Coming up with a brilliant new idea is exciting – but getting it over the line? That’s where the real magic (and hard work) happens.
At our recent #GrowMySME workshop, innovation and strategy expert Rollo de Sausmarez shared a step-by-step method for turning new ideas into products and services that actually get used, bought, and talked about.
So, what did we cover?
Rollo started by asking: what actually is innovation?
It’s not just creativity or data, but a marriage of the two. Insight + imagination. Psychology + planning. Innovation lives in that messy, brilliant in-between space.
And while ideas can come from anywhere — a chat with a customer, a pain point in your own workflow, or something new you’ve seen in the market — turning them into something that works commercially takes structure.
Here are the 8 ideas we explored in the workshop:
- Why Good Ideas Often Don’t Make It
Too many ideas never get off the ground because they’re rushed to market or built on shaky assumptions. Others get stuck in committee-land or left in a dusty notebook. Innovation isn’t just about inspiration — it’s about being intentional. That means slowing down just enough to test, tweak, and kill ideas early if needed.
- The Product Ideation Framework
The first tool Rollo shared was a Product Ideation Framework — a simple but powerful way to get clear on where the real opportunities lie. 
It all starts with three key questions:
Market Weakness – What’s frustrating your current or potential customers?
Innovation often begins with friction. Look for something that’s broken, clunky or inefficient.
Example: Uber was born from frustration — people couldn’t easily find a cab, negotiate a fair price, or pay without hassle. Their success came from solving multiple small irritations with one seamless experience.
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Internal Strength – What are we good at and passionate about?
Look at the skills and beliefs already embedded in your team. What are you uniquely placed to do?
Example: An advertising agency might realise they’ve got a dream team of creatives, planners, designers and developers — the perfect mix to build an entirely new type of branded experience or product.
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Adjacent Possibility – What’s just become newly possible?
This is where timing meets technology. What has just become doable, affordable or acceptable that wasn’t before?
Example: AI is a huge adjacent possibility right now. You don’t need to build an AI tool yourself — but you might be able to apply it to solve a friction point, automate a pain point, or create new value in your sector.
When you look at the overlap between these three areas, the sparks start to fly. A friction in the market + a strength you already have + something new in the world = a strong, testable idea.
From here, you can move from turning those ideas into something real and testable.
- Before You Build: Test Your Assumptions
Once you’ve got a promising idea, don’t go straight to making it real. First, figure out what assumptions it relies on — and test them.
Ask yourself:
- Is there demand?
- Can we deliver it and make money?
- Can customers get it somewhere else?
- Will they believe we can do it?
Better to challenge those assumptions early than after the launch party.
- You Don’t Need a Research Budget — Yet
“Just Google It” (or “Just AI It”) is your best friend here. Search smart. What competitor products are out there? What are customers complaining about? What trends are emerging?
If there are still critical unknowns after that, then consider more formal research.
- Pretotype, Don’t Prototype
A pretotype is a scrappy way of making your idea real enough to test — without building the whole thing. A sketch. A landing page. A mocked-up offer.
You’re not aiming for perfection — just believability.
- Talk to Humans
This step is crucial — and not just once, but throughout the whole process. Don’t build in a vacuum, use the people around you as sounding boards, ask them questions. Share rough ideas, get honest feedback — especially the negative kind. It might sting a little, but it’s gold dust for improvement.
And no, this doesn’t have to be a big-budget focus group. Buy someone a drink, grab a coffee, offer a biscuit — and ask to pick their brain.
Take your pretotype out into the world and get it in front of:
- Potential customers
- Internal team members or stakeholders
- Industry experts
- Even regulators or potential partners
Ask: What’s confusing? What’s exciting? What’s missing?
Then listen. Really listen. And use what you hear to shape what comes next.
- Borrow Like a Pro
We also explored the idea of “stealing with glee.” Someone’s probably solved a similar problem — maybe in a different sector or for a different audience.
Can you borrow the product format? A pricing structure? A clever feature or UX pattern? Innovators don’t always invent — they adapt and remix.
- Anchor to the Commercials
Finally — it’s time to talk money. What does the business case look like? Is there a revenue stream? What’s the cost to deliver?
Use stage gates throughout the process — structured moments to decide whether to go, pause, or pivot. A “no” at the right time is a win, not a failure.
In summary
Innovation isn’t about being the loudest voice in the room or throwing spaghetti at the wall. It’s about spotting real problems, being curious, testing fast, and building around what works.
Want to work through the framework with your own idea? Use the ‘Idea to Launch’ Workbook.
For more hands on support for your new product or service, get in touch with Rollo de Sausmarez.
