Creativity and Innovation

Make it Happen!


Imagination is the ability to bring to mind the things that aren’t present to our senses. Creativity is putting our imagination to work.

Leading innovation and change is the key to achieving organizational excellence.


Innovation is anything we do that makes our organization better and new; and creates value for both the company and the people we serve.

The Double Diamond Innovation Framework

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DD Phase 1A

DISCOVER: "Create Choices"

The Discover Phase steps are 1) Clarify your opportunity and your passion for innovating, 2) Surface what you know and don't know, 3) Identify who to engage for discovery, 4) Choose your discovery methods, 5) Write your interview questions and conduct interviews, 6) Map the user's jobs-to-be-done and their needs, and 7) Validate and prioritize the user's needs.

DD Phase 1B

DEFINE: "Make Choices"

The Define Phase steps are 1) Validate your minimum viable prototype, 2) Map hypotheses and run experiments, 3) Pitch prototypes to get feedback, revise, and repeat, 4) make three prototypes for each solution, 5) Categorize and select your solutions, 6) Brainstorm and ideate solutions, and 7) Convert user needs into "How Might We" questions.

DD Phase 2A

DEVELOP: "Gain Executive Buy-In"

The Develop Phase steps are 1) Create personas for your target segments, 2) State the proposed value statements, 3) Prototype to gain the "WOW" factor, 4) Create a reverse income statement, 5) Specify operational deliverables, 6) Checklist the key assumptions and test them, and 7) Build a "WOW" solution that the executive team will support.

DD Phase 2B

DELIVER: ."Gain Customer Buy-In"

The Deliver Phase steps are 1) Project plan your launch, 2) Define your promotional strategy, 3) Set your pricing and distribution strategy, 4) Blueprint your service-delivery model, 5) Map and test the buying process, 6) Prototype and validate the user experience, and 7) Support the marketing and sales teams as they implement the go-to-market strategy.

Steve Olson, PhD, CPI

Award-Winning Professor specializing in leadership development, innovation, and change management.

Everett Darby, CPI

Former Innovation Executive at The Coca-Cola Company and a Certified Professional Innovator.

Let's Co-Create Something New!

Sample Instructional Video

In this sample instructional video, innovation expert and TLC instructor, Professor Steve Olson, teaches us that innovating along both the forward and the back dimensions of value creation is extremely important but is fraught with peril from start to finish. 

The challenge of integrating product emotions with features and functions in ways that create and capture extraordinary value can befuddle even the best of companies. The amazing category-killing achievements of Apple are rare. 

In this video, Professor Olson describes the internal and external reasons why so many companies fail to innovate with success.