The moment we step out of this comfort zone, we start introducing uncertainty. This places the 2X2 matrix along a two dimensional continuum that identifies three types of innovation: core innovation which is about improving existing products for existing markets e. How to cite this page Choose cite format:.
On the other hand, a risk that is not so well-defined or for which there is very little experience available will carry a high level of uncertainty.
Depending on the manager, ideas and developments may be immediately recognizable as possible commercial products. This approach makes explicit that the job of innovators is to work everyday to reduce uncertainty by increasing the likelihood and magnitude of success i.
Amazon launching AWS. Once again each of these needs to be explained and then show how this role influences the innovation process.