Innovation Methods

The 2inno Method

KarinLackner

Get the "big picture" - The 2inno Method is based on a practical and holistic innovation approach.

 

 

Reference: based on A.T. Kearney´s House of Innovation

 

 

The holistic and practical approach of the 2inno method

 

During the desk research on our 2inno method we discovered a project, which follows a similar approach: The project IMP3rove was established by the European Commission with the aim to improve Innovation Management Performance of SMEs in Europe with sustainable impact. The approach is – similar to the 2inno method – holistic, highly modular, and integrates an online self-assessment tool. One important aim of the project was to gain a better understanding of SMEs’ consulting needs to define the requirements for Innovation Management:

“Although a wide range of best practices is already available to SMEs, there is room for improvement, both in terms of conceptual issues and market penetration. […] Indeed, a new standard of self-assessment tools in the area of Innovation Management is being developed based on best practices identified from this analysis. These best practices in Innovation Management consulting and self-assessment tools also pinpoint certain gaps that need to be closed.” (Eva Diedrichs [et al.], European Innovation Management Landscape, Europe INNOVA paper Nr 2).

 

This is the point of departure for the 2inno method where we will close the following gaps we identified:

 

  1. SMEs need a very practical approach. The way we suggest in the 2inno.eu project is the DUI-mode: "learning by doing, using and interacting mode". Small businesses should learn very practical, in just a few weeks, how they can start concrete innovation projects and further implement them successfully.

     

  2. SMEs need guidance: We are aware of the fact, that it will not be sufficient to initiate one concrete project in order to enable SMEs to implement Innovation Management. The first innovative project (we speak about the “pilot project”) is the perfect point of departure. When working on this pilot project SMEs will learn more on the overall idea of IM and they will get aware of its importance for their future projects.

     

  3. SMEs need practical training: In customized workshops on "Innovation Management" we want to help SMEs to close the gap between theory and practice, so they can find their own "culture of innovation". All according the motto „DO innovation now!“

     

Going back to A.T. Kearney’s House of Innovation we clearly focus on the theme “Innovation Life Cycle”, which is the core part of our 2inno method. When working with SMEs we focus on this concrete process in a very practical way. The 2inno Coaches offer a first workshop in order to get to know the company and its needs. Then the Coaches will develop a tailored innovation audit following the 2inno method. Once the current situation is analysed the owners (and/or core staff) of SMEs start to DO innovation by defining a concrete project by going through the following process:

 

 

 

 

IDEA – The Discovery Stage

 

We have chosen a whole set of tools and techniques for problem identification, collection, evaluation and filtering of ideas. SMEs will get aware of the important fact to follow certain rules when making a STOP or GO decision. As soon as one innovative idea has been chosen, the 2inno Coaches will lead them to the next step:

 

CONCEPT – Define your Project

 

In this phase the Coaches will help the SMEs to clearly define their innovation project with – at least – the following important steps: The project definition needs to be clear and understandable to all people involved; the core steps of the project development must be defined (process including the overall aim as well as the necessary steps and milestones to reach this aim). In this phase a second STOP or GO decision is important in order to analyse if the implementation of the product / service is feasible (time, costs, knowledge needed, etc.).  

 

MARKET – Sell your Product / Service

 

"If you have enough information to make a business case, you’re too late.” [Bill Gates]. Following this input the 2inno Coaches will already start in the IDEA phase to prepare the later market introduction (by a needs analysis and/or direct feedback from customers). During the phase of conceptualization a sort of feasibility study (including a cost-benefit analysis) has to be worked out. Main steps of the MARKET phase: products / services have to be tested and validated, the product release has to be planned and the product distribution to be established. At the end of the third phase SMEs will learn how to evaluate their Business Results, which is essential in order to gain knowledge for further innovation projects.

 

 

From the concrete process  to the “big picture”

 

The 2inno consortium is aware of the need to have the “big picture” in mind, when implementing Innovation Management in a company. But: there are different ways to do so. The 2inno method starts with the Innovation Life Cycle (IDEA, CONCEPT, MARKET) by implementing a pilot project together with SMEs. While working on this project, all members of staff involved will get more knowledge on Innovation Management.

 

The 2inno method focusses on a practical approach and does not want to “overload” SMEs with theoretical information on Innovation Management. One of the major problems we identified when working on Innovation with companies led us to the following question: Why is it so difficult for them to get started? The answer we found so far: Owners of small companies do not want (or do not have the time / money) to get theoretical knowledge. They want to sell their products (often not aware that their products / services are no longer innovative). While working together on a concrete pilot project with the 2inno Coaches owners and key staff of SMEs will understand why further processes regarding Innovation Strategy and Innovation Culture are important.

 

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