When Timing is Everything in Radical Innovation

Radical innovation. It’s what gets us, innovation professionals, out of bed in the morning. Yet, convincing senior management to back it can feel like climbing Everest without oxygen. Read this article to learn when the time is right!

Incremental innovation feels safer—less risk, fewer resources, and more predictable outcomes. But here’s the deal: playing it safe won’t future-proof your business. That’s where the Innovation Sweet Spot comes in, which I describe in my new book Breaking Innovation Barriers. Let me explain how to identify and seize it.

Continuous vs Radical Innovation

Most organisations are stuck in the loop of incremental innovation. They tweak products, streamline processes, and make minor upgrades. It’s necessary, sure. But here’s the shocking part: only 14% of R&D budgets are spent on radical innovation. And radical innovation? That’s where the magic happens—new business models, breakthrough products, disruptive growth.

Why is it neglected? Risk aversion. Senior leaders fear the unknown. Your job? To show them that the bigger risk is doing nothing.

The Two Sweet Spots for Radical Innovation

Timing is everything in innovation. There are two key moments to act:

1. The Moment You WANT to Innovate (Proactive) for INNOVATORS

This is when ambition drives action. You’re still growing, but you see the horizon. Here’s why proactive innovation works:

• Keeps revenue streams growing.

• Reinforces an innovative company culture.

• Responds to changing customer needs.

• Expands market share with new models or channels.

The secret to success here? Aligning innovation to your organisation’s broader strategy. Proactive innovators stay ahead by anticipating change.

2. The Moment You NEED to Innovate (Reactive) for INNOWAITORS

Here, necessity is the driver. Your market is disrupted, revenues are declining, or your products are outdated. Radical innovation becomes a survival tool. But beware: acting under pressure limits creativity and resources. Don’t wait for this moment unless you must.

Getting Senior Management on Board

Let’s be honest: most senior managers won’t prioritise radical innovation until they feel the heat. Here’s how you turn up the temperature:

• Take them on field trips to tech hubs, startups, or trendsetting industries.

• Invite trend analysts to present rapid shifts in the market.

• Share competitor case studies where innovation outperformed inertia.

• Introduce them to young consumers for brutally honest feedback.

• Showcase cutting-edge technologies from research centres or universities.

The goal? Make them realise that doing nothing is riskier than taking bold steps.

Why Timing Matters

Think of yourself as a hunter. Wait for the perfect moment. But don’t wait too long! Innovation in big organisations takes 18–36 months or even longer to materialise. Pick your moment carefully—when the business is financially and mentally prepared.

What’s Next?

Innovation professionals, this is your call to action. To truly break barriers, you must not only find the sweet spot but also act decisively when it presents itself. For more detailed strategies and practical tools, grab my book Breaking Innovation Barriers on Amazon. It’s packed with actionable insights to help you win management buy-in and drive meaningful change.

Make your mark. Seize the sweet spot. And never settle for incremental when radical is possible. Lots of success!

Innovative regards,

Gijs van Wulfen

LinkedIn Influencer, Speaker on Design Thinking Innovation, Founder FORTH Innovation method, author of six Innovation Books, Global Number One Thought Leader on Design Thinking 2024

Ps. Click on this link to boost your innovation skills in a wonderful training week in Italy to lead innovation with the FORTH innovation method as certified facilitator.

#innovation #radicalinnovation #breakinginnovationbarriers #therighttimetoinnovate