14.10.2020 Fabian Roschig

Commercially viable innovation is a systematic process, not (only) a spark of genius

Innovation Isn’t About Genius. It’s About Systems.

Learn how to consistently turn ideas into commercial success.

While we tend to romanticize the idea of innovation as a sudden flash of brilliance, the reality is that successful, commercially viable innovation requires a methodical approach.

Innovation: A Process, Not Just a Spark of Genius

In today’s business world, most executives agree that innovation is essential for competitiveness, progress, and long-term success. For instance:

84% of German executives state that the future of their business hinges on innovation (Business Wire)
Globally, executives see evolving customer needs and technological advancements as key drivers of future growth.

Innovation remains at the top of the business agenda. However, when you ask people what they mean by innovation, you’ll hear a range of answers, but rarely will you hear: “a process of developing solutions to unmet customer problems” or something equally systematic.

We often perceive innovation as a magical, one-time event — an extraordinary idea from a brilliant mind. But for established companies, which are structured to maintain consistency and control, relying on unpredictable sparks of genius is a contradiction. Stability, consistency, and control are the antithesis of random brilliance. So why treat innovation any differently from other business processes that are meticulously structured, optimized, and repeatable?

Make Innovation Repeatable, Predictable, and Systematic

Instead of viewing innovation as a singular moment of inspiration, we should see it as a repeatable process. Innovation should be predictable, fact-based, and systematic — a process that delivers tangible results regularly, not by accident.

As Tony Ulwick, founder of the innovation consulting firm Strategyn, wisely noted:
“With an aversion to process and a strong belief that innovation is an art, there is little hope a company will ever consider adopting an effective innovation process.”

Sure, innovation can happen by accident. Some companies stumble into success through experimentation, failure, redesigns, and the occasional brilliance of a uniquely talented individual. But relying on such random occurrences is not efficient or strategic. It’s akin to betting the future of your company on a spin of the roulette wheel — a gamble no responsible executive would want to take.

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The Two Critical Phases of Innovation

Successful innovation includes two key phases, both equally important:

The Discovery Phase
The early stages of innovation are analytical and rational. This is a quantitative, research-based process, often sequential in execution. It’s where the groundwork is laid, based on market data, customer insights, and unmet needs.
The Design Phase
The later stages of innovation, where solutions are designed, incorporate qualitative, inspirational moments — the “ah-ha!” flashes of creativity. Here, we switch to divergent thinking, encouraging creativity and intuition to play their role.

As Emre Soyer puts it, “Works of brilliance come from great processes, not great ideas.” A structured process allows for creativity to flourish, but in a way that ensures tangible results.

Conclusion: A Strategic Priority

Developing a highly productive innovation capability should be a strategic priority for any organization. This capability isn’t just about having great ideas — it’s about having a repeatable, scalable process that allows your company to consistently innovate and stay ahead in a rapidly changing market.

Innovation isn’t just about talent or luck. It’s a discipline, a process that, when properly executed, leads to sustainable growth and success. To rely solely on genius moments is to risk your organization’s future; to adopt a structured, systematic approach is to secure it.

Take Action

If this article sparked some thoughts and you’re:

Concerned that your current business model is becoming vulnerable,
Seeking to balance stability today with inventing the future of your business,
Looking to adopt an agile approach to experimentation and adapt quickly to market changes,
Ready to reorganize and future-proof your business,

I can help you navigate this journey. Let’s work together to shape the future of your business. Get in touch with me here.

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About Me

Hi, my name is Fabian Roschig.

With a background that blends entrepreneurial experience and corporate innovation, I’ve had the opportunity to found and lead two startups, manage a corporate incubator, and support innovation initiatives across both SMEs and Fortune 500 companies.

I’m not a traditional consultant — I’m an entrepreneur and operator, 100% focused on execution. I bring a startup mindset to every project, ensuring that we’re not just talking about ideas but actually making them happen, often stepping in as interim project leader to guide teams directly.

My goal is to build lasting capabilities within your team, not dependencies. While I’m committed to being a long-term partner, I also aim to empower your teams to innovate independently.

I’m now focused on combining my business experience with advanced AI strategies to help businesses innovate more efficiently and stay ahead of the curve. Together, we’ll turn your ideas into practical, market-ready solutions that drive real business impact.

I’m excited to learn about your challenges and explore how I can support you — whether through workshops, consulting, interim leadership, or serving as a sounding board for your growth initiatives. I’d love to connect and get to know you better!

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Originally published at http://fabianroschig.com

Commercially viable innovation is a systematic process, not (only) a spark of genius was originally published in Fabian Roschig — Innovation Advisory on Medium, where people are continuing the conversation by highlighting and responding to this story.