From inception to launch, bringing a product to market has always been a risky and costly venture. However, today the stakes are dramatically higher. The ever-changing marketplace paradigms dictate that firms must innovate faster and more successfully to not only grow but remain relevant. As a result, marketers must identify and develop the best ideas right from the start. But despite the revolutionary inroads made with social tools, open innovation and the like, marketers are still subjugated to the conventional, tried and true down-stream innovation process, which constrains the potential of their innovations. Why? Despite all the fact-finding, research, and creativity available today to expand the potential of an idea, concept evaluation ultimately defines the throughput of innovation. This is true across product, advertising, and package development. Conventional methods evaluate one concept at a time and therefore force marketers to restrict the number and diversity of concepts they test. This part of the process is inherently deficient which most often results in languishing timelines or satisficing decisions. More critically, it leaves many good and potentially blockbuster ideas unexplored. So what should marketers do? Innovate the innovation process itself. Bottom line, a new innovation process should: