Value ChainValue creation is derived from value chain disruption. If you don’t build strategic relationships to disrupt your value chain, someone else will. As such, adaptive innovation can be characterized as a series of logical processes and critical relationships often interdependent on one another. These sequential processes are:

  1. Seeding – market research and conceptualizing often far-fetched ideas
  2. Prioritization – selective decision process
  3. Product Development and Product Road Map – Developing, implementing and value realization
  4. Commercialization – Adapting, bridging, and aligning with those dynamic customer demands

These are links in a value chain. And for adaptive innovation to work, these must be seamlessly integrated and deliver a very high level of consistent performance over time. Relationship-centric DNA focuses heavily on not just the passing of the baton between those critical stages, but being able to do so without knowledge drain. An organization’s relationship-centric DNA mitigates market risks and additionally hones an organization’s capabilities in project prioritization and subsequently commercialization. This is ideally coupled with a sharp understanding of not only what its customers want, but also what they need.

Adaptive innovation can also greatly benefit from co-opetition, where promising ideas are jointly developed and advanced through a consortium. Agility, systematic seeding, and broad-based involvement, including that of the senior leaders, in the conceptualization and further refinement of new ideas, are other critical characteristics we’ve seen in this area.

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