Jun 11, 2021

The Credera Brief | The Structured Innovation Approach

Credera Team

Credera Team

The Credera Brief | The Structured Innovation Approach

The Structured Innovation Approach

It’s no secret that business executives know they need to innovate—the challenge comes when deciding where to focus and what actions actually need to be taken. That’s why we sat down with Credera Partner and Chief Innovation Officer Jake Carter to learn about the structured innovation approach, a methodology we created at Credera to help organizations do innovation more effectively and efficiently. 

The structured innovation approach was developed to help organizations focus their teams on the right objective at each stage of the innovation lifecycle. 

The structured innovation approach is rooted in the insight that great innovation happens when you fuse the creativity and fluidity of design thinking with the structure and process of a more strategic approach. Adding a framework to the innovation process unlocks the power of creative thinking rather than extinguishing it.

With this approach, we outline innovation through an iterative, three-step process:

  1. DECIDE: Choose where to focus your efforts. Understand what you want out of your innovation program, as well as what your customers and users need.

  2. TEST: Use cycles of ideating and prototyping to test your innovation program with users directly. Prototyping lets you test ideas early in the innovation process, without exhausting resources before fully committing to the process.

  3. START: Implement the solutions that perform well in early testing. This avoids wasting time and effort in areas where you’re unlikely to receive value.

See how Carter drives value through the structured innovation approach below:

The Credera Brief

At Credera, we believe the toughest business challenges are best solved by a team—a team that works together to share knowledge to accomplish their goals. 

We created The Credera Brief series to distill the trends and ideas from Credera leaders and experts. These short-form videos will share different insights and perspectives across the spectrum from MarTech and innovation to strategy and technology.

You can find the complete series on our YouTube page, or reach out to for more insight.

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