Doblin’s 10 Types of Innovation: Spread Your Creative Efforts

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In this blog, you will learn about Doblin’s 10 Types of innovation. In-Depth information for all 10 Types of Innovation.

At the point when we hear individuals talk about development, we used to think as the same word for new items. But in reality, it is not just that only. It is one of the root causes leading to many of the mistakes inexperienced innovators make.

In 90’s Doblin realized it and developed the Ten Types of Innovation to solve this problem.


Doblin’s 10 Types of Innovation

Doblin's 10 Types of Innovation

Doblin introduced his ten types of innovation framework during the late 90s.

Doblin identified innovation as a holistic approach within an organization consisting of all functions, processes, and operations.

It looks at the whole issue and situation of the business then tries to work out how innovation can be identified and applied to the business.


Innovation is a long term permanent change in a product or some production process.

But it is also a change in the production system itself or a difference in the business. 

Innovation is forced on business because of technological change and the need to remain competitive.

Generally, Innovation tends to come from the outside. It tends to come from the environment in which the business work.

It might be due to changes in technology, some changes in working methods, and some other things.

Some changes are considered based on the perceptions of the owner. The changes might not be related to technology but related to the production system. 

If the owner thinks that if he or she shifts the production system from one area to another and reorganizes the firm or the marketing department, it will lead them to a competitive advantage, and that was also innovation.

But most of the innovation comes from outside and some due to changes in an internal factor.

Innovation runs across all the functional areas of the business, whether it be marketing or production. 

Dolbin Innovation framework has three categories consisting of 10 innovation types.

These ten types are divide into three groups.

First is the Configuration

Under configuration, we have the company’s internal system, functions, and core foundations. 

The configuration is the fundamental question about the business-like:

How it manages to produce its product or its service, and the structure of the business.

Second is OFFERING, and under offerings, we have the company’s products and services that we are offering.

The third is EXPERIENCE. They focus on the end-user and customer experience of the product or service.


  1. Profit Model
  2. Networking
  3. Structure
  4. Process

Profit Model

It’s an essential and crucial element for Doblin’s innovation.

The organization must survive through financial means because it’s pointless for a business attempting to be innovative if it’s not producing sufficient resources to survive. 

So it is essential for a business to be profitable to engage in innovation.

It’s a prerequisite if it doesn’t have the resources to be innovative. It cant be innovative. So a business must have enough resources flowing in for it to engage in innovation.

The Organisations were considered innovative profit models that work for the business and ensure profit potential.

It’s not just a question of being innovative for innovation’s sake. 

The innovation that’s selected by the business should improve the performance of the business in the market place.

It should help the Business which produce a better product or a new product, give the customer more satisfaction, and lead to more efficiency.

In other words, innovation is target-oriented. It’s not just for the sake of innovation. Its innovation that’s been implied because it is logical to do so.


Doblin’s 10 Types of innovation

Networking is an important function for success. All Businesses should make the network to build and grow their client base.

Networking means to grow one’s contact and work with other organizations. This helps in building cordial relations with other organizations.

Networking is pervasive. Different functions within the business need to be properly networked.

They must communicate and have a high standard of communication internally.

There must also be good communication between the business and the customers, also between the business and the suppliers.

The quality of the network or the number of networks is also a feature of the business.

And there must always be a try to improve the networks because the network is essential.

Sometimes by merely having contacts on the broader market, the business can innovate and bring in new products because of feedback from the customers.

Networking also helps us to keep the record of our competitors and to anticipate competition. Networking is also essential for a business to make timely and sound decisions.

A new concept called “open innovation” allows organizations to connect, learn from each other, and utilize their resources and technology.


The structure includes all the company’s assets and resources.

Simply structure is the picture of the business’s physical resources like the buildings, the raw materials, and the machinery of the vehicles.

But it also includes the intangible ones like the goodwill of the business, the contacts, the networks—all of these pins the picture of the company.

An organization must structure their business in the best and innovative way that suits them.

Organizations must be creative in the way they organize human resources and the management of business units.

Important that the organizations also make sure that employees are properly looked after, and their welfare is also taken into consideration.

It’s also important that the organization also presents itself as a caring organization and not just pretend to be one.

An organization’s Structure must be unique to prevent competitors from copying.

Organizations try to be different, but when an organization is successful, that means it’s generating high profitability.

The word does get around in the Marketplace, and then the other companies tend to copy them.


The process involved an organization’s ability to innovate its process capabilities compared to its competitors.

This function looks into the production or in the way in which products or services are developed.

Henry Ford was a prime example of process innovation when he developed the assembly line.

There was no assembly line developed before, but he brought an innovation in the production process.

Process Innovation includes implementing supply chain and Logistics processes.

The function is looking at the whole supply chain from the delivery of the raw materials to the dispatch on the other end.

And it is also finding ways that can be done at a reasonable rate. 

This function also aims at providing reliable service to the customers.

Just in time known as JIT and inventory management also plays a role in process innovation.

Amazon’s innovative supply chain and delivery systems are Amazon Prime, which allows them to achieve success.

This is because of a great inventory management team, policy of JIT adopted by amazon.


Offering is classified in 2 types:

  • Product Performance 
  • Second Product system

Product Performance

Product performance concerns the value of the product or service. 

Here, the product’s value is the reflection of the product performance or how well the product meets customers’ expectations.

This includes special features and the quality of the product offered to the customers.

If the product becomes successful then the company will tend to produce the products.

Therefore this is an ongoing process of innovation to constantly change the product and bring it up to date.

The focus areas to build an innovative product or service, which means the customer needs and achieves success in the competitive market.

The type of Doblin’s innovation can be new products or newer modules of the existing product.

For example, Apple is constantly looking out for its products to find out what they can add to the product to meet customers’ expectations.

Product System

The product system involves developing innovative approaches to sustain the existing product by offering services.

 Companies can create other product and services which can be integrated into one product.

 The purposes of doing this are to develop robust products that will further satisfy customer needs.



Service innovation refers to the quality of service provided to the customer.

The service must enhance the value of the product offering. So whenever the companies make a change it must enhance the offering of the product. 

This is an important aspect as a customer’s experience will result from them making a purchase.

If the customers are happy with the way the business is going and with the innovative changes in the product then the customer will purchase. But if the customer is not happy they will not purchase.


Channel innovation focuses on key methods used to connect with customers.

A different channel is open for the customers for buying what they want and from where they want.


Brand innovation refers to a company’s brand image and its ability to deliver the company’s visions and goals.

 A strong brand communicates a positive customer reputation and perception of the product/ service. 

A strong brand will encourage more Innovation and help the company sustain its position within the market.


This type of innovation focuses on the extent to which a business and its product/ services engage with its customers.

This is focused on building experience through creative ideas, interactions between customers and the product.


In this blog, we learned about Doblin’s ten types of innovation. We have also learned about prioritizing of the features.

Generally, innovation tends to come from the outside. Doblin identified it as a holistic approach within an organization consisting of all functions, processes, and operations.

Also you can read our blog on 9 life lessons that you can learn from sports


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