The Key to Successful Ideas

At Future Foundry, we advocate for a simultaneous approach to testing desirability, feasibility, and viability (DFV).

The Common Mistake in Corporate Innovation

In the world of corporate innovation, there’s a prevalent trend to test desirability, feasibility, and viability in sequence rather than simultaneously. This sequential approach, though seemingly logical, often leads to significant challenges:

The Sequential Testing Pitfall

  1. Waste: Investing time and resources in testing desirability without considering feasibility and viability can result in sunk costs if the idea proves unfeasible or unviable later.
  2. Delay: Sequential testing delays time to market, which is problematic for teams under pressure to deliver quick results.
  3. Confusion: Sequential testing can create a feedback loop where changes in feasibility or viability impact desirability, leading to repeated cycles of redesign and re-evaluation.

The Simultaneous Testing Solution

At Future Foundry, we advocate for a simultaneous approach to testing desirability, feasibility, and viability (DFV). This approach has three major benefits:

Benefits of Simultaneous Testing

  1. Resource Efficiency: By testing all three criteria simultaneously, we avoid investing in ideas that are doomed to fail. This helps conserve resources for more promising projects.
  2. Easier Iteration: Simultaneous testing allows for faster pivots and iterations. Feasibility issues, for example, can be addressed alongside desirability and viability concerns, streamlining the development process.
  3. Speed to Market: Eliminating the need for consecutive testing phases accelerates time to market, giving us a competitive edge.

Implementing Simultaneous Testing with Fidelity Stages

Testing all three criteria at once may seem like an over-investment, but it can be managed effectively through a progression of low, medium, and high-fidelity experiments.

Low-Fidelity Experimentation

  • Focus: Quick, inexpensive tests to probe assumptions about DFV using basic mockups or storyboards.
  • Goal: Identify early-stage failures without significant investment.

Medium-Fidelity Experimentation

  • Focus: More detailed experiments closer to the final product, applied to a smaller subset of ideas that passed the low-fidelity stage.
  • Goal: Further validate DFV with more robust testing.

High-Fidelity Experimentation

  • Focus: Detailed experiments that closely mimic the final product or service, reserved for ideas that have shown high potential in earlier stages.
  • Goal: Confirm DFV with high confidence before full-scale investment.

Conclusion: A Better Way Forward

Switching from sequential to simultaneous testing of desirability, feasibility, and viability can significantly enhance your innovation strategy. By progressing through low, medium, and high-fidelity experiments, you can effectively de-risk your projects, conserve resources, and speed up time to market.

Ready to Innovate Smarter?

If you’re looking to refine your innovation strategy and drive breakthrough growth, the Future Foundry team is here to help. Contact us here to get started.

Check our other blog posts