Why innovation funnels don’t work and why rockets do

The 'innovation funnel' is the process by which ideas are tested and weeded out in order to find the eventual 'winners'.

Why innovation funnels don't work and why rockets do

David NicholsBrandGym

It's true. Innovation funnels don't work. In fact, they stifle creativity and make innovation less likely to be successful.

But how can this be? The innovation funnel is the way that nearly all big branded businesses manage their innovation. Innovation is the business strategy of our age – saving brands, businesses and share price with the power of its promise. CEOs every where have their innovation speeches prepared and will roll them out as the answer to a panoply of corporate ills: encroaching competition, margin erosion, brand revitalisation,...

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