​Many industries have adopted 'agile’ principles in their innovation processes. This involves developing prototypes as early as possible and obtaining consumer feedback to guide further iterations or to shelve the idea if the feedback isn’t sufficiently promising.
 
Agile innovation has many advantages over the traditional, linear approach, especially for markets where consumer priorities or new technologies change quickly, and products need to be refreshed frequently in order to keep up.

What to learn more? Try asking Virtual Dan White.