Our advice
Writing an innovation brief to communicate to teams

This is probably one of the most difficult aspects of this stage, but it is one of the keys to an innovation specification. Indeed, the main risk is to want to innovate while capitalizing on past products or developments. This hinders creativity and the sideways step necessary to any innovation process. This main pitfall is to be avoided, even if it is regularly put forward for reasons of timing and cost. In this case, you'll be engaging in continuous improvement rather than innovation.