Doblin’s "Ten Types of Innovation" #productmanagement

Doblin's "Ten Types of Innovation" is a widely recognized framework that helps organizations think beyond just product development and identify opportunities for innovation across their entire business. The framework categorizes innovation into three main areas, with ten distinct types:

I. Configuration

(Focus on the innermost workings of an enterprise and its business system)

  1. Profit Model Innovation – How you make money
    Rethinking revenue streams, pricing models, or monetization strategies.

  • Example: Gillette selling razors cheaply and making profit on blades.

  • Example: Netflix moving from DVD rentals to a monthly subscription model.

  • Example: Spotify offering freemium access with paid premium features.

  1. Network Innovation – How you connect with others to create value
    Leveraging external partnerships, platforms, or ecosystems.

  • Example: Procter & Gamble’s “Connect + Develop” open innovation program.

  • Example: Uber using a network of freelance drivers without owning cars.

  • Example: Alibaba acting as a platform that connects buyers and sellers without holding inventory.

  1. Structure Innovation – How you organize and align talent and assets
    Creating flexible structures or unique internal configurations.

  • Example: W.L. Gore’s lattice (non-hierarchical) organization.

  • Example: Haier’s self-organizing micro-enterprises within its structure.

  • Example: Zappos experimenting with Holacracy for decentralized management.

  1. Process Innovation – How you use superior methods to do your work
    Developing proprietary processes or operational advantages.

  • Example: Toyota’s Lean Production System.

  • Example: Zara’s fast fashion model reducing concept-to-store cycle.

  • Example: McDonald’s standardization of kitchen workflows for speed and consistency.

II. Offering

(Focus on an enterprise's core product or service)

  1. Product Performance Innovation – How you develop distinguishing features and functionality
    Enhancing performance, quality, or unique characteristics.

  • Example: Dyson’s bagless vacuum with dual cyclone tech.

  • Example: Tesla's over-the-air software updates for vehicles.

  • Example: GoPro’s rugged, high-definition action cameras.

  1. Product System Innovation – How you create complementary products and services
    Bundling products or creating ecosystems.

  • Example: Oscar Mayer’s Lunchables offering meal kits for kids.

  • Example: Adobe Creative Cloud offering integrated tools for creatives.

  • Example: Apple's product ecosystem — iPhone, AirPods, Apple Watch, all synced.

III. Experience

(Focus on customer-facing elements)

  1. Service Innovation – How you support and amplify the value of your offerings
    Creating delightful, convenient, or value-added services.

  • Example: Zappos’ 24/7 customer service and generous return policy.

  • Example: Amazon Prime’s bundled services (shipping, video, music).

  • Example: IKEA’s in-store child care and home assembly services.

  1. Channel Innovation – How you deliver your offerings to customers
    Finding new paths to reach and serve customers.

  • Example: Amazon’s direct-to-consumer e-commerce model.

  • Example: Warby Parker’s try-at-home eyeglasses model.

  • Example: Tesla selling cars directly online and through showrooms, bypassing dealerships.

  1. Brand Innovation – How you represent your offerings and business
    Building identity, trust, and emotional connections.

  • Example: Apple’s sleek design and minimalist brand experience.

  • Example: Patagonia promoting sustainability and activism as core brand values.

  • Example: Nike’s branding around empowerment and "Just Do It" ethos.

  1. Customer Engagement Innovation – How you foster compelling interactions
    Creating meaningful, participatory, and loyal relationships.

  • Example: Starbucks Rewards app for personalized offers and easy ordering.

  • Example: LEGO Ideas platform allowing fans to submit and vote on new products.

  • Example: Duolingo using gamification and streaks to keep learners engaged.

Conclusion:
The power of Doblin’s framework lies in its ability to highlight that successful innovation is not just about better products, but about enhancing the entire value system. The most impactful innovations often combine multiple types — like Apple, which blends product performance, brand, customer engagement, and ecosystem thinking — to build lasting competitive advantage.

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