Innovation management - Part 3: Innovation thinking

This Technical Specification sets out guidance for an approach to innovation thinking. Innovation thinking can be used at all levels within the organization.
This part provides guidance on how to integrate the core values of innovation thinking into any organization. It provides an approach to balancing the risks and the business viability appropriate to the selected opportunity or problem. It provides top management with an approach for the evaluation of possible outcomes and the determination of the “best fit” for the organization's current strategy.
It is suitable for all types and sizes of organizations including SMEs and is intended for broad application. However, those who are responsible for implementing and managing innovation within such organizations may find this document particularly useful.

Innovationsmanagement - Teil 3: Innovatives Denken

Diese Technische Spezifikation ist ein Leitfaden für einen Ansatz zu innovativem Denken. Innovatives Denken kann auf allen Ebenen einer Organisation angewendet werden.
Dieser Teil bietet eine Anleitung dazu, wie die zentralen Werte innovativen Denkens in eine Organisation zu integrieren sind. Er bietet einen Ansatz zum Austarieren von Risiken und Wirtschaftlichkeit, der der ausgewählten Chance oder dem vorliegenden Problem angemessen ist. Er bietet der obersten Leitung einen Ansatz zur Bewertung von möglichen Ergebnissen und zur Bestimmung der geeignetsten Lösung für die aktuelle Strategie der Organisation.
Er eignet sich für alle Arten und Größen von Organisationen, einschließlich KMUs, und ist zur Verwendung auf breiter Basis gedacht. Allerdings dürften Personen, die für die Implementierung und das Management von Innovationen in diesen Organisationen verantwortlich sind, dieses Dokument als besonders nützlich empfinden.

Management de l'innovation - Partie 3 : Attitude d'innovation

La présente Spécification technique fournit des lignes directrices concernant une démarche axée sur l'innovation. Une réflexion axée sur l'innovation peut être utilisée à tous les niveaux au sein de l'organisme.
La présente partie fournit des lignes directrices concernant la manière d'intégrer les valeurs essentielles d'une réflexion axée sur l'innovation dans tout organisme. Elle fournit une démarche permettant de parvenir à un équilibre approprié entre les risques et la viabilité de l'organisme selon l'opportunité choisie ou le problème. Elle fournit à la direction une démarche pour l'évaluation des résultats possibles et la détermination de l'option « la mieux adaptée » à la stratégie actuelle de l'organisme.
Elle convient aux organismes de tous types et de toutes tailles, y compris les PME, et est destinée à une large application. Toutefois, ceux qui sont responsables de la mise en œuvre et du management de l'innovation au sein de tels organismes peuvent trouver ce document particulièrement utile.

Upravljanje inovacij - 3. del: Inovativno razmišljanje

Ta tehnična specifikacija določa navodila za pristop k inovativnemu razmišljanju. Inovativno razmišljanje je mogoče uporabiti na vseh ravneh v organizaciji.
Ta del zagotavlja navodila o načinu vključevanja temeljnih vrednot inovativnega razmišljanja v katero koli organizacijo. Zagotavlja pristop k doseganju ravnovesja med tveganji in poslovno uspešnostjo, ki je primeren za izbrano priložnost ali težavo. Najvišjemu vodstvu zagotavlja pristop za oceno možnih izidov in določanje največje ustreznosti za trenutno strategijo organizacije.
Primeren je za vse vrste in velikosti organizacij, vključno z malimi in srednje velikimi podjetji, in je namenjen širši uporabi. Vendar lahko ta dokument koristi zlasti osebam, odgovornim za izvajanje in upravljanje inovacij v takih organizacijah.

General Information

Status
Published
Publication Date
30-Mar-2015
Current Stage
9092 - Decision on results of review/2YR ENQ - revise - Review Enquiry
Completion Date
19-May-2020

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SLOVENSKI STANDARD
SIST-TS CEN/TS 16555-3:2015
01-februar-2015
Upravljanje inovacij - 3. del: Inovativno razmišljanje
Innovation management - Part 3: Innovation thinking
Innovationsmanagement - integriertes Design-Management
Management de l'innovation - Partie 3 : Réflexion axée sur l'innovation
Ta slovenski standard je istoveten z: CEN/TS 16555-3:2014
ICS:
03.100.40 Raziskave in razvoj Research and development
03.100.50 Proizvodnja. Vodenje Production. Production
proizvodnje management
SIST-TS CEN/TS 16555-3:2015 en,fr,de

2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.

