Costovation

Stephen Wunker on Phoenix TV

Stephen Wunker on Yahoo! Final Round (Aug 14, 2018)

Jennifer Law at the NYSE on CheddarTV (Aug 14, 2018)

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Costovation is doing more with less

Costovation is innovation in pursuit of cost leadership.  Rather than innovating in order to differentiate a product and earn a price premium, companies employing costovation are able to offer radically lower prices for a well-defined customer set.  Objectives are to improve utility and decrease expenditure, to enable entrance into new, cost-sensitive consumer groups, and to optimize company revenue. 

​Successful costovation disproves the notion that innovation requires more features, more functionality, and more sophistication.  Often, the needs of cost-sensitive and emerging markets are much simpler, and require radically different products than the luxury sector.

​Costovation is also a variation of disruptive innovation, as it undermines dominant cost structures and opens up new markets and opportunities for teams willing to pursue it.  Costovation is an essential skill for companies looking to succeed in the rising markets of price-conscious consumers and developing countries, as well as those hoping to erect safeguards in an unpredictable economy. 

Learn more on our book page for Costovation >>>

 Costovation: Innovation That gives your customers exactly what they want--and nothing more

HarperCollins Leadership

​Published August 14, 2018

Available Now at Amazon

Costovation in action

Companies like Yotel have mastered the art of selling a unique, low-priced service to a specific customer set.  Yotel has established itself in and around international airports like London Heathrow and Paris CDG to service the ubiquitous time-conscious business traveler.  The company recognizes the priorities of this group (a decent bed, an excellent shower, free WiFi, and most importantly, proximity to their next flight) and has tailored its offerings to address these needs directly and cost-effectively. 

​Unlike typical airport hotels that are accessible only by shuttle, Yotel often offers accommodations directly on-site.  The rooms are much smaller than a typical hotel room, allowing the company to save on real estate, and automated check-in kiosks and food-vending walls erase the need for extensive personnel.  These costovation strategies enable Yotel to offer rooms that are much less expensive than a typical hotel, and much more appealing to time-starved business travelers looking for a place to clean up, plug in, and rest before the next leg of their journey. 

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Twenty Costovation Strategies

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