--- title: Stimulus We Used to Interview Innovation Leaders description: One of the biggest things we hope to learn through this listening tour are the critical elements required to build and sustain a successful corporate innovation group (CIG). To get at that question, w --- [![Peer Insight](https://blog.peerinsight.com/hubfs/PeerInsight_September2019/Images/peerinsight_logo_white.png)](https://peerinsight.com/) - [ABOUT](https://peerinsight.com/about/) - [SERVICES](https://peerinsight.com/services/) - [TOOLKIT](https://peerinsight.com/toolkit/) - [BLOG](https://peerinsight.com/blog/) - [TEAM](https://peerinsight.com/team/) - [CAREERS](https://peerinsight.com/career/) - [CONTACT](https://peerinsight.com/contact/) [![Peer Insight](https://blog.peerinsight.com/hubfs/PeerInsight_September2019/Images/peerinsight_logo_white.png)](https://peerinsight.com/) - [ABOUT](https://peerinsight.com/about/) - [SERVICES](https://peerinsight.com/services/) - [TOOLKIT](https://peerinsight.com/toolkit/) - [BLOG](https://peerinsight.com/blog/) - [TEAM](https://peerinsight.com/team/) - [CAREERS](https://peerinsight.com/career/) - [CONTACT](https://peerinsight.com/contact/) # Stimulus We Used to Interview Innovation Leaders by [Clay Maxwell](https://blog.peerinsight.com/blog/author/clay-maxwell) | [corporate innovation](https://blog.peerinsight.com/blog/tag/corporate-innovation), [design thinking](https://blog.peerinsight.com/blog/tag/design-thinking), [DIY Templates & Tools](https://blog.peerinsight.com/blog/tag/diy), [human centered design](https://blog.peerinsight.com/blog/tag/human-centered-design), [innovation strategy](https://blog.peerinsight.com/blog/tag/innovation-strategy), [Product and Service Development](https://blog.peerinsight.com/blog/tag/product-and-service-development) We conducted research with innovation leaders to develop a [Corporate Innovation Playbook](https://peerinsight.com/portfolio/corporate-innovation-playbook/) - a tactical guide for innovation groups. The primary question we asked was, **what are the critical elements required to build and sustain a successful corporate innovation group (CIG)?** To get at that question, we designed a simple, interactive activity that asks our interviewees to plot a number of optional CIG elements (yellow "cards") against two dimensions: risk and rigidity. We're going into these conversations thinking of risk as the relative important of element X to the greater innovation mission, and rigidity, as how susceptible element X is to change over time, but we also hold space to let our interviewees challenge this thinking and assign an alternative definition to these terms based on their own experiences. [Check it out!](https://realtimeboard.com/app/board/o9J_kz8hkJM=/) (We're big fans of [Realtime board](http://realtimeboard.com), by the way. It's especially helpful when we conduct interviews virtually). ![](https://blog.peerinsight.com/hubfs/Imported_Blog_Media/Homepage_Featured_Parallax-1024x299.jpg) > [**Download the Corporate Innovation Playbook**](https://peerinsight.com/portfolio/corporate-innovation-playbook/) # About Us Peer Insight helps organizations ignite growth by uniting design, business, and entrepreneurship. [info@peerinsight.com](mailto:info@peerinsight.com) ![VOSB](https://blog.peerinsight.com/hubfs/PeerInsight_September2019/Images/vet-owned-300x300.png) # Find Us **Washington, D.C.** 717 D Street NW 2nd Floor Washington, DC 20004 (202) 506-3804 **San Francisco** 595 Pacific Ave 4th floor San Francisco, CA 94133 (336) 430-5403 # Get in Touch For project inquiries, contact [Clay Maxwell](mailto:cmaxwell@peerinsight.com) or [Tim Ogilvie](mailto:togilvie@peerinsight.com) For media inquiries, contact [Natalie Foley](mailto:nfoley@peerinsight.com) We respect your privacy. - [Privacy Policy |](https://peerinsight.com/privacy-policy/) - [ Terms & Conditions](https://peerinsight.com/terms-and-conditions/) - - -