A true test of innovation

David Soulsby

An efficient innovation process calls for a stage known as concept screening. If innovation is to deliver value to the bottom line, then it is essential to get concept screening right.

A true test of innovation

David SoulsbyTNS Global

To achieve game-changing innovation and avoid cannibalisation, new products should be researched for their incremental growth potential at the concept screening stage

The Nobel Prize-winning chemist Linus Pauling once declared: "The best way to have a good idea is to have lots of ideas." He's half right. Having lots of ideas is a great start, but it won't get you very far unless you can recognise which are the good ones. Most companies have lots of ideas; far fewer end up developing and launching the right ones.

An efficient innovation process...

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