This is an example of an already good service being improved by a small additional step. As technology supplements people in increasingly competitive professional services it is these continuing small improvements that may make the difference between retaining or losing a client. Incremental improvement is as a series of small improvements or upgrades made to a company's existing products, services, processes or methods.
See this Wired blog on The Power of Incremental Innovation which cites the example of Apple’s iPhone it was mostly the incremental innovations of a larger touchscreen, the app store, various ease of use and an improved overall experience, which enabled the iPhone to be the first in making smartphones mainstream. There is also an interesting ICC (International Chamber of Commerce) Report on The Importance of Fostering Incremental Innovation focusing on intellectual property which comments:
Based upon the degree to which the innovation presents an advancement of the state of the art, economists distinguish between incremental and radical innovation. Whereas incremental innovation involves refinements and relatively small extensions of existing technologies, radical innovation produces considerable technological advancements that have the potential of completely substituting products and industries by new ones. However, in practice, any radical improvement of a technology invariably draws on a series of incremental improvements.
See also this Forbes article which discusses the principle of regular 1% improvements saying Incredibly, this principle was applied and tested in 2002, which helped the British cycling team win 7 out 10 medals at the 2008 Olympics. The head coach, Sir Dave Brailsford, used the idea of improving each element of cycling by 1% to win incredible gains. It should also be noted that prior to this British cycling only had one gold medal in its 76-year history.
It also refers to this more detailed interview Sir Dave Brailsford gave to the Harvard Business Review where he explains how they applied a theory of marginal gains to cycling — he gambled that if the team broke down everything they could think of that goes into competing on a bike, and then improved each element by 1%, they would achieve a significant aggregated increase in performance.
The management consultant Tom Peters sums this up well Excellent firms don't believe in excellence - only in constant improvement and constant change.
As Confucius said The man who moves a mountain begins by carrying away small stones.
Or rather less philosophically And now, I'm just trying to change the world, one sequin at a time– Lady Gaga!




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