Innovation of Business

and the
Business of Innovation™

Cool products fail without marketing.

Great branding fails without innovation.

Leadership fails without execution.

Weakness anywhere kills momentum.

How will you compete?

If your only tool is a hammer,
you tend to see all solutions as nails.

The broad solution is innovation.
The many processes that drive progress.


A Market Engineering ToolKit

is an innovation process packaged as

a complete business ready for use. 


Strategic InnoKits™ 

Complete Innovation Businesses 

Open, Learn, Apply

Power to change your world at a profit 

InnoKits™ are to innovation as engineering is to architecture. Logical homework to be done before planning or acting.

InnoKits Timing and Fees

Identity InnoKit™: -                                            $79 , October, 2012

Strategy InnoKit™: -                                          $79, November, 2012

Marketing and Branding InnoKit™: -                  $69, December, 2012

Technology Transfer InnoKit™ -                         $69, January 2012

Communications InnoKit™ -                               $69, February, 2013

Business Culture InnoKit™ -                               $49, March, 2013

Concept InnoKit™ -                                            $49, April, 2013

Market InnoKit™ -                                              $??, May, 2013

Entrepreneuring InnoKit™ -                                $??, June, 2013

If we don’t have the time to do it right,
when will we have the time to do it over.

Brief Descriptions

Innovation – “Strategic Identity” for ideas, technologies, products ready for sale, projects, businesses, companies, conglomerates, Federal Laboratories, Military, NASA, etc.

Operations – “Integrated Strategy” for long term goals, near term objectives, strategies objectives, planning and performance to achieve objectives on time, at cost, and with elegance.

Marketing and Branding – “The Twin Towers of Persuasion and Wealth Creation.” Success in markets depends on consistently delivering value in excess of cost. Customer appreciation grows into a brand, the result of making and keeping specific value promises to specific markets over time. Websites, brochures, trade shows, etc. are addressed by the Communications InnoKit.

Technology Transfer – “Moving Markets.” Innovation is not finished until ideas reach markets. Scientists and engineers find themselves responsible for persuading internal and external organizations to continue development and marketing. Includes PathMapping – “Strategic Orientation.” Markets are complex. Influencers abound inside businesses and in markets. from R&D to corporations. Teams gain larger pictures and context, improving efficiency and effectiveness.

Communications – “Tactical Influence.” Focus on brand as a value promise accepted by target markets. Persuasive delivery of information to target markets. Sets foundation for sales. Establishes strategies and tactics for communication and branding.

Culture – “Integrated Character” for business levels from individual to corporation. Improving culture encourages staff, and every part of a business has its own culture.

Concept – “Rapid Evaluation” of ideas and opportunities. Management can use this Kit to focus investment in both and talent and new ideas, inventions..

Market Development: “The Innovators Edge™.” One might treat a market as a product. A more thorough approach requires a range of innovation processes. The Market Kit integrates focus, process, and leverage to out-perform competition. This kit requires other kits.

Entrepreneuring – “New Business Development” Defining, designing, and developing a new business from nothing more than an idea, outside or inside of an existing business. Application of many InnoKits™ over time.

More Detail

Identity InnoKit™: Processes of asking, answering, and integrating answers required to state a powerful description of a business or product.

Strategic Identity: A clear, multi-faceted, stakeholder-focused definition of an innovation (business or product) sufficient to drive requirements for development, branding, and decision making.

For “business” also read at least: Corporation, company, organization, department, function, program, project, ad-hoc team, and skunkworks. Any size, for profit or not, in industry, government, education, the military, and the arts.

For “product” also read at least: Ideas, technologies, products (tangible or intangible, software or hardware), services, team capabilities facilities, events, and investment opportunities. Products may serve external and/or internal stakeholders, so Pre-Planning serves teams anywhere in the organization.

Operations InnoKit™: Processes of asking, answering, and integrating answers required to develop goals, define objectives, .

Integrated Strategy: A clear, multi-faceted design of business operations sufficient to drive delegation, timing, resourcing, and achievement of targeted objectives on time and in budget. Includes choice of the way the business will operate in terms of its long term goals, plan-year objectives, potential strategies, and coordination of multiple strategies during plan periods.

