Mar 29, 2007

Concept Map: Innovation

Created in collaboration with Sean Durham, Ryan Reposar, Paul Pangaro, and Nathan Felde.

This model is built on the idea that innovation is about changing paradigms. The model situates innovation between two conventions. Innovations transform old into new. It is a process—a process in which insight inspires change and creates value.

Read the Interactions Magazine Article which explains the process of creating the map.

See also our collection of Innovation Models.

Download PDF

Download step-by-step build PDF


  • Michael

    Dec 3, 2008
    3:48 pm

    I found this a fascinating concept map and a great start to the principles of identifying an innovation process. I’ve spoken to a number of groups about this and observed a common behaviour occurs: The groups invariably try and use the concept map to ‘build a process’ into their ‘organisations’. They seem to miss the point that it’s more an observation of behaviour rather than a road map to a culture of innovation. I wouldn’t argue that it couldn’t be used that way but the idea of formulating a constraining process to foster innovation makes me smile. It feels like one of life’s rare ironies. 🙂

    This is a great piece of work and when viewed in the light of its creators intent is very valuable and educational. Nice work – Thanks

  • […] the process of innovation a little better. Just a thought.. Check it out if you are interested. And download the PDF file so you can read it easier. I mean that is if you are as blind as […]

  • Terry

    Feb 8, 2009
    8:27 am

    Wondering what you mean by insight?

  • […] en un senyal aleatori. Hugh Dubberly, Dubberly Design Office (oficina de disseny de Dubberly). [enllaç] [etiquetes: Visualització, canvi de Paradigma, […]

  • Bradley Shoebottom

    Feb 16, 2009
    11:24 am

    Fascinating portrayal of Innovation. I just figured out that the bottom continues to the top and the right goes around to the left, so this concept map is actually a “globe”. Care to try your hand at producing a globe PDF so I can paste it over an old globe of the world 🙂

  • […] is a systems thinker working in product and systemic design. (Paul worked with Hugh Dubberly on visually mapping innovation, and was founding CTO of Several years ago he designed a series of management books for […]

  • pkt

    Jun 2, 2009
    11:12 pm

    Classic, think u can get this into the canon in the academia?? i’d wished somebody captured it all in a bird-eye view sort of manner back in the 1990s..

    I’d give u the credit if u could turn it all into $ & cents when applied in the harsh real world of bizz realities

    good on ya

  • […] A Model of Innovation (tags: innovation inspiration creativity map) […]

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  • […] Something relevant for anyone talking about innovation and design thinking. Especially relevant for design thesis students who need to communicate discrete relationships between numerous concepts. […]

  • […] Design talk about, and very interestingly, visualise the innovation process. They call it the holy grail of contemporary society, and increasingly, the roles of design and […]

  • […] view towards innovation. As a support tool for my process and formulating my vision I used a map of innovation from DDO (Dubberly Design […]

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    […] A Model of InnovationMarket and Technology Driven Innovation For Wealth Creation and Societal Wellbeing. National Innovation Model. Setting the Case of change. As we entered … […]

  • Luciana

    Apr 24, 2012
    7:29 am

    Tks Paul Pangaro and DDO! We’ve been following Paul’s work and this graph is very inspiring for our work in Brazil. Luciana.

  • […] Design talk about, and very interestingly, visualise the innovation process. They call it the holy grail of contemporary society, and increasingly, the roles of design and […]

  • khách sạn đà nẵng port

    Feb 26, 2014
    4:18 pm

    You actually make it seem so easy with your presentation but I find this topic to be actually something that I think I would never understand. It seems too complex and extremely broad for me.

    I’m looking forward for your next post, I’ll try to get the hang of it!

  • Billie Leff

    Feb 4, 2017
    6:55 am

    Thank you for sharing your work! I am a cartographer who always looks to graphic design for clarify and methods, and your work really helps. I love your mind maps!

  • Keyur Shroff

    Sep 10, 2018
    5:06 am

    Love the way you had highlighted creative destruction and connected that with change management. I also think innovation is measured by the actual impact it makes. Great infographic. If you are interested, visit us at for more on innovation.

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