PROTOTYPING THE MARKET

Something I heard on Frog Design's Design Mind Podcast caught my ear; "Prototyping the Market". Although they were not talking about innovation exactly, the phrase seems like it would be useful in describing a thorough innovation strategy. A strategy that is based on consistently introducing new ideas to the market.
In some ways I see television following this strategy. Every year they bring to the market new shows, with new ideas and new formats. If an innovative show is successful (CSI, Idol, Lost, Surviror), it covers the cost for innovative shows that fail (Making the Band, Joan of Arcadia, American Inventor). With this portfolio strategy, television companies manage their risk and are able to 'prototype the market' year over year, allowing viewers (customers) to make the decision.
I am also seeing more consumer products companies doing the same (read Sony). They are not reliant on each new product exceeding expectations (read Apple), instead are constantly introducing new ideas, allowing the successful innovations to flourish (GPS) and those that fail to either be re-invented (Music Store), or die peacefully (cell phones).
For designers, this is a dream come true, a consistent demand for new ideas and new designs with a desire by clients to take risks.