The development of new products, services, or business models is not highly specific in terms of the process. An innovation project can be divided into certain phases that are repeated. Processes therefore play an important role in the structured and systematic implementation of projects in innovation management.
I will show you which 7 steps an innovation process should include and how they interact.
An innovation process is usually mapped out starting with idea conception and ending with market introduction. This is the weakness of most innovation team processes. Therefore, I would like to address this point right at the beginning before we look at the 7 steps of an innovation process in detail.
Do not first start the innovation process with idea conception, but rather with the defining of innovation objectives. The individual objectives should be clearly defined in harmony with the company strategy. In other words:
The choice of specific innovation goals marks the starting point of the innovation process and defines the strategies and process steps derived from it (idea generation, concept, development, etc.).
Furthermore, the innovation process should not end upon market introduction – instead a perfectioning phase should be integrated, because numerous improvement measures are required in the first year following market introduction. Feedback from customers and users is specifically taken into account and integrated. The quality of the solution is thereby raised to the next level.
Based on these premises, in addition to the innovation objectives as an overarching process component, 7 steps can essentially be identified in the innovation process. Between the individual steps, it always requires a decision (indicated by red arrows in the figure) to move to the next phase:
These 7 phases of an innovation process must be brought to life by your team, because not every procedure, fits every organization. "Bringing the process to life" means that you also need to think about the methods and structures behind it.
In addition to the process in the narrower sense, the innovation process also includes the innovation method and the innovation structure. Each phase in the innovation process (WHAT) therefore includes corresponding methods (HOW) and structures (WHO).
Example – "Concept phase" in innovation management:
These three levels require appropriate coordination with each other to ensure the holistic design of the innovation process.
As with any other process in an organization, the innovation process must also evolve. During innovation projects, you and your innovation team may discover how you need to further align the process with your innovation management.
Likewise, new methods or tools (e.g. in idea management or for innovation metrics) can change the work in an innovation department. The possibilities offered by artificial intelligence (AI), for example, are changing how we solve innovation management tasks in the future. Increasing application scenarios for AI can be found in the innovation process.
A future-proof innovation process therefore itself moves with the times and reflects the use of new technologies. AI can influence the phases in the innovation process:
A holistic innovation process is aligned with the innovation objectives and purposefully integrates a phase of perfectioning, which serves to refine and adapt. Each phase should follow a structured process that establishes appropriate methods and decision-making responsibilities.
Constant evaluation at every stage of the innovation process enables resources to be deployed in the R&D and innovation team in a targeted manner and innovation activity to be focused on promising innovations. It is also a matter of keeping an eye on the changes in one's own work.
With an innovation process that fulfills a holistic approach, an important step for more innovative strength is fulfilled. However, those responsible for innovation must be aware that this only fulfills one aspect. In the following article, you will learn what framework you as a decision-maker need to create in order for your organization to become holistically innovative: House of Innovation: House of innovation: this is how CEOs make their company innovative.