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About Sunidee

We help companies to innovate successfully.

Sunidee is an innovation agency from Amsterdam with offices in Hong Kong and Paris.

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ABC of Innovation - H: hype

H: Hype

“You can hype a questionable product for a little while, but you’ll never build an enduring business.” Victor Kiam

A hype is a product or service that seems to be an instant hit, hyped by media attention, and that disappears shortly after, as quickly as it seemed to have appeared.

The hyped product gets a lot of attention, making customer expectations of the product rise sky-high. To make your new product successful in the long term you have to live up to your customers’ expectations by having a good value proposition. In addition you should innovate constantly to make your product ‘sticky’ or come up with amazing new products to prevent your customers from turning to the competition once they have lost interest in your product.

Did you know that…

A great example of a hype is the game Wordfeud. It was able to grow rapidly via internet because of the social sharing aspect. Shortly here after the traditional media picked it up and helped Wordfeud to grow even faster. Unfortunately for Wordfeud they were not able to keep the attention of their users. People got bored with it and quickly turned to the next hype in mobile gaming.

Angry Birds is one of the best examples of a product that went from hype to long-term business success. Their success lies in the combination of addictive gameplay, with different levels that open up new features, low price and comical style. Launched in 2009, and over a billion downloads to date, it is the largest mobile app success the world has seen so far.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - G: gamification

G: Gamification

“Money was never a big motivation for me, except as a way to keep score. The real excitement is playing the game.” - Donald Trump

Gamification is the use of game design techniques, game thinking and game mechanics to enhance non-game contexts.
A gaming element is added to everyday activities to activate people to use products and services differently or more often because they like it. The competitive element – competing against others or themselves - helps people change their behaviour.

Did you know that…
Foursquare makes sharing your location with friends online more fun. Depending on how many times and with whom you checked in you can earn badges with titles such as: adventurer, explorer, superstar and entourage. In addition you can get personal discounts at the places you check in, which stimulates return visits.

Volkswagen initiated to show that something as simple as fun can change people’s behaviour for the better. For example: making the stair of a Swedish metro station look and sound like a piano led to an increase of 66% of people taking the stairs.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - F: fuzzy front end

F: Fuzzy Front End

“There is nothing worse than a sharp image of a fuzzy concept.” Ansel Adams

The Fuzzy Front End is the unclear and undefined beginning of the innovation process.

It is the phase where important strategic decisions are made. The fuzzy front end entails formulating an innovation strategy, ideation, concept creation, business model generation and building a robust business case. And ideally involving future customers in all steps of the process. This phase is characterized by the large amounts of information. It can be hard to find a structure in all this and make the best choices. That is why a lot of companies slow down in this part of the process.

Did you know that…

One of the best ways to make your company more innovative and increase the number of innovations you bring to market is to structure the fuzzy front end of your innovation process. Most companies focus on squeezing out development time in order to reduce time to market, since they only start measuring after approving a business case. Very few people realize that it easily took over a year from the initial idea to an approved business case.

Visual tools are a good way to create overview in the Fuzzy Front End, clarify strategy and communicate intermediary results to colleagues who are not a part of the project team.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - E: end-user driven innovation

E: End-User Driven Innovation

“To charge up customers, put customers in charge.” Eric von Hippel

End-user driven innovation is putting the end-user at the heart of your innovation process.

Although this might start to become a cliche, keeping your customers in mind is crucial for creating a ‘Wow effect’. For every satisfied customer that tells one friend about their product experience, a dissatisfied customer tells six friends. Customer insights and product evaluations help you to understand the needs of your customers and create more customer centric products.

Did you know that…

Although you might think you discovered a gap in the market, that does not mean your new discovery fulfils a customer need. Having a clear understanding of the needs and desires of your target group can prevent your next product introduction from becoming a failure. For example: RJR Nabisco Holdings decided to launch a ‘smokeless’ cigarette, which they thought would fill a gap in the market as it was not available yet. It took them a while to figure out that smokers actually like the smoke part of smoking. Needless to say the product was not very successful...

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - D: design thinking

D: Design Thinking

“If I had asked people what they wanted, they would have said faster horses.” Henry Ford

Design thinking is a style of problem solving that starts off with clarifying the – often ill-defined – problem that you would like to resolve.

Although this is perhaps the most important task in the design process, it can be very hard. Therefore some teams tend to skip it and just dive into the development of a new product. But if you have a clear understanding of the problem and its context in the beginning, it becomes easier to work towards the right answers or solutions. This will save a lot of precious time. Knowing for whom and why you are developing a new product also helps to identify real customer needs and create more successful products that truly add value for your customer.

