The Stage-Gate process and Design Thinking process are two very different ways to approach innovation and many people subscribe to either one process or the other. They are matched up and pitted against each other in a cordial way. In other words, they become frenemies. But like most things in life it’s not so much and “either/or” decision, but a “both/and” decision. Both processes have strengths and weaknesses and can play off each other in a powerful way. They become B.F.F.’s. The question brands needs to ask when looking at innovation processes is when to apply each, so let’s look at their respective strengths and weaknesses.
Stage-Gate is a wonderfully linear process and works just like it sounds – there are stages followed by gates where progress is assessed before moving on. Some of the benefits of this process is that it can be extremely efficient, is easy to apply, and is a process that most people feel comfortable in because of its linear progression. It’s Achilles heal is that because of it’s linear format, the outcome is only as good as the inputs at the very beginning. So in order to have a highly successful outcome from the Stage-Gate process you need to make sure you have all your inputs correct before you start.
The Design Thinking process is much different. This process typically includes seven steps: 1. Define, 2. Research, 3. Ideation, 4. Prototype, 5. Objectives, 6. Implement, 7. Learn. We won’t get in to the nuts and bolts of each step in this post, but the key take-away is that this process is mostly based on flexing between convergence and divergence to refine your innovation efforts and the seven steps provide a structure. The balance between divergence and convergence is like a camera zooming in and zooming out. This allows us to revisit or bring in new insights as we move through the seven steps – much different from Stage-Gate. The downfall to this process is that it can make people uncomfortable as we zoom in and zoom out, moving between divergence and convergence. The upside is that your outcome has a higher chance of creating solutions that are more in tune with your target segment and make a bigger impact in the market.
WHEN TO USE WHICH
Let’s start with Design Thinking. Because of its dynamic nature Design Thinking is your best option when trying to target new growth opportunities, new breakthrough innovations (think iTunes and iPods). It can also be incredibly effective when creating your overall innovation strategy as it will paint the vision for your organization and help you see how to get there.
Stage-Gate is best to use when trying to achieve incremental innovation; you’re not trying to invent the next big market, but simply trying to get some more mileage out of your current portfolio (think line extensions).
Stage-Gate can make a nice follow-up to Design Thinking. Design Thinking helps you create an overall innovation strategy, cultivates new places to play, and helps you understand how to win. It’s the pioneer, the Lewis and Clark of innovation. Once the map has been developed and a road has been set, Stage-Gate is a nice way to pave that road so you can get the most out of it until it’s time to explore new places to play and how to win. Both methods have a place and a purpose and can be pretty magical companions when used in harmony.
[...] to either one process or the other. They are matched up and pitted against each other in a …Via communitymba.wordpress.com LD_AddCustomAttr("AdOpt", "1"); LD_AddCustomAttr("Origin", "other"); [...]