---------------------- Page: 1 ----------------------
SIST-TS CEN/TS 16555-3:2015
---------------------- Page: 2 ----------------------
SIST-TS CEN/TS 16555-3:2015
TECHNICAL SPECIFICATION
CEN/TS 16555-3
SPÉCIFICATION TECHNIQUE
TECHNISCHE SPEZIFIKATION
December 2014
ICS 03.100.40; 03.100.50
English Version
Innovation management - Part 3: Innovation thinking

Management de l'innovation - Partie 3 : Réflexion axée sur Innovationsmanagement - Teil 3: Innovatives Denken

l'innovation

This Technical Specification (CEN/TS) was approved by CEN on 27 October 2014 for provisional application.

The period of validity of this CEN/TS is limited initially to three years. After two years the members of CEN will be requested to submit their

comments, particularly on the question whether the CEN/TS can be converted into a European Standard.

CEN members are required to announce the existence of this CEN/TS in the same way as for an EN and to make the CEN/TS available

promptly at national level in an appropriate form. It is permissible to keep conflicting national standards in force (in parallel to the CEN/TS)

until the final decision about the possible conversion of the CEN/TS into an EN is reached.

CEN members are the national standards bodies of Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia,

Finland, Former Yugoslav Republic of Macedonia, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania,

Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey and United

Kingdom.
EUROPEAN COMMITTEE FOR STANDARDIZATION
COMITÉ EUROPÉEN DE NORMALISATION
EUROPÄISCHES KOMITEE FÜR NORMUNG
CEN-CENELEC Management Centre: Avenue Marnix 17, B-1000 Brussels

© 2014 CEN All rights of exploitation in any form and by any means reserved Ref. No. CEN/TS 16555-3:2014 E

worldwide for CEN national Members.
---------------------- Page: 3 ----------------------
SIST-TS CEN/TS 16555-3:2015
CEN/TS 16555-3:2014 (E)
Contents Page

Foreword ..............................................................................................................................................................3

Introduction .........................................................................................................................................................4

1 Scope ......................................................................................................................................................5

2 Normative references ............................................................................................................................5

3 Terms and definitions ...........................................................................................................................5

4 Innovation thinking ................................................................................................................................5

4.1 General ....................................................................................................................................................5

4.2 Key drivers .............................................................................................................................................6

4.3 Supportive behaviours and competencies .........................................................................................6

4.3.1 General ....................................................................................................................................................6

4.3.2 Behaviours .............................................................................................................................................6

4.3.3 Competencies ........................................................................................................................................7

5 Innovation thinking – steps involved...................................................................................................7

5.1 General ....................................................................................................................................................7

5.2 Step 1 – Information gathering .............................................................................................................8

5.3 Step 2 – Generating solutions ..............................................................................................................8

5.4 Step 3 – Rapid learning .........................................................................................................................9

5.5 Step 4 – Validation .................................................................................................................................9

5.6 Step 5 – Synthesis of outputs ..............................................................................................................9

5.7 Step 6 – Outcomes.................................................................................................................................9

Annex A (informative) Case Studies ............................................................................................................... 11

A.1 Case study 1: Company A ................................................................................................................. 11

A.1.1 Introduction ......................................................................................................................................... 11

A.1.2 Process ................................................................................................................................................ 11

A.1.3 Step 1 – Information gathering .......................................................................................................... 12

A.1.4 Step 2 – Generating solutions ........................................................................................................... 12

A.1.5 Step 3 – Rapid learning ...................................................................................................................... 12

A.1.6 Step 4 – Validation .............................................................................................................................. 12

A.1.7 Step 5 – Synthesis of outputs ........................................................................................................... 12

A.1.8 Step 6 – Outcomes.............................................................................................................................. 12

A.2 Case study 2 – Company B ................................................................................................................ 13

A.2.1 Introduction ......................................................................................................................................... 13

A.2.2 Process ................................................................................................................................................ 14

A.2.3 Step 1 – Information gathering .......................................................................................................... 14

A.2.4 Step 2 – Generating solutions ........................................................................................................... 14

A.2.5 Step 3 – Rapid learning ...................................................................................................................... 14

A.2.6 Step 4 – Validation .............................................................................................................................. 14

A.2.7 Step 5 – Synthesis of outputs ........................................................................................................... 15

A.2.8 Step 6 – Outcomes.............................................................................................................................. 15

Bibliography ..................................................................................................................................................... 16

---------------------- Page: 4 ----------------------
SIST-TS CEN/TS 16555-3:2015
CEN/TS 16555-3:2014 (E)
Foreword

This document (CEN/TS 16555-3:2014) has been prepared by Technical Committee CEN/TC 389 “Innovation

Management”, the secretariat of which is held by AENOR.

Attention is drawn to the possibility that some of the elements of this document may be the subject of patent

rights. CEN [and/or CENELEC] shall not be held responsible for identifying any or all such patent rights.

This document is not intended for the purpose of certification.

The CEN/TS 16555 series consists of the following parts with the general title Innovation management:

— Part 1: Innovation Management System;
— Part 2: Strategic intelligence management;
— Part 3: Innovation thinking;
— Part 4: Intellectual property management;
— Part 5: Collaboration management;
— Part 6: Creativity management;
— Part 7: Innovation management assessment.
Part 7 is in preparation.

According to the CEN-CENELEC Internal Regulations, the national standards organizations of the following

countries are bound to announce this Technical Specification: Austria, Belgium, Bulgaria, Croatia, Cyprus,

Czech Republic, Denmark, Estonia, Finland, Former Yugoslav Republic of Macedonia, France, Germany,

Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland,

Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey and the United Kingdom.

---------------------- Page: 5 ----------------------
SIST-TS CEN/TS 16555-3:2015
CEN/TS 16555-3:2014 (E)
Introduction

Innovation thinking is a structured approach whereby information, insights and experiences are sought out

and employed for the purpose of maximizing opportunities and solving problems which deliver desirable

outcomes to the marketplace. This approach can complement other methods used in innovation.

It is a context sensitive approach that develops an evolving knowledge base, which is then used to elicit and

sustain change that should have effective and enduring economic, social and/or ecological value according to

organizational purpose.

Those who adopt innovation thinking as part of their working dynamic should develop adaptive advantages

that will help them become more agile in the marketplace and create more value for their external and internal

stakeholders. Case studies are included in Annex A.
---------------------- Page: 6 ----------------------
SIST-TS CEN/TS 16555-3:2015
CEN/TS 16555-3:2014 (E)
1 Scope

This Technical Specification sets out guidance for an approach to innovation thinking. Innovation thinking can

be used at all levels within the organization.

This part provides guidance on how to integrate the core values of innovation thinking into any organization. It

provides an approach to balancing the risks and the business viability appropriate to the selected opportunity

or problem. It provides top management with an approach for the evaluation of possible outcomes and the

determination of the “best fit” for the organization's current strategy.

It is suitable for all types and sizes of organizations including SMEs and is intended for broad application.

However, those who are responsible for implementing and managing innovation within such organizations

may find this document particularly useful.
2 Normative references

The following documents, in whole or in part, are normatively referenced in this document and are

indispensable for its application. For dated references, only the edition cited applies. For undated references,

the latest edition of the referenced document (including any amendments) applies.

CEN/TS 16555-1, Innovation Management ― Part 1: Innovation Management System
3 Terms and definitions
For the purposes of this document, the following terms and definitions apply.
3.1
innovation thinking

approach to finding opportunities and solving problems which delivers a superior or more desirable outcome

with respect to the current offerings
4 Innovation thinking
4.1 General

Innovation thinking is an iterative and interactive approach requiring engagement with a variety of different

internal and external types of players. It uses rapid and open learning processes to quickly create a variety of

options as well as to identify and eliminate what is dysfunctional early on. It uses both the brain’s creative and

logical capabilities to explore alternative solutions and combinations with the goal to create a better outcome.

Innovation thinking is derived from the design discipline, design thinking which was traditionally focused on

product design. This is a methodology that is built around gaining an in-depth understanding of human needs

and the outcomes they require. It involves a creative process of generating possible solutions and iterative

testing of these proposed solutions. These actions are linked to available technology and the practical

constraints of business. The broader approach of innovation thinking brings the product focused design

thinking approach to a wider application to include all forms of innovation: product (services and goods,

tangible and intangible), process (production methods, procedures and operation layouts), organizational

(governance schemes and work relations), and commercial (marketing, distribution systems and business

models). In this application it is holistic and limitless.

