Category Archives: Strategy

An Innovation Eclipse

An Innovation EclipseThe failure of Solyndra – a United States solar energy venture backed by $535 million in federal loan guarantees drew the ire of many people concerned with the state of the federal budget deficit and the growing national debt. But was the federal government wrong to offer loan guarantees to Solyndra?

This is the question many people asked back when the failure happened, and I would be interested to hear what you think.

In a previous article I stated some of my thoughts on the role the federal government should play in the overall innovation ecosystem in the United States, and I stand by what I said in that article – An Open Letter on Innovation to President Obama.

To quote the relevant part for the discussion:

We need to take a step back and define what the role of government is in our overall innovation efforts as a country:

  1. What are the big research challenges that companies are unwilling to spend on that if pursued and conquered, would unleash a wave of innovation?
  2. How can companies and the government work together to fund and share technology that doesn’t define competition, but does accelerate productivity and global competitiveness of U.S. firms against foreign competitors?
  3. How can we restructure our tax system to reward successful American firms for taking the bigger risks that will help them continue to lead their industries in the future?
  4. How can we incent American exporters trailing foreign competitors to try and leapfrog and disrupt foreign competitors, take market share, and create jobs in this country?
  5. Should we build a deep innovation coaching capability into the Small Business Administration so that small companies can get access to innovation education?
  6. If the last wave of innovation in this country was built on the passion and ideas of foreign born entrepreneurs, should we not be doing more (not less) to encourage the world’s best to come here and study and start businesses?
  7. If we are in a war for innovation, should we not be building innovation alliances with countries in the same way we have built military alliances for centuries? More and more companies are doing this, why not countries?

You’ll notice that nowhere on this list was funding companies. This is a special skill and one that most people wouldn’t think about the government as having, especially when you take into account that identifying a potentially successful startup is not about the idea, but about identifying strong management teams that have the capability to lead a team of people to find and overcome the critical flaws in the founding idea and get the final solution to market. Funding companies isn’t something that the government should be focusing on – even when they pursue it in a portfolio approach (Solyndra represents only 2% of the Department of Energy’s committed loan guarantees).

From an outsider’s perspective the $535 million would have been better spent in discovering and transferring a platform technology to multiple companies that could then work towards getting the basic platform technology to market (funded by the private sector). Then other American entrepreneurs could have generated even more jobs by building upon it. Think about the growth in the US Economy that the platform technology of the Internet generated. It is too soon to see whether the failure of Solyndra will be a big blow or a small blow to the Obama administration’s innovation efforts, but it probably also didn’t help that last week Alan Greenspan was quoted as saying:

“Can innovation create jobs? The answer is that is not its focus,”

“Jobs are created in that process and what happens in private industry as technology decreases unit costs and especially labor costs, profits go up, companies expand and then they hire people,”

“Innovation reduces jobs, and there is no way getting around that syllogism,”

Alan Greenspan may be simplifying things here and ignoring that there are more types of innovation than cost innovation, but hey, let’s give the guy a break as innovation is not really his focus.

Also this week it emerged that Thomas Friedman has a new book coming out with Michael Mandelbaum called That Used to be Us that essentially says the United States must innovate or else. After all, we’re never going to be cheaper, so we have to better and more innovative. That leaves a huge challenge for the government of the United States.

To replace all of the debt-fueled, consumption-related jobs that will likely never come back, the United States must come together as a collection of public, private, and charitable institutions to re-train our workforce and change our mindset as a country to focus not on consumption but creation in order to generate the new jobs necessary to reduce a 9.2% unemployment rate.

But for all of the focus in the media and academia on improving the quality of Science, Technology, Engineering, and Math (STEM) education in America, we must also introduce an equally strong focus on creating young people that are equally capable of becoming the flexible and adaptable workforce that organizations will need to continue to succeed at innovation. This includes helping reinforce the value of unplugging in our always-on society that suffers from expectations of immediate response.

All of this taken together still shows that the United States still needs a cohesive, long-term, committed innovation strategy if we are to prevent the country’s continued loss of ground to other rising economies over time. Because any innovation strategy requires long-term focus and commitment, I remain doubtful that the United States politicians will be up to the task, and very doubtful that in an era of collapsing education budgets that we will be able to train our children to be more flexible and adaptable with the requisite skills in language to translate the value of their ideas, the technical skills to create the value, and the logic to create the systems necessary to make it easier to access the value of their ideas. But we will see.

