What is your best innovation bet?

This article analyses the history of a product or service to predict where it might go next. Looking at the different factors that customers have found historically important and looking at what new technology can further enhance this factor.

The factors need a goldilocks zone - not so zoomed in they are hard to innovate, nor too zoomed out that they encompass to many features.

Next, for each feature look at how much extra utility refining this would provide - if people are happy with a feature, adding more of it will not yield more utility. But also take into account how a change in environment can change utility.

Rate enhancements on a scale of importance to customers, room for improvement, ease of improvement.

This scale can also be used for looking at competitors and determining what they are most likely to do next.