Marketing / Branding InnoKit: Marketing is the science of making and keeping satisfied customers at a profit in a competitive environment. A brand is the result of making and keeping a specific value promise over time. Together, they generate both revenues and return on investment.

Integrated Persuasion: Impact on investment whether tangible, intangible, political, educational, or combinations thereof. Influence on mindsets, decisions, and intentions. Good marketing is not pressure, but is the presentation of value in excess of price. Marketing sets the stage for sales.

Technology Transfer InnoKit: (Moving Markets) Innovation is not finished until ideas reach markets. Scientists and engineers find themselves responsible for persuading internal orgainzations to continue developmeent and marketing. This InnoKit includes PathMapping -  Strategic  Orientation. Markets are complex. Influencers aboutn inside businesses and in markes. From R&D to corporations, teams gain larger pictuer and context, improving efficiency and effectivensss.

Moving Markets: Products are results of ideation, invention, and innovation, yet transfer is the core of product delivery. Transfer within development organizations almost always based in formal processes such as Stage-Gate. At each gate, the product or business must justify further investment. Effective innovation requires all of the the InnoKits as presented here.

Communications InnoKit: Development of clarity about both subject of communication and its audiences. Includes decisions on tactics of multiple communications to the same audience.

Strategic Conversation: Communications integrate businesses and their markets. Without communication, buisness does not exist. Without powerful communication, advanteg does not exist in the mindes of target audiences.

CultureInnoKit:  Processes of asking, answering, and integrating answers required to establish the the integrated Character of a business. Establishment of norms for values and behavior that enable productive innovation.

Integrated Character: A clear, multi-faceted definition of business culture strong enough to ensure focus, collaboration, innovation, and high productivity throughout the business and over time. Design of culture around clear, shareable decisions that apply to all management and staff. Culture permeates the business, so the Culture kit applies at any level of the business.

Concept InnoKit: Rapid evaluation of ideas not yet complete. Ideal for presentations to management, both for advice  and investment. Developer teams can envision the product or business more thouroghly than than  as a set of specifications.  

Partial Strategic Identity: Primarily intended for  ideas, technologies, or formative products. Applies as well to investigations of businesses and business processes.

Market InnoKit: The Innovator's Edge. Opening or modifying a market may require all of the first six InnoKits.  The Market Kit integrates focus, process, and leverage to out-perform competition.

Strategic Market FocusProcesses of asking, answering, and integrating answers required to define, establish, and leverage a new or re-conceived marketplace. The questions include and integrate the other kits to generate and own new opportunities.

Entrepreneur InnoKitNew Business Development: Integrated processes of turning ideas into inventions into businesses. This Kit goes beyond innovation to defining, designing, and developing a new business from nothing more than an idea, outside or inside of an existing business.

Application of many InnoKits™:  One might envision this InnoKit as the "parent process." Each of the others are essential, yet independent elements.

These innovation processes have proven effective
 in accelerating both business innovation
(start-up to Fortune 50)
and product innovation
priced from one hundred to half a billion dollars.

See the Clients section for lists of clients, technologies addressed, and stories about context for InnoKit processes and actions taken.


All Kits are based in questions rather than answers. A Facilitator manages brainstorming by asking questions and gaining answers from the brainstorming team. Various processes enable focusing of lists of ideas. The team then goes to the next question. When all are answered, Facilitator puts the data into a template designed to capture those answers.

A second template then develops the Presentation to the Team. Facilitator gathers the team again to review results displayed on a suite of slides. With team agreement, the Identity, Strategy, or other product is ready for application.


Contents of a Classic InnoKit™

(Strategy Kit example has more elements than the Identity Kit)

Letter of Introduction.docx (this document) A list of what you will received.

A 1- Brand Promises – Preferred ways to recognize the brands of Market Engineering®, Inc., the Innovators’ Edge, and the suite of InnoKits™.

A 2. Science of Strategy.docx – Clear detailed instructions on theory and practice.

A 3. Science of Goal Setting – Similar to the last, but offering different perspectives. The operations HandBook

A 4. Decision Making in Innovation – Explains all processes for prioritize and reducing lists of answers for decision makers and, most importantly, decisions made by brainstorming teams.

