Action. The solution is tested: does it match the intended operation and achieve the expected results?

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Companies that have invested in new products without taking into due consideration the actual quantity, quality and structure of demand (think of the disastrous outcome of the launch of New Coke on the market).
Companies that misinterpreted, and just as often chose to ignore, the signals coming from their target market (for example, Sony with Betamax).
Companies that have overestimated the strength of their brand, placed too much faith in the endurance of innovations that were destined to be surpassed, and believed they could arrive late without eroding their position of strength (like Nokia, which in 2012, by refusing to switch to digital photography, condemned itself to sad obsolescence).
In all these cases, widely cited in the literature, large and powerful companies that in a not so distant past were highly innovative, have encountered dramatic failures (in some cases definitive) because they were unable to implement a system of continuous innovation.

Companies that adopt continuous innovation methodologies learn quickly and better than their competitors and are able to offer customers solutions to real problems not only in a limited moment but in the long term. In this article we will try to investigate how continuous innovation projects can be conducted , summarizing in three lessons some practices that have proven to be particularly effective. First, however, let's try to explain how continuous innovation "works", observing it in action.

The main steps of the continuous innovation process
There is no single continuous innovation process: each organization has its own specific needs that require customized approaches . However, we can list the fundamental steps , which according to T echfunnel are eight.

Focus. In this step, the focus is on the desired end result and the short- and long-term goals that need to be achieved to get there.
Exploration This is the phase of active research into the tools and techniques needed to achieve the objectives. This is the moment in which very different ideas are taken into consideration.
Selection. The options introduced in the second step are carefully evaluated: only the best ones are chosen, those that seem to ensure concrete development prospects.
Design. This is the planning phase: all the actions necessary to implement israel whatsapp resource the previously decided options are established and the performances are tracked.


Evaluation. Is the action working? How much is it contributing to achieving the objectives indicated in the first phase? If the performance is below that expected or new problems have arisen, this is the phase in which further solutions are developed.

Creation. Creativity is a constitutive component of continuous innovation and if exercised in the form of design thinking it helps to establish a deeper connection with the target because it draws directly on the emotional potential.

Refocus. This is perhaps the most delicate phase of the continuous innovation process but it is also the one that defines it the most. The final result is actually just an intermediate step, from which to proceed to reach new goals.

A company that chooses a continuous innovation approach and manages to implement its fundamental steps is a company that contributes not only to its economic growth but to collective progress . This is what happened in the telephony and IT sectors and is currently happening with digital transformation.