CUBE Side #4 – Identifies Elements that Deliver Customer Value
Gives you an “architecture of Things ” for systematically improving the customer experience
Identifies your major targets for innovation improvement
Focuses your innovation search
Helps you “see” value improvement opportunities in a new way
On CUBE side 4 stakeholders will look for insight into new ideas. Using a matrix of questions, each stake holder will examine hindsight, foresight, and outsight.
Hindsight asks the stakeholder to look at his or her past experiences for new ideas. These might be ideas that were used on other projects during the stakeholder’s past job experience.
Foresight asks the stakeholder to use his experiences to find the new ideas for the future. An example might be the use of a new material that is now available in place of an existing one.
Outsight, the most important part of insight, is the use of ideas from outside the stakeholders knowledge and experience. To find outsight, the stakeholder must examine other domains for ideas, similarities, and analogies that relate to or can be applied to the current project. A simple example of this might be to look at nature and a birds ability to perch on a phone wire while in a relaxed state. Can a gripping mechanism be created that mimics this ability in your project.
Each stakeholder will be be asked to break these new ideas down into one of five components or targets. Later on side 5 of the CUBE these broken down components can be reassembled in new ways to create new solution sets.