From Zero to One: A new perspective on the fuzzy front end of innovation and the Stage-Gate® model

The Stage-Gate® model has historically provided a systematic framework for New Product Development (NPD). However, the evolving landscape of innovation necessitates continuous enhancement. This paper redefines the model's foundational structure by advocating for the recognition of the Discovery Phase as Stage 1, emphasizing its essential role in aligning initial ideation with strategic goals, streamlining processes, and enhancing NPD efforts. Using a mixed-methods approach, including a systematic literature review, synthesis of illustrative examples and secondary data and case study analysis, the research demonstrates that formalizing the Discovery Phase improves early-stage decision-making, enhances alignment between front-end exploration and downstream execution and mitigates risks by supporting more informed project development. Synthesised sectoral examples show that incorporating the Discovery Phase improves feasibility, reduces risk, and boosts efficiency. For example, simulation planning early in innovation process increased manufacturing throughput by 52 %, while early IP checks lowered infringement risk. The proposed revision boosts the Stage-Gate® model's adaptability and integration with modern methodologies such as AI, Agile, Lean Startup, Design Thinking and TRIZ. The findings highlight how this change promotes a comprehensive approach to NPD. The implications extend to practical applications and future research, offering organizations a flexible framework that meets modern market and technological demands.