"The phonograph is not of any commercial value" Thomas Edison, inventor of the phonograph.

Edison did not foresee the music industry and the improvements to sound quality. He did however spot that the innovation was not the lightbulb (invented by Swann), but the electricity supply industry.

Financial analysis cannot confirm which concepts will generate profits in the future, there is never enough data to do this. Understanding trends, competitors' mentality and market needs are all essential parts of the selection process, and require creativity to see the potential.

In supporting customers' through this key stage we use a variety of tools including:

• Portfolio Analysis
• Intellectual Property mapping
• Morphology Matrices
• Technology Transfer
• Innograph and Strategy Canvas analysis
• Feasibility Studies
• TRIZ Matrix and Contradictions

Nobody can guarantee to spot the winners with complete accuracy, but the better informed and more experienced a team is the better the chance of success.