The term Front End Innovation implies an unhelpful distance between the concept stage and the hard work of getting products to market. Teams that are great at Front End Innovation, tends to understand that great Front End Innovation starts at the Back End.
If your goal is a product in market, thinking backwards from that outcome helps teams focus their work on what matters at every stage in their work.
It helps you focus on the right things at the right time
Corporate innovation typically means developing solutions that can scale within massive corporate systems. Those systems come with complexity startups don’t typically have to deal with. When we see teams getting lost in complexity, we ask them to pause, let go of where they are in the process and think through the journey of designing a new product or service in reverse, from the moment it hits the market to right now. Thinking in reverse reminds teams of what it really takes to get a solution to market and helps them prioritize the right things at the right times to keep moving forward.
It helps you focus on the right stakeholders
While working with an automaker in North America, the outcome we wanted was a better customer experience. We could have gotten lost in all the ways this could happen. Thinking the challenge through in reverse reminded the team that this outcome sits in the hands of dealers. We redesigned our project to think through the challenge from the perspective of dealers rather than the automaker. The result was a suite of services dealers would be willing and able to deliver well.
It helps you focus your questions
On an consumer goods project, we hit a roadblock when a team could not agree on the details of an ambitious round of consumer research across 3 countries. We paused and all agreed that the outcome we wanted was a successful product on shelf. When thinking backwards through the journey, we realised our biggest challenge wasn’t consumer insight (we had loads of it). The real challenge was that the organization’s existing manufacturing assets limited our landscape of solutions dramatically. We shifted our focus to rigorously iterating around the three products the organization could deliver and a product hit shelves 18 months later.
It helps you focus your consumer research
On a project focused on alcohol occasions, we realized that no matter how great our final product was, it would go nowhere if it was not embraced by bartenders. We designed a week in each market where our first and last interactions were with bartenders. That vantage point helped us ground our work in what mattered to our key gatekeeper before finalising our thinking about what a successful product would need to do in order to succeed.
It helps you create innovation for the real world
An innovation process that starts at the back end is more consider all of the factors that dictate success at those final stage gates. On a drinks innovation project, we involved R&D in our research stage. Being present during those early conversations sparked connections between what consumers told us and an amazing technology that was available through a vendor. That technology became the core of our winning concept early on. The result was a project with an immediate roadmap through their system into market.
It helps you focus on your organization’s strengths
Many organizations respond to opportunities without really thinking about whether they are the player in their industry to deliver. Starting at the back end can give you a healthy dose of perspective around whether this is an opportunity your organization should tackle alone or whether this is better approached as a partnership or through an acquisition.
Amazon has a similar approach to innovation called “Working Backwards”. You can hear our friend Wen talk about that here.
If you are looking to put more back end in your front end innovation process, here are six exercises to re-focus on what matters by forcing them to think projects through in reverse.