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Steps to Enhance Your Innovation Process

The typical four-step innovation process begins with ideation, followed by evaluation, development, and commercialization. This structured approach allows for a clear progression from the initial concept to the final product, ensuring that ideas are methodically transformed into actionable business initiatives.


Ideation is the brainstorming stage where employees come up with new ideas for products, services, or processes. This can be done in various ways, such as brainstorming sessions, hackathons, or design thinking workshops. The goal is to generate as many ideas as possible without any judgment or criticism.

During ideation, it's important to create an environment that fosters creativity and open-mindedness. Encouraging participation from diverse groups within the organization can lead to a richer set of ideas. In addition, utilizing techniques like mind mapping or SCAMPER can help stimulate thinking and yield more innovative outcomes.


Once ideas have been generated, they are evaluated based on their feasibility, market potential, and alignment with business goals. This stage often involves market research, competitor analysis, and financial projections.

The evaluation phase is critical in identifying which ideas have the potential to become viable products or services. It is during this phase that strategic decision-making takes place, considering factors such as return on investment, resource allocation, and potential risks associated with each idea.


After the most promising ideas have been selected, they are developed into prototypes or Minimum Viable Products (MVPs). This stage can involve multiple iterations and testing to refine the product or service.

Development is where the practical aspects of bringing an idea to life take place. It requires close collaboration between different departments, such as R&D, engineering, and marketing, to ensure the product meets customer needs and stands out in the marketplace.


The final stage of the process is commercialization, where the product or service is launched and brought to market. This involves marketing, sales, and distribution efforts to reach customers and generate revenue.

Commercialization is the culmination of the innovation process, where all the hard work comes to fruition. It requires careful planning and execution to ensure that the product launch is successful and that the product is well-received by the target market.

While this four-step process is widely used, it does have its limitations.

Limitations of the Four-Step Innovation Process

The four-step innovation process is often linear, with each stage building upon the previous one. This can lead to a rigid and time-consuming process, which may hinder creativity and flexibility.

The sequential nature of this process means that each step must be completed before moving on to the next, which can create bottlenecks and delay the overall innovation timeline. It can also discourage revisiting previous stages, even when new information suggests that changes are needed.

The ideation stage, in particular, can be limited by the participants' knowledge and perspectives. This can result in ideas that are incremental rather than groundbreaking. If the same group of people always participates in the ideation sessions, the diversity of thought may be limited, leading to a narrower range of ideas.

Additionally, the evaluation stage can be biased towards ideas that align with the company's current business model, leading to missed opportunities for disruptive innovation. There is a tendency to favor ideas that fit within existing frameworks rather than those that could potentially redefine the business.

The development stage can also be time-consuming and costly, as multiple iterations and testing may be needed before a product or service is ready for launch. The focus on perfection before release can prevent timely market entry and quick learning from real-world use.

Overall, the four-step innovation process may not be suitable for companies looking to quickly adapt to changing market conditions and consumer needs. It can also stifle truly innovative ideas that do not fit neatly into the existing company structure or strategy.

The Agile Innovation Process

The agile innovation process is a more flexible and iterative approach to innovation. It involves continuous feedback and collaboration between different teams and stakeholders, allowing for faster and more efficient development of new ideas.


In the agile innovation process, ideation is an ongoing process rather than a one-time event. Employees are encouraged to share their ideas and suggestions at any time, and these ideas are evaluated and acted upon in a timely manner.

The agile approach to ideation recognizes that great ideas can come at any time and from anyone within the organization. It ensures that there is a mechanism in place for capturing and considering these ideas as they arise, keeping the innovation pipeline full and dynamic.

Prototyping and Testing

Rather than waiting until the development stage to create prototypes, the agile innovation process involves rapid prototyping and testing throughout the process. This allows for quick validation of ideas and reduces the risk of investing time and resources into ideas that may not work.

Early and frequent prototyping helps in identifying flaws and gathering user feedback, which can be used to iteratively improve the product. This approach encourages experimentation and learning by doing, which can lead to more effective and user-centered innovations.

Collaboration and Feedback

The agile innovation process also emphasizes collaboration and feedback between different teams and stakeholders. This allows for a diversity of perspectives and ideas, leading to more innovative solutions. It also ensures that all stakeholders are involved and invested in the success of the innovation process.

