Strategic Innovation and the Fuzzy Front End
Ivey Business Journal
Innovation is a While the introduction of an innovative product or service may be highly publicized or glamorous, the process of innovation is driven less by creative brainstorming or strategic planning than by carefully managed and highly sophisticated cross-disciplinary thinking and research. This article explains how to manage the “fuzzy front end” of innovation, which refers to the insight-driven, prototype-powered search for innovation in the 21st century. It details seven phases of this strategic innovation process, including collecting customer insights, sense making and opportunity mapping, rapid concept prototyping, and customer cocreation.
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