Best Practice

Innovation Best Practice Guide

By Steffan Aquarone,

The Innovation Best Practice Guide is Econsultancy's most wide-reaching report on the topic of innovation.

The report details tried and tested approaches to innovation that are designed to be practical tools to help you think differently and create new things.

It challenges notions about startups, offers advice on embedding an innovative culture within organisations and explains that innovation is as much to do with reframing a message or your marketing as coming up with new products.

About the author

This report was written by Steffan Aquarone. Steffan is a UK entreprenuer in the film and technology sectors, has founded multiple startups and leads Econsultancy's best practice guides programme as well as delivering training to clients around the world.


This guide has been put together and updated with the assistance of leading innovation professionals. They have kindly contributed their time and effort in producing this guide.

Contributors to the report include:

  • Mike Baxter, Goal Atlas
  • David Sharp, 10x at Ocado
  • Clint Hook, Experian
  • James Donkin, Ocado
  • Eric Weaver, XEROX
  • Sarah Churchman, PwC
  • Peter Robbins, GSK
  • Paul Coby, John Lewis Partnership
  • David Heinemeier Hansson, Basecamp

Contributing Authors


Steffan Aquarone

More reports from Steffan Aquarone

Steffan Aquarone is a UK entrepreneur in the film and technology sectors. At just 20 years of age Steff was a founding director of a Top 50 UK corporate film production company, working with accounts including Vodafone, Land Rover and American Express and executive producing more than 100 video projects.

He later joined video technology startup Buto, working with global clients including Freshfields, Amec, Tesco, Interflora and the London Olympic Games to host and deliver video content to audiences via the web.

Mobile payment app Droplet, which Steff cofounded in 2011, raised over £1.6m of venture capital in an attempt to do to payments what Skype did to phone calls.

Since then Steff has worked as a consultant for global brands like RBS, Waitrose and News Corp, specialising in film and media.

Steff is also an independent filmmaker whose most recent project was the feature-film ‘Tortoise in Love’, which was made in the village of Kingston Bagpuize in Oxfordshire. The film premiered in London’s Leicester Square where the red carpet was flanked by tractors and watched live by five million people.

Since taking over a busy pub in Norfolk aged 18, Steff has founded five startups. He leads Econsultancy's Best Practice Guides programme and delivers training to clients around the world.


Table of contents

1. Introduction

  • About the author
  • About Econsultancy
  • How this guide is structured

2. Foreword from the Author

3. The Business Case

4. Key Considerations

5. Four Flawed Assumptions to Avoid

6. Practical Approaches

7. Nine Practical Steps for Innovation

8. Next Steps?

9. Industry Experts' Biographies

10. Appendix


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