Innovation funnel

The innovation funnel is the governance model through which organisations reduce many ideas to few launches: broad intake, successive gates, and per phase stricter criteria and bigger budgets. Unlike the marketing funnel, this is about the product development process itself. The model forces discipline, because the real failure rates are harsh: the vast majority of new products never reach the market or quickly disappear from it. The pitfall is funnel-as-theatre, where every gate becomes a formality because nobody dares stop a running project; then the funnel produces not selection but delay.

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