Innovation is often viewed as more art than science. But in reality, companies can improve their odds of sustained success by taking advantage of information about the unfolding innovation process.
In an era of low growth, companies need innovation more than ever. Leaders can draw on a large body of theory and precedent in pursuit of innovation, ranging from advice on choosing the right spaces to optimizing the product development process to establishing a culture of creativity.1 In practice, though, innovation remains more of an art than a science.
But it doesn’t need to be.
In our research, we made an exciting discovery. ...