THE VALUE INNOVATION PROCESS

Most companies today use some form of a Phase-Gate or Toll-Gate process to manage commercialization of their new services or products. We observe these processes are typically over-engineered and lead primarily to incremental improvements. Recently, Christensen et al. have asserted Phase-Gate processes sabotage innovation^a. VIP breathes the fresh air Phase-Gate and Toll-Gate processes need and will minimize, the “garbage in, garbage out” phenomenon many companies are experiencing.

Dillon, Lee and Matheson^b first described The Value Innovation Process (VIP) in 2005. Since then several companies (e.g., Alcan Global Pharmaceutical Packaging ^c, Chevron, and Ingersoll-Rand) have developed their own, less complex versions of the VIP.

The Value Innovation Process [V I P] »

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a. Christensen, C. M., Kaufman, S. P., and Shih, W.C. "Innovation Killers", Harvard Business Review, January, 2008, pp 104-105
b. Dillon, T; Lee, R. K. and Matheson, D. “Value Innovation: Passport to Wealth Creation,” Research-Technology Management, 48 (2) March- April, 2005. pp 22-36.
c. Goodrich, N and Aiman-Smith, L. “What does Your Most Important Customer Want?”, Research-Technology Management, 50 (2) March-Aprll, 2007, pp 26-35.