B-1. Master Integrated Strategy – Stores results of team brainstorming. Study this before taking the step below. This file will store answers for team and management reviews.

B-2. Operations PrePlanning. Slide show that sets context and states the questions required for Operations brainstorming. Leader notes in pptx format contain all of the questions for goals, objectives, strategy, plans, and actions. Brainstormed answers are documented on large Post-It Notes pages. Priority voting is done on the same Post-It page. (The InnoKit provides the core questions to ask. Processes in the InnoKit enable ranking for focusing on the most important issues. This mode is common throughout most InnoKits.)

B-3. Master Report: Do not work from the original. A PowerPoint file with spaces for key results. You may add or reduce content to best serve your needs.

C-1. Master Actions Handbook Template Do not work from the original. Write small essays describing your best understanding of the Team’s strategy. If you are not expert, then study quickly. The team or higher management will do final wordsmithing on the strategies. Your job is to get them pointed in the right direction. If you are expert, be sure to edit twice (2 times) before delivery.

C-2. Master Actions HandBook Example - Do not work from the original. HandBook contents as examples of what might be done. Client names and any referral to clients. has been taken out. An example / template deliverable to clients. The intention is to write a small essay about each key strategy defined by the Brainstorming Team.

Note that you can build your Facilitators Handbook for each InnoKit. Print out first slide on the presentation for your Cover. Make a QuickView of all slides by printing 6 or 9 to a page. Then print out the Slide / leaders Notes at one per page. Bind and you have a portable working handbook that enables facilitators.

C - 3. Example HandBook Content. Client names and any referral to clients. has been taken out. An example / template deliverable to clients.

Documents for Licensees (Fees and Client Relations)

Business Card template

Catalog of Services template

Pocket Brochure template

Downloads at the “Free” page of

Dictionary of Innovation and Marketing

Customers and Wealth Creation, Edition 15

  A Complete “Business in a Box” 


Shared language simplifies collaboration. 

Innovation: This term has its roots in “going nova”. An innovation can explode into its markets, changing the way people and organizations deal with their worlds. Innovation creates rapid change in almost every facet of human life.

Innovation as Process: Development of ideas into “products” in use, for the first time anywhere, that create compelling value for customers.

Innovation as Result: A valuable “product” not previously available that meets needs not previously met.

(For “product”, also read at least: Idea, technology, research result, service, process, tool, strategy, campaign, business initiative, facility, business model, functional department, business within a company, and company.) 

For “product in use,” also read at least: Service, process, strategy, business in service,” etc. 

For “customer,” also read: stakeholders of every type, within the business and out in the marketplace.
Entrepreneurship is innovation of stand-alone new businesses. Intrapreneurship is innovation of businesses within companies.

Business and product innovation happen in at least: the web, industry, government, education, the military, and the arts.

Innovator: A business, company, or cross-functional team - not an individual – able to complete or outsource the sum of ideation, invention, productization, and commercialization. An agent of change. A business who chooses and initiates purposeful changes. A leader.

Compare to Inventor: One who invents.

Visioning: A process for developing a strong, positive, durable, detailed, share-able, marketable picture of a specific future a team wants to create.

Strategic Pre-Planning: Processes of asking, answering, and integrating answers to all significant questions required for plans.

The Suite of ToolKits

Strategic InnoKits™

Innovation of Products and Businesses

Quick View: Cool products fail without marketing. Great branding fails without innovation. Leadership fails without execution. Change won’t slow down. Everything in business must speed up. Weakness anywhere kills success. Businesses from corporations to project teams know their strengths. Engineers know the features of their products. Neither can accelerate productivity unless they conceive and answer a wider range of questions.

InnoKits are based in asking rather than telling. Technical professionals at every level challenge hypotheses, resulting in lost time and weakened teamwork. Instead, we ask questions and leverage natural skills in brainstorming. 

InnoKits™ create durable, multi-faceted, marketable visions and strategies via facilitated brainstorming that asks and answers questions core to business success. InnoKits discover and test assumptions, enabling effective decisions. It finds both strengths and weaknesses, delivering leverage. It helps empowered teams make critical decisions with long lasting impact. InnoKits deliver a measure of control.

InnoKits™ are to innovation
as engineering is to architecture.
Logical homework to do before planning or acting.

