The Innovation Funnel

In the innovation funnel, you've basically got a propeller, if you like. So 50 ideas generated, 20 harvested, 10 developed, five tested, one launched. And so it's back to front in my view and you shouldn't be pushing an idea to the market. If we want to innovate innovation, we've got to get it to suck, not push. That's the idea of moving from a propeller to this thing here. This is what's called an impeller rather than a propeller.