The Integrate phase/stage is a strategically important phase. In this phase we have the challenge of internal and external integration of all our process, culture and most importantly our activities and initiatives output. The main challenge of this phase is the diffusion and adoption of our internal innovation activities output. The adoption of the improvement proposals
Integrate Phase Tools:
- Ideas Funnel Success Rate
The cost of a single successful commercialized product = the sum of all investment done for the full funnel with its different stages + the cost of the successful one. So innovation cost of failure impacts directly the overall efficiency and impact of the enterprise innovation performance.
This is why we need to have an effective and efficient selection criteria for each phase of the ideas funnel.
The main concept behind the ideas funnel staging is to apply the fail fast concept and minimize the final innovation failure cost as much as possible. We all accept the concept that failure is an associated fact in the innovation management domain. The proper selection starting from the idea stage and passing through the funnel impacts directly the final cost structure, minimizes the cost of innovation failure and increases the overall organization innovation economic performance.
So for each of the three stages of theideas funnel, we have different selection criteria and evaluation technique. Also stakeholders who participate in each stage evaluation needs to be different. All this is represented in the ideas funnel success rate model.
- Ideas Funnel Investment & Resources
For each phase of the ideas funnel we need to plan the appropriate needed investment. The investment needed per phase per idea is directly related to the idea maturity stage level and to the needed activity. Ideas Funnel Investment and Resources provide a summary and examples for the overall needed investment during different maturity stages.Ideas Funnel Phases VS Innovation Organization Competencies
- Ideas Funnel Phases VS Innovation Organization Competencies
The ideas funnel represents, through its three phases, the different activities and thus the different needed innovation organization team competencies and skills set. So we can use the ideas funnel to identify the needed skills and competencies based on the nature of each phase.
Thus the Ideas Funnel Phases VS Innovation Organization Competencies, represents the needed knowledge, skills and competencies at each phase of the funnel.
Integrate Phase Activities
Guarantee Open Pipelines
In this activity, we are mainly focusing on the guarantee that the internal pipeline and gates are opened between the different enterprise organizations, functions and teams. The main challenge is to eliminate the enterprise silos. Another challenge is to guarantee the open pipeline with the external stakeholders of interest for the ideation and commercialization activities. The creation of enterprise gate keepers, who are properly empowered, trusted and having the proper skills, knowledge and professional networks, is very important for the success of such activity.
Promote Internally and Externally
One of the main elements of success for the enterprise internal innovation programs is the continuous internal and external promotion. Internally, we need to continuously promote the innovation culture and guarantee the cultural change and fostering aspect. Also internal show stoppers and blockers removal through integrating the different enterprise functions and process through a successful cultural change and adaptation programs is one of the main elements of success. External innovation communication is another challenge as it needs to be consistent, communicating the enterprise value proposition. Differentiation and unique competency is a corner stone for the success of the overall enterprise innovation strategic objective.
User Centric Approach & Fast Prototyping
As the end goal and objective of the overall enterprise internal innovation management is superiority through competitiveness, therefor user consideration all over the new product development life cycle is one of the most important elements of success. Also the ability of the organization to fail fast and succeed faster is one of the main challenges, not only to minimize the overall cost of innovation failure, but also to guarantee the highest possible success rate through customer engagement and involvement. Two important concepts to be implemented in this regards; the user centric approach for new product design and development, with a clear emphasis on customer involvement in each and every step. Also, fast prototyping approach is crucial for continuous learning, cost minimization and better product design through iterating many time based on customer feedback and betters needs, demands and problems/solutions proposed suitability and understanding.
Design Thinking and Lean Startup Approach
The product design with its desired best user experience is not an easy task. Most inventors, innovators and companies claim understanding the target customer needs. The reality is different. One of the most challenging parts of the new product development and innovation pipeline management is the guarantee of understanding for the real customer needs, and demands. Following the design thinking framework and lean startup approach is not the only solution and those frameworks are not magic but following them minimizes the risk factor and guarantees a structured manner and more importantly a culture which puts the customers and their needs, experience and demand in the middle of your new product development process.