External drivers such as new consumer expectations, new technologies, new competitors or drastic events such as Corona are forcing companies to evolve, to think beyond their core business and to move into new, unknown territory.
Exponential growth is difficult to achieve with a pure core business.
Your company needs a strategy that manages the unprecedented interaction of new variables, remains capable of action, and creates new revenue and sales channels in addition to the core business.
But where should you start? In many cases, it already fails because of the concrete definition of the challenge or the consumer problem that the innovation initiative is supposed to solve. It is the first and most essential step before possible solutions can be defined.