The innovation process begins when it becomes clear that a more desirable outcome is possible, but the

nature of that outcome is uncertain, the route to a solution is unclear, and the risk of failure to reach a

satisfactory objective is part of the process. Thus, when a management task involves risk and uncertainty, the

innovation thinking approach has much to offer.
---------------------- Page: 7 ----------------------
SIST-TS CEN/TS 16555-3:2015
CEN/TS 16555-3:2014 (E)

This approach requires a deep understanding of the specific problem or opportunity, which may be obtained

by breaking these down into their core elements. It is also necessary to gain a thorough understanding of all

potential user types. Further stages involve integrating and applying user needs around the appropriate

technologies and commercial constraints, thus developing outcomes that create value for the targeted users.

The innovation thinking approach can be used to support an Innovation Management System,

see CEN/TS 16555-1:2013, 11.3.

All innovation carries risks, but tried and tested design methods control that risk by taking informed decisions

at a relatively early stage before major commitments to investment are made. This design derived approach is

therefore an extremely cost effective process for meeting the needs of the customer (however defined), within

the resource constraints of the organization.
See Annex A for case study examples.
4.2 Key drivers

The key drivers of innovation thinking are context, people, enablers and constraints. It is the interaction

between these four key drivers and their relative strengths that creates the innovation thinking approach

appropriate to the organization.
The key drivers are:

— Context: what is the opportunity or problem setting that the organization is seeking to find and create a

new and better outcome? See also CEN/TS 16555-1:2013, Clause 4 for more information on context of

the organization.

— People: markets, work force, suppliers: who has the problem and who will benefit or be affected by the

solution (i.e. those who directly value the innovation, e.g. users / clients / customers / markets / sectors,

work force, suppliers and partners)? See also CEN/TS 16555-1:2013, Clause 4.

— Enablers: who/what will make this opportunity come to fruition. (i.e. “positive” conditions for change, e.g.

what behaviours, characteristics, values, approaches, skills are required to make the impossible

possible)?

— Constraints: who/what are the barriers that will hinder this opportunity and need to be explored and

overcome (i.e. “negative” conditions for change or the realities of the business, e.g. commercial viability,

markets, technologies and desirability)?
4.3 Supportive behaviours and competencies
4.3.1 General

To be successful, an innovation thinking environment should develop certain behaviours and competencies

which support and shape the approach to discovering, designing, and developing the essential and desired

outcomes for the given opportunity. They enable a “user focused” approach, to ensure that the organization

gains a deep understanding of the key drivers in the innovation thinking landscape.

4.3.2 Behaviours

The following behaviours provide an environment in which innovation thinking can thrive and which can

support the development of suitable outcomes:

— Supportive understanding, demonstrated through leadership, authorization and empowerment of people,

providing them with the space, time, support and skill sets which are needed to creatively explore new

ways of doing things. A facilitating framework is also necessary, that acknowledges and rewards both

success and failure respectively.
---------------------- Page: 8 ----------------------
SIST-TS CEN/TS 16555-3:2015
CEN/TS 16555-3:2014 (E)

— Encouragement of an open mind-set, in order to explore the benefits of collaborations with multiple other

experts and different types of organizations.

— Encouragement of an environment where risks and uncertainties are the norm and failures are accepted

as feedback for rapid learning.

— Observation and listening skills, in order to gain an in-depth understanding of the outcomes which are

desired. Appropriate question sets need to be developed, together with an understanding of how to pose

these questions. It is also necessary to observe how people use and do things in the context of the task

and outcomes which are to be achieved.

— Fast visualizations, quick mock-ups, prototyping of ideas and potential solutions, at the most basic level,

in order to provide the team with the freedom, space and time, to use their imagination, supported

appropriately.

— Experimentation, numerous iterations and variations which are needed to develop the team's thinking and

to evolve solutions that best match the problem or opportunity identified.

— Pre-launch testing in order to determine market timing and the robustness of the proposed solution.

4.3.3 Competencies

The following are competencies that should to be developed and nurtured at all levels within any organization

which seeks to promote a structured approach to innovation thinking:
— understanding and empathizing with all types of users and their needs;
— identifying and synthesizing their problems and opportunities;
— multidisciplinary creative thinking, both with internal and external partners.
NOTE CEN/TS 16555–5 provides further guidanc
...

