Many things can go wrong during the process of creating new products, services or business models. Let me give you ten examples from my own experience. You may recognize this as an array of all too familiar scenarios. If so, rest assured, you are not alone.
1. We´re not sure what we want.
Ideation of new products and services happens ad hoc, usually at a time when a problem arises or the turnover decreases suddenly or when a competitor enters the market unexpectedly. The first question is: “What now?” Then the creed becomes: “We’ll get Smith to create a list.” From this moment it becomes clear that any current strategic business plans no longer provide much direction for innovation. Ultimately, the lack of clear directives leads to random thought processes and frustration. Frustration because the management, further down in the innovation process, decided to concentrate on something else than what you were focusing on before.