Innovation and Creativity are words that are at times used interchangeably in the research and development process, but they have two distinct meanings. While creativity is about coming up with the big idea, innovation is about executing the idea and making it a business success. Do not confuse the two. An organization can certainly have creativity without the right steps to implement innovation.
Innovation implementation calls for a robust, disciplined strategy. It can not be a one-time process, but must occur over and over again to form a steady flow of innovation that sustains long-term profitability. The only way to achieve that is by bringing focus, a road map, screening criteria, and checkpoints to the new product development (NPD) process.
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