SLOVENSKI STANDARD
kSIST-TS FprCEN/TS 16555-3:2014
01-september-2014
Upravljanje inovacij - 3. del: Inovativno razmišljanje
Innovation management - Part 3: Innovation thinking
Innovationsmanagement - integriertes Design-Management
Management de l'innovation - Partie 3 : Réflexion axée sur l'innovation
Ta slovenski standard je istoveten z: FprCEN/TS 16555-3
ICS:
03.100.40 Raziskave in razvoj Research and development
03.100.50 Proizvodnja. Vodenje Production. Production
proizvodnje management
kSIST-TS FprCEN/TS 16555-3:2014 en,fr,de

2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.

---------------------- Page: 1 ----------------------
kSIST-TS FprCEN/TS 16555-3:2014
---------------------- Page: 2 ----------------------
kSIST-TS FprCEN/TS 16555-3:2014
TECHNICAL SPECIFICATION
FINAL DRAFT
FprCEN/TS 16555-3
SPÉCIFICATION TECHNIQUE
TECHNISCHE SPEZIFIKATION
June 2014
ICS 03.100.40; 03.100.50
English Version
Innovation management - Part 3: Innovation thinking

Management de l'innovation - Partie 3 : Réflexion axée sur Innovationsmanagement - integriertes Design-Management

l'innovation

This draft Technical Specification is submitted to CEN members for formal vote. It has been drawn up by the Technical Committee CEN/TC

389.

CEN members are the national standards bodies of Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia,

Finland, Former Yugoslav Republic of Macedonia, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania,

Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey and United

Kingdom.

Recipients of this draft are invited to submit, with their comments, notification of any relevant patent rights of which they are aware and to

provide supporting documentation.

Warning : This document is not a Technical Specification. It is distributed for review and comments. It is subject to change without notice

and shall not be referred to as a Technical Specification.
EUROPEAN COMMITTEE FOR STANDARDIZATION
COMITÉ EUROPÉEN DE NORMALISATION
EUROPÄISCHES KOMITEE FÜR NORMUNG
CEN-CENELEC Management Centre: Avenue Marnix 17, B-1000 Brussels

© 2014 CEN All rights of exploitation in any form and by any means reserved Ref. No. FprCEN/TS 16555-3:2014 E

worldwide for CEN national Members.
---------------------- Page: 3 ----------------------
kSIST-TS FprCEN/TS 16555-3:2014
FprCEN/TS 16555-3:2014 (E)
Contents Page

Foreword ..............................................................................................................................................................3

Introduction .........................................................................................................................................................4

1 Scope ......................................................................................................................................................5

2 Normative references ............................................................................................................................5

3 Terms and definitions ...........................................................................................................................5

4 Innovation thinking ................................................................................................................................5

4.1 General ....................................................................................................................................................5

4.2 Key drivers .............................................................................................................................................6

4.3 Supportive behaviours and competencies .........................................................................................6

4.3.1 General ....................................................................................................................................................6

4.3.2 Behaviours .............................................................................................................................................6

4.3.3 Competencies ........................................................................................................................................7

5 Innovation thinking – steps involved...................................................................................................7

5.1 General ....................................................................................................................................................7

5.2 Step 1 – Information gathering .............................................................................................................8

5.3 Step 2 – Generating solutions ..............................................................................................................8

5.4 Step 3 – Rapid learning .........................................................................................................................9

5.5 Step 4 – Validation .................................................................................................................................9

5.6 Step 5 – Synthesis of outputs ..............................................................................................................9

5.7 Step 6 – Outcomes.................................................................................................................................9

Annex A (informative) Case Studies ............................................................................................................... 11

A.1 Case study 1: Company A ................................................................................................................. 11

A.1.1 Introduction ......................................................................................................................................... 11

A.1.2 Process ................................................................................................................................................ 11

A.1.3 Step 1 – Information gathering .......................................................................................................... 12

A.1.4 Step 2 – Generating solutions ........................................................................................................... 12

A.1.5 Step 3 – Rapid learning ...................................................................................................................... 12

A.1.6 Step 4 – Validation .............................................................................................................................. 12

A.1.7 Step 5 – Synthesis of outputs ........................................................................................................... 12

A.1.8 Step 6 – Outcomes.............................................................................................................................. 12

A.2 Case study 2 – Company B ................................................................................................................ 13

A.2.1 Introduction ......................................................................................................................................... 13

A.2.2 Process ................................................................................................................................................ 14

A.2.3 Step 1 – Information gathering .......................................................................................................... 14