Did you know that…

If Einstein had only one hour to solve a problem he would take 55 minutes to frame the problem before coming up with actual solutions and answers. The term design thinking was introduced by David Kelley, co-founder of IDEO, and the creator of Apple Computer’s first computer mouse.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - C: co-creation

C: Co-creation

“Companies are learning that it’s better to offer customers a place to give direct feedback at their virtual doorstep than to ignore complaints and let them crop up everywhere." - Brain Reich & Dan Solomon

Co-creation is involving your customers or end-users in one or more stages of the innovation process.
This can vary from generating ideas during the first stage, to involving them in the final phase of your product or concept development. There are five common ways for co-creation: co-creation workshops, crowdsourcing, open source development, mass customisation and user-generated content. Organizations that co-create become more customer-oriented, have better relationships with their customers and increase the success rate of new products and services.

Did you know that…
Bayer is the most successful crowdsourcer in the world. Their creative pool consists of more then 100.000 doctors and medical experts! Online co-creation is the way to go if you want to involve a large group of people or if you are working on an international project and time and budget is limited. SunIdee has a great online co-creation platform available to boost your innovation project.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - B: business model generation

B: Business Model Generation

“Good design can’t fix broken business models” - Jeffrey Veen

Business Model Generation is a methodology or tool box to create innovative business models.
The methodology is described in the book Business Model Generation, which gives insight into different types of business models and offers tools to help you innovate business models yourself. The business model canvas is the central element in the methodology and helps you visualise how you create, deliver and capture value.

Did you know that...
The business model canvas is licensed under a creative commons licence, and can be downloaded for free. The book is co-created by 470 strategy practitioners. A community is linked to the book: the business model hub. This community reached 10,000 members in October 2012 with members in 137 countries.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - A: accepted consumer belief

Over the past 10 years we’ve gained valuable experience and insights into the best innovation practices from numerous innovation projects. We experienced that different people give different meaning to different words. This is why we have created this glossary, the ABC of innovation, containing – to our opinion - the most important term for innovation for each letter of the alphabet.

Today we start blogging this glossary, starting with the letter A, followed by a new letter every week.

A: accepted consumer belief

“Just as no one can be forced into belief, so no one can be forced into unbelief.” - Sigmund Freud

An accepted consumer belief defines consumers’ perceptions and beliefs about a product.
Examples of accepted consumer beliefs could be: ‘this television is cheap, the image quality must be terrible’ or ‘soap dries my skin’. These beliefs are great input for product innovation. However, changing perceptions and beliefs about a product is a challenge. It can slow down the uptake of new products or prevent them from becoming a success. For example: a type of soap that does not dry your skin directly relates to consumer needs unmet so far. This new product is strategically differentiated from other soaps by uniquely and persuasively claiming to resolve a need from the target group. But will consumers believe its promise?

Did you know that...
Dove succeeded in changing this accepted consumer belief by using real women’s testimonials in combination with dermatologists’ endorsements. They already started doing so in the 1960s and the Dove Beauty Bar is still a very successful product. Good products are as likely to fail as bad products. It is all about letting the consumer believe what the product can do. Betamax, for instance, had a better picture and audio quality than VHS video recorders. But it failed disastrously.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


Inspiration presentation: trends in the charity sector

Innovation is not only relevant for commercial companies. Also charity organizations need to change their way of working.

Why? Because the traditional way of fundraising does not work as good as it used to do in the past.

Koefnoen shows how the Dutch market has developed over the last decades. The movie in Dutch; and heavily exaggerated. But the point they make is clear:

Charity organizations are looking for new ways of fundraising. Those new fundraising concepts can result in increased donations, a better way for the charity organization to communicate their message, and -if executed well- a better relation with their supporters.

SunIdee made a presentation (in Dutch) of several trends in the charity sector. The presentation shows a selection of inspiring trends that we have seen in the Dutch market in the last year.


Bob’s took a step towards combatting the sustainability problem 

Last week we visited a McDonalds (Beverwijk, Netherlands). We were very impressed by their shared enthusiasm, drive, quality and hospitality. The owner Peter Blomberg is a fantastic ambassador for the concept and brand McDonalds. He shared some insights with us. One of them is their everyday problem with waste. Litter is the result of individual behavior. Individuals litter most on roads and highways and in retail, recreational, and residential locations. McDonalds has very strict rules in place and do everything they can, inside an d outside his restaurant. But some of the customers choose to litter and are careless in the handling of waste. So what can we do? We need creativity.

Inspired by a good idea recently tels:

"Packaging is a necessary part of a lot of food distribution, and yet remains an environmental problem when it ends up contributing to landfills and litter. We’ve already seen projects such as Canada’s Tiffin Project, which provides a small re-usable tin for takeaway customers to put their food in, but now a marketing campaign for Bob’s fast food chain in Brazil has come up with another solution – by making its packaging edible."

"Conceived with the help of advertising agency NBS, the restaurant franchise wrapped its burgers in a kind of rice paper that can be eaten along with the burger. Instead of unwrapping the food, customers were able to simply bite into the wrapped product. The idea behind the campaign was to illustrate the irresistibility of the burgers, but – according to the company – there were no wrappers left in the restaurant following the campaign, suggesting the concept could provide an environmentally-friendly solution to litter."

Although the taste and texture of the paper may not have complimented the burger, Bob’s took a step towards combatting the sustainability problem with packaging. Could this campaign be implemented more permanently?

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