How the innovation funnel really works…

The advertising giant Bill Bernbach once said, “There are few things more destructive than an unsound idea persuasively expressed”. An effective innovation process is vital to ensuring that great ideas are captured, designed, nurtured and developed. And at the heart of an effective innovation process is the voice of the consumer. All too often I’ve witnessed senior leaders views driving innovation that inevitably failed because the customers weren’t part of the process.