18.7. Protocol 4: Investment
Ideas that pass the incubation test deserve further investment. These ideas may then be field-tested to ensure sustained value. To launch a product innovation requires marketing, R&D, manufacturing, sales, and service resources. These resources allow products or services to be assessed with a large audience of consumers to determine breadth of market potential. To launch a strategic investment requires strategic clarity around product portfolios, distribution channels, and geographical scope. Administrative investments require talent (people to do the job), finances (money to design and deliver the innovative program), and technology (data sources to monitor the innovation). As these resources are committed, innovation ...
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