- To make innovation work you need to look at the whole journey. What seems like a great idea can often be impractical. If a company separates the front end of innovation too far from the back-end implementation you will end up with an impressive CAD sketch of a product and a beautiful packaging design.
The world is full of what look like good ideas, but they are not necessarily commercially successful ideas. Two simple questions I like to ask are, ‘How are you going to make it? And how are you going to make money out of the idea?” People don’t ask these questions enough. They bring clarity to the question of whether it really is a good idea and forces you to address the technical and commercial risk of your idea.
I see many companies who specialize in front-end innovation fall down because they fail to address the technical and commercial risk of an idea. By failing to address the big challenges right up front, they are often left with a product concept that has no ‘practical’ future.