The Intersection of Creativity, Business Strategy and Commercial Rigour

Unlike in Europe and North America, Australian companies who offer ‘innovation consultancy’ have undertaken the process through the single lens of research, design, business strategy, or even training.

We believe that successful commercial innovation is a disciplined process that simultaneously leverages business strategy, creativity and commercial rigour in equal parts of throughout.

Creativity without rigour will fail most business model tests, and pure number driven analysis lacks the magic that is created when a truly creative thinker is engaged to look at problems differently.

That is why at Proto Partners Service Design our ProtoThink™ process simultaneously deploys experts in the three key areas of creative thinking, strategic focus and commercial rigour.