{"id":26798,"date":"2021-06-24T12:16:18","date_gmt":"2021-06-24T11:16:18","guid":{"rendered":"https:\/\/www.elixirr.com\/?p=26798"},"modified":"2025-10-31T10:54:27","modified_gmt":"2025-10-31T10:54:27","slug":"bringing-bloated-innovation-back-to-its-basic-principles","status":"publish","type":"post","link":"https:\/\/www.elixirr.com\/en-gb\/bringing-bloated-innovation-back-to-its-basic-principles\/","title":{"rendered":"Bringing bloated innovation back to its basic principles"},"content":{"rendered":"\n

Innovation has lost its way. Today, it focusses on finding groundbreaking and radical new ideas at every turn. It\u2019s become expensive, with long lead times, high costs for testing, and carries significant risk once finally launched. What\u2019s missing is a laser focus on the central goal: creating products and services that provide enormous value for customers \u2013 an experience or service they cannot live without. <\/p>\n\n\n\n

The much-hyped Segway is an apt example of innovation losing its way. The two-wheeled self-balancing vehicle struggled to make a profit. It lacked fans beyond tour guides and some police forces. This certainly wasn\u2019t helped by Segway users being mocked and a few high-profile collisions. In 2015, the company was acquired by Ninebot Inc. and raised $80m. However, production stopped in 2020 when the Segway product was only making up 1.5%<\/a> of Segway \/ Ninebot\u2019s total revenue. Segway was a solution making use of new technology for the sake of it, rather than prioritising the most value-adding parts of its products.<\/p>\n\n\n\n

\n

As innovation has become buzzy, it has also become complex, expensive, corporatised and cosmetic. Returning to the first principles of innovation and the tools that we know drive tangible value is necessary to keep innovation focused on customers, not fanfare.<\/p>\n<\/blockquote>\n\n\n\n

Enter Jugaad<\/em>. Jugaad is a phrase that describes Indian ingenuity, focussing on a flexible approach to innovation that uses limited resources to solve key challenges. Applied properly, we believe it can take innovators back to the fundamentals of entrepreneurship with a mindset<\/a> that finds creative ways around business difficulties when others give up.<\/p>\n\n\n\n

The power of Jugaad<\/h2>\n\n\n\n

As innovation has become buzzy, it has also become complex, expensive, corporatised and cosmetic. Returning to the first principles of innovation and the tools that we know drive tangible value is necessary to keep innovation focused on customers, not fanfare. Jugaad can help us get there. Jugaad innovation teaches that simplicity, flexibility and opportunity are the core drivers of innovation. It requires ruthless prioritisation, strips away the frills and demands balance sheet discipline to get the most bang for your buck. We believe that applying the six lessons outlined below can help many businesses learn from the use of customer- and value-led techniques that Jugaad champions.<\/p>\n\n\n\n

The following businesses best demonstrate the use of these lessons in the market today.<\/p>\n\n\n\n

Safaricom<\/strong><\/h2>\n\n\n\n

Building on existing infrastructure and creating inclusive business models designed for the masses has boosted financial inclusion in Kenya. The proportion of Kenya\u2019s population with access to mobile money services increased from 14% in 2006 to 83%<\/a> in 2019. Safaricom\u2019s<\/a> M-Pesa mobile-based banking largely drove this, boasting 26 million users. Safaricom developed the idea after phone companies realised they had unintentionally created something that resembled a currency, tapping into a customer need. Kenyan customers were purchasing and reselling airtime<\/a> (phone data or minutes), because it was safer than carrying cash and more convenient than accessing a bank.<\/p>\n\n\n\n

Lessons to apply:<\/p>\n\n\n\n

    \n
  1. Repurpose existing infrastructure and materials e.g. open source software, partnerships, and more<\/li>\n\n\n\n
  2. Design for the masses with use cases that can scale<\/li>\n<\/ol>\n\n\n\n

    Glossier<\/strong><\/h2>\n\n\n\n

    Leveraging constant customer feedback to deliver superior value helped Glossier achieve a valuation of $1.2bn<\/a> in 2019. The brand was born out of founder Emily Weiss\u2019 beauty blog \u2018Into the Gloss<\/a>\u2019. The now global beauty business leverages its original blog as a vehicle for authentic engagement and community building, encourages its customers to engage in conversation about the beauty products they use. The blog has remained a central mechanism of the business\u2019 laser focus on seeking, listening and acting on customer feedback. The brand has gained a loyal following as a result.<\/p>\n\n\n\n

    Lessons to apply:<\/p>\n\n\n\n

      \n
    1. Create authentic, value-adding engagement models with customers<\/li>\n\n\n\n
    2. Properly measure and act on customer feedback to build the business<\/li>\n<\/ol>\n\n\n\n

      Slack<\/strong><\/h2>\n\n\n\n

      Being highly adaptable and unafraid to update their business model helped Slack to become a household name. The business started as a game called Glitch. It briefly launched in 2011, but was returned to beta as the concept was declared unviable<\/a>, failing to attract enough consumers<\/a> to survive.<\/p>\n\n\n\n

