07 Oscillation

Even when driving forward in rapid development, the process is rarely a straight shot from point A to point B. Innovation has the tendency to pendulate. It's a very organic evolution. A process of expansion and contraction, divergence and convergence. Stretching our thinking and then distilling our thinking.

Oscillation in practice:

• Don't be afraid to get a little lost—wander, meander and explore, but ensure someone is charting the course.
• Determine specific criteria to measure ideas and apply these filters at the appropriate junctures in the process.
• The innovation process requires a necessary gestation period. Allow it to develop organically and avoid strict deliverables and parameters. One afternoon brainstorming does not an innovation make.

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