Reinventing the wheel would be too simple, especially since the history of the wheel itself shows that it evolved over centuries. At first, it was used as a potter’s wheel, and only later for transport. Alongside the wheel, infrastructure developed so that wheels had something to move on. Today, wheels exist in hundreds of variants—from bicycle wheels, through automotive ones, to wheels made of carbon fiber.

The same is true of innovation. It is a process. One that begins somewhere, but does not necessarily indicate that the chosen path is the right one. Sometimes a change in the direction of innovation is what truly guides development and brings about a revolution. In the design process itself, it is useful to analyze what already exists on the market, in order to understand what is already there. This can become the basis for the creative process, or it can turn out to be completely irrelevant. Sometimes all that is needed is a blank sheet of paper, and the design process starts from zero—absolutely from nothing, as if the wheel did not yet exist.

This stage is the most creative. It touches processes beyond logic; this is where magic happens. Chance suggests solutions, plans collapse, and innovation is born through struggle. Only after such chaos does the moment come to shape the innovation into a form: conceptual sketches of functionality, visualizations that illustrate the idea, prototypes that address the physical aspects of usability. Finally comes implementation, so that customers can test the innovative product. Eventually, we reach the point of feedback—the moment when it becomes clear whether the innovation is truly an innovation, becoming a unicorn in the market.