Idea StageGenerating ideas, building them out and filtering them down to your best ideas. Results in a business plan or business case. customer needs, perceptions, competition, technology and industry trends.stimulate creativity. Avoiding assumptions that aren't in your constraints. For example, if you're developing a bicycle, don't assume it has two wheels.Generating as many ideas as possible. Include everyone in your organization.brainstorming, divergent thinking, thought experiments and counterfactual thinking. pain points that identify fundamental flaws in the way that things are done.market fit including factors such as customer needs and competition. risks that surround your ideas. Risks are fully managed though each stage of the innovation process. Risk management is a potent tool for innovation as it is the firms that are taking the biggest risks that benefit most from risk treatment. techniques include reverse brainstorming, defensive pessimism and prioritization.business case or business plan.
Testing & PlanningBrave ideas need a significant amount of verification because they are often flawed. Innovation processes are based on lightweight experimentation that explores ideas to find those that are most valuable to your goals. form of a building.qualitative data. For example, a poster for a product idea.
Business ExperimentsDesigning experiments that will generate data with techniques such as A/B testing. For example, simulate a manufacturing process to benchmark its estimated performance.feasible in terms such as cost, time, technology, resources and regulations.innovation and regular development projects is that innovation expects a large percentage of early stage ideas to fail. Innovation avoids forcing ideas that show little promise. An innovation process might see more than 99% of ideas fail at an early stage.
Goals & ObjectivesDeveloping goals and objectives for ideas that survive testing.strategies to achieve goals and objectives.
PlanningPlanning the implementation of strategy. This involves completing a business case, documenting requirements and project management processes.
Design & DevelopmentInnovation is often based on the design prowess of a team. A creative director who has launched dozens of unusually valuable products may drive innovation for a firm. In terms of development, innovation is usually about prioritizing work to develop and operationalize small chunks of functionality on a weekly or monthly basis.creative director for design and implementation. Generally speaking, innovation requires creative talent and can't be easily systematized.multiple designs for the same thing in a competitive fashion.designing them again. Innovation is often a bold vision that can't be implemented all at once. Transition design is used to identify meaningful and achievable steps that pull off large changes that would be impossible all at once.delivering design work.backlog of requirements to be implemented in future. It is common for a backlog to grow large with no expectation that all the work will ever be completed. The backlog is allowed to grow at any time and is prioritized with each design and development cycle.quality in products and services. This includes processes such as testing and quality control.
Marketing & LaunchThe process of generating demand and launching products and services.innovation is disruptive in the sense that it requires customers to change their ways, it will be hard to sell. In this case, a target market will typically be early adopters such as enthusiasts of your product category.brand identity and brand awareness.Demand generation using communication processes such as public relations, advertising, events, relationship marketing and strategies to spark word of mouth.selling and delivering a product or service.
PricingPricing models and strategy.market share for a new business, brand, product or service. For example, promotional pricing and free trials. In some cases, market penetration requires skilled personal selling.limited basis to manage risk, gain experience and collect data.predictive of the success of a product or service. For example, audience reactions to the screening of a film.pain points with a new product within a week of launch.
LaunchThe full commercial launch of an innovation.
Operations & ManagementThe day-to-day process of managing innovative products, services, experiences, processes and environments.
SalesReaching your target market to sell a product or service. Includes managing customer relationships and related processes such as voice of the customer.
OperationsThe process of delivering a product, service, process or experience.Business metrics that are relevant to innovation such as time to volume.Innovation management is the practice of directing and controlling the innovation process.managing a product such as monitoring competitive threats, pricing and positioning.
|Overview: Innovation Process|
The process of aggressive idea generation, experimentation, design, development, marketing and operations designed to produce valuable innovation.