Idea-led Innovation consists of putting fully dimensional and commercially robust ideas in play early in the innovation journey, galvanizing organizations around a strategic vision made real. Suddenly everyone in the team has a common outcome in mind, a clear understanding of what must be true to make it happen, and the heightened energy level that comes with putting a big prize in sight.

The depth of dimension also has a transformational impact on velocity. Killer issues get spotted earlier. Elements typically given little consideration until deep in the journey have already been thought about.

A dimensional idea is the coming together of consumer and commercial insight, well-defined benefits, reasons to believe, branding, design, sensory experience, storytelling, business model, trend fit, strategic fit, and a preliminary business case defining the addressable market, operational feasibility and news path for sustaining growth over time.

Putting dimensional ideas in play early on has a transformational impact on the journey.

It dramatically accelerates and enriches consumer learning by engaging consumers in a tangible vision of a better life, advancing the core insights at the heart of the in-going idea, and spawning new insights and ideas for rapid development in subsequent work.

This approach has turned the pursuit of transformational innovation from a game of serendipity into a repeatable, scalable discipline.