Phil McKinney: Driving high level innovation

Continuous, daily innovation is about moving the company forward and being noticed in the market, says innovation consultant Phil McKinney. Getting stuck in the crowd is death for a startup.

McKinney advises four steps to translate your idea into an innovation:

[1] Validate that the problem exists
[2] Get customer feedback to iterate on a very basic prototype
[3] Do a limited launch and test the market
[4] Ramp up and launch

But even more importantly, before a startup begins to build product, says McKinney, founders must develop a company culture to guide clear, grounding principles for making decisions.