Innovation in a business is the only way to maintain a competitive advantage, achieve sustainable growth, and respond effectively to constant market changes. And yet, many companies say they “want” to innovate, but in practice they remain stuck.
Usually due to:
- fear of risk and failure dominates (“what if it doesn’t work?”),
- day-to-day operations are overwhelming, and there’s no time left for strategic thinking and experimentation,
- the culture says, “this is how we always do it”, and blocks every different idea,
- decisions are made centrally, and people on the front line don’t feel they have a voice,
- structures of support are missing (processes, spaces, roles) that actually allow innovation to happen.
The problem is that when you don’t innovate, you fall behind. Competitors find new ways to serve the customer better, talent leaves for more “alive” environments, your products become outdated, and your business becomes vulnerable to the next crisis.
Through the coaching process, leadership and teams build a new perspective, new behaviours, and new work systems so that innovation becomes part of everyday life, and not just a theoretical desire. In this article, we’ll look at the main types of business innovation and how business coaching can support each of them to bring tangible results to your business.
What types of business innovation exist and what do they offer?
Innovation in business is not one single “thing”. It varies depending on strategic direction, technological approach, and market focus. According to a recognised model, types of business innovation are distinguished based on two parameters:
- The technology used (existing or new)
- The market it targets (existing or new)
From the combination of these factors, the following four types emerge:
- Incremental innovation: Uses existing technology in an existing market. It focuses on small changes to existing products or services in order to boost competitiveness without radical disruption.
- Disruptive innovation: Applies new technologies in an existing market, creating strong differentiation and changing the rules of the game.
- Developmental innovation: Uses existing technology and know-how to enter new markets and expand reach.
- Radical innovation: Develops new technology for entirely new markets, leading to the creation of new sectors.
Each type of innovation can significantly contribute to a company’s growth, resilience, and differentiation. The key is to identify which form is the right one for your organisation. And that is exactly where coaching can become your strongest ally.
Incremental Innovation: Small Improvements, Big Impact
Incremental innovation is about improving already existing products or services. This could be adding features, better design, improved UX, and so on. It’s the most common type of innovation, but also the most underestimated.
Here, business coaching plays a decisive role in:
- Strengthening the team’s ability to observe and identify opportunities for improvement.
- Creating space for small but critical ideas through coaching sessions.
- Helping executives overcome the inertia of “this is how we’ve always done it”.
Innovation in your business doesn’t have to be radical to be meaningful. With coaching, even the smallest change gains strategic significance.
Disruptive Innovation: Break the Limits of Tradition
Disruptive innovation shakes things up. New technologies or operating models enter existing markets, changing the status quo. The challenge? Often such ideas initially seem irrational or impossible.
This is precisely where coaching is essential:
- It builds calmness and confidence in leaders who want to introduce innovation but fear the market’s reaction.
- It supports teams in handling risk and uncertainty.
- It provides tools for methodical experimentation and gradual implementation.
Coaching empowers those who dare – and helps you become one of them.
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Developmental Innovation: Familiar Tools in Unfamiliar Markets
Developmental innovation is about using existing technologies or knowledge in new audiences or markets. This requires strategy, analytical thinking, and above all, courage.
Coaching contributes decisively by helping to:
- Clarify what the real value of your offer is.
- Identify new target markets and needs you haven’t yet explored.
- Create alignment in the team for the transition into a new environment.
With the right support, you can transfer your success into new areas. Coaching helps you make it happen.
Radical Innovation: From Zero to Something That Changes Everything
Radical innovation is rare, but revolutionary. We’re talking about new products or services that create entire markets from scratch, leveraging cutting-edge technologies.
Coaching here becomes an essential tool for:
- Developing a vision and mindset of a “bigger purpose”.
- Cultivating collective intelligence and creative conflict within the team.
- Protecting innovative thinking from the fear of failure.
Radical innovation requires courage, vision, and unity. Coaching ensures these don’t stay just words.
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Wherever your business stands today, one thing is certain: innovation will not show up on its own. It requires a conscious choice, time, a clear strategy, and people who feel safe to try and experiment. Regardless of the type of innovation you’re aiming for, coaching is the tool that supports the transition from theory to practice, from idea to implementation, and from “I want” to “I do”.
If you feel you have ideas but they’re not moving forward, if you sense your team has potential but stays in the “safety” of the familiar, then the next step might not be “yet another strategy”, but a structured coaching plan. That’s what opens up the path you couldn’t see before and supports you in walking it all the way.
Book a free coaching session with Karolos Tsiligirian to identify where innovation is currently getting stuck in your business and help you move from ideas to execution.