2. Work on concepts to make them more robust

In this stage, you return to working in-house.

Launch a call for ideas within the company around the chosen innovation theme. Several techniques are possible:

• simple interviews with a targeted sample of employees;

• opening a blog on the internal network;

• idea boxes.

The aim of this exercise is to flesh out the target concept by proposing ideas for related products or technologies. Involve a cross-section of all company functions (R&D, marketing, production, communications, etc.) to obtain a broad and comprehensive view of the implications of your concept on all aspects of the customer offering.

To validate the concept before making it available to a community, set up a multidisciplinary...