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

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.

Citation

Korn, K.C. and Pine, B.J. (2011), "The Typology of Human Capability: a new guide to rethinking the potential for digital experience offerings", Strategy & Leadership, Vol. 39 No. 4, pp. 35-40. https://doi.org/10.1108/10878571111147396