It is my belief as I have said before in my article Stop Praying for Education Reform that we must come together outside the normal school day to educate our children in the skills necessary to create the innovation capacity they will need to take our country forward through the rest of this century, and help to maintain its place near the top of the economic pyramid.

Ultimately the question is not whether the United States CAN still lead the world in innovation, but whether we have the WILL.

What do you think?

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Innovation is All About Value

Innovation is All About ValueI’ve been talking for a while now as an innovation speaker how crucial value is to innovation. It is no consequence as a result that value sits at the center of my definition of innovation:

Innovation transforms the useful seeds of invention into solutions valued above every existing alternative – and widely adopted.

In this definition you will also see that I draw a distinction between useful and valuable, and I develop it further in my book Stoking Your Innovation Bonfire – the following is an excerpt on the topic from the book:

“Often usefulness comes from what a product or service does for you, and value comes from how it does it. If you’re looking to truly deliver innovative products and services into the marketplace, then once you succeed at the designing and developing the ‘what’, don’t forget to also focus on achieving excellence in the ‘how’.”

One of my favorite example of the useful versus valuable distinction is the mousetrap. Despite the hundreds or thousands of patent applications submitted every year for new mousetrap designs, most people still purchase the same simple snapping mousetrap that you see in cartoons and that has been around for a hundred years. The mousetrap is a great example of how easy it is to generate innovation investment opportunities and how difficult it is to create something that is truly valuable.

This distinction between useful and valuable is one that you must seek to understand and by turning this into a lens through which you can look at the potential of your innovation investment opportunities, the higher the return you will have from your innovation portfolio.

Speaking of which, maybe we should stop talking about idea generation, idea management and idea evaluation and instead begin thinking about ideas as innovation investment opportunities. Just changing the language we use in talking about innovation can change the way we think about things and the outcomes that we are able to generate. The images we choose and the language we use is incredibly important and we’ll discuss this in more detail here in a moment. But first I would like to share my innovation equation to counter the popular (innovation = idea + execution) equation. I like to say that:

Innovation = Value Creation (x) Value Access (x) Value Translation

Now you will notice that the components are multiplicative not additive. Do one or two well and one poorly and it doesn’t necessarily add up to a positive result. Doing one poorly and two well can still doom your innovation investment to failure. Let’s look at the three equation components in brief:

Value Creation is pretty self-explanatory. Your innovation investment must create incremental or completely new value large enough to overcome the switching costs of moving to your new solution from the old solution (including the ‘Do Nothing Solution’). New value can be created by making something more efficient, more effective, possible that wasn’t possible before, or create new psychological or emotional benefits.

Value Access could also be thought of as friction reduction. How easy do you make it for customers and consumers to access the value you’ve created. How well has the product or service been designed to allow people to access the value easily? How easy is it for the solution to be created? How easy is it for people to do business with you?

Value Translation is all about helping people understand the value you’ve created and how it fits into their lives. Value translation is also about understanding where on a continuum between the need for explanation and education that your solution falls. Incremental innovations can usually just be explained to people because they anchor to something they already understand, but radical or disruptive innovations inevitably require some level of education (often far in advance of the launch).

Done really well, value translation also helps to communicate how easy it will be for customers and consumers to exchange their old solution for the new solution. My favorite example of poor value translation and brilliant value translation come from the same company and the same product launch – The Apple iPad. It’s hard to believe, but Apple actually announced the iPad with the following statement:

“Our most advanced technology in a magical and revolutionary device at an unbelievable price.”

This set off a firestorm of criticism and put the launch at risk of failure. But amazingly Apple managed to come up with the Out of Home (OOH) advertisements with a person with their feet up on a couch and the iPad on their lap (see above) by the time the product shipping. If a picture is worth a thousand words, this particular picture will probably end up being worth billions of dollars to Apple.

Never Forget!

Value creation is important, but you can’t succeed without equal attention being paid to both value access and value translation…

Because innovation is all about value…

Value Creation (x) Value Access (x) Value Translation = Success!

Click here to see the ‘Innovation is All About Value’ video

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Building a Global Sensing Network

Building a Global Sensing NetworkIf the innovation war is just beginning, then you need to make sure you’re fighting it outside your organization — not inside.

The old way of succeeding in business was to hire the most clever, educated, experienced and motivated people you could afford and then direct them to come up with the best customer solutions possible, organize and execute their production and marketing predictably and efficiently, and do their best to outmaneuver the competition.

But the battlefield of business success is changing. Future business success will be built upon the ability to:

  1. Utilize expert communities.
  2. Identify and gