Since the ambition of green technology enterprises is to be the first to be a pioneer in bringing out a new product to the market early adopters, new technology businesses seldom compete only on a price basis. At a first-to-market company, the marketing and sales tactics are importantly different than within enterprises that seek to consolidate their market presence. Addressing early adopters is often linked to a long and demanding sales cycle.
When developing innovative products, the businesses often can’t always their destination in advance. Conquering new markets or creating a new solution often involves exploration, adjustment and improvisation. The toolbox of methods used to manage those situations can appear as a very different one than the conventional approaches used in business.
Many enterprises tackling innovation notice that there are type of activities which are well managed by not enforcing detailed, in advance set of objectives. In such, the managers are convinced that the time spent planning would be better spent by doing, experimenting, and quickly incorporating the learnings in the next attempt. In some landscapes, more can be gained from experience than upfront analysis and forging the way ahead happens without detailed specifications.
Efficient business processes in such context rely on creativity and ability of following uncharted paths. In this specific approach, we argue that there are many comparisons with how artists carry their work: by experimenting, testing new concepts and iterating their works until the ideal form is found.