Wouter Koetzier, Adi Alon, and Kenneth Hooper

A primary goal of the funnel is to ferret out the best innovations by winnowing them through a series of stage gates that reduce risk. The reality is often very different. Driven by risk aversion and poor risk management capabilities, the process often weeds out big ideas in favor of small ones. Decision-making bodies often send back proposals for additional research and work, creating time- consuming, creativity-numbing rework loops. Anything but agile and iterative, the process can be a slow, linear march that rarely moves the growth needle.

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