Innovation is by definition unprecedented. However, faster, cheaper, and more accurate prototyping and data-driven research tech have changed the game. We can now build evidence and de-risk innovation concepts, and customer and business assumptions, using a data-driven approach to decision-making via rapid experimentation. Using rapid, in-market feedback to iterate ideas, products, services, and businesses, you can get closer to the real market response. This will inform and de-risk the decisions you make about your strategy, innovation, and design.
Through experimentation and validation, you move away from the standard innovation approach used in corporations (read: build the car, launch it on the market) towards a lean, de-risked approach, where user testing allows for evidence-based decisions.