Innovation Co-Pilot · Simplified Edition
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Innovation Toolkit
Innovation Toolkit
Eight prompts. Four phases. One problem statement. Use these in ChatGPT, Copilot, Claude, Gemini, or Perplexity — and let AI do the heavy lifting.
How to use this: Work through the phases in order — Discover → Define → Develop → Deliver. Replace every [bracketed placeholder] with your own context before copying the prompt into your AI tool of choice.
The Four Phases
Phase 1
Discover
10 Types · Persona · PESTLE
Phase 2
Define
HMW Stress Test
Phase 3
Develop
Forced Associations · Crazy Eights
Phase 4
Deliver
How/Now/Wow/Chow · Pitch Sharpener
1
Phase 1
Discover
Understand the landscape before you define the problem. These three prompts help you map where innovation might be possible, who you're designing for, and what forces are shaping the future of your problem space.
Discover
Why this first? Most teams default to product or service innovation. The 10 Types framework forces you to look across all dimensions — profit model, network, structure, process, product performance, product system, service, channel, brand, and customer engagement — before narrowing down. You may find the most powerful opportunity is somewhere you haven't looked yet.
Prompt to copy
Prompt 1.1 — 10 Types of Innovation
Act as a senior innovation strategist from Doblin (Deloitte's innovation practice), expert in applying the 10 Types of Innovation framework to complex organisations. You are running a discovery session for a team working on the following problem space:
Organisation: [Your Organisation]
Industry / sector: [e.g. Financial Services / Insurance / Healthcare / Technology]
Problem space or challenge: [Describe the challenge or opportunity area in 2–3 sentences]
Current approach to this challenge: [What are you doing today? What's not working?]
Your task:
1. Briefly explain the 10 Types of Innovation framework in plain language — what each type means and why it matters.
2. For each of the 10 types, assess the current innovation potential in this problem space:
— Is this type currently being used, underused, or completely unexplored?
— What is one specific, concrete innovation opportunity within this type for this organisation?
— Rate the potential impact: High / Medium / Low
3. Identify the top 3 innovation types with the highest untapped potential for this specific challenge. Explain why.
4. Suggest one cross-type combination — where two or more types could be combined for a breakthrough innovation — and describe what that might look like in practice.
5. End with a provocation: What would a competitor or disruptor do in this space that this organisation would never dare to try — and why?
Be specific, not generic. Every insight should be grounded in the organisation's context. Avoid innovation clichés.
Follow-up prompts to go deeper
"Focus on the top innovation type you identified. Give me five specific, concrete ideas within that type — with a one-line rationale for each."
"Which of these 10 types are our competitors most actively investing in right now? What does that tell us about where the white space is?"
"If we could only innovate in one type this year, which would give us the highest return for the least organisational disruption? Walk me through the reasoning."
Discover
Why this matters: Most innovation fails not because the idea was bad, but because the team was solving for the wrong person. This prompt builds a deep, behavioural picture of your target audience — their goals, frustrations, workarounds, and the gap between what they say and what they actually do.
Prompt to copy
Prompt 1.2 — Persona & Deep Empathy
Act as a world-class design researcher and ethnographer, trained at IDEO and the Stanford d.school, specialising in uncovering deep human insights in complex corporate environments. You are helping a team at [Your Organisation] understand the people at the centre of their innovation challenge.
Problem space: [Describe the challenge or opportunity area in 2–3 sentences]
Primary audience / stakeholder: [Who is the person most affected by this problem? e.g. "A mid-level manager in a large financial services firm trying to get cross-functional projects approved"]
What we already know about them: [Any existing data, observations, or assumptions — or write "We are starting from scratch"]
Your task:
1. Build a rich behavioural persona for this audience. Include:
— Name, role, and a vivid one-paragraph description of their working life
— Their primary goals (what does success look like for them?)
— Their daily frustrations and friction points related to this problem
— Their workarounds (what do they do today to cope with this problem?)
— What they say vs. what they actually do (the gap between stated and revealed preferences)
— Their emotional state when this problem is at its worst
2. Apply the Jobs-to-be-Done lens:
— What functional job are they trying to get done?
— What emotional job are they trying to get done?
— What social job are they trying to get done?
3. Identify their top 3 unmet needs — the things they desperately want but currently can't get from any existing solution.
4. Identify 2–3 "insight statements" in the format: "[Persona name] needs a way to [do X] because [underlying tension or belief]."
5. Flag any assumptions in your analysis that should be validated through real research before acting on them.
Be specific and human. Avoid generic corporate personas. Make this person feel real.
Follow-up prompts to go deeper
"Now build a second persona — the person who has the most power to block or enable a solution to this problem. How do their needs differ from the primary persona?"
"Design a 30-minute empathy interview guide I could use to validate or challenge the assumptions in this persona. Include 8–10 open questions and 3 observation prompts."
"What would this persona say if they were being completely honest in a focus group — with no filters, no politics, no career risk? What's the thing they'd never say in a formal meeting?"
Discover
Why PESTLE? The best innovations don't just solve today's problem — they anticipate tomorrow's context. This scan maps the macro forces that will amplify or undermine any solution you build, helping you design for the world as it's becoming, not just as it is.
Prompt to copy
Prompt 1.3 — PESTLE Horizon Scan
Act as a strategic foresight consultant with deep expertise in horizon scanning and scenario planning for large organisations. You are facilitating a PESTLE analysis for a team at [Your Organisation].
Industry / sector: [e.g. Financial Services / Insurance / Healthcare / Technology]
Geography / market: [e.g. Asia Pacific / Europe / Global / specific country]
Problem space or challenge: [Describe the challenge or opportunity area in 2–3 sentences]
Time horizon: [e.g. 12 months / 3 years / 5 years]
Your task:
For each of the six PESTLE dimensions — Political, Economic, Social, Technological, Legal, Environmental — do the following:
1. Identify 2–3 specific, emerging forces or trends relevant to this problem space and geography.
2. For each force, classify it as:
— Tailwind (likely to accelerate or enable solutions to this problem)
— Headwind (likely to create friction, resistance, or new constraints)
— Wild Card (uncertain but potentially high-impact if it materialises)
3. Rate the likely impact on this problem space: High / Medium / Low
4. After completing all six dimensions, synthesise:
— The single most important force to design for (and why)
— The single biggest risk to ignore (and why)
— One "weak signal" — an emerging trend that most people in this industry are not yet paying attention to, but should be
5. End with a provocation: "If this problem space looks completely different in five years, what will have caused that shift?"
Be specific to the organisation's context and geography. Avoid generic trend lists. Every force should connect directly to the problem space.
Follow-up prompts to go deeper
"Take the top tailwind and the top headwind you identified. Build two brief scenarios — one where the tailwind dominates, one where the headwind dominates. What does our solution need to do differently in each?"
"Which of these PESTLE forces are our competitors already designing for — and which are they ignoring? What does that tell us about where the strategic white space is?"
"Reframe the weak signal you identified as a 'How Might We' question. What innovation opportunity does it open up?"
2
Phase 2
Define
A brilliant solution to the wrong problem is still a failure. This phase has one job: stress-test your "How Might We" statement until it's specific, human, evidence-based, assumption-free, and ambitious enough to be worth solving.
Define
The five tests: Is it human? Is it specific? Is it evidence-based? Is it assumption-free? Is it ambitious enough? A statement that passes all five is worth ideating on. One that fails even one needs to be reframed before you go further.
Prompt to copy
Prompt 2.1 — HMW Stress Test
Act as a veteran design thinking facilitator from IDEO, known for your ability to identify weak problem statements before they waste hours of ideation. You are reviewing a "How Might We" statement from a team at [Your Organisation].
Their current HMW statement: [Paste your current "How Might We..." statement here]
Context: [Briefly describe the problem space and who it affects]
Evidence or observations behind this statement: [What have you seen, heard, or measured that led to this HMW?]
Your task:
PART 1 — THE STRESS TEST
Run this HMW statement through five tests. For each, give a verdict (Pass / Partial / Fail) and a brief explanation:
1. Is it human? Does it describe a real person with a real need — or is it an organisational challenge dressed up as a human one?
2. Is it specific? Could a team make meaningful progress on this in a month? Or is it so broad it would take a year and a budget?
3. Is it evidence-based? Is this grounded in something observed, heard, or measured — or is it an assumption?
4. Is it assumption-free? Does it describe the problem — or does it smuggle in a solution? ("HMW build an app..." is not a problem statement.)
5. Is it ambitious enough? Would solving this make a meaningful difference? Or is it a process tweak dressed up as an innovation challenge?
PART 2 — ROOT CAUSE CHECK
Before reframing, apply a quick 5 Whys to the problem behind the HMW:
— Ask "Why does this problem exist?" five times in sequence
— Identify whether the current HMW is addressing the surface symptom or the root cause
— Flag if the team is solving at the wrong level
PART 3 — RIGHT-SIZING
Assess whether the HMW is too broad, too narrow, or well-framed:
— Too broad: "HMW transform our customer experience" (needs a year and a strategy team)
— Too narrow: "HMW redesign the confirmation email" (not worth a design sprint)
— Well-framed: Specific enough to ideate on in a day, ambitious enough to matter
PART 4 — REFRAMED VERSIONS
Provide three reframed versions of the HMW:
— Version A: Tighter and more specific (if the original was too broad)
— Version B: More human and empathy-led (if the original was too organisational)
— Version C: More ambitious and systemic (if the original was too narrow or tactical)
End with a recommendation: which version should the team use for ideation, and why?
Follow-up prompts to go deeper
"We've chosen Version [A/B/C]. Now generate 10 sub-HMW statements that sit underneath it — each one a specific, actionable slice of the bigger problem we could ideate on."
"What would the person most affected by this problem say if they heard our HMW statement? Would they recognise their problem in it — or would it feel like it was written by someone who's never experienced it?"
"What assumptions are we making about this problem that, if wrong, would completely invalidate our HMW? How could we test those assumptions in the next 48 hours?"
3
Phase 3
Develop
Now that the problem is well-defined, go wide before you go deep. These two prompts are designed to generate volume and variety — borrowing from unexpected places and pushing for quantity before quality.
Develop
Why forced associations? The best innovations are often stolen — not from competitors, but from completely unrelated fields. When you force a connection between your problem and an unrelated domain, you bypass the mental grooves that keep you generating the same ideas. The stranger the source, the more original the output.
Prompt to copy
Prompt 3.1 — Forced Associations
Act as a brilliant and eclectic innovation strategist, known for connecting seemingly unrelated ideas to create breakthrough solutions. You are running a creative workshop for a team at [Your Organisation].
Their "How Might We" statement: [Paste your finalised HMW statement from Phase 2]
Industry / sector: [e.g. Financial Services / Insurance / Healthcare / Technology]
Your task:
1. Select 5 radically different industries or domains — ideally ones that seem completely unrelated to this problem. Include at least one from nature/biology, one from sport/performance, and one from the arts or entertainment.
2. For each domain, identify one specific practice, system, or principle that that domain has mastered — something they do exceptionally well that is relevant (even obliquely) to the HMW.
3. For each, generate 2 concrete ideas that adapt or translate that principle into a solution for the HMW. Be specific — not "use gamification" but "design a real-time feedback loop where [specific action] triggers [specific visible reward], similar to how [specific example from the domain] works."
4. After generating all 10 ideas, identify the top 3 that are:
— Most original (you've never seen this in this industry before)
— Most feasible (could be prototyped in 30 days with existing resources)
— Most likely to delight the end user
5. For each of the top 3, write a one-paragraph "concept card" describing what the idea is, how it works, and why it would matter to the person in your HMW.
Push for the unexpected. The most interesting ideas will come from the most unlikely sources.
Follow-up prompts to go deeper
"Take the most original idea. Now stress-test it: what would have to be true for this to work in our organisation? What are the top 3 assumptions we'd need to validate first?"
"Combine the most original idea with the most feasible idea. What does a hybrid version look like — and is it better or worse than either alone?"
"What would Amazon, Apple, or Netflix do with our HMW? Walk me through their likely approach — and what we could steal from it."
Develop
The rule: No idea is too wild. No idea is too obvious. The goal is to generate 25 distinct solutions — not 25 variations of the same idea. The best solution is probably somewhere in this list. Your job is to generate enough volume that it has somewhere to hide.
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Prompt 3.2 — Crazy Eights: 25 Solutions
Act as a world-class innovation facilitator running a high-energy ideation sprint. Your job is to generate as many distinct, creative solutions as possible to the following problem — drawing from multiple industries, disciplines, and levels of ambition.
Organisation: [Your Organisation]
"How Might We" statement: [Paste your finalised HMW statement from Phase 2]
Constraints to respect (if any): [e.g. "Must work within existing technology" / "Cannot require regulatory approval" / "No constraints — go wild"]
Your task:
Generate exactly 25 distinct solutions to this HMW. Organise them into 5 categories of 5 ideas each:
Category 1 — INCREMENTAL: Small improvements to what already exists. Low risk, quick to implement.
Category 2 — PROCESS & SYSTEM: Changes to how work is done, decisions are made, or information flows. No new technology required.
Category 3 — TECHNOLOGY-ENABLED: Solutions that leverage existing or emerging technology in new ways.
Category 4 — CROSS-INDUSTRY BORROWING: Ideas directly adapted from a completely different industry or domain. Name the source.
Category 5 — MOONSHOTS: Bold, ambitious ideas that would require significant change but could be transformative if they worked. No self-censorship.
Rules:
— Each idea must be genuinely distinct — not a variation of another idea in the list
— Each idea gets a name (3–5 words) and a one-sentence description
— At least 3 ideas must come from outside the organisation's own industry
— At least 2 ideas must challenge a fundamental assumption about how this problem is currently being solved
— Do not evaluate or filter ideas — generate first, judge later
After the 25 ideas, add one final section: "The idea I'd bet on" — pick the single idea from the list you think has the highest potential, and explain why in 3 sentences.
Follow-up prompts to go deeper
"Take ideas #[X], #[Y], and #[Z] from the list. Can you combine elements of all three into a single, more powerful concept? Describe what that hybrid looks like."
"Which 5 ideas from this list would be easiest to prototype in the next two weeks with no budget? For each, describe what a quick prototype would look like."
"Take the most ambitious moonshot idea. Now work backwards: what would need to be true in 6 months, 12 months, and 3 years for this to become real?"
4
Phase 4
Deliver
You have ideas. Now you need to choose the right ones and make them land. These two prompts help you sort your ideas by impact and feasibility — and then sharpen your pitch so the right people say yes.
Deliver
The four quadrants:
WOW — High impact + original + highly feasible. Do these now. NOW — High feasibility, lower originality. Quick wins. HOW — High impact + original, but hard to execute. Invest in making these feasible. CHOW — Low on all dimensions. Feed to the bin.
Prompt to copy
Prompt 4.1 — How/Now/Wow/Chow Sorting
Act as a pragmatic innovation portfolio manager helping a team at [Your Organisation] prioritise their ideas using the How/Now/Wow/Chow framework.
"How Might We" statement: [Paste your finalised HMW statement]
Ideas to sort (paste your list from Phase 3): [Paste your ideas here — names and one-line descriptions are enough]
Organisational context: [e.g. "We are a large, risk-averse financial services firm" / "We are a fast-moving startup" / "We have a 90-day innovation sprint budget of $50K"]
Your task:
PART 1 — SORT THE IDEAS
Evaluate each idea on two axes:
— Axis 1: IMPACT + ORIGINALITY (High / Medium / Low) — How much difference would this make, and how novel is it compared to what already exists?
— Axis 2: FEASIBILITY (High / Medium / Low) — How achievable is this given current resources, capabilities, and constraints?
