Table of contents
Launch. Grow. Learn. Improve Innovation is about evolution
What to expect when launching a new product or service
What to expect when improving an existing product or service
Get comfortable with this unusual objective for product launches
Go to the next step of the WiseUp innovation process:

Our process 5. Product Release

Launch. Grow. Learn. Improve Innovation is about evolution

There are two ways you can roll out your Innovation Strategy: by launching a completely new product or service or by improving an existing service or product.

Releasing these innovations into the market involves different expectations and different outcomes too.

What to expect when launching a new product or service

To make the innovation mindset and tactics work for your organization, here are some of the key things you can expect to happen in the process:
Have a dedicated role
Expect things to break
To perform a lot of experiments
To have bug fixing sprints
To start creating a new list of future functionalities
To work based on data-driven insights
Get your Minimum Viable Product (MVP) stable
Build your innovative product

What to expect when improving an existing product or service

One of the core principles of innovation is constant evolution. This means that you can apply your innovation strategy to products and services you’ve already launched on the market.
Use incremental innovation to:
This innovation strategy has a narrower scope which means it’s easier to implement and low-risk while also being lower-reward than launching a new product/service.
Incremental innovation may also help ease innovation tactics into the organization.. The quick wins that result from it help you get buy-in from management for larger innovation projects.
Here’s what to expect from this incremental approach:
  • Have a dedicated role for customer support to collect feedback from users and pass it onto the innovation team.
  • Roll out the new benefits or functionalities to the existing user base gradually to collect feedback and enhance the product before it gets released to your entire customer base.
  • Talk to users A LOT to gather feedback and understand why and how they use the new functionalities and how it fits into their context.
  • Have bug fixing sprints and start designing new features with the customers, constantly validating improvements with them.
  • Continue rolling out the functionalities to new user cohorts until it becomes mainstream.
  • Track your KPIs constantly to measure the impact and have a large enough track record that you can use in future business cases.
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Get comfortable with this unusual objective for product launches

There’s a major pitfall companies fall into when engaging in innovation projects.
Once they have their prototype of Minimum Viable Product, they expect that customers will come flooding in. They also anticipate that scaling will follow soon after.
To reach that stage, they immediately - and heavily - invest in marketing and sales or, on the contrary, hope that “built it and they will come” works for them. (Real life disproves this saying time and again.)
Once they have their prototype of Minimum Viable Product, they expect that customers will come flooding in. They also anticipate that scaling will follow soon after.
The problem is that innovation is based on a different set of principles. At its core, innovation is driven by continuous learning and improvement.
As a result, the purpose of your prototype or MVP is to learn. These are your tools to test the market and understand what actually works instead of pushing products/services onto the market wishing they worked.
Once you’ve gained this deep understanding, you can launch into strong marketing and sales campaigns to drive growth and mass adoption.
A product or service always changes. Evolution never stops and you can see that all great companies keep updating and optimizing their products years after launching them.
This is how they maintain their competitive edge and how you can do it too.
At the end of the Design Validation phase, we will have:
  • A constantly evolving product/service that real customers use and provide feedback about
  • A clear process for collecting and integrating feedback to improve the product
  • The habit of looking at product/service development from an innovation perspective.
Email us to start innovating
Explore other steps of the WiseUp innovation process: