09 Where to innovate?
In Chapters 5, 6 and 7 we covered why you want to develop innovation talent (i.e. the purpose), what you want to achieve more specifically (i.e. the goals) and how to communicate it (i.e. the brand). Chapter 8 provided a practical illustration of these somewhat abstract principles with the Merck Innospire case. In this case, we also touched upon the selection of innovation domains. Now is the time to deep-dive into this topic in a bit more detail.
Why do you need to focus your innovation talent on specific domains? Should you explore multiple domains at once or focus on only one? What do you do with off-topic innovation ideas that come up? How do you identify innovation domains? What is a practical approach to define innovation ...
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