Why aim for disruption?
When done right, disruptive innovation drives higher ROI than core or adjacent product development.
There are many reasons company leaders don't invest in disruptive innovation. It is perceived as risky, costly, and hard to measure. But Nottingham Spirk has spent 50 years perfecting the optimal approach to disruptive innovation across a variety of product categories. We call it Vertical Innovation™ and it takes place in our revolutionary Innovation Center in Cleveland, Ohio, which is large enough to house every resource and every type of product development and commercialization expertise that our project teams need.
With all the above in one place, we can assemble versatile, multidisciplinary project teams that bring varied experiences and perspectives to each new venture. We build these Vertical Innovation teams according to the demands of the project, and work together at every stage from ideation through product launch. Designers and engineers sit in on focus groups, market researchers weigh in on prototypes, and any of them might visit the manufacturing factory floor.