The process of innovation has become innovation itself
As innovators we tend to gravitate towards what we master. However, innovation is fundamentally unpredictable and messy. Still, we try to control it. Focus on tangible factors, like technology and functionality. Act according to predefined processes and roles. Deliver on time.
Furthermore: We use the same framework as everyone else, the same data as everyone else, and the same technology as everyone else. Consequently, we try to force the market (people) to align with the innovation process, because our urge to “innovate” dwarfes our capabilities to enable customer progress. As a result, the majority of product launches fail.
As long as the innovators (people) are locked in their self-designed cage, they will not provide progress for their target customers (people). Heiki will expand on his learnings, far from the public eye, and provide his view on how to approach innovation differently.