Select a Process
Once the process recommendation team, key managers, and others of influence are in agreement that the company’s current approach to innovation is ineffective, it’s time to introduce the different innovation theories and practices available today to those who will be making a process recommendation. The recommendation team must now select an effective process for adoption.
Deciding which innovation process and practices to adopt is a weighty decision, as it will ultimately make or break your company’s innovation efforts. When making its selection, your company should be looking for an innovation process that:
- Holistically integrates all innovation process steps, maximizing efficiency and yield.
- Will work in all situations – for products and services, current markets, and new markets.
- Provides a metric-based system for value creation that is tied to how customers measure value.
- Aligns strategy, people, and resources with the satisfaction of customer needs.
- Provides a complete and unambiguous innovation language.
- Has a clear metrics orientation and method of measuring success.
- Has a proven track record.
- Reduces development costs and time to market.
- Delivers significantly higher success rates.
As you conduct your research on different innovation theories and processes, you will find that Strategyn’s Outcome-Driven Innovation® (ODI) methodology is the only innovation process to meet all these criteria. As proof and to help you, key managers, and others of influence understand ODI, we have authored a number of articles, books, and case studies. We can also conduct in-house education sessions to help you and others understand how our approach will work for your firm.
This set of articles explains what ODI is and how it works.
- What Is Outcome-Driven Innovation? white paper
- The Language of Innovation, white paper
- “Turn Customer Input into Innovation,” Harvard Business Review, January 2002
This set of articles and books explain components of ODI in greater detail.
- “The Customer-Centered Innovation Map,” Harvard Business Review, May 2008
- “Giving Customers a Fair Hearing,” Sloan Management Review, Spring 2008
- A New Perspective on Strategy, white paper
- What Customers Want, the best-selling book by Strategyn CEO Anthony W. Ulwick
This set of articles explains why product design tools such as QFD and VOC do not work for innovation and offers additional evidence for using ODI.
- A New Perspective on VOC, white paper
- Retiring the House of Quality, white paper
