How Well Do You Really Know Your Concept?
by Helen Wing
The number of concepts tested at the early stage of the innovation process has increased dramatically over the years and still innovation success rates have not improved. Download this detailed paper to learn how to leverage RED measures - Relevance, Expensiveness, and Differentiation - as well as identify which of the 12 Innovation Archetypes your product fits into. The insights in this paper will help you:
- Understand how to use research to manage your innovation portfolio, and how that ties to meaningfully higher share price.
- Guide the level of marketing and effort that should be given to any particular innovation.
- Drive the incrementality of the new products in your current portfolio.
- Gain the ammunition you need to get your big ideas green-lighted.
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