InnoKits set criteria for development, operations, and marketing. Kits dramatically simplifies planning. Indeed, planners can pay attention to style quality of communication. Quality plans naturally attract support.

Implementation requires expertise, and we excel in strategic and product marketing (also known as business and product innovation). We apply engineering principles to innovation of businesses, products, projects, and markets.

InnoKits™: Overview of seven processes of asking, answering, and integrating answers to all significant questions required for plans.

Value Promise for the suite of ToolKits: High, positive, and profitable impact on business at every level, products at any stage of development, and teams from executives to projects in any part of the company.

ObjectivesVision: Clear understanding of desired or required results of innovation at business, product, and communications levels.

  • Strategic direction: Clear sense of what corporate goals and stakeholder/customer needs drive innovation.
  • Strategic choices: Clear decisions based on logical processes for choosing what products and management initiatives to pursue in a plan period.
  • Focused innovation: Well founded judgments where, how, and why innovation will be accomplished. Sufficient detail to guide planning and management of all aspects of innovation.
  • Culture of innovation: An ongoing ethos in the business in which management and innovators work well together to achieve and sustain respective goals.
  • Effective communications: Rich resources of language, audience characterizations, and key points for developing desired perceptions and practical buy in, both inside the business and outside in the marketplace.
  • Return on investment: Wealth creation. Impact on markets and stakeholders that return new investment to the business enabling next generations of innovation in an ongoing win-win cycle.

Benefits of Using the Suite: This approach delivers…Acceleration: Faster time to funding and market launch.

  • Better business decisions: Both those made through Pre-Planning and the myriad of decisions subsequently based on Pre-Planning results.
  • Brand equity: The potential results of effective branding, including greater cash flow, faster cash flow, reliable cash flow, lower cost of sales, lower cost of capital, and higher share value.
  • Innovation confidence: Assurance that business and product innovations have been evaluated and specified well enough to guide effective development and market actions.
  • Ability to move aggressively because all required decisions have been made effectively.
  • Voice of the business: A powerful foundation for both informative and persuasive communications.

Timing: Each process produces results of value, independent of other  steps. In general, the order of consideration works in the tactical order shown. Communication may follow any of numbers 1-5.

The Kits force decisions. When the team does not have sufficient information to develop answers with confidence, a market research task has been found. Innovation at business and product levels is most likely to find such requirements, so Identity is the preferred starting place. 

Identity also sets criteria for operations and culture. In particular, value promises to various stakeholders set requirements for every other aspect of the business. 

Decisions around culture, in turn, may influence operations. Though most companies focus on operations, establishing a culture of innovation can open whole new options for operations decisions. 

Wealth and the Lumpy Wheel 

An Essay that Justifies ToolKits

Lumpy wheels are results of short spokes, weaknesses in the business. Weaknesses lead to wasted opportunities, costly efforts, and possible failure in the face of competition and the pace of change. Rounding your wheel mean recognizing disciplines of required excellence (wheel spokes), then developing in internal strengths or contracting qualified resources. 

Keys to wealth creation: Success demands durable strengths in… 

Those with visions and needing funding to turn concept to product or business. Agents of change who need to make clear presentations to sources of funding. 

Business owners: These are not easy times demanding wealth creation through ongoing customer satisfaction. Reduction of ideas to practical use for the first time anywhere, that deliver compelling value to customers. Purposeful renewal of businesses, strategies, processes, products, and services. 

Branding: Wealth creation by growing brand equity. Choice of a clear and relevant value promise, then visible market commitment to those specific promises. Requires PrePlanning™ of R&D, operations,  and marketing. 

Marketing: Wealth creation through focus on value. Making and keeping satisfied customers, over time, at a profit, in a competitive environment. PrePlanning of products, services, communications, and strategy at each distinct level.  Marketing at Business level. Product marketing at product level. Tactical marketing for persuasion through communication. Market research for knowledge acquisition. 

Technology Transfer: Wealth creation through efficient movement of technology toward logical markets. Early return on investment, especially for R&D labs in industry and government. 

Market Launch: Wealth creation through market Impact. Introduction implementation of an integrated launch strategy. 

Do you have the right Innovation ToolKits?



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