Small Companies, Big Ideas

This article was written by Chris Penttila of Entrepreneur.com. Chris is Entrepreneur's "Smart Moves" columnist.

Inside a 24,000-square-foot warehouse in Romeoville, Ill., a team of 70 McDonald's (MCD Quote) employees is hard at work testing new equipment ideas and procedures that could be implemented in McDonald's locations around the world.

The Romeoville facility is the company's Innovation Center and includes three McDonald's restaurants that can mimic the menu, volume patterns and operating systems of stores worldwide. A few thousand ideas were tested last year, and about 15 made the cut for deployment throughout the chain.

"For a company like ours to remain appealing to customers around the world, we can't afford to relax and play it safe," says Ken Koziol, McDonald's senior vice president of worldwide restaurant innovation at the Romeoville facility.

Most entrepreneurial companies can't afford an innovation center, but they can apply some of the principles. Here are five strategies that can work for you.

1. Combine ideas. Xerox Corporation (XRX Quote) looks for intersections between ideas and how they might merge. "Several ideas could get combined in a next-generation offering," says Tom Kavassalis, vice president of strategy and alliances for the Xerox Innovation Group, which drives Xerox's R&D-based innovation.

2. Think backward. McDonald's innovation team thinks in terms of "backcasting" -- starting with an end product in mind and working back toward the basic idea in a way that's practical from a cost and technology perspective.

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