Deep Innovation Design™

Building ground breaking innovations on demand – seriously

Society3 Group, is an innovation management solutions company. We are providing methods and software solutions, empowering innovation teams to compose ground-breaking innovation on demand. In four years of research, analysing previous innovation successes and latest neuroscience discoveries, we learned how our mind creates and processes ideas. The Society3 Deep Innovation Design model, with a new Neuro-Ideation model at its core and the corresponding Innovation Journey Map denotes the end of random experimentation and unfolds a new era of strategic innovation management.

* Experiences are the main fuel for disruption
* Ending random ideation – starting strategic innovation
* From brainstorming and stickers on the wall to neuro-ideation
* Innovation to market, targeted and fast
* Talent development and equipment to make innovation manageable

Introduction to Deep Innovation Design in 15 Minutes.


Deep Innovation Design™

Deep Innovation Design is a new way of composing groundbreaking ideas on demand.

Key Innovation Challenges

1) Idea Dilemma. Businesses are asked to be more innovative. Yet – there is far too little knowledge about how groundbreaking ideas are actually “created”. If an employee would ask their manager: “Teach me how to innovate – Step by step“. There is no concrete answer. Think big, think bold, think outside the box, come up with ideas… all nice but that is not really helpful. Design thinking helps turning ideas into reality, but not creating them.

2) Realization dilemma. So far most “great ideas” are rather accidental. Validating those accidental ideas isn’t easy either. The question “Is there maybe a better idea” arises instantly. Is it even plausible, feasible, is effort and result in a good balance? Working with accidental ideas – like most innovative ideas is very cumbersome – knowing that at best 1 out of 10 or 1 out 0f 100 may be the big hit.

3) Funding dilemma. Lots of great ideas get created. Big dreams surface frequently – but funding those accidental ideas with millions or billions of whatever currency is an enormous risk and usually kills those ideas at this stage, the latests.

4) Manageability dilemma. It appears to be obvious that an random or accidental act of innovation is unmanageable. It starts right with a timeline, time from problem discover to idea creation. Impossible to say (today). Time from idea creation to prototype – again impossible. The rest doesn’t need any further explanation.

Even though we have early versions of an ISO standard like 56003 it is not (yet) providing the answers for the innovation dilemma, which are desperately needed.

Innovation on Demand

The Deep Innovation Design™  Principle was developed to help teams understand how ground-breaking ideas are composed in our mind. Four years of research and thanks to a dramatic growth in neuroscience discoveries, the Society3 team was able to associate brean functionality with the ideation process and develop methods to stimulate ideation that goes far beyond conventional brainstorm meetings or thinking sessions. The name “Deep Innovation Design” comes from new understanding and resulting techniques that are reaching far deeper into our mind, demystifying our conventional understanding of idea creation or better said composition. Once we understand the sources, limitations and chances for composing groundbreaking, innovative ideas, the entire process of ideation changes fundamentally. Based on our learning and many practical experiences to reproduce the behavior of our brain we could begin to turn stimuli into methodical steps and were actually able to help innovators compose disruptive ideas. Moreover we can help innovation teams compose innovative ideas on demand. This helps us moving from random experimentation, hoping for great inspiration and working with accidental ideas, towards strategic and purpose driven, ideation – which we call Neuro Ideation™.

The newly won knowledge was then used to strategically innovate, validate, finance, go-to-market and scale. The complete cycle is visualized in the Innovation Journey Map ™.

This denotes the end of random experimentation and hoping for the magical occurrence of a billion dollar idea and the beginning of strategic ideation with an innovative outcome.

Innovation Journey Map™

The Innovation Journey Map describes the whole way from ideation to innovation value creation.

Every step on the way

The Innovation Journey Map™ is based on experiences from two decades of innovation and bringing innovations successfully to market. It became the key inspiration for developing the Deep Innovation Design™ model and it’s methodologies.

The key to successful innovation:

Getting out of the lab, and into the market.

2 + 8 step process

At ground zero and at the point of continuation, it is necessary to know the Neuro-Ideation Model in order to develop a strategy with innovation on demand in mind and the path to continuous innovation.

0) Innovation strategy
When no longer focusing on accidental ideas we can build a profound strategy.
The Innovation Strategy Hexagon helps shaping the strategic direction of innovation in a area that is key importance to the overall corporate strategy.  It may even uncover weak areas in the general corporate directions.

1) Innovation Dream Team
When learning how innovative ideas get created, it becomes clear that innovative teams of diverse traits and skills will outperform individual innovators by any dimension. The dream team composition is a key to success.

2) Opportunity Discovery
With a clear strategy we can also identify the needs and dreams of customers in a very different way. Analysing the results may already get some basic ideas of improvements. However they won’t be sufficient for true innovation.

3) Deep Innovation Design
The innovation dream team in action. Analysing the opportunity discovery, the innovation strategy and bringing both in synch with their respective experiences. In several uniquely designed ideation sessions over a time span of one to six weeks will unfold ground breaking ideas that will most likely disrupt market segments.

4) Idea Validation
Ensuring that the crazy ideas make actually sense to the target audience, a carefully crafted idea validation process will bring ideas and needs and dreams of the audience in congruence and proof that the idea is a hit, needs work or is a failure.

5) Disruptive Moment Development
Since we are not only want to bring yet another product to market that can quickly be copied one way or the other, we are developing an accompanying disruptive business model, by using the same neuro ideation methodology, used in the solution design.

6) Innovation Financing
Since most innovation financing was week or failed because of the weak and fuzzy random idea experimentation, we developed a unique innovation financing method to ensure an innovation can also be financed.

7) Deployment / Go-to-market
With a great idea, a profound idea and market validation and grounded financial plan the innovation team can enter the market and build a market born solution. The same is true for internal / operational innovation that will be deployed within the organization.

8) Scaling
While going to market, the innovative and disruptive idea needs to scale in terms of applicability, market reach, sales, production, logistics and arising competition. Innovation scaling is profoundly different than bringing a new model or improved product or service in the market.

9) Innovation Continuum
The last step is the first step of already the next iteration of innovation. An organization needs to be not only aware that every innovation has an ever shorter life cycle but due to the better understanding of innovation and ever faster growing competition – not by copy and make it cheaper but by external disruption.


Selected Customers

Current & Past