Innovation by definition is applied creativity. so what is creativity?  ...Creativity is the ability to devise new and unexpected ideas. History confirms and proves that many new theories or products were received with disbelief, neglected or even forbidden. This is a good reason to provide enough scope for people to work on new ideas and to make the necessary time and money available to show some of the potential of new ideas.

Confidence and freedom in creativity workshops are a prerequisite for the innovative company.

As an observation,  really creative individuals are extremely scarce. They are often difficult to fit into a strict organisation or into managerial responsibilities. Nevertheless they are essential for survival. In parallel with this a high degree of creativity in top management is therefore required in order to find places in the organisation where the ‘creative source’ can be stimulated by the environment and where the ideas generated are most likely to be taken up and implemented.

For any business, it is critical to nurture and capture creativity wherever possible, as such within a creative framework. Needless to say, creativity, Ideas and solutions don’t just happen, they happen with mix of prerequisites that include clear direction, vision and focus - remembering of course that 'nothing comes from nothing', so it is essential that we understand the importance of key attributions / drivers - knowledge, understanding and talent within every person in the organisation.

The PMM Innovation phase, as you can see from the diagram below, completely surrounds the other 5 phases of Product Management and is by definition a perpetual activity - it should definitely not be seen as a 2 week 'think and sprint' prior to a new product development project. Strategically, the role of Product Management is to manage the Product across it's entire life cycle with the objective of maintaining its product position within the target market. Depending upon the market itself, this will inevitably require enhancements and tweaks that ensures it remains competitive as long as possible against competing offers.