Prototyping,
Iteration, Brainstorming'Misunderstood, Misused and Abused
By Marc Dresner, Senior Editor, IIR
 |
| John Crombie |
What most people think they know about best practice in the innovation
process is probably wrong.
That's according to John Crombie, Co-Founder
and CEO of UpStart Product Development and former R&D principal engineer
with Johnson & Johnson's Ethicon.
and CEO of UpStart Product Development and former R&D principal engineer
with Johnson & Johnson's Ethicon.
Crombie says a lot of conventional
wisdom around the innovation process today'not just with regard to medical
devices, but in general'is flat out backward.
wisdom around the innovation process today'not just with regard to medical
devices, but in general'is flat out backward.
'One of the
most inefficient processes you can have is an iterative one.'
most inefficient processes you can have is an iterative one.'
Take iteration, for example'
'One of the most inefficient
processes you can have is an iterative one,' Crombie told me in an interview.
processes you can have is an iterative one,' Crombie told me in an interview.
'People like to tout how iterative their
approach to innovation is, when in process excellence and process improvement you want to minimize iteration because it's waste,' he
said.
approach to innovation is, when in process excellence and process improvement you want to minimize iteration because it's waste,' he
said.
'The purpose of prototyping
is not to make iterations of a
product in order to refine it.'
is not to make iterations of a
product in order to refine it.'
Moreover, Crombie says prototyping may be the most misunderstood and misused tool in the innovation tool box today.
'Prototyping is abused,' said
Crombie. 'The purpose of prototyping is not
to make iterations of a product in order to refine it; the purpose of
prototyping is to define your requirements and get to true specs.'
Crombie. 'The purpose of prototyping is not
to make iterations of a product in order to refine it; the purpose of
prototyping is to define your requirements and get to true specs.'
In episode one of Forward Focus 2015'FEI's expert interview series'John Crombie corrects some
major misconceptions around the process of innovation and outlines an elegant approach to make it work.
major misconceptions around the process of innovation and outlines an elegant approach to make it work.
Check it out here on FEI's YouTube Channel or simply watch below!
ABOUT FORWARD FOCUS
Forward
Focus is a special interview series featuring thought leaders and experts at
the forefront of innovation.
Focus is a special interview series featuring thought leaders and experts at
the forefront of innovation.
Forward
Focus is brought to you by FEI 2015'the 13th annual Front End of Innovation conference'taking place May 18-20 in Boston.
Focus is brought to you by FEI 2015'the 13th annual Front End of Innovation conference'taking place May 18-20 in Boston.
For more
information or to register, please visit www.frontendofinnovation.com
information or to register, please visit www.frontendofinnovation.com
ABOUT THE AUTHOR / INTERVIEWER
Marc Dresner is IIR USA's sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a trade publication for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.