... the customer home to explore their problems in life; Assumption Testing – a prototyping technique long practiced within any firm's R&D area; Co‐creation – the surest way to de‐risk a new offering is to involve your value chain partners in the innovation's small initial experiments; and Rapid Prototyping...

.... Liisa Välikangas can be contacted at: liisa.valikangas@aalto.fi © Emerald Group Publishing Limited 2011 Innovation Rapid prototypes Product development In order to increase the likelihood of achieving the kind of breakthrough innovation that develops into successful new business...