In our work with senior leaders, we frequently come across teams whose conversations lack direction and focus. They’re unable to label the purpose of the interaction – to define the desired outcome, and set expectations for engagement.
Without this structure, conversations are unboundaried and unproductive, leading to poor performance and breakdowns in team communication and trust.
Imagine you turn up to a meeting full of ideas for an upcoming initiative, but all your contributions are shut down without discussion. You leave feeling pretty battered – and decide not to bring ideas to the team again. You didn’t know it, but you brought a Stage One (or, brainstorming) contribution to a Stage Three (or, FYI) conversation. The ‘rules of engagement’ and the purpose of the meeting weren’t made clear – so ‘teaming’ was impossible.
We use the Innovation Funnel framework to give teams a mechanism to guide conversations from brainstorming to execution.
This approach not only structures team interactions but also establishes a shared language. Everyone knows what type of discussion they’re having, what’s expected, and how they can contribute. It gives teams a common tool for reflecting on their performance, allowing them to ask, “How did we do? What can we learn for next time?”
When all the members of a team are familiar with the framework, the team can label every conversation before it starts: “This is a stage one conversation, which means ABC. A good outcome would be XYZ.” Setting these clear expectations upfront means every discussion is purposeful and productive; and develops a culture of collaboration and trust in the team.
Stage one: Ideation
This is the starting point where anything goes. At the Ideation stage, the focus is on generating as many ideas as possible without evaluating or filtering them. There are no wrong answers. The goal is to create a space where everyone feels safe to contribute, without fear of judgement or the pressure to be practical.
Effectiveness is measured by: The level of input and creativity. The conversation should be lively and full of impractical ideas. If it feels noisy and unstructured, that’s a good sign.
A good outcome is: A wide range of ideas generated, with everyone contributing freely and feeling engaged.
Stage two: Refinement
In the Refinement stage, we narrow the focus. Someone has taken time to develop a few ideas and comes back with a finite set of options (e.g. plans A and B) and the discussion is now about evaluating these specific options.
The key here is that the conversation must stay practical and focused; it’s not the time to introduce new ideas (plans C, D, E etc). The team is working with the decisions already made and refining them, deciding which path to take to move forward. There’s still a level of debate in play, but it’s clear what’s still fluid, and what’s already fixed.
Effectiveness is measured by: The team’s ability to debate within agreed parameters – and make practical, focused decisions based on the options presented.
A good outcome is: A clear choice is made, and the team feels aligned on the next steps without revisiting earlier stages.
Stage three: Informing
This is the final stage, where decisions have been made, and now it’s about clear communication and execution. At this point, the goal is simply to inform the team about what has been decided and who’s responsible for what – an ‘FYI’. There’s no need for novel input – this is the time for everyone to listen, understand their roles, and get ready to implement the plan.
Effectiveness is measured by: Clarity and shared understanding. Everyone should leave knowing exactly what their role is and what success looks like.
A good outcome is: Each team member understands their specific tasks, and there’s a clear, unified vision of what the final outcome will be.
The Innovation Funnel is more than just a way to organise ideas – it’s a tool for creating meaningful, productive conversations that move teams forward. By establishing clear boundaries and purpose for each stage, teams can better engage with one another, make decisions more effectively, and execute with clarity and focus. The result? More productive meetings, better outcomes, and a stronger sense of team alignment.
Read more about our work with teams here.