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][1] which explains the process of creating the map.

See also our collection of [Innovation Models][2].

[1]: “Interactions Magazine Article”

[2]: “Innovation Models”

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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.

  • […] 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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