Frugal innovation requires significant changes in the innovation approach of organizations. Without managers that see the necessity to integrate cost conscious B2C or B2B consumers into the innovation strategy and front-line employees that engage in intense market immersion and development of frugal solutions, frugal innovation projects might encounter serious barriers. The cultivation of a frugal mindset is vital to ensure employee commitment along the whole innovation process. Hence, frugal innovation does not only rely on developing the right skillset but also the right mindset. We present first results of an ongoing action research project to exemplify how activities along the innovation process can be used to develop and spread this mindset. By consciously using well known approaches like ethnography style market research and multidisciplinary team work, an understanding of the need for frugal innovation is developed and spread amongst relevant stakeholders. Nevertheless, even if everyone engaged in the “doing” of frugal innovation is convinced and committed, clearly communicated legitimation and support from senior management is still critical to do things fundamentally differently.
