This paper is concerned with models of the innovation process. It takes the perspective that innovation is a non-linear process where development paths emerge from the process of ‘imagining’ and ‘doing’, iterating around in evolutionary cycles until a satisfactory innovation emerges. To support this we have developed a model of the innovation process called Creative Innovation Development (CID), which integrates an evolutionary ideation process (an augmented version of science fiction prototyping) with agile development. The paper describes the working of the model and its components. We illustrate the operation of CID by describing how it is being utilised by a start-up company, LivingPattern Technology Inc. Finally, the paper concludes by presenting future directions for our work.