Incremental Innovation Definition, Examples, and Benefits

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In the business environment, innovation emerges as a multifaceted force, and understanding all types of innovation is key to navigating the ever-changing landscape. One such pivotal facet is Incremental Innovation, nestled within the broader canvas of innovation strategy. In the grand tapestry of innovation, strategies take on diverse forms, each tailored to meet specific organizational needs. From the groundbreaking strides of Radical Innovation to the measured progress of Incremental Innovation, the spectrum is vast. Incremental Innovation represents a strategic approach that champions steady, iterative improvements over time.

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What is Innovation?

Innovation definition refers to the process of introducing novel ideas, methods, products, or services that bring about positive change and create value. It involves the application of creativity and the pursuit of new, efficient, or improved solutions to address challenges or meet evolving needs. Innovation can manifest in various forms, including technological advancements, business processes, or the development of entirely new products or services. At its core, what is innovation encompasses a dynamic and forward-thinking approach that propels organizations toward growth, adaptation to change, and a competitive edge in the ever-evolving landscape of industries and markets.

What is Incremental Innovation?

What is Incremental Innovation?
What is Incremental Innovation?

Incremental innovation is a strategic approach involving gradual enhancements to existing products, services, or processes. This iterative process, often driven by customer feedback, aims to improve functionality, efficiency, and overall quality. It involves implementing a sequence of minor enhancements or upgrades to a company’s current products, services, processes, or methods.

Within the landscape of business innovation, Incremental Innovation stands as a strategic approach characterized by the deliberate and gradual refinement of existing products, services, or processes. This methodical evolution is marked by a series of small, iterative changes that collectively contribute to enhancing the overall performance and value of the offerings. Unlike radical innovation overhauls, Incremental Innovation builds upon the foundations already in place, leveraging established knowledge and infrastructure. One of its defining features is a responsive engagement with customer feedback, ensuring that the incremental adjustments directly address unmet customer needs and preferences.

The main goals of Incremental Innovation include enhancing functionality, increasing operational efficiency, and elevating the overall quality of products or services. This iterative process reflects a company’s dedication to continuous improvement and adaptability amidst changing market dynamics. It is more than just a series of small steps; rather, it embodies a strategic mindset that promotes resilience, customer satisfaction, and enduring competitiveness in the rapidly evolving business landscape.

The UNITE Lean Canvas Template supports a continuous improvement mindset in incremental innovation, allowing organizations to quickly test and implement small changes, learn from the outcomes, and refine further in incremental innovation type focusing on eliminating waste in the innovation process.

The Lean Canvas - Lean Business Model Canvas
The UNITE Lean Canvas
Designed by: Digital Leadership AG

For a deeper understanding of types of innovation and other approaches to innovation strategy, you can explore our book How to Create Innovation.” It provides valuable insights and practical guidance on leveraging these canvases to drive business growth and success.

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Benefits of Incremental Innovation

As we delve into the nuanced realm of Incremental Innovation, it’s essential to recognize its manifold benefits. The concept of “incremental” resonates throughout this strategic paradigm, encompassing incremental change, incremental improvement, and a commitment to a gradual yet consistent evolution. The main focus is on small improvements to a company’s existing products, services, processes, new technology, and business models.

Benefits of incremental innovation include:

1- Less Risk

Incremental innovation mitigates risks associated with radical changes by introducing small, manageable adjustments. This approach fosters a stable and controlled evolution that aligns with market demands, minimizing potential disruptions.

2- Competitive Advantage

Through continuous, incremental updates to products or services, businesses establish and maintain a competitive advantage. This constant evolution allows them to stay ahead in dynamic markets, adapting to emerging trends and consumer preferences.

3- Customer Retention

Regular incremental improvements directly impact customer satisfaction. By addressing specific pain points or enhancing features gradually, organizations foster loyalty and retention, ensuring that their offerings consistently meet or exceed customer expectations.

4- Better Products and Services

Incremental innovation allows organizations to continuously refine their products and services based on real-time feedback and evolving market needs. This iterative process results in superior offerings, as each incremental step contributes to overall product excellence.

5- Stronger Customer Relationships

Incorporating incremental change based on customer feedback demonstrates a commitment to responsiveness and improvement. This iterative dialogue builds stronger, more collaborative customer relationships, as customers see their input actively shaping the products or services they use.

6- Company Longevity

Sustained growth achieved through incremental innovation contributes significantly to the long-term success and viability of a company. By consistently adapting to changing landscapes, organizations position themselves for enduring relevance and resilience in the market.

