When you’re a big company, in many ways it’s hard to be a disruptive innovator. Time and again, I’m reminded of how challenging concept development and testing can be for big companies. It’s not that our clients don’t see the benefit of making products real in order to test them. Rather, they’re limited by existing supply chains and manufacturing systems.

Building confidence in disruptive ideas isn’t easy, which is why the most exciting ideas tend to get squashed. Big companies aren’t entrepreneurs—there’s a lot more at stake. It’s so much simpler to stick with what has worked in the past, to conform ideas to fit the existing model, instead of championing break-out ideas and taking the first steps to test them in the marketplace.

What can we do? Here are three steps to consider.