In today’s fast-paced innovation landscape, one thing has become increasingly clear: traditional, linear open innovation models no longer meet the needs of modern organizations. While the original “Want, Find, Get, Manage” (WFGM) structure helped companies bring external ideas in systematically, in current day it lacks the flexibility needed for real-time strategic alignment.
What caused this shift? It wasn’t just a change in mindset—it was a change in market demands, driven by the evolving needs of clients themselves. To learn more about this shift, read the first blog in this series here.
This blog is part two in our series, focusing on how client needs influenced open innovation, then how your company can adjust its open innovation approach accordingly.
Why Clients Are Demanding More Agility
Over the last several years, we’ve observed a pattern across our global client base: open innovation must now serve the speed, uncertainty, and complexity of today’s business environment. This shift didn’t happen in a vacuum—it’s been shaped by the following forces:
- Accelerated decision cycles: Companies no longer have the luxury of waiting 12+ months to validate a new opportunity. They need insight now to stay ahead of their competition.
- Greater flexibility in early stages: Instead of committing early to a single opportunity, innovation teams are seeking multiple vetted options and the ability to pivot mid-process. (We see how more time is being spent in multiple iterations of the ‘Find’ phase of WFGM)
- More integrated, dynamic business strategies: Innovation no longer operates in a silo—it’s expected to evolve with marketing, product, and commercial strategies in real-time.
From Linear to Agile: Adapting the OI Model
Our clients were the catalyst for this evolution. As scouting cycles became shorter and decisions more complex, the old WFGM model started to crack. Clients wanted fewer rigid handoffs and more nimble collaboration.
At the same time, on an industry level, other major players like IBM and GE were experimenting with more flexible approaches—Innovation Jams and FastWorks, respectively—highlighting how collaborative, iterative feedback loops could support faster innovation.
We took these insights into account and responded to the growing demands of clients with our own agile approach, built around one simple question:
How can open innovation become simpler, faster, and more adaptable to the way real businesses operate today?
Real-World Examples: What Agile Looks Like in Practice
Case Study 1: Protein Tech Scouting Leads to Rapid NDA Decision
A large client’s senior R&D team noticed a competitor had partnered with an emerging protein design company. They needed to quickly evaluate whether or not the startup’s tech could be valuable for their own pipeline.
What happened:
- A request was sent to yet2 under the EZ Button agreement.
- Our PhD- and MBA-level team delivered a deep-dive comparative report within 7 business days, evaluating mechanism of action, IP landscape, and competitive positioning.
- The client team used our insights to confidently move forward with the company under NDA.
Why it mattered:
The ability to go from awareness to NDA in just over a week was only possible because of the agile structure EZ Button provides.
Case Study 2: From Scouting to List of Startups Delivered in Under a Week (2 days)
A LargeCo was preparing for a business trip to Israel, looking to connect with startups in skin and oral care.
What happened:
- yet2 delivered a ranked shortlist of 20 startups—segmented by tech type and comparative value proposition—within 2 business days.
- During the trip, the client met with SmallCo, an AI-driven ingredient discovery company.
- That initial meeting led to a formal partnership.
Why it mattered:
The entire engagement—scoping, scouting, and introductions—was completed in days, not months.
What LargeCo Clients Gain with an Agile OI Model
- Make Faster, Informed Decisions: With in-depth, comparative insights tailored to your strategy
- Gather Anonymously: Explore ideas discreetly without tipping your hand
- Find the Right Experts Quickly: Access top startups, scientists, and SMEs fast
- Navigate NDAs Smoothly: Get support crafting agreements that work for all sides
- Maximize Travel ROI: Turn your next trip into an innovation tour with qualified, in-market introductions
Meeting the Needs of Clients
Today, we’re seeing more and more of our clients shift to this approach, and choosing our EZ Button service to respond to these needs. Here’s what it offers:
- Fast Starts with a Single Agreement
No need to kick off new SOWs for each topic. One umbrella agreement allows requests to begin immediately. - Quarterly or Usage-Based Billing
Flex your innovation efforts up or down. You’re billed only for what you use. - Transparent Tracking
yet2 provides detailed usage metrics so you can manage internal budgeting. - Flexible Scope
Once we deliver the first insight, we revisit scope and budget jointly, based on evolving needs.
Coming Up in Part 3: The Future of Open Innovation – Gen 3 & 4 of OI
yet2 has a unique perspective – only a couple of the academics have been around since the beginning of the modern OI movement, and most of the original practitioners are gone. As we’ve quested for continuous improvement based on careful experiencing of the customers’ pains and challenges, we have had a seat at the table for OI generations 1 and 2.
Generation 3 and Generation 4 are yet2’s latest insights, not yet necessarily validated by the market broadly, but we’re seeing rapidly increasing interest and new value being delivered with clients in this way.
Want to learn how EZ Button could work for your team? Let’s talk.
Words by Emily Smith
Image by Pixabay
