Sustainable Growth:

Innovation Management

Value Innovation

Delivering Beyond Customer Expectations


Vadim Kotelnikov personal logo Vadim Kotelnikov

Founder, Ten3 Business e-Coach – Inspiration and Innovation unlimited!

Author of the Smart & Fast mini-courses  Smart Innovation,   Systemic Innovation  and   The Jazz of Innovation



"The biggest mistake anyone can make is to focus on the competitor. You focus on the consumer and you will get it right."  – K.B.Dadiseth



Value Innovation Yin and Yang Creating Customer Value Tailoring New-to-the-world Product Development Vadim Kotelnikov Quotes Coaching Customers Observing People Listening to Customers Customer Satisfaction Advertising The Tao of Business Success The Power of Balance Entrepreneurial Creativity Leading by Serving Measuring Customer Satisfaction Retaining Customers Radical Innovation Henry Ford Quotes Value Innovation: The TAO of VALUE INNOVATION (Yin and Yang) - Adapting To Customer Needs and Introducing Revolutionary Products


Google's 10 Guiding Principles

  1. Focus on the user and all else will follow... More

Customer Care


6Ws of Corporate Growth

  1. Know HOW: know how compete, innovate, organize business processes, win and retain customers... More

Competitive Strategies

Survival Strategies

Market Leadership Strategies

Low cost/benefit ratio

Creating higher customer value and positioning

... More

Add More Value for Your Customer

  • See what your customers do with what you give them, and either do it for them or help them with it... More

Tips for Forcing Combinations

By Paul Sloane

  • Look for combinations between your organization and every other organization you come across. How could you collaborate with company XYZ to deliver a radical new offering to clients?... More

Why New Products Fail?

  • Invention, not customers and their needs, come first; research capabilities are used  to come up with unique products, instead of creating unique customer value... More

Keeping Eyes Open for Inspiration


  • Develop empathy for diversified consumers' needs, even if those consumers are very different from yourself, if you want to anticipate their interests and needs. The best products embrace people's differences... More

10 Rules for Building a Great Business

  1. Focus on your customer. Create a customer-centric business model, stay close to your customers, listen to them and partner with them to create superior customer value... More

Strategic Innovation

7 Dimensions

  1. Consumer / Customer Insight – understanding articulated and unarticulated needs... More

Creating Competitive Disruption

7 Strategies

  1. Find new ways to improve customer satisfaction... More

29 Obstacles To Innovation

  • Internal process focus rather than external customer focus... More


What is Value Innovation?

The value innovation concept provides a relevant support for questioning product/market strategies as well as underlying assumptions.

10 Commandments of Innovation

You must examine radically what constitutes real value for customers by asking fundamental questions: what value offering need to be introduced or increased to meet customer needs? what value offerings can be reduced or eliminated, because they do not constitute real value for customers?

Customer Success 360

Innovation Is Love

Value innovation is actually a very simple phenomenon.

Innovation is about Love: do what you love to do, and love your customers... More

Innovation Is Love

Why Value Innovation?

Why do some companies achieve sustained high growth in both revenues and profits? In a five-year study of high-growth companies and their less successful competitors, researches3 found that the answer lies in the way each group approach strategy.

The difference in approach was not a matter of managers choosing one analytical tool or planning model over another. The difference was in the companies' fundamental, implicit assumptions about strategy. The less successful companies took a conventional approach: their strategic thinking was dominated by the idea of staying ahead of the competition. In stark contrast, the high-growth companies and market leaders paid little attention to matching or beating their rivals. Instead, they sought to make their competitors irrelevant through a strategic logic called value innovation.

8 Best Practices of Successful Companies

Market Leadership Strategies

The market leader is dominant in its industry and has substantial market share. If you want to lead the market, you must be the industry leader in developing new business models and new products or services. You must be on the cutting edge of new technologies and innovative business processes. Your customer value proposition must offer a superior solution to a customers' problem, and your product must be well differentiated.

