Spiral Innovation Process of Fourth Generation R&D

The spiral process shown in the “Spiral Innovation Process of Fourth Generation R&D” figure incorporates tests of many business assumptions including the attributes of value described by the Eighth Principle of 4G. The spiral process helps build a business model in the outer process loop shown in the Two Nested Innovation Processes Figure using methodology that is an extension of Rita McGrath’s discovery-driven planning. The development of a business model, validated with customers, enables movement into Phase 3 and into the top row of the right hand column of the MATRIX shown in the 4G Innovation Path Matrix Figure.