Home > For the lieutenants: Drive the innovation process > 14 ways to describe three levels of innovation

14 ways to describe three levels of innovation

From continuous improvement, through the development of next generation, to the creation of a new family, there are typically three different levels of innovation, that can be described in many ways depending on what aspect of innovation you want to emphasise.  

Here are 14 ways.

Please add to the list!

By degree of change Marginal Incremental Radical
By scale of newness New version New product New category
By business objective Defend Grow Transform
By McKinsey Horizon 1 Horizon 2 Horizon 3
By impact on capabilities Sustain Stretch Disrupt
By medieval metaphor Shield Sword Spear
By nature of uncertainty Distribution curve Fail or succeed probability Unknown unknown
By most critical question How (is it better?) What (is the new proposition?) Where (might we find new territories?)
By most critical success factor Execution Design Exploration
By business case Pay-back time NPV (Net Present Value) Story
By ancient Olympics Stronger Faster Higher
By Nintendo any new version DS Wii
By Apple McBook iPad iPod/iTunes
by car engine any new combustion engine Hybrid Electric

What other ways can you add to the list?

  1. November 6, 2011 at 13:16

    By the US Navy: Brown-water Navy, Green-water Navy, Blue-water Navy

  2. November 10, 2012 at 22:05

    By Francis of Assisi: ‘Start by doing what’s necessary; then do what’s possible ; and suddenly you are doing the impossible.’

  1. July 4, 2012 at 21:15
  2. July 9, 2012 at 18:01
  3. November 10, 2012 at 22:31

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