Understand Product Relationships
All products and services coexist within a larger context of an ecosystem of related, complementary, and even competitive products and services. Unfortunately, product designers often fail to recognize and leverage the relationships within this ecosystem. This often means they miss innovative opportunities to create happier customers and capture more revenue. The Spider Web game helps you understand how your customer sees the relationships between your product and service and other products and services. You can then use this information to capture more revenue by creating innovations around these relationships.
One kind of innovation occurs when you realize that you can do more with your current product. This discovery often leads you to change your product's boundary, or the demarcation between your product and other products, or between recommended and actual usage. Of course, the creator of the product or service is not usually the person who discovers the new usage. I don't think that Proctor and Gamble intended for Bounce Fabric Softener Sheets to be used for dissolving soap scum from shower doors or for wiping up sawdust from a woodworking shop, but these are common alternative uses for Bounce.
Another kind of innovation occurs when you realize that you can create a better total solution by establishing partnerships between your offering and other offerings. A financial-services firm might partner with an estate-planning firm to create a better total solution for families with young children. A yogurt maker might partner with a cereal manufacturer to create a healthy new snack that leverages both brands. A human resources software vendor might integrate its application with a payroll provider to eliminate errors that occur through redundant data entry.