When you launch innovation activities or projects, you never have a perfectly clear understanding of the outcome and output. You never know in detail, if your activities are worth the effort, and thus it’s hard to justify the funding and resources allocation. How can you claim, that the investment will be fruitful?
You need to embrace this amount of uncertainty and risk, but there is a safe way of doing so. It provides transparency in your train of thoughts and activities, and gives comfort to you, your team, and stakeholders: Use hypothesis-driven experiments.