That is innovation – 6 Phases to successful market launch.

Which path leads to successful innovation?

The journey, from an initial motivation to create an innovation, to successful market launch contains six phases. The innovation roadmap helps to maintain an overview on the innovation endeavour, phases and targets. Innovation novices use it as an itinerary. For experienced innovators, who apply iterations and adaptations flexibly, it serves as a reference. Applicable to all types of innovations.

Phase 1 | Fields of Innovation

Increasing competitive pressure or the will to push the world ahead are possible motivations for innovation. The direction is still unclear. Current strengths, weaknesses and changes in organisation, environment and at the customers help to identify innovation potentials. Risk appetite, available resources and personal motivation are vital matters for the topic selection.

Phase 2 | Innovation Endeavour

A specific innovation endeavour has been selected. The innovation team gains a common understanding of the biggest challenges and degrees of freedom. Once the innovation project is defined, the team can start working on the content.

Phase 3 | Understand the context of innovation

Social environment and technological developments are important for successful innovation. Visualisation of trends and understanding previous developments allow conclusions regarding customer preferences which are not even known by the customer himself. The phase ends with a crisp picture of the environment and objective for the future innovation.

Phase 4 |Innovation Patterns

Technical systems as well as business models follow approved patterns and principles. This knowledge immensly increases the chances for successful innovation. Proven success patterns and principles are one main reason why structured innovation enables excellent results in a very short time.

Phase 5 | Innovation Concepts

Creating a manageable number of solutions which will be combined, evaluated, compared and improved. Fast prototypes are used to refine and initially test the concepts. A convincing short presentation of the innovation project completes the phase. This presentation is addressed to the potential company sponsor. Core element is a condensed business case.

Phase 6 | Implementation

After the innovation project has been successfully presented to the future sponsor, the implementation begins. This is the transition to a classical development project and a step-by-step market launch. Continuous improvement enables the innovation to have a long lifecycle until it gets replaced by the next generation.


You can find a detailed description of the six phases and innovation methods for each of the four innovation types on the following roadmap posters.

Order a Roadmap-Poster

You want to support your team in its innovation path with a simple but structured overview?

First samples are printed, when ordered:

Contact us via:
Contact form or
Telephone: +49 030 – 60 98 49 02 87.

For a price of 20 Euros for printing and delivering, you will receive your poster at home or directly to your office.


» buy NOW online via TOM SPIKE Shop

Service- & Process-Innovation

» buy NOW online via TOM SPIKE Shop

Business Model-Innovation

» buy NOW online via TOM SPIKE Shop


Contact us:

Interested to create successful innovations? Interested in innovation workshops, trainings, coaching or an innovation week? Please send us a brief message. We will get back to you in the twinkle of an eye.
Thank you.


Tom Spike
Pappelallee 78/79
10437 Berlin
Tel. +49 (0)30 60 98 49 02 87
Fax. +49 (0)180 500 455 51 21

E-Mail Contact

Social Media