Introduction to Products and Services


We have organized the brainstorming ideas around each of the three types of customer interaction: an Intermediary customer buying from a producer, a Final customer buying from a producer and a Final customer buying from an Intermediary. Within each of these types of customer transaction we provide many brainstorming ideas for each of the four customer costs, using the three generic options to add value and their subsidiary concepts to provide the detail of the outline for the brainstorming ideas.

For example:

  • Customer interaction: Final customer buying from the producer of the product

  • Customer cost step: Use product

  • Generic option to add value: Enhance the experience the customer has with the product

  • First level subsidiary concept: Associate the product with an image

  • Second level subsidiary concept: Project an image of the values of the firm

  • Third level subsidiary concept: Healthy

We support each item on the outline with numerous examples. The examples we offer come from the experiences of many other companies in other industries. Each example lists the SIC of the industry, the year of the innovation and a short example write-up describing a situation where the innovation idea is used or implied in adding value to a product.

For example, using the levels of the outline above, one of the brainstorming examples would be:



5812 2005 Panera recently innovated by putting Bell & Evans antibiotic-free, hormone-free chicken in its sandwiches and salads.

The objective of these examples is to help you create many new ideas for your individual situation. Each concept may have up to 25 illustrative innovation examples to assist you in your brainstorming. These examples are not intended to be either mutually exclusive or collectively exhaustive. You may use an idea for more than one purpose. You may also add your own ideas during your brainstorming sessions.

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