Feature/Function Innovation: Inventing Left-Hand Columns

Innovation does not mean listening to what a user is asking for and building it. Heck, the way I see it, by the time a user starts asking for something, they are most likely asking everyone for the same thing.

Real innovation is what I refer to as "inventing left-hand columns." What I mean by this is that once users hear what is now possible, they not only realize they must have it … they now consider it a requirement. As a requirement, they place this newly discovered functionality in the left hand (vertical) rows of their spreadsheet. Across the top (horizontal) columns of the spreadsheet, they place the products/solutions being evaluated. Buyers use this matrix to evaluate market offerings … thus the more unique features, you offer the more the X’s appear in your in your column … and this is a good thing.

New left-hand columns cause users to start asking everyone else for such capabilities.

The competition is now forced into reaction, all the while the innovators are working on next generation left-hand columns!

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