Suitable = cost innovation + localized features based on strong customer insight
A key concept in describing the characteristics of Asian innovation is “suitable” – in Chinese: [Hershei dé].
Products and services should match the customer’s current needs and demands precisely – like a man matches his wife.
Being ”suitable” reflects an attitude that is almost humble in its focus on the end-users’ needs – rather than on what the company itself would tend to suggest. This deep understanding can come from studying the customers, interacting through communities, events, focus groups and generally from being present in the situations and locations where the product will be used.
Aiming to be suitable is quite different from a ”push” approach in which new products are developed, based upon internally developed ideas and technological improvements. It is also quite different from using ideas from lead users.
Apart from understanding and matching the user’s context, there’s also a cost savings dimension to being suitable. It implies that there is no need to make products with features that are not useful to the customer and there is (in many cases) no need to provide a quality that exceeds the needs of the context.
This means that companies can consider saving costs and development time by focusing on meeting the exact needs of the customer. No less, not much more; suitable.
In some contexts, this approach is also known as “frugal” innovation.
Speed is an important part of being suitable. The demands of the market are changing faster than ever and companies increasingly compete on their ability to meet the customer’s needs in their present, specific context.
This requires flexibility, rapid development, access to the latest technology – and an ongoing dialogue with the customers to understand the directions in which demands are moving.