Commercial innovation is often considered to be innovation pertaining to an invention, a product or new technology, but it goes beyond a technological or product innovation. While an invention (distinguished by a new and useful product, service, process, machine or improvement to something that hadn't previously existed) is typically linked to research and development, innovation is about sales and marketing.

Together Commercial + Innovation is a mighty partnership because it delivers commercial exploitation of intellectual property, matching creative excellence with commercial success. 

Every business wants to grow and every business has something special that is either not exploited or needs to be more distinctive to stand out. This is an ever changing, competitive and crowded global marketplace, where budgets need to work harder and success is based on managing products, services, markets and the customer experience to best effect.  To do this, they must develop their business strategy skills, planning and marketing, to maximise commercial potential.  

Commercial innovation is the different perspective that offers significant relevance in a digitally connected world. It means identifying the DNA of opportunity that needs to be developed, exploited, or made more distinctive.  This may require making a strategic change to a business that is geared towards commercial success, growth and expansion.

Examples of this may include:

  • Redesigning a process, product or service offering;
  • Improving a customer experience;
  • Redefining a particular market
  • Identifying a new vision
  • Rooting out untapped business potential
  • Developing a new business model 

or a combination of these things presented in a strategic, systematic, design-based way.

More businesses need to prioritise commercial growth and harness and exploit creativity in a commercial context for commercial ends.

Differentiation and competitive advantage is vital; international reach matters.

Commercial innovation matters.

If you would like BxBy to help you find your DNA of opportunity, please contact us to book a consultation with our commercial innovation team today.


innovation /ɪnəˈveɪʃ(ə)n/
The action or process of innovating.
innovation is crucial to the continuing success of any organization’

commercial /kəˈməːʃ(ə)l/
Making or intending to make a profit