Harnessing Imagination to Drive Innovation

The decay of rules-based trade means that companies can no longer find growth as easily by expanding to new locations, or expanding demand through low-cost single point sourcing. In this context, companies seeking growth must develop innovative offerings to expand demand. These offerings are, essentially, products of imagination — conceiving of and realizing new possibilities — a challenge that companies struggle with. In this article, the authors present a six step-cycle that is at the foundation of a corporate “imagination machine.”