ABSTRACT
An innovative design is one that jumps forward in the march of progress, rather than a step forward. After a short time period an innovative design is no longer innovative because it is no longer significantly better than what is available from other sources. The smiling curve is a graphical representation of the concept that shows how value added varies across the different stages of bringing an innovative product to market. Projects to create innovative design often require multiple approaches, tailored to the organizational culture and operating environment, to drive successful outcomes. The goal within the Innovative Design Hybrid Approach is to move from an environment of high uncertainty to one of certainty as rapidly and flexibly as warranted. An innovative design must undergo tests to verify efficacy. An Innovative Design project, to be successful must, of course, be effectively driven and carefully managed.
