Competitive quality tactics (CQTs) are a type of gamble often called: “quality speculation”. The production of competitive quality fuel in the innovation process is a stake in the game. The uncertain events in the game are the stakeholders’ competitive quality judgments during and after their exchanges with the company as the innovation process progresses. The winnings are the contributions of the stakeholders to the success of the innovation. The project manager must design CQT in the exchanges which it plans to undertake with each class, or sub‐class of stakeholder when a class is segmented. At any time, CQT can be modified in accordance with feedback received. This flexibility in the configuration of CQT is essential. The final stage of designing CQT consists of carrying out a global feasibility study on the release of information which would constitute the future quality fuel of the products or services.