Innovation is essential. But it is difficult and risky. Inspired by great explorers like Columbus, Magellan, Amundsen, Hillary and Armstrong a method for ideating new concepts was developed, designed as an expedition.
Consider this all too familiar scenario: Company X’s new products developed and launched with great expectations, yield disappointing results. Yet, these products continue to languish in the market, draining management attention, advertising budgets, manufacturing capacity, warehouse space and back office systems. Wouter Koetzier explores how to avoid the innovation death spiral.