The Innovation Process for Leaders

Doing more, faster, better with less has become the permanent setting in modern business. Post-pandemic, with tighter budgets, higher customer expectations, and AI speeding up competitors, leaders can't rely on "the boss with the whiteboard marker" to magically produce genius ideas on demand. You need a repeatable innovation system that draws out creativity from the whole organisation—especially the people closest to customers. Below is a practical nine-step innovation process leaders can run again and again, so innovation becomes a habit—not a lucky accident. How do leaders define "success" before trying to innovate? Innovation gets messy fast unless everyone is crystal clear on what "good" looks like. Step One is Visualisation: define the goal, the "should be" case, and what success looks like in concrete terms—customer outcomes, cost, quality, time, risk, or growth. In practice, this is where executives at firms like Toyota or Unilever would translate strategy into a shared target: "Reduce onboarding time from 14 days to 3," or "Increase repeat purchase by 10% in APAC by Q4." Compare that with many SMEs where the goal is vague ("be more innovative") and the team sprints hard in random directions. Do now (mini-summary): Write a one-sentence "should be" target and 3 measurable success indicators (KPI, timeline, customer impact). Align the team before you chase ideas. What's the fastest way to gather the right facts without killing creativity? Great ideas come from great inputs, and Step Two is Fact Finding—collect data before opinions. Leaders should separate "facts" from "feelings" by digging into who/what/when/where/why/how. This is where many organisations discover their measurement systems are weak—or worse, wrong. In the US, you might lean on product analytics, A/B testing, and voice-of-customer tools. In Japan, you'll often combine frontline observation (genba thinking) with structured reporting—useful, but sometimes filtered by hierarchy. Either way, don't judge yet. Just get the evidence: customer complaints, churn reasons, sales cycle delays, defect rates, staff turnover, and time wasted in approvals. Do now (mini-summary): Collect 10 hard facts (numbers, patterns, examples) and 10 "customer voice" quotes. No solutions yet—just reality. How do you frame the real problem so you don't solve the wrong thing? The way you state the problem determines the quality of the ideas you'll get. Step Three is Problem (or Opportunity) Finding: clarify what's actually holding you back, where resources leak, and what success constraints exist. This is harder than it sounds. Ask five people the main problem and you'll get eight opinions—especially in matrixed multinationals or fast-moving startups. Use smart problem framing techniques: "How might we…?", "What's the bottleneck?", "If we fixed one thing this quarter, what would move the needle?" Compare Japan vs the US here: US teams may jump to action quickly; Japan teams may seek consensus early. Both can miss the root cause if the framing is sloppy. Do now (mini-summary): Rewrite your problem three ways: customer-impact, process-bottleneck, and cost-leakage. Pick the clearest, most actionable version. How do you run ideation so the loud people don't crush the good ideas? Step Four is Idea Finding, and the golden rule is: no judgement, chase volume, and do it in silence. This is where most leaders accidentally sabotage innovation—someone blurts an idea, the "bolshie" confident voices start critiquing, and the timid thinkers shut down. Silent idea generation (think brainwriting rather than brainstorming) helps deeper thinkers contribute and reduces status bias—critical in hierarchical cultures and in teams where junior staff defer to seniority. If you want better ideas, ask the people closest to the coal face: new hires, customer support, frontline sales, and the group that best matches your buyers' profile. Often they see problems the C-suite never touches. Do now (mini-summary): Run 10 minutes of silent brainwriting: each person writes 10 ideas. No talking. Then collect and cluster ideas by theme. How do leaders choose the best ideas without politics or "rank wins"? Step Five is Solution Finding—now you're allowed to judge, but you must judge fairly. The risk here is predictable: seniority dominates, juniors defer, and the "easy consensus" becomes a polite rubber stamp. Use a structured selection method: score ideas against agreed criteria (impact, effort, speed, risk, customer value). Borrow from frameworks like Stage-Gate, Lean Startup (testable hypotheses), and even RICE scoring (Reach, Impact, Confidence, Effort). Compare sectors: in B2B, feasibility and implementation risk often weigh more; in consumer markets, speed and customer delight can dominate. The point is to remove the "who said it" factor. Do now (mini-summary): Build a simple 4-criteria scorecard and rank the top 10 ideas. Make scoring anonymous if...