ABSTRACT
It is easy to believe that once a new approach has been defined, discussed, approved and shared, actually applying it is straightforward. Unfortunately this is a fallacy. Any designer will tell you that a concept is never the same as the finished production item, whether a product, a service, a corporate identity or a web site. Whatever is created in theory is rarely the same in practice. Concepts are not solutions. This is particularly true for the introduction of an improvement to the innovation approach 307within a company. Especially here, with the ever-changing organization, individual behaviours and attitudes, and corporate strategy (never mind the competitive landscape) to accommodate, it is hoped that the final solution will bear similarities with the design concept, but the two will never be exactly the same.