7- Cost-Effective

Incremental innovation is inherently cost-effective as it optimizes existing resources. Instead of large-scale overhauls, organizations make efficient use of their current capabilities, minimizing the financial burden associated with radical transformations and ensuring a more sustainable innovation strategy.

Incremental Innovation Examples

Most ideas and innovations lie within the field of incremental innovation. In comparison, disruptive innovation or radical innovation is less common.

Examples of incremental innovation include:

Smart Phones:

The ongoing evolution of technology, particularly in the realm of smartphones, has transformed these devices from simple calling tools to multifunctional hubs over the past decade. Contemporary smartphones offer users a wide array of capabilities, including navigation, communication, ever-advancing camera features, entertainment options, and numerous other functions. Later exploration may reveal that the development of the modern smartphone could be considered not only as incremental but also as a form of radical innovation, given the substantial and transformative changes in their functionality and impact on daily life.

Smartphones Incremental Innovation
Smartphones Incremental Innovation

The evolution of smartphones is a prime example of incremental innovation, with various companies contributing to continuous improvements in design, functionality, and user experience. Here are examples of real-life companies in the smartphone industry that showcase incremental innovation:

Apple (iPhone series):

  • Apple’s iPhone series is a testament to incremental innovation. Each new iPhone model introduces advancements in hardware, software, and design. Features like improved cameras, faster processors, and enhanced user interfaces contribute to the ongoing success of the iPhone.

Samsung (Galaxy series):

  • Samsung’s Galaxy series of smartphones exemplifies incremental innovation through regular updates. The introduction of new technologies, such as AMOLED displays, innovative camera features, and improvements in processing power, showcases Samsung’s commitment to continuous enhancement.

Google (Pixel series):

  • Google’s Pixel series is known for incremental improvements in camera technology, integration with Google services, and software enhancements. Each new Pixel device builds on the strengths of its predecessor, reflecting Google’s focus on iterative advancements.

Personal Computers:

The continuous development of computers and processors to become increasingly powerful. Technological advancements are key in order to be successful today

Incremental Innovation of Personal Computers
Incremental Innovation of Personal Computers

The ongoing evolution of personal computers and processors, amplifying their prowess and functionalities, is indispensable in today’s ever-changing technological landscape. Numerous real-world companies embody this trajectory through their persistent commitment to progress. Consider the following instances:

Intel Corporation:

  • A stalwart in the realm of processor development for personal computers, Intel stands out for its unwavering dedication to advancing microprocessor technology. Over the years, Intel has played a pivotal role in augmenting the potency and effectiveness of computers.

AMD (Advanced Micro Devices):

  • Another major player in the processor domain, AMD has significantly contributed to the evolution of personal computers with its renowned Ryzen series. By introducing competitive alternatives, AMD fosters innovation and propels continuous enhancements in computing capabilities.


  • As a leader in personal computer software development, Microsoft, through its Windows operating system, remains at the forefront. The consistent updates and refinements to the Windows platform underscore Microsoft’s commitment to delivering a state-of-the-art and user-friendly computing experience.

Apple Inc.:

  • Renowned for pioneering personal computer design and innovation, Apple has consistently pushed the envelope with its Macintosh computers. The transition to Apple Silicon, involving the development of custom processors, exemplifies Apple’s dedication to pushing the boundaries of computing power and efficiency.

Analog Processes:

Industries, particularly manufacturing, have experienced incremental innovation as analogue processes evolve towards more efficient and automated systems. Real-life companies exemplify this shift. Here are some examples:

Toyota Motor Corporation:

  • In the automotive manufacturing sector, Toyota has been a pioneer in implementing incremental innovations. The Toyota Production System emphasizes continuous improvement and efficiency, gradually transitioning from analogue manufacturing processes to advanced automated systems.

Siemens AG:

  • Siemens is a global conglomerate with a significant presence in manufacturing automation. Through its digitalization initiatives, Siemens has played a crucial role in helping industries transition from analogue to digital and automated processes, improving efficiency and productivity.

ABB Group:

  • ABB is a leading technology company specializing in robotics and automation. Their solutions have been instrumental in helping industries, particularly in manufacturing, adopt automated processes to replace traditional analogue methods, leading to enhanced precision and productivity.

General Electric (GE):

  • GE, with its focus on digital industrial technologies, has contributed to incremental innovation in manufacturing processes. Through initiatives like the Industrial Internet of Things (IIoT), GE facilitates the transition from analogue to digital, enabling predictive maintenance and improved operational efficiency.

