There's the everyday definition. And there's the endorsing body definition.
Most founders are applying with the first one. Most rejections on Innovation happen because the reviewer is applying the second.
Our Innovation Criterion Masterclass explains the real standard - drawn from reviewing over 1,100 applications when we were a Home Office-approved endorsing body. What it actually means. How reviewers actually assess it. And how much work a founder actually has to demonstrate to satisfy it.
If your Innovation preparation is built on the public guidance alone, this will be uncomfortable reading. It's also the most useful £97 you'll spend before submitting.
