In order to build out the best path forward, you will rely on replication and ideation to create three different Innovation Series for each Future State. The goal is to understand all the possible ways to reach the Future State and what the core value proposition may be for each Innovation Series.

For example, one Innovation Series might increase the range of products or services offered to your customers. Another might increase the channels or means of access to the product or service as it expands your customer base (e.g., from offline to online).

Creating three different Innovation Series helps identify which series will be the most feasible, the most appealing, and have the highest potential to produce high growth and lead to the Future State. Sometimes, two or three of these Innovation Series might naturally merge into one.

Once you have laid out the areas you want to explore with each launch, you next must explain how each launch evolves toward the future via these areas. The Value Proposition; Products, Services, or Segments; and Launch Essentials are three areas that must evolve.

So, as you can see along the top row, we improve the value proposition with each launch. We do this in order to keep customers engaged and to continue to increase growth by meeting customers’ needs and offering them something that they do not have. The second row shows the products, services, or segments that are delivered in order to meet each improved value proposition. Here is where the different elements that are required to keep the initiative moving across each launch are listed. The final row lists launch essentials, where you can expand on what critical infrastructure pieces the initiative will need at each launch. 

Taking big, big ideas off of paper and into practice can be a daunting task. With big risk, comes big reward – but with de-risk, can come quicker progress and achievement.