A.2.4 Step 2 – Generating solutions ........................................................................................................... 14

A.2.5 Step 3 – Rapid learning ...................................................................................................................... 14

A.2.6 Step 4 – Validation .............................................................................................................................. 14

A.2.7 Step 5 – Synthesis of outputs ........................................................................................................... 15

A.2.8 Step 6 – Outcomes.............................................................................................................................. 15

Bibliography ..................................................................................................................................................... 16

---------------------- Page: 4 ----------------------
kSIST-TS FprCEN/TS 16555-3:2014
FprCEN/TS 16555-3:2014 (E)
Foreword

This document (FprCEN/TS 16555-3:2014) has been prepared by Technical Committee CEN/TC 389

“Innovation Management”, the secretariat of which is held by AENOR.
This document is currently submitted to the Formal Vote.
This document is not intended for the purpose of certification.

The CEN/TS 16555 series consists of the following parts with the general title Innovation management:

— Part 1: Innovation Management System;
— Part 2: Strategic intelligence management;
— Part 3: Innovation thinking;
— Part 4: Intellectual property management;
— Part 5: Collaboration management;
— Part 6: Creativity management;
— Part 7: Innovation management assessment.
Part 7 is in preparation.
---------------------- Page: 5 ----------------------
kSIST-TS FprCEN/TS 16555-3:2014
FprCEN/TS 16555-3:2014 (E)
Introduction

Innovation thinking is a structured approach, whereby information, insights and experiences are sought out

and employed, for the purpose of maximizing opportunities and solving problems which delivers desirable

outcomes to the marketplace. This approach can complement other methods used in innovation.

It is a context sensitive approach that develops an evolving knowledge base, which is then used to elicit and

sustain change that should have effective and enduring economic, social and/or ecological value according to

organizational purpose.

Those who adopt innovation thinking as part of their working dynamic should develop adaptive advantages

that will help them become more agile in the marketplace and create more value for their external and internal

stakeholders, examples of case stories are provided in Annex A.
---------------------- Page: 6 ----------------------
kSIST-TS FprCEN/TS 16555-3:2014
FprCEN/TS 16555-3:2014 (E)
1 Scope

This Technical Specification sets out guidance for an approach to innovation thinking. Innovation thinking can

be used at all levels within the organization.

This part provides guidance on how to integrate the core values of innovation thinking into any organization. It

provides an approach to balancing the risks and the business viability appropriate to the selected opportunity

or problem. It provides top management with an approach for the evaluation of possible outcomes and the

determination of the “best fit” for the organization's current strategy.

It is suitable for all types and sizes of organizations including SMEs and is intended for broad application.

However, those who are responsible for implementing and managing innovation within such organizations

may find this document particularly useful.
2 Normative references

The following document, in whole or in part, is normatively referenced in this document and is indispensable

for its application. For dated references, only the edition cited applies. For undated references, the latest

edition of the referenced document (including any amendments) applies.

CEN/TS 16555-1:2013, Innovation Management — Part 1: Innovation Management System

3 Terms and definitions
For the purposes of this document, the following terms and definitions apply.
3.1
innovation thinking

approach to finding opportunities and solving problems which delivers a superior or more desirable outcome

with respect to the current offerings
4 Innovation thinking
4.1 General

Innovation thinking is an iterative and interactive approach requiring engagement with a variety of different

internal and external types of players. It uses rapid and open learning processes to quickly create a variety of

options as well as to identify and eliminate what is dysfunctional early on. It uses both the brain’s creative and

logical capabilities to explore alternative solutions and combinations with the goal to create a better outcome.

Innovation thinking is derived from the design discipline, design thinking which was traditionally focused on

product design. This is a methodology that is built around gaining an in-depth understanding of human needs

and the outcomes they require. It involves a creative process of generating possible solutions and iterative

testing of these proposed solutions. These actions are linked to available technology and the practical

constraints of business. The broader approach of innovation thinking brings the product focused design

thinking approach to a wider application to include all forms of innovation: product (services and goods,

tangible and intangible), process (production methods, procedures and operation layouts), organizational

(governance schemes and work relations), and commercial (marketing, distribution systems and business

models). In this application it is holistic and limitless.