How Does Incremental Innovation Differ from Radical and Disruptive Innovation?

The key differentiators lie in the scale of change and the level of risk involved. Incremental Innovation focuses on steady, manageable enhancements, Radical Innovation on transformative leaps, and Disruptive Innovation on challenging market norms to redefine industry landscapes. Each approach serves a unique business purpose, contributing to the rich tapestry of innovation strategies tailored to the specific needs and business goals.

 Incremental Innovation vs Radical Innovation

Incremental innovation and radical innovation represent two distinct approaches to the development and introduction of new products, services, or processes. Here’s a breakdown of the key differences between incremental innovation and radical innovation:

AspectIncremental InnovationRadical Innovation
NatureSmall, gradual improvements to existing products, services, or processes.Groundbreaking, transformative changes that disrupt existing norms.
Scope of ChangeEvolutionary, building upon existing frameworks.Revolutionary, reshaping entire industries.
Risk LevelOrganizations often pursue a combination of risk mitigation and improvement.Higher risk, associated with uncertainty and potential for failure.
TimelineContinuous and ongoing, frequent small updates.Sporadic may occur in response to major breakthroughs and takes longer to develop.
ExamplesRegular software updates, feature enhancements, and process optimizations.Introduction of personal computers, the internet, and smartphones.
Balancing ActSporadic may occur in response to major breakthroughs and take longer to develop.The choice depends on industry, risk tolerance, and strategic objectives.

The interplay between incremental and radical innovation allows companies to adapt to market demands, stay competitive, and foster a culture of continual growth in an ever-evolving business environment.

Organizations must carefully choose between these two innovation approaches based on their specific goals, risk appetite, and the dynamics of the market they operate. While incremental innovation ensures steady progress, radical innovation opens the door to transformative possibilities that can redefine the future.

Incremental Innovation vs Disruptive Innovation

Exploring the differences between incremental and disruptive innovation reveals two contrasting strategies that organizations employ to navigate change, each with distinct levels of risk and impact on the business landscape.

AspectIncremental InnovationDisruptive Innovation
NatureSmall, continuous improvements to existing products or processes.Groundbreaking, transformative changes that can disrupt existing markets.
Scope of ChangeEvolutionary, building upon current frameworks.Revolutionary, often creating entirely new markets and challenging established norms.
Risk LevelLower risk, manageable adjustments with a focus on refinement.Higher risk, substantial uncertainty, potential displacement of existing products or services.
TimelineContinuous and ongoing, regular updates and enhancements.Sporadic, occurring in response to major technological breakthroughs or shifts in market dynamics. Takes longer to develop and implement.
ExamplesRegular software updates, feature improvements, and process optimizations.Regular software updates, feature improvements, and process optimizations.

Incremental and disruptive strategies based on their objectives, risk tolerance, and the competitive dynamics of their industry. While incremental innovation ensures a steady evolution, disruptive innovation opens the door to transformative possibilities that can redefine the business landscape.

Incremental Innovation vs Architectural Innovation

Incremental innovation involves continuous, small improvements to existing elements, while architectural innovation focuses on restructuring or reconfiguring fundamental components to bring about significant improvements. Both approaches are valuable and can be strategically employed based on an organization’s goals and the nature of the industry it operates.

AspectIncremental InnovationArchitectural Innovation
Scope of ChangeSmall, gradual improvementsFundamental, radical changes
RiskLower riskHigher risk
ImpactLimited impact, sustained growthPotentially transformative, disruptive
TimelineContinuous, ongoing improvementsOccasional, major shifts
ExamplesSoftware updates, feature enhancementsIntroduction of a new technology, complete redesign of a product

The Emergence of Incremental Innovations

Incremental innovation strategies always build on existing knowledge, products, services, processes, technologies, or digital business models and develop them further. The main goal of an incremental development process is to keep the existing business model largely unchanged.

The entire development thus works through many small-scale improvements that build onto each other. Incremental development is ultimately aimed at short to medium-term periods of change.

The primary objectives include upholding core values and refining the current business, accomplished through marginal enhancements rather than significant overhauls. Incremental innovations, therefore, concentrate on maintaining the relevance of the existing product (e.g., through tool refinement, such as incorporating a new feature into a device), recognizing shifts in market trends, and fostering customer retention.

The creation, realization, and management of an innovation process include everything from strategic planning and idea generation to realization and market launch. Compared to radical innovation or disruptive innovations, incremental innovation follows a narrow and clearly defined process as well as a certain set of rules.

