IS THE PROJECT A TOP DOWN DEMAND?
The innovation process should be done in two directions - top-down and bottom-up. When we talk about the top-down, we refer to projects that start from the company's decision-makers to the rest of the organization.
These are projects already evaluated, discussed, and prioritized by the company's board, which need to be executed because they are a priority for the senior management, which requires execution at full speed.
Because they have strong leadership support, projects of this kind tend to raise funds more quickly and can take the place of others who did not originate from the company's board. However, the great danger is that a top-down project with no potential for success rather than being eliminated can be masked to meet the ego of decision-makers, which ends up generating more costs and frustration for everyone involved.
Suppose you are using this book for a top-down demand. In that case, you can skip this block and go directly to "Clarification," freeing up all the way of defining ideas, building opportunities, and value proposition. When the opportunity is clear to the company's decision-makers, the innovation team's work becomes to collect in-depth evidence to create the business case and have solid arguments for moving forward (or not) with the opportunity previously raised. AQUI
On the other hand, Bottom-up projects are those that start from employees, customers, partners, or any stakeholders who are not the company's decision-makers. Those who have such a project must go through the structuring phase of collection and validation of ideas. Therefore, I recommend a full reading of the following chapters, starting with the Definition of Ideas.