The innovation process begins when it becomes clear that a more desirable outcome is possible, but the

nature of that outcome is uncertain, the route to a solution is unclear, and the risk of failure to reach a

satisfactory objective is part of the process. Thus, when a management task involves risk and uncertainty, the

innovation thinking approach has much to offer.
---------------------- Page: 7 ----------------------
kSIST-TS FprCEN/TS 16555-3:2014
FprCEN/TS 16555-3:2014 (E)

This approach requires a deep understanding of the specific problem or opportunity, which may be obtained

by breaking these down into their core elements. It is also necessary to gain a thorough understanding of all

potential user types. Further stages involve integrating and applying user needs around the appropriate

technologies and commercial constraints, thus developing outcomes that create value for the targeted users.

The innovation thinking approach can be used to support an Innovation Management System,

see CEN/TS 16555-1:2013, 11.3.

All innovation carries risks, but tried and tested design methods control that risk by taking informed decisions

at a relatively early stage before major commitments to investment are made. This design derived approach is

therefore an extremely cost effective process for meeting the needs of the customer (however defined), within

the resource constraints of the organization.
See Annex A for case study examples.
4.2 Key drivers

The key drivers of innovation thinking are context, people, enablers and constraints. It is the interaction

between these four key drivers and their relative strengths that creates the innovation thinking approach

appropriate to the organization.
The key drivers are:

— Context: what is the opportunity or problem setting that the organization is seeking to find and create a

new and better outcome? See also CEN/TS 16555-1:2013, Clause 4 for more information on context of

the organization.

— People: markets, work force, suppliers: who has the problem and who will benefit or be affected by the

solution (i.e. those who directly value the innovation, e.g. users / clients / customers / markets / sectors,

work force, suppliers and partners)? See also CEN/TS 16555-1:2013, Clause 4.

— Enablers: who/what will make this opportunity come to fruition. (i.e. “positive” conditions for change, e.g.

what behaviours, characteristics, values, approaches, skills are required to make the impossible

possible)?

— Constraints: who/what are the barriers that will hinder this opportunity and need to be explored and

overcome (i.e. “negative” conditions for change or the realities of the business, e.g. commercial viability,

markets, technologies and desirability)?
4.3 Supportive behaviours and competencies
4.3.1 General

To be successful, an innovation thinking environment should develop certain behaviours and competencies

which support and shape the approach to discovering, designing, and developing the essential and desired

outcomes for the given opportunity. They enable a “user focused” approach, to ensure that the organization

gains a deep understanding of the key drivers in the innovation thinking landscape.

4.3.2 Behaviours

The following behaviours provide an environment in which innovation thinking can thrive and which can

support the development of suitable outcomes:

— Supportive understanding, demonstrated through leadership, authorization and empowerment of people,

providing them with the space, time, support and skill sets which are needed to creatively explore new

ways of doing things. A facilitating framework is also necessary, that acknowledges and rewards both

success and failure respectively.
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FprCEN/TS 16555-3:2014 (E)

— Encouragement of an open mind-set, in order to explore the benefits of collaborations with multiple other

experts and different types of organizations.

— Encouragement of an environment where risks and uncertainties are the norm and failures are accepted

as feedback for rapid learning.

— Observation and listening skills, in order to gain an in-depth understanding of the outcomes which are

desired. Appropriate question sets need to be developed, together with an understanding of how to pose

these questions. It is also necessary to observe how people use and do things in the context of the task

and outcomes which are to be achieved.

— Fast visualizations, quick mock-ups, prototyping of ideas and potential solutions, at the most basic level,

in order to provide the team with the freedom, space and time, to use their imagination, supported

appropriately.

— Experimentation, numerous iterations and variations which are needed to develop the teams thinking and

to evolve solutions that best match the problem or opportunity identified.

— Pre-launch testing in order to determine market timing and the robustness of the proposed solution.

4.3.3 Competencies

The following are competencies that should to be developed and nurtured at all levels within any organization

which seeks to promote a structured approach to innovation thinking:
— understanding and empathizing with all types of users and their needs;
— identifying and synthesizing their problems and opportunities;
— multidisciplinary creative thinking, both with internal and external partners.
NOTE CEN/TS 16555–5 provides further guidance on collaboration.
5 Innovation thinking – steps involved
5.1 General

There are a number of discrete steps to implementing innovation thinking, as shown in Figure 1.

While each step should be regarded as having an input from the previous step, reference is often required to

other preceding steps, as this is an iterative process, designed to grow the knowledge base and hence

develop an appropriate and sustainable business outcome – see Figure 1.
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