The Business Model Canvas (BMC) serves as a fundamental tool in navigating the landscape of incremental innovations. It facilitates strategic planning by providing a comprehensive visual representation of key components within the existing business model.

Business Model Canvas Template
The UNITE Business Model Canvas
Designed by: Digital Leadership AG – Building on the work of Alexander Osterwalder

Advantages of Incremental Innovation

Incremental innovation centres around making minor enhancements rather than altering the core. Consequently, this type of innovation can be executed methodically, requiring less creative freedom.

The foundation of incremental innovation is rooted in innovation management, often drawing from the overall corporate strategy. This approach benefits from fixed innovation strategies, offering a structured framework.

The advantage lies in utilizing existing knowledge about market size, sales potential, customer behaviour, and trend analyses to mitigate risks and accurately predict outcomes.

This implies that the risk associated with incremental innovation is notably lower compared to radical innovation or disruptive innovations. However, it’s crucial to acknowledge that, in the realm of innovation management, uncertainties and challenges persist, irrespective of the innovation’s degree.

Challenges & Risks of Incremental Innovation

Challenges of Incremental Innovation

1. Resistance to Change:

One of the primary challenges in incremental innovation is the resistance to change. People are naturally inclined to stick to familiar routines, and the introduction of even minor adjustments can be met with resistance. The phrase “But we have always done it like that” often echoes the sentiment of those hesitant to embrace new approaches.

   – Overcoming this resistance requires : 

 Without addressing resistance, implementing incremental changes becomes a formidable challenge.

2. Neglecting Customer Needs:

  • A significant challenge lies in the risk of product teams prioritizing incremental improvements based on their own needs rather than those of the users. Neglecting to align improvements with customer needs can result in the development of features or products that fail to address the actual problems or desires of the target audience.
  • The organizations must place a strong emphasis on understanding and prioritizing customer needs. This involves implementing effective customer feedback mechanisms and ensuring that incremental changes resonate with the end-users.

3. Market Monitoring:

  • Neglecting shifts in the market is another challenge associated with incremental innovation. In a rapidly evolving business landscape, organizations must actively monitor not only their industry but also adjacent markets for emerging trends that could impact their innovation strategies.
  • The failure to stay attuned to market dynamics can result in missed opportunities and render incremental innovations obsolete. Regular market monitoring is essential to ensuring that incremental changes remain relevant in the face of evolving industry trends.

4. Corporate Culture:

Traditional corporate culture that resists innovation poses a formidable challenge. In such environments, there may be a reluctance to embrace continuous improvement or take calculated risks, hindering the implementation of incremental innovation strategies.

Overcoming this challenge requires : 

  • The cultural shift that encourages experimentation
  • Values continuous improvement
  • Views failure as a stepping stone to success. Without a supportive corporate culture, efforts to foster incremental innovation may face significant hurdles.

Addressing these challenges requires a holistic approach that encompasses not only organizational processes and structures but also the mindset and behaviours of individuals within the company. By recognizing and actively mitigating these challenges, organizations can create an environment conducive to successful incremental innovation, fostering adaptability and sustained growth.

Risks of Incremental Innovation

1. Lack of Coordination:

  • One prominent risk in incremental innovation is the lack of coordination within the company. When various teams work in silos without effective collaboration, it can lead to duplicated efforts, miscommunication, and project timeline delays.
  • Inadequate coordination can hinder the seamless execution of incremental innovation initiatives, impeding the realization of intended benefits and efficiencies.

2. Time Risk:

  • Incremental innovation, being a slow and steady process, introduces risk, particularly when the market is evolving rapidly. Companies may find themselves lagging behind competitors if the pace of innovation does not align with the swiftly changing business landscape.
  • This time risk underscores the importance of balancing the steady progress of incremental innovation with the need for agility to adapt to market dynamics on time.

3. Planning and Measurement:

  • Inadequate planning and measurement during the project phase pose a significant risk. Without clear goals and metrics for success, companies may struggle to assess the effectiveness of their incremental innovations.
  • This risk emphasizes the necessity of robust planning and measurement frameworks to ensure that incremental innovation efforts align with organizational objectives and contribute meaningfully to overall success.

4. Lack of Qualified Personnel:

  • Another critical risk in incremental innovation is the shortage of qualified personnel. Innovation projects demand a diverse set of skills, and organizations may face challenges in finding and retaining the right talent to lead these initiatives.
  • The lack of qualified personnel can slow down or even stall incremental innovation efforts, emphasizing the need for strategic talent acquisition and development programs.

5. Uncertainty of Demand:

  • The uncertainty of customer interest in innovative goods or services represents a primary risk. Companies investing resources in developing new features or products may face the challenge of gauging market demand accurately.
  • This risk highlights the importance of thorough market research and testing to mitigate uncertainties and ensure that incremental innovations align with actual customer needs and preferences.

6. Not Enough Customer Insight:

  • Insufficient understanding of customer needs and preferences poses a risk in incremental innovation. Without deep insights, companies may develop features or products that fail to resonate with their target audience.
  • Lack of customer insight can result in investments in innovations that do not provide the expected value, underscoring the importance of continuous engagement and feedback mechanisms.

Navigating these risks demands a strategic and proactive approach. Organizations successfully managing these challenges can harness the power of incremental innovation, driving sustainable growth and adaptation in a competitive business environment.

Both challenges and risks highlight various aspects that organizations need to consider when implementing incremental innovation strategies, ranging from internal cultural factors to external market dynamics. Addressing these challenges and mitigating these risks is essential for a successful and sustainable incremental innovation approach.

Why does Incremental Innovation Needs Structure?

Incremental innovation focuses on minor improvements rather than changing the core. This is why incremental innovation can be developed in a structured manner and does not require as much freedom for creativity.

The foundation of incremental innovation, therefore, lies within the area of innovation management. Fixed innovation strategies are usually taken from the overall corporate strategy.

The advantage is that existing knowledge about market size, sales potential, customer behaviour, and trend analyses can be used to minimize risk and predict the result accurately.

This means that the risk is significantly lower within incremental innovation than within radical innovation or disruptive innovation. However, in the area of innovation management, regardless of the degree of innovation, uncertainties and other pain points always remain.


Incremental innovation stands as a pragmatic and essential approach for businesses seeking sustained growth and competitiveness and plays a pivotal role in the continuous advancement of industries and technologies. It becomes clear that the cumulative impact of incremental innovation not only enhances existing products and processes but also lays the foundation for groundbreaking breakthroughs. By recognizing the value of incremental innovation, fostering creativity and innovation, and investing in the development of small improvements, organizations can position themselves for sustained success in an increasingly competitive and dynamic global market.

Frequently Asked Questions

1- Is the Stage-Gate Process More Conducive to an Incremental or Discontinuous Innovation?

The Stage-Gate model is a structured innovation process that divides the innovation journey into distinct stages, each marked by a gate that serves as a decision point. it allows organizations to systematically manage and evaluate incremental changes before progressing to the next stage. It provides a framework for ensuring that each innovation step aligns with organizational goals and market needs.

While the Stage-Gate process can be adapted for discontinuous innovation, it may face challenges due to the unpredictable and transformative nature of such innovations. Discontinuous innovations often require a more flexible and exploratory approach that may not fit neatly into the structured stages of the Stage-Gate model.

2- What Strategies Can Companies Employ to Foster a Culture of Incremental Innovation Among Their Employees?

Fostering a culture of incremental innovation involves promoting open communication, encouraging experimentation, providing dedicated time and resources, recognizing and rewarding innovation, offering training programs, creating cross-functional teams, setting clear objectives, establishing platforms for idea sharing, leading by example, and supporting professional development. These strategies collectively contribute to cultivating a workplace environment where continuous improvement is valued, and employees are empowered to actively participate in the innovation process, enhancing the organization’s overall success.

3- Can Coca-Cola be considered an instance of incremental innovation?

Coca-Cola is frequently referenced as a case of incremental innovation. The renowned brand, recognized for its iconic beverage, has a track record of implementing gradual and continuous enhancements to its products and diversifying its product range progressively. Although the fundamental formula of Coca-Cola has remained relatively unchanged since its inception, the company has actively pursued incremental innovations in multiple facets of its business.

4- Why do most firms implement incremental sustainable innovation instead of radical innovation?

Most firms opt for incremental sustainable innovation over radical innovation due to several strategic considerations. Incremental sustainable innovation is perceived as a lower-risk strategy, allowing organizations to make gradual improvements without disrupting existing operations, thereby mitigating risks associated with radical changes. It is also resource-efficient, leveraging existing resources and infrastructure. Established companies often prioritize customer stability, and incremental innovation aligns with customer expectations, providing enhancements without introducing drastic changes. The shorter time to market for incremental innovations enables organizations to respond promptly to changing customer needs.

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