Is this painful for companies? It can be. But despite the pain, companies are beginning to recognize the opportunity and beginning to partner with their former “outliers” in their respective markets to combine resources for killer new products and services.
Dr. von Hippel explains that user community advantage comes largely from its volume. “Many users can produce more design work than can any individual producer,” he said this morning. “All users are free to adopt the best solution discovered by any user. Users share this stuff freely. The result is that the user community can pick up the best design – the best design plus ability to grab the best, becomes the economics that make this so powerful.”
What can manufacturers do? If they recognize what is going on they can reorient market research to find lead user innovations. Often, the voice you want to find is not the voice of your “typical customer group”; in fact they are not your customers at all, but are people who have adapted your product to do something you haven’t thought of.
Can you incentivize these users? Yes. Dr. von Hippel says royalties and payments are always welcome but the thing these early adopters – often hackers – is that they get to use the experience. “If a hacker cobbles together parts and makes a bike that will withstand mountain riding, he gets a great mountain bike to use.” Dr von Hippel reports two-thirds of all hackers say their motivation is use.
To put these user innovators to work, Dr. von Hippel recommends finding user communities and sharing your IP (intellectual property) to allow user communities to innovate without needing to defend themselves against future litigation. Your role will then be to harness the innovation and use your production and business skill to bring it to the rest of the market.
In fact, Denmark is now putting tax dollars forward to support with funding user-driven innovation. For a government with limited resources, the Danes are testing just how much innovation can be supported with presumably less outlay by rewarding companies who tap the collective innovation of their customers. And why not?