Craig Haney, Director, Corporate Innovation, Communitech, focused on Consumer Validation and Scaling Your Innovation.” For many corporations that are involved in innovative activities, many of these activities tend to be at the top end of the funnel—using a number of tools to generate and capture many ideas, using some tools to prototype these ideas, and spreading these around the company. “The reality is, there is a massive moat to cross to go from that prototype and excitement to real, scalable products that provide net new revenue for the organization,” stressed Hainey. “By using very specific processes to validate a customer’s willingness to pay, and understanding what needs to be done to scale it, companies can go beyond the excitement of innovation, and build a long-term, profitable innovation strategy.”
