The Typology of Human Capability: a new guide to rethinking the potential for digital experience offerings

ISSN： 1087-8572

Source： Strategy and Leadership, Vol.39, Iss.4, 2011-07, pp. : 35-40

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Abstract

Purpose ‐ This paper aims to offer a new experience innovation framework to identify new customer value and develop potential new business models. Design/methodology/approach ‐ The framework, a Typology of Human Capability, illuminates the potential uses for digital technology across four dimensions of human experience. Findings ‐ When exploring the frontiers of discovery and innovation, the Typology of Human Capability can be a useful guide to innovation opportunities. Practical implications ‐ Digital technology enables new-to-the-world possibilities for the delivery of emotion-evoking experiences by an ever-broadening array of methods that engage our human senses through endless sights, sounds, and other sensations. Originality/value ‐ Viewing value creation possibilities with the typology in this paperhelps companies tap the infinite possibility inherent in today's digital technology. Understanding this linkage between technology, human capability, and value creation can boost a firm's creative capabilities.