Jacob Dutton outlines why corporate innovation fails: no repeatable process. He presents three sequential phases: Identification Sprint narrows market territories into opportunities, Validation Mission tests ideas against real customer problems, and Scale Accelerator builds market-ready initiatives. Each phase requires domain expertise and practices from design thinking, Lean Startup, and Agile.
Chapters
Almost all failing innovation functions that I speak to have not found a standard way to identify new opportunities, validate new ideas, or scale them once they become initiatives in market. Before you start building new propositions, you need to land on a methodology for how you're going to do that, right? You know, which methods are you going to adopt in order to run a repeatable, scalable model? You know, your identification sprint really is about how you get from territories into opportunities. Your validation mission is about how you take one of those prioritized opportunities and find ideas or solutions within them that solve genuine problems for customers and users. And your scale accelerator is about how you take an idea from a mission and turn it into a scalable initiative in its own right. So that's component 3. You've got to have proven processes for getting the work done. So that requires deep domain knowledge and design thinking in Lean Startup, in Agile, and you've got to use that to build a systematic, repeatable, predictable method for identifying opportunities, validating ideas within them, and scaling those into, into market.