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  • Lexi Quayle

Stages of Innovation: A Step-by-Step Guide

The Stages Of Innovation

The roots of innovation can be traced back to the dawn of human civilization. Throughout history, humans have found ways to solve problems and create new, more efficient solutions. This led to a set of clearly defined stages of innovation.


In the industrial revolution, humans began to rapidly innovate with the invention of new machines and tools to increase productivity.


This trend of progress through innovation has only accelerated in the modern era, where advancements in technology and communication have opened the door to a global marketplace of ideas.


Today, innovation is a cornerstone of society and continues to drive progress and transformation in all areas of life.


In this blog post, we will look at what innovation is about, its benefits for businesses, the various stages of innovation, and some frequently asked questions.

What is Innovation?

Innovation is the application of new ideas, processes, or products. It includes both incremental improvements to existing products or services as well as radical breakthroughs.


Innovations can be found in all areas of business, from product development to marketing and sales. It involves the development of ideas and solutions that are novel, creative, and useful.


Innovation is often driven by the need to meet customer demand, improve efficiency, or solve problems. It requires the application of knowledge, skills, and resources to create something that is different from existing solutions.


Innovation is essential to an organization's success, as it helps create competitive advantage, grow the business, and create new markets.


Here are some of the key benefits of innovation:


1. Helps you gain a competitive advantage


Innovation can help you stay ahead of the competition. By constantly introducing new products, services or processes, you can stay one step ahead of your rivals. This can give you a significant advantage in terms of market share, profitability and overall success.


2. Drives growth and profitability


Innovation is essential for businesses that want to grow and be successful. It allows you to tap into new markets and customer segments, which can lead to increased sales and profits.


Innovation can also help you improve your existing products and services, making them more efficient and effective. This can lead to increased productivity and higher margins.


3. Taps into new markets and customer segments


One of the great things about innovation is that it allows you to reach new markets and customer segments.


By developing new products or services that meet the needs of these groups, you can expand your business in ways that would not be possible otherwise. This can lead to significant growth in sales and profits.


4. Improves efficiency and effectiveness


Innovation can also help you improve the efficiency and effectiveness of your existing products and services. By constantly looking for ways to improve them, you can make them more effective and efficient, which can lead to increased productivity and higher margins.


5. Creates new jobs


Another benefit of innovation is that it creates new jobs. When businesses innovate, they often need to invest in new staff with the skills required to develop and implement the new products, services or processes.

This can lead to more people being employed, which is good for the economy as a whole.


The Stages of Innovation

The stages of innovation are the steps or phases that a company takes to develop and launch a new product or service.


The stages of innovation were first proposed by Theodore Levitt in 1963, and have been widely used since then by businesses, governments, and non-profit organizations to guide their innovation efforts.


Over the years, various organizations have adapted distinct stages of innovation to suit their specific environment.


We will look at one of the commonly used stages in the technological space.

Note, each stage of innovation requires different skills, knowledge and expertise. And each stage has its own challenges and risks.



  1. Identifying The Problem Or Opportunity

Identifying the problem or opportunity is the first stage of innovation.


It begins with recognizing the need for change, and involves analyzing and understanding the current environment.


This is done by researching current trends and consumer needs, exploring competitors, and assessing the organization’s capabilities.


Understanding where the organization can provide a better solution than what currently exists is essential to the innovation process.


  1. Idea Generation

Now that you have identified a problem, the next stage is idea generation.

It is the process of generating and capturing ideas from all sources to identify potential opportunities.

The goal is to generate as many new ideas as possible, without worrying about feasibility or practicality. It is important to involve employees and stakeholders in the idea generation process to ensure that all ideas are considered and to foster a collaborative environment.

During this stage, ideas should be generated from both internal and external sources, such as brainstorming sessions, surveys, and customer feedback.

Ideation also includes the evaluation of ideas to determine their feasibility and potential for success.

It is essential to ensure that all ideas are evaluated based on their potential to provide value, such as customer satisfaction or financial returns.


  1. Idea Screening

Idea screening is the stage of innovation during which potential ideas are evaluated and filtered for further development and implementation.

This is best done using a Pugh Selection Matrix, you can use our handy template here.

It is an important early step in the innovation process, as it allows organizations to identify and discard ideas that are not feasible.

The goal of this stage is to narrow down a large pool of ideas to those that are most likely to result in successful innovation.

This is done by assessing the idea's relevance to the organization, its originality, its potential for success, and the risk associated with its implementation.

In addition to these criteria, organizations may also factor in customer feedback, the cost of implementation, and legal considerations. Idea screening is essential to ensure that only the most promising ideas are pursued.


  1. Concept Development and Testing

In the fourth stage of innovation, the focus shifts from identifying a problem to finding a solution.


This is where the rubber meets the road, so to speak.


It is the stage where ideas are evolved into tangible products.


During this stage, the concept is developed and tested through research, interviews, and surveys. The information gathered from this research helps the team to refine and improve the product idea so that it meets consumer needs.


This stage also includes the development of a prototype or proof of concept. The prototype allows for further experimentation and helps the team to identify any potential risks or problems.


Finally, the team will perform testing to validate the concept and determine whether or not it is viable.


Through thorough research and testing, you will have a clear understanding of the problem you’re trying to solve and be able to articulate the solution in a way that resonates with your target market.


  1. Product Development and Launching

The fifth stage of innovation is developing the ready product for market.


This stage entails preparing the product and the associated processes for market launch.


It is important to ensure that the product is market-ready and meets all quality, safety, and performance standards. It also involves the packaging of the product or service.


It is essential to create a product or service that is user-friendly and appealing to the customer in order to make it attractive to the market.


The product must be operating as intended and all necessary documentation must be in place.


After the culmination of months or years of hard work and investment in design, development and marketing now it's time to launch!


The launch should include a plan to reach multiple target audiences, identify potential obstacles, and create a timeline with milestones to ensure success.


It is also important to measure the success of the launch and use the results to modify and improve the product, service or process over time


  1. Product Commercialization

The last stage of innovation is the market stage.


This is when a product or service is finally ready for widespread commercialization.


It requires the development of a comprehensive business strategy, which includes market research and analysis, pricing decisions, product promotion and distribution, and customer service.


Product Commercialization also requires the establishment of a sales and marketing team, a customer service centre, and an efficient manufacturing process.


For a product to be successful, it must be cost-efficient, reliable, and attractive to the target market. Product Commercialization is essential to creating value, generating revenue, and fostering a successful business.


Finally, market feedback must be carefully monitored so that any necessary adjustments can be made.

Frequently Asked Questions on Stages of Innovation

1. What happens during the development stage?


During the development stage, a prototype of the product or service is created and tested. This is where feasibility studies are conducted and market research is carried out. Once the product or service has been developed and refined, it is ready for commercialization.


2. What happens during the commercialization stage?


The commercialization stage is when a product or service is launched onto the market. This is where marketing and sales strategies are put in place to generate demand and interest from potential customers. If a product or service is successful at this stage, it will enter into the diffusion stage.


3. What happens during the diffusion stage?


The diffusion stage is when a product or service becomes widely adopted by consumers. This typically happens over time as word-of-mouth spreads and more people become aware of the product or service.


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