Innovation in one vector is like playing a guitar with one string. Focus on new products and services in an isolated manner is a recipe for failure. There are other Innovation vectors that are equally or more important than delivering a benefit in one vector only. Thinking across all vectors also expands the innovation sources to solve a problem and deliver on a consumer or customer need.
An Innovation Can Be Initiated By Any Vector. To Be Successful It Should Touch Several Vectors!
Most companies focus on 1 or 2 vectors to innovate. However, combining the different vectors makes the innovation significantly stronger and increase its differentiation. On average, successful companies use more than 3 vectors to innovate in a new product or service.