The Wheel of W

Fuzzy front end
Some people call it the fuzzy front end of innovation. An insight-driven and foresight-inspired search for new opportunities and ideas that can be applied to business strategies and models, products, services and experiences. It is both a creative and an analytical process to better identify consumer needs, collect insights, explore white spots and create possibilities.

It’s a fuzzy process: Why should you start a trend driven innovation project? How can you organise it? And what are the results that you are aiming at? Any Futuring project or process requires well-thought through preparation and investigation in the beginning. A clear assignment will have to be formulated to organise the process from start to finish.

Trend driven innovation as a road trip to innovation requires guidelines based on best practices and past experiences. The Wheel of W shows the six questions that need to be answered during the six phases of Futuring. They will structure the process and will give directives for the outcomes and deliverables.


• why do we need to innovate?
• what is the goal of our efforts?
• what kind of innovation, big or small, are we focusing on?

• who do we consider to be the target group?
• who will be involved in the process and what do we expect from them?
• which companies or organisations could become our partners in innovation?

• how will the project or process be executed?
• what methods or instruments will be used?
• how will the outcomes be aligned with business strategies and targets?

• what should be the outcomes of the project or process?
• what kind of results in terms of value do we expect?
• how can we measure those results?

• what is the scope of the process in terms of timing?
• what is the planning of the project or process?
• when will the outcomes be implemented and how can we organise that?

• where will the results be introduced?
• which markets are we aiming at in which continents or countries?
• which distribution channels, online or offline, can be used?


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