Accelerate the path to market through online maturation processes
Baxter wanted to leverage existing initiatives and ideas it had in place and accelerate the path-to-market of those ideas. After a first successful pilot in Belgium, Baxter wanted to transport the format to a global level and especially allow teams with members that are not co-located to also have access to professional coaching that helps them mature their ideas and accelerate the path to market.
Our collaboration with Baxter
We have collaborated with Baxter in different innovation challenges. Our first partnership involved the design of an offline maturation process (“Bax2theFuture”) which we then deployed at the Alliance Park in Belgium. We tailored our maturation methodology to coach project teams to move (i) from idea to concept, then (ii) from concept to business case, and finally (iii) from business case to proposal seeking funding from Baxter.
"I could see MTI²’s guidance reflected in the teams’ pitches. The scope of ideas was huge, and that’s precisely where I think they benefitted from the coaching on a phased approach to market in short time. And coaching by MTI2 is much more than just coaching the pitch. In many cases our R&D idea teams don’t have skills in assessing business viability, and your help with validation (e.g. data mining/research) certainly adds value."
Director, R&D Innovation Strategy & Plan
During this process, dr. Ping Huang (at that time director R&D and innovation in Round Lake, IL) visited the process and concluded that the methodology and approach piloted in Belgium would be very useful for innovation teams in the U.S. and beyond. Because Baxter wanted to avoid flying everyone around the globe for physical innovation workshops, we co-designed an “online maturation process”. In the online process, participants were asked to follow a series of four webinars (optional, but encouraged) and then to schedule one-on-one online calls with the MTI²’s coaches with the goal of rapidly being ready to pitch the idea to management in one of management’s regular innovation meetings.
The online Bax2theFuture process was a great success. In just its first edition (in 2017), more than 25 innovation teams received online coaching and support. The feedback was extremely positive with about one out of three ideas receiving a green light to proceed at least to market validation phase. Many ideas were also taken back to the Business Units and several others accelerated into go-to-market projects to launch new products. The process also left a long-lasting impact on the teams and ideators who acquired a new way of ideating and assessing the value of their ideas (based on design thinking principles, such as the trichotomy customer desirability, technological feasibility and business viability).