To bring even the brightest new idea successfully to the market is a challenge in itself. The list of PoCs that never made it to the market is long. Solutions that were successfully introduced to the pilot customers can’t be brought to the whole market due to unfavorable scale effects.
Productization has various aspects that may already be covered in the design. Optimally they are considered early in the development, but not too early in the ideation phase to kill creativity. The challenges are many: from the internal to the external acceptance of the innovation, from internal to market testing, these have to be reviewed and revised in agile steps.
In a guided innovation process, some of the obstacles and known approaches are incorporated into the projects and processes to properly address scalability of new solutions. The approach is chosen based on the type of offering.