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The innovation process of a new product or service can be complex. It is a long journey. So, lots of decisions must be made from the generation and validation of a first idea until the good or service reaches the consumer. All that happens because so many people from both the same company and external agents intervene. However, the person in charge of the innovation project faces the difficulties of the creative process and, on many occasions, he or she has to deal with general obstacles of the company itself. That is because the organisation does not align with specific values. Even if they have included those purposes and values within their strategy, they are not entirely consistent. This chapter assumes that the company is sensitive to sustainability and supports a rational, creative process.

The potential consumer or recipient of that innovation has to be at the centre of every decision. He/she has to be the central axis of any creative process. Consumers are increasingly sensitive and interested in how the products they acquire are manufactured and what type of raw materials are being used (Brochado, Teiga, & Oliveira-Brochado, 2017). We observe a more conscious consumer who, at the same time, is not always willing to pay for it, unfortunately. In this case, it is critical to work very well on the value proposition we are proposing and permanently contrast it with the target audience.