Over the last decade, companies have made great strides in retooling their innovation engines. Leaner and faster, they can get products from concept to customer in record time. But even a Ferrari does not know where to drive. While there are still plenty of opportunities to enhance execution, inspiration and insight are increasingly the critical challenges for innovation executives. But improving these capabilities demands different, more outward-looking techniques. This viewpoint introduces thinking on a new approach to ideation and development that can be called Intelligent Innovation.
Authors: Georg List, Richard Hauser, Steven Veldhoen