Our 2A2CI methodology

A mission carried out in the framework of the methodology 2A2CI takes place in 5 stages: Awareness, Analysis of situation, Concept development, Concretization of best concepts, Impact evaluation.

At the end of the implementation of 2A2CI, the client must be able to decide in full knowledge of the facts and as objectively as possible on whether to scaling up & industrialization of new value proposition.

2A2CI can be used to develop products accepted by market, to realize new innovative services, or to improve a process, to define a means of production, to improve the functioning of an organization, to design a new business model, etc.


  • Awareness


    During this first stage, we will agree on the vision of the technical & economical offer to develop. We will understand the business ecosystem in which the innovation project is taking place.

    This phase is dedicated to agree on the objectives, to refine the outline of the system, to better understand the important parameters in the definition of the subject to tackle. We will make sure to have properly identified the perimeter in which the intervention is located (customers, users, suppliers, competitors and new entrants, scientific providers, specifiers and influencers, legislative or normative regulators, etc.).

    This will also define the resource persons, internal and / or external experts who will be integrated as appropriate into the rest of the process.
  • Analysis of situation

    Analysis of situation

    Next, we analyze the situation prior to start the action, to "think before acting".

    During this phase, we consolidate, together with the client (project owner) and the resource people involved in the process, the existing knowledge on the planned project, on the techno-economic system which is studied. This knowledge is gathered in various ways: models of the studied system, graph of problems and partial solutions which are already considered or developed ...

    This step is important because it helps identify the key challenges to solve in a complex situation. And challenges also mean problems, frustrations, opportunities, etc. This phase of analysis allows us to define a set of specifications of the application to develop.

    Among the resource persons involved, it is essential that, at a minimum, are represented the (future) customers of the project to achieve. Because the pains and gains of the (end-)users are central to any innovation!
  • Concepts Development

    Concepts Development

    When the key problems, frustrations, challenges and opportunities are identified, the next step is to design, on an inventive way, the elements that will deliver a new value proposition.

    This phase, wherein the creativity plays a central role, will transform the challenges identified in the previous step in a set of inventive concepts. To solve creatively and in a systematic way the key problems (expressed as contradictions), we will use tools such as TRIZ in collaboration with customer's (project owner) teams. Co-creation and collaborative intelligence are key concepts.

    At the end of this phase, we have a database of concepts of solutions.
  • Concretization of best concepts

    Concretization of best concepts

    In this step, we are transforming the most promising solutions envisioned in step 3 into refined concepts that can be embodied in a demonstrator (MVP = Minimum Viable Product) showing the value proposition and capable to face experimental testing.

    This stage typically consists of a execution process, ranging from the selection of the most promising concept to the practical realization of functional demonstrator product / service to develop, including IP protection. This is done thanks the support of the project owner company's internal resources as well as the expertise and skills of external providers.

    By putting the pilot client / (end-)user of the demonstrator (MVP) at the center, we focus on getting on a very fast way the right feedback from the market. This feedback goes on the product or service (core offer), but also the service around this offer (adjacent offer), and how to communicate and how to bring it to market.
  • Impact evaluation

    Impact evaluation

    Finally, we will test the demonstrator in real conditions, with pilot users, to measure the impact of the value proposition.

    During this step, we will schedule and conduct "assessment missions," use cases of the functional demonstrator , in order to assess both the technical aspects and the ability to respond to market needs. This will help to refine the design of the solution and its implications.

    The resulting deliverable contains all the information you need to make the right decision.

    A methodological tool developed by xFIVE

    2A2CI is the structuring methodological tool on which we base the realization of innovation projects of our customers into tangible business. This is a pragmatic approach, efficient and results-oriented. 2A2CI starts from market unmet needs, company vision and ends with impact on customer expectations. The technical approach is embedded in a global business frame.

    Kata2A2CI has been developed on the base of the xFIVE founders' expertise in innovation & business development.   The has been first published during the 11th Etria conference in Dublin "2A2CI: a systematic approach to Implement TRIZ innovation in SME. "

    2A2CI integrates many very effective tools such as Value Analysis, Value Innovation, TRIZ, QFD (Quality Function Deployment), Agile, Design Thinking, Business Model Canvas, etc ....

    A new publication on both the integration of the Business Model Canvas and the use of creative tools for the animation team in 2A2CI was awarded an "Excellent Paper Award" during the international conference on the inventive design GTC 2014 in Seoul in July 2014.

    2A2CI is very effective because it combines on a systematic way the main steps to pragmatic innovation, wherein the technical approach is embedded in a global business frame:

    • Clear vision of goals to achieve within business ecosystem;
    • Choice of the right problems & opportunities (the key problems in the path to achieve expectations of targeted customer; deep insight of the problem (its time, place and essence);
    • Inventive solving through several tools, using available resources; reliable concept evaluation (compliance to solution criteria);
    • Materialization into “demonstrating prototypes”;
    • Testing in conditions as real as possible.

    2A2CI approach presents the following characteristics:

    • Modularity: each 2A2CI step is self-sufficient, coherent and provides exploitable deliverables for the customer. It includes the process AND the results.
    • Pragmatism: the customers understand easily the steps and they get at all stages concrete results, what helps to avoid theorization of the process.
    • Integration into Market dynamics: 2A2CI starts from market unmet needs, company vision and ends with impact on customer expectations. The technical approach is embedded in a global business frame.

    Problem 2 Solutions