      \n

      Jugaad innovation teaches that simplicity, flexibility and opportunity are the core drivers of innovation. It requires ruthless prioritisation, strips away the frills and demands balance sheet discipline to get the most bang for your buck.<\/p>\n<\/blockquote>\n\n\n\n

      By the time it pivoted, Glitch had burnt through $10m<\/a> on development of the $17m raised by investors. With resources running out, the team took just two weeks from shutting down Glitch to launching Slack. The real opportunity had been under the team\u2019s noses. They realised the internal communications platform used by players and staff was more effective than what was in the market. Their success came from adapting their business model quickly, not from cutting corners. In 2014, Slack reached unicorn status. This summer, it\u2019s set to be acquired by Salesforce for $27.7bn. Its pivot clearly worked.<\/p>\n\n\n\n

      Lessons to apply:<\/p>\n\n\n\n

        \n
      1. Use proof of concepts to run experiments with customers and prove product-market fit early<\/li>\n\n\n\n
      2. Stay open-minded about where opportunities lie, and double-down on value drivers<\/li>\n<\/ol>\n\n\n\n

        So, you want to discover your innovation potential? Jugaad and the six lessons above are your answer.<\/p>\n\n\n\n

        <\/p>\n","protected":false},"excerpt":{"rendered":"

        Innovation has lost its way. Today, it focusses on finding groundbreaking and radical new ideas at every turn. It\u2019s become expensive, with long lead times, high costs for testing, and…<\/p>\n","protected":false},"author":1,"featured_media":26867,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[116],"tags":[156,160,102,144,152],"related_service":[],"related_industry":[69],"class_list":["post-26798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-corporate-innovation","tag-entrepreneurship","tag-innovation","tag-innovation-ecosystem","tag-strategy"],"acf":[],"yoast_head":"\nBringing bloated innovation back to its basic principles - Elixirr<\/title>\n<meta name=\"description\" content=\"Let's face it: innovation has lost its way. How can businesses refocus innovation on the consumer and the bottom line? 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class=\"wp-component-card edwp-component wp-component-card--resource wp-component-card--link js-card-link\n edwp-fade-in\">\n <figure class=\"wp-component-card__image-wrapper\">\n <img width=\"2400\" height=\"1440\" src=\"https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2021\/06\/website@2x.jpg\" class=\"wp-component-card__image\" alt=\"Innovation\" decoding=\"async\" srcset=\"https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2021\/06\/website@2x.jpg 2400w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2021\/06\/website@2x-300x180.jpg 300w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2021\/06\/website@2x-1024x614.jpg 1024w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2021\/06\/website@2x-768x461.jpg 768w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2021\/06\/website@2x-1536x922.jpg 1536w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2021\/06\/website@2x-2048x1229.jpg 2048w, 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height=\"47\" viewBox=\"0 0 47 47\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Articles <\/p>\n <a href='https:\/\/www.elixirr.com\/en-gb\/bringing-bloated-innovation-back-to-its-basic-principles\/' class='wp-component-card__title'>\n <h2>\n Bringing bloated innovation back to its basic principles\n <\/h2>\n <\/a> <div class=\"wp-component-card__description\">\n Innovation has lost its way. Today, it focusses on finding groundbreaking and radical new ideas at every turn. It\u2019s become expensive, with long lead times, high costs for testing, and… <\/div>\n <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 24 June 2021 <\/p>\n <div class=\"wp-component-card__terms\">\n <div class=\"wp-component-tags edwp-component\">\n <div class=\"wp-component-tags__tag\">\n Business Services <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link arrow wp-component-card__button\">\n Read more <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 9.74101 17.9202 9.81014 17.9519 9.88632C17.9837 9.96249 18 10.0442 18 10.1267C18 10.2092 17.9837 10.2909 17.9519 10.3671C17.9202 10.4433 17.8737 10.5124 17.8151 10.5705L10.314 18.0717C10.1975 18.1871 10.0404 18.2522 9.87641 18.2529C9.79414 18.2534 9.71259 18.2376 9.63643 18.2065C9.56027 18.1754 9.491 18.1296 9.43259 18.0717C9.374 18.0135 9.3275 17.9444 9.29576 17.8682C9.26403 17.7921 9.24769 17.7104 9.24769 17.6278C9.24769 17.5453 9.26403 17.4636 9.29576 17.3874C9.3275 17.3113 9.374 17.2421 9.43259 17.184L15.8711 10.7518H1.12509C0.959309 10.7518 0.800312 10.686 0.683084 10.5687C0.565857 10.4515 0.5 10.2925 0.5 10.1267C0.5 9.96093 0.565857 9.80193 0.683084 9.68471C0.800312 9.56748 0.959309 9.50162 1.12509 9.50162Z\" fill=\"#1D0F25\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/button>\n <\/div>\n <\/div>\n<\/article>\n","_links":{"self":[{"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/posts\/26798","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/comments?post=26798"}],"version-history":[{"count":2,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/posts\/26798\/revisions"}],"predecessor-version":[{"id":58467,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/posts\/26798\/revisions\/58467"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/media\/26867"}],"wp:attachment":[{"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/media?parent=26798"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/categories?post=26798"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/tags?post=26798"},{"taxonomy":"related_service","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/related_service?post=26798"},{"taxonomy":"related_industry","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/related_industry?post=26798"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}