3 Strategies of Market Leaders

 Case in Point  Plimus' GoGuides Contextual Help

Founded in 2001 and headquartered in California's Silicon Valley, Plimus regarded as one of the most innovative and effective business platforms in the world for online sales of digital products and services. Plimus' thirst for innovation is a key driver in their clients’ success. They are constantly analyzing and predicting market trends and are swift to embody new practical features into their product line to benefit Plimus users.

In 2011, Plimus launched 'GoGuides' concise, contextual help displays to help Sellers and Affiliates drive more traffic and increase conversions as well as direct access to the firm's Instant Answers feature (providing answers to real-time customer questions). 'GoGuides' appear in the control panel to guide you through the Plimus platform and get you up and running faster and easier than ever before. The GoGuide also includes advanced tips to help improve sales results, relevant online tutorials, and glossary pages.

The first GoGuide is 'Get Up & Go,' offering navigation, advanced tips, and resources for Sellers and Affiliates just starting on the Plimus platform. It covers all the essential points to ensure effective set up. Clicking the GoGuide arrow on the top right corner of the control panel screen opens the Guide interface. As new GoGuides are added, you will have a menu of GoGuides from which to choose. You can also click the Home icon to start the GoGuide process from the beginning.

Customer-driven Innovation: 7 Practice Tips

Create Customer Value: 10 Lessons from Matsushita

Look At Your Company From Outside-In and Inside-Out

By: Masaaki Imai

  • What need could you satisfy now? In future?... More

Blue Ocean Strategy: 6 Principles

Blue Ocean vs. Red Ocean Strategy

Blue ocean strategy is about revolutionary value innovation.

The six principles drive the successful formulation and execution of Blue Ocean Strategy. These principles attenuate the six risks... More

4 Entrepreneurial Strategies

By: Peter Drucker

  • Changing the economic characteristics of the product, a market, or an industry – by creating utility, or pricing, or adaptation to the customer's social and economic reality, or delivering what represents true value to the customer.... More

Quotes from Great Corporate Leaders

"The man who will use his skill and constructive imagination to see how much he can give for a dollar, instead of how little he can give for a dollar, is bound to succeed." – Henry Ford ... More

Smart Executive

7 Dimensions of Strategic Innovation

The Strategic Innovation framework weaves together seven dimensions to produce a range of outcomes that drive growth.

Core Technologies and Competencies is the set of internal capabilities, organizational competencies and assets that could potentially be leveraged to deliver value to customers, including technologies, intellectual property, brand equity and strategic relationships... More

The Art of Innovation: 9 Truths

By: Guy Kawasaki

  • Never ask people to do what you wouldn't do. This is a great test for any company. Suppose a company invents the world's greatest mousetrap. It murders mice better than anything in the history of mankind – in fact, it's nuclear powered. The problem is that the customer needs a PhD to set it, it costs $500,000, and has to drop off the dead, radioactive mouse 500 miles away in the middle of the desert. No one at the company would jump through those hoops – it shouldn't expect customers to either... More


 Discover much more in the


Value Innovation: Two Fundamental Questions...

Customer Care...

Listening To Customers...

Learning from Customer Feedback...

Innovation: A Paradigm Shift...

Principles for Driving Growth Through Innovation...

Understanding Risks Perceived by Customers...

Become an Easy-To-Do-Business-With (ETDBW) Firm...

Apply 80/20 Principle...

"When" Is a New "What"...

Listening to Your Customer...Customer Partnership...

 Case in Point  Dell Computers...

 Case in Point  GE...

 Case in Point

 Case in Point  ABB...

 Case in Point  Innovatel...

 Case in Point  Fun4Biz...





  1. Agenda, Michael Hammer

  2. "Value Innovation in the eEcomony", Ajit Kambil

  3. "Value innovation: The Strategic logic of high growth", W. C. Kim and R. Mauborgne

  4. "Blur: The Speed of Change in the Connected Economy", Davis, S. and Meyer, C.

  5. The Art of Innovation, Tom Kelley

  6. Winning Customers, Vadim Kotelnikov

  7. Customer Success Quotes

  8. More Value Innovation Quotes