Delight customers with new experiences, products, and innovations​ while keeping costs low. With Costovation, we help focus your customer targeting, simplify your offerings, and revolutionize your business model to develop exciting yet inexpensive innovations.
 
Consider Planet Fitness, the fastest-growing gym chain in America. It’s focused squarely on casual exercisers, providing them with row upon row of easy-to-use machines. It’s open late hours, and even has pizza nights on Tuesday to emphasize that it’s not for hardcore gym users. Its focus allows for a simple, lean operation which still achieves the country’s top customer satisfaction rating among gym chains. And membership costs only $10 a month.
 
Since Costovation is fundamentally customer-centric, our process begins with a thorough investigation of customer needs and Jobs to be Done. We then explore new ways to innovate—including, but often going beyond, the product itself. We partner with your team to devise how to test these ideas and turn them into platforms that are both extraordinary and inexpensive – and often disruptive.

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​The Minibook

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FEATURED BOOK

Our Book Costovation Solves the Dilemma of How to Spend Less and Innovate More

The book’s revolutionary approach broadens the definition of innovation beyond products to the business model itself. With Costovation, you let go of assumptions, take a fresh look at the market, and relentlessly focus on what customers really want.
 
Packed with examples and interactive exercises, the book explores cost innovation strategies that work for big and small companies alike. From open innovation and cost-sharing to simplifying products and turning waste into new offerings—readers learn how rivals are carving out niches, protecting positions, and dominating industries.
 
Innovation and cost-cutting are not opposites. Combined, they expose untapped opportunities to outsmart and underspend competitors.

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