Starting innovation is for many a struggle to master. A  study of Booz & Company shows only a quarter of all companies are effective at the start of innovation.

And Stage-Gate Guru Robert Cooper shows that of every seven new product/service projects, about four enter development, 1.5 are launched, and only one succeeds. You might recognize some of the struggles in practice:

  • “Our short-term mindset rules.”
  • “Our innovation process is unorganized. It’s chaos.”
  • “We cannot change our habits within the company.”
  • “We struggle to get inside the head of our customers.”
  • “There is no support for innovation among my colleagues.”

We like to help you with a structured approach, which combines both creativity and business reality. The innovation methodology is called FORTH – an acronym found in the first letter of each of the 5 steps: Full Steam Ahead, Observe & Learn, Raise Ideas, Test Ideas and Homecoming.

The FORTH innovation methodology structures the chaotic start of innovation, creates 3-5 mini new business cases and fosters a culture for innovation in an expedition of 20 weeks.


The deliverables of this innovation expedition are 3-5 mini new business cases for innovative concepts, which fit the ‘in the box’ reality of your organization, otherwise nothing will happen.

FORTH was developed in practice and has been used successfully in Europe by more than 35 organizations in both B2B and B2C markets and in non-profit sectors.

The method is part of the innovation bestseller The Innovation Expedition. Recent scientific research, studying 10 FORTH cases (2007-2013), shows that the use of the FORTH methodology doubles your innovation effectiveness:

  • Regular innovation process: 37.5% of the screened ideas are launched.
  • FORTH innovation process: 77% of the ‘mini new business cases’ are launched.

We wanted to celebrate this news with this wonderful innovation infographic at the top .

Note : This article was originally posted on

Gijs van Wulfen

Gijs van Wulfen is a recognised authority and keynote speaker on innovation and Design Thinking. He was chosen as one of the first LinkedIn Influencers and as of 2017, 300.000 people across the globe are following his notably engaging, prolific and insightful posts. In 2016 Gijs came number 2 in the international Top 40 Innovation Bloggers. In 2017 his book ‘The Innovation Maze’ was elected ‘Management Book of the Year’. 


Shenzhen Blog Editor