Sort each idea into one of four quadrants:
— WOW: High impact + originality AND high feasibility → Prioritise immediately
— NOW: High feasibility, lower impact/originality → Quick wins, implement fast
— HOW: High impact + originality, lower feasibility → Worth investing in; need a plan to make them feasible
— CHOW: Low on both axes → Deprioritise or discard
PART 2 — PORTFOLIO RECOMMENDATION
Based on the sorting:
1. Identify the top 3 WOW ideas and explain why each deserves immediate action
2. Identify the top 2 HOW ideas worth investing in — and what would need to change to make them feasible
3. Identify the top 3 NOW ideas as quick wins that could build momentum
4. Be honest about what goes in the CHOW bin — and why
PART 3 — 90-DAY ACTION PLAN
For the top WOW idea, outline a realistic 90-day action plan:
— Week 1–2: What to prototype or test
— Week 3–6: How to validate with real users
— Week 7–12: What success looks like and how to measure it
End with one honest challenge: What is the single biggest internal obstacle to acting on the top WOW idea — and what would it take to overcome it?
Follow-up prompts to go deeper
"Take the top HOW idea. Design a 30-day 'feasibility sprint' — what experiments, conversations, or prototypes would move it from HOW to WOW?"
"If we could only do one thing in the next 30 days to demonstrate progress on this innovation challenge, what should it be — and why?"
"What would our most sceptical senior leader say about the top WOW idea? What are their likely objections — and how do we pre-empt them in the pitch?"
Deliver
The test: Could a senior leader who has never heard of this idea understand it, believe it, and want to act on it — in under three minutes? If not, the pitch needs work. This prompt builds the structure, sharpens the language, and anticipates the objections before they're raised.
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Prompt 4.2 — Pitch Sharpener
Act as a former McKinsey partner and executive communications coach, known for your ability to make complex ideas land with senior audiences in under three minutes. You are coaching a team at [Your Organisation] to sharpen their innovation pitch.
The idea: [Describe your top WOW idea in 3–5 sentences — what it is, how it works, and what problem it solves]
The audience: [Who are you pitching to? e.g. "C-suite leadership team" / "Innovation steering committee" / "Board of directors" / "Direct manager and their peers"]
What you need from them: [e.g. "Approval to run a 90-day pilot" / "Budget of $X" / "Sponsorship and air cover" / "A decision in principle"]
Their likely concerns: [What do you think they'll push back on? e.g. "Cost, risk, distraction from core business, timing"]
Time available to pitch: [e.g. "3 minutes in a leadership meeting" / "15-minute slot in a strategy offsite" / "A one-page written brief"]
Your task:
PART 1 — PITCH STRUCTURE (Pyramid Principle)
Build a tight pitch structure using the Pyramid Principle — lead with the conclusion, then provide the supporting arguments:
— The hook (one sentence that makes them lean in)
— The headline (the single most important thing they need to know)
— Three supporting arguments (evidence, logic, or story — one each)
— The ask (specific, clear, and easy to say yes to)
— The close (what happens next if they say yes)
PART 2 — LANGUAGE SHARPENING
Rewrite the pitch in the language of this specific audience:
— Replace innovation jargon with business outcomes
— Replace "we think" with evidence or precedent
— Replace vague benefits with specific, measurable impact
— Replace "we'd like to explore" with a clear, confident ask
PART 3 — OBJECTION PRE-EMPTION
Identify the top 5 objections this audience is likely to raise. For each:
— State the objection as they would say it
— Provide a sharp, confident response (not defensive — reframe it as a feature or a managed risk)
— Identify whether to address this objection proactively in the pitch or hold it for Q&A
PART 4 — THE ONE-MINUTE VERSION
Write a 60-second spoken version of the pitch — the version you'd give in a lift, a corridor, or the 90 seconds before a meeting starts. No slides. No jargon. Just the idea, why it matters, and what you need.
End with one coaching note: What is the single most common mistake people make when pitching this type of idea to this type of audience — and how do we avoid it?
Follow-up prompts to go deeper
"Roleplay as the most sceptical person in the room. Push back hard on the pitch — and then help me craft the ideal response to each challenge you raise."
"Rewrite the pitch for a completely different audience: [describe new audience]. What changes, what stays the same, and what new objections do we need to prepare for?"
"What's the one thing about this pitch that, if we got it wrong, would kill the whole idea in the room? How do we make sure we get that right?"