The Seven Stages of Innovation

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In the past I have spoken about the process of innovation (see Hot or Not and Hype Cycles). These posts utilized the Gartner model to show how a product or idea progresses through several stages before it moves from an idea into a useful product (see chart below). This model provides a means to understand the technical stages innovation undertakes. However, what about the human side of innovation? How do we as people impact the innovation process? How do we respond to it?

Figure 1: The Gartner Hype Cycle

Figure 1: The Gartner Hype Cycle

Morgan Housel recently outlined the different stages people go through when we adopt a new innovation. He outlines seven steps which big breakthroughs typically follow:

  1. First, no one’s heard of you.
  2. Then they’ve heard of you but think you’re nuts.
  3. Then they understand your product, but think it has no opportunity.
  4. Then they view your product as a toy.
  5. Then they see it as an amazing toy.
  6. Then they start using it.
  7. Then they couldn’t imagine life without it.

To illustrate this Housel showed that some of the greatest innovations of the last century – the telephone, the automobile and flight – were all unheralded and criticized widely at the genesis of their innovation cycle. However, over time these steps have come to fruition and we now view all of this list as things we cannot do without.

While these seven steps focus on products, I believe they also apply to ideas. As leaders, we need to anticipate that new ideas will result in skepticism and opposition. After all, “we’ve never done it that way before”. However, this model shows that successful ideas will require determination, perseverance and communication.

Jeff Bezos, the CEO of Amazon, provides a perfect summary:

“Invention requires a long-term willingness to be misunderstood. You do something that you genuinely believe in, that you have conviction about, but for a long period of time, well-meaning people may criticize that effort … if you really have conviction that they’re not right, you need to have that long-term willingness to be misunderstood. It’s a key part of invention”.

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Jeff Suderman is a futurist, consultant, and professor who works in the field of organizational development. He partners with clients to improve culture, leadership, teamwork, organizational alignment, strategy and organizational future-readiness. He resides in Palm Desert, California. Twitter: @jlsuderman Email:

Source: Morgan Housel

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