Two Apologies

1) We are taking all the myth and magic out of creativity and innovation. End of random experimentation, no more hoping for the magical billion Dollar idea spark, no more brainstorming expecting the ultimate innovation. Our brain is the most complex object we know. But because most of us don’t understand, doesn’t mean we can’t try to learn how it behaves.
2) We bust the idea that creativity is all about chaos, craziness, and randomness. Just because we are trained to handle almost everything step-by-step (linear) doesn’t mean that creativity is uncontrollable. It’s simply LATERAL and neither the brain, nor a river nor the way our universe is structured is crazy.

New Values
1) Instead of linear processes we realized that innovation is done laterally in our brain. instead of experimentation, pivoting, countless iterations we designed a manageable and predictive methodology, influenced by the learning from neuroscience how our brain consumes, processes and composes ideas.
2) We verified the methods based on our own past innovation processes as well as those from other highly innovative teams. Then we built a technology to capture, analyze and report all the inputs from hundreds or thousands of idea sparks that happen within 2-4 weeks of ideation processes. Feeding executive reports with 25,000 data points per project and a small number of highly innovation critical KPIs and milestones.
3) Management is now able to manage a lateral process instead of following the conventional linear thinking and is able to manage and predict an outcome like never before possible.