By breaking down silos and promoting cross-functional teamwork, the agile method facilitates a more holistic view of the innovation challenge. This can lead to better alignment and integration of the innovation with the overall business strategy.

Continuous Improvement

Unlike the linear four-step process, the agile innovation process is cyclical. After the commercialization stage, the process begins again, with feedback and data from the market informing the next round of ideation and development.

This cyclical nature ensures that the innovation process is a continuous loop of learning and refinement. By constantly incorporating feedback, companies can adapt more quickly to changes in the market and continuously improve their offerings to better meet customer needs.

Iterative processby Lia Den (

How to Enhance Your Innovation Process

Now that we've explored the differences between the typical four-step process and the agile innovation process, here are some steps you can take to enhance your innovation process:

Foster a Culture of Innovation

Innovation cannot thrive in a culture that is resistant to change and risk-averse. To enhance your innovation process, you must first foster a culture that encourages creativity, experimentation, and collaboration. This can involve creating cross-functional teams, providing training and resources for employees to develop new skills, and recognizing and rewarding innovative ideas.

Creating a safe environment where employees are not afraid to fail is also crucial. A culture that penalizes failure can stifle innovation, as employees may be reluctant to propose bold ideas. By celebrating both successes and learning opportunities, companies can foster a more innovative mindset.

Embrace Technology

Technology can play a crucial role in enhancing your innovation process. Tools like idea management software, project management software, and collaboration platforms can help streamline the process and facilitate communication and feedback between teams and stakeholders.

Investing in the latest technological advancements can also provide a competitive edge. For instance, leveraging data analytics can uncover new insights for innovation, while artificial intelligence can help in rapid prototyping and testing.

Encourage Diversity and Inclusion

Diversity and inclusion are essential for innovation. By encouraging a diverse range of perspectives, you can generate more creative and innovative ideas. This can involve actively seeking out and valuing input from employees of different backgrounds, experiences, and skill sets.

In addition to fostering diversity within the organization, companies can also look outside for inspiration. Partnering with external experts, customers, and even competitors can bring in fresh ideas and challenge internal assumptions.

Regularly Review and Adapt Your Process

The agile innovation process is all about continuous improvement, and the same should apply to your innovation process. Regularly review the process and gather feedback from teams and stakeholders to identify areas for improvement. Be open to change and adapt your process as needed to meet the evolving needs of your company and the market.

By routinely evaluating and updating your innovation process, you can ensure that it remains effective and aligned with your business objectives. This proactive approach can help identify inefficiencies and opportunities to streamline the process for better results.

Real-World Examples of Companies Using Agile Innovation

Many successful companies have adopted the agile innovation process to stay ahead of the competition and meet the ever-changing demands of consumers. Here are a few examples:


Google encourages innovation through its "20% time" policy, where employees are encouraged to spend 20% of their time working on projects outside their regular job responsibilities. This policy has led to the development of popular products like Google Maps, Gmail, and AdSense.

The freedom to explore new ideas without the constraints of their day-to-day work allows Google employees to think more creatively and take more risks. This culture of innovation is a key factor in Google's ability to continuously bring groundbreaking products to market.


Amazon's "two-pizza rule" limits teams to the number of people who can be fed by two pizzas. This encourages smaller, cross-functional teams that can work quickly and efficiently on projects. This approach has allowed Amazon to innovate and stay ahead in the highly competitive e-commerce market.

The two-pizza rule fosters a sense of ownership and agility within teams, making it easier to experiment with new ideas and pivot when necessary. Amazon's commitment to customer obsession also ensures that its innovations are closely aligned with customer needs and preferences.


Spotify's "hack days" allow employees to work on new ideas and projects that they are passionate about. This has resulted in innovative features like Discover Weekly and Release Radar, which use algorithms to recommend music to users based on their listening habits.

By allocating dedicated time for innovation, Spotify taps into the creativity of its workforce and encourages the development of features that enhance user experience. This approach has helped Spotify maintain its position as a leader in the music streaming industry.


In today's fast-paced business environment, having a solid innovation process is crucial for success. While the traditional four-step process has its merits, it may not be suitable for companies looking to stay ahead of the competition and quickly adapt to changing market conditions. By adopting an agile innovation process and following the steps outlined in this article, you can enhance your innovation process and drive the success of your business.

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