1 00:00:00,005 --> 00:00:03,003 - You see, Julio is a lead user. 2 00:00:03,003 --> 00:00:06,002 This term was pioneered by Eric von Hippel. 3 00:00:06,002 --> 00:00:08,008 Eric von Hippel, who will break it down for you. 4 00:00:08,008 --> 00:00:13,001 - [Eric] Let's recall that Julio is a user innovator, 5 00:00:13,001 --> 00:00:18,000 because he needs that one-handed laryngoscope for himself. 6 00:00:18,000 --> 00:00:21,000 What does it mean that he's a lead user? 7 00:00:21,000 --> 00:00:26,000 It means that he is ahead of the market in terms of demand. 8 00:00:26,000 --> 00:00:30,003 Julio is in a situation where he has to do it 9 00:00:30,003 --> 00:00:34,001 with one hand, cause he's in a helicopter. 10 00:00:34,001 --> 00:00:39,008 However, many other people, in regular medical situations 11 00:00:39,008 --> 00:00:44,004 would also prefer one-handed use, if it were available. 12 00:00:44,004 --> 00:00:49,000 So Julio's ahead, because he needs it now. 13 00:00:49,000 --> 00:00:51,001 Later, everybody will want it. 14 00:00:51,001 --> 00:00:55,006 So in that sense, Julio is leading market demand. 15 00:00:55,006 --> 00:00:58,006 - Lead users experience emerging needs, 16 00:00:58,006 --> 00:01:01,009 because they're doing something that others aren't. 17 00:01:01,009 --> 00:01:04,002 They're exploring the frontier. 18 00:01:04,002 --> 00:01:07,000 In Julio's case, he was practicing intubation 19 00:01:07,000 --> 00:01:09,003 in extreme conditions. 20 00:01:09,003 --> 00:01:12,001 Lead users also stand to benefit greatly 21 00:01:12,001 --> 00:01:13,007 from a solution. 22 00:01:13,007 --> 00:01:16,003 Julio didn't wait for a device to be invented, 23 00:01:16,003 --> 00:01:18,002 he did it on his own. 24 00:01:18,002 --> 00:01:21,009 What's more, as Eric von Hippel's research has demonstrated, 25 00:01:21,009 --> 00:01:23,006 lead users tend to produce 26 00:01:23,006 --> 00:01:25,007 very different kinds of innovations 27 00:01:25,007 --> 00:01:28,006 from established market players. 28 00:01:28,006 --> 00:01:33,008 - Julio developed something which was functionally novel. 29 00:01:33,008 --> 00:01:37,008 That means, it was a laryngoscope that did different things. 30 00:01:37,008 --> 00:01:39,005 It could be used in different settings, 31 00:01:39,005 --> 00:01:42,000 it could be done with one hand. 32 00:01:42,000 --> 00:01:44,004 Those are the kinds of innovations 33 00:01:44,004 --> 00:01:46,007 that users tend to develop. 34 00:01:46,007 --> 00:01:50,000 Something that is functionally new. 35 00:01:50,000 --> 00:01:54,004 Now, what do producer innovators tend to do? 36 00:01:54,004 --> 00:01:58,000 Producer innovators tend to make you 37 00:01:58,000 --> 00:02:01,008 the same thing that they know you need, 38 00:02:01,008 --> 00:02:03,008 like a one hand laryngoscope 39 00:02:03,008 --> 00:02:06,003 after they've learned from Julio. 40 00:02:06,003 --> 00:02:08,006 And then they tend to do things like, 41 00:02:08,006 --> 00:02:12,006 make it sort of more efficient, cheaper, 42 00:02:12,006 --> 00:02:14,005 sort of more reliable, 43 00:02:14,005 --> 00:02:17,004 along what we call dimensions of merit. 44 00:02:17,004 --> 00:02:19,008 That is known dimensions 45 00:02:19,008 --> 00:02:24,009 of improvement that apply across every product. 46 00:02:24,009 --> 00:02:26,009 - Lead users produce breakthroughs, 47 00:02:26,009 --> 00:02:28,008 not incremental improvements. 48 00:02:28,008 --> 00:02:31,002 And that's exactly what Julio did. 49 00:02:31,002 --> 00:02:34,003 Essentially, he gave eyes to a laryngoscope 50 00:02:34,003 --> 00:02:38,000 and made it usable with just one hand. 51 00:02:38,000 --> 00:02:40,002 This method of sensing the problem, 52 00:02:40,002 --> 00:02:41,008 generating a solution, 53 00:02:41,008 --> 00:02:43,008 and testing on yourself 54 00:02:43,008 --> 00:02:46,008 is one of the key parents behind a great menu 55 00:02:46,008 --> 00:02:49,000 of very successful innovation.