Born in heavy manufacturing, the traditional phase-gate approach is the oldest and by far the most common innovation paradigm in the world. It breaks innovation into a series of sequential phases, with gates that must be cleared before you can proceed to the next phase.

Driven by the need to reduce the risk of change when ordering expensive tools with long lead times, the phase-gate model’s hallmark is an early “design freeze” that creates a stable target for the reminder of the innovation process.

Weaknesses of the Traditional Phase-Gate Model

▪ Low gatekeeper knowledge leads to poor judgments

▪ Slow and serial

▪ Concept frozen too early

▪ Focused on gates, not the customer

▪ Long review preparation time

▪ Narrow criteria

▪ Maturity focus versus learning focus.