Vijay Govindarajan, Tuck professor and author of Reverse Innovation, outlines how to run a disciplined innovation experiment. List your unknowns Rate each unknown for uncertainty and importance List the highest rated unknowns Test unknowns with the highest scores first
A product is tangible. You can see it and touch it. A service, by contrast, is intangible. In fact, a service does not even exist when you buy one. If you go to a salon, you cannot see, touch, or try a haircut before you buy it. You order it, then you get it. In most cases, you buy a service taste, touch, and sight unseen.Henry Beckwith
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