contains no research and is purely based on knowledge that is embedded in the client (and Buro Koos). The KIST makes explicit, what is implicitly already there, turns it around, structures it and hands it back to the company in easy to use posters, models and tools. The end result of the KIST can be summarized in the following five points: Direction and inspiration for future innovation efforts A holistic approach to develop products, services and communication A consistent brand experience delivered through all touchpoints Tools and processes for the clients to be more innovative themselves Cohesion and consistency in teams, based on a shared vision