Philosophy Successful new concept development doesn't just happen. At I-86 we have found that there are certain principles that go a long way to ensuring the success of any new concept development initiative. Regardless of the project or new concept challenge, we "hardwire" these principles into our approach wherever possible.
"Don't think of it as failure. Think of it as time-released success."
— Robert Orben, Magician and Copywriter

Learn from your previous innovation efforts – systematically expand on what has worked and minimize or eliminate what has gotten in your way.

"I went to a place to eat that said 'breakfast anytime.'
So I ordered French toast during the Renaissance."

— Steven Wright, Comedian

One size never fits all. Every client brings different objectives, skill sets, experiences, individuals and challenges to any new concept development project and these all need to be taken into account when designing the optimal project to ensure success.

"Always design a thing by considering its larger context –
a chair in a room, a room in a house, a house in an environment,
an environment in a city plan."

— Eliel Saarinen, Architect

Successful new concept development takes into account 4 key elements of the marketplace: target audience attitudes and needs, competitive offerings, the company/brand's capabilities and key trends. The most compelling new concepts reside in the "sweet spot," where target needs and company/brand capability intersect.

Sweet Spot
"Nothing in nature is more fragile or more powerful than an idea."
— Jack Ricchiuto, Author

People tend to provide the most enthusiastic support for concepts they have had a hand in creating. It is therefore critical to create opportunities for stakeholder ownership at key points in the new concept development process.

"Mind, like parachute, only function when open."
— Charlie Chan, Famous Detective of Fiction

Always be building on a concept during the development stages – implement a process that enables continual concept improvemet and optimization.

"The problem is never how to get new innovative thoughts into your mind, but how to get old ones out."
— Dee Hock, Founder of VISA

Involve the right people in the process at the right time. Some are strong at conceiving, others at building, while others are best at identifying problems. All of these contributions are invaluable, but timing is critical.

186