The fuzzy front end of innovation confronts you with a lot of questions. Many things can go wrong during the process of creating new products, services or business models. I give you ten examples. Perhaps it is a ‘feast of recognition’, which in this case is unfortunate but rest assured, you are not alone.
1. We don’t know what we want.
Ideation of new products and services happens ad hoc, usually at a time when a problem arises or the turnover decreases suddenly or when a competitor enters the market unexpectedly. The question is then: What now? ‘Jack Smith create a list’, becomes the creed. At this moment it becomes clear that the existing strategic business plan hardly provides footing or direction for innovation. This lack of clear answers leads to random thought processes, which in many cases are interrupted because the management, after consideration, decided to concentrate on either a different market, product or target group or on another country. When you are suddenly confronted with this during the creative process, it causes a spanner in the wheels of the creative car, which then, under loud protest, comes to a screeching halt.
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Author:Gijs van Wulfen
