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Although continuous improvement will often mean an adaptation of marketing message or even the business model, this form of innovation is based on when you are looking to target a new customer segment or are providing new services or products to your current customer base - the red element of the matrix.
If you are looking to introduce an extended service you will want to see if this would be applicable to other related markets and to understand the market potential to a degree you may not need to when looking at innovations that help customers get jobs done more effectively.
Competitors, packaging and communication strategies become more important particularly if you are entering a industry or service area where you are not already considered an expert, authoritative voice.
Understand your market
to maximise opportunity.
Can you afford not to know
what your customer is thinking?
Strengthen your brand
by using market research.