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Chapter 5
Delivering Profitable Innovation
to Targeted Customers
In previous chapters we learned how to define and display the current state
of a business using Lean visual tools. We learned how to identify oppor-
tunities in the marketplace by using the product fulfillment map and also
by calculating opportunity scores from importance and satisfaction ratings.
Finally, we learned how to generate new ideas based on internal and exter-
nal industry perspectives.
In this chapter we will explore the value portion of Lean in depth in
terms of delivering innovation to target customers. Before these discussions,
the term innovation deserves a proper d