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ABC of Innovation - S: Stage-gate model

S: Stage-gate model

“The best way to have a good idea is to have a lot of ideas.” Dr. Linus Pauling

The stage-gate model is a project management technique, which divides the innovation process in consecutive stages.

The stage-gate model has been made popular by Robert Cooper, who defined 6 stages and 5 gates. The state-gate works as a funnel; after each phase some ideas can progress and other get killed.

  • Discovery: generate as many ideas as possible.
  • Scoping: ideas get assessed quickly on technical merits and market prospects.
  • Build business case: ideas are researched further and summarised in a business case (product and project definition, project justification & project plan).
  • Development: Further detailing the design and basic product tests. Production and marketing plans are developed.
  • Testing and validation: elaborate product test are executed and the entire project is validated.
  • Launch: The product is introduced in the market, and evaluated against the business case afterwards.

Did you know that…

Some people compare the stage gate model to the evolutionary theory: “survival of the fittest”. Companies on average achieve one product success for every 3000 ideas. You need to organize multiple ideation sessions each year to (re)fill your innovation funnel.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.

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