A number of important findings

What we thought:

The funnel model of innovation offers an accurate representation of the innovation process. 

What we now know:

The classic funnel model of innovation is incomplete and doesn’t work in the real world. The innovation process involves five distinct phases.


Proven methods of effective management also apply to innovation tasks.

Standard methods of management are often inappropriate and even counterproductive when it comes to innovation.


Tinkering around with ideas is a waste of time. Ideas need to be realized as quickly as possible.


In reality, tinkering around with ideas is the key to their refinement and their enhanced commercial value.

An innovation-friendly enterprise culture can be managed from above. Innovation depends solely on the implementation of a culture of innovation.

A culture of innovation cannot be directly controlled. It is far more a consequence of creating the right conditions in which it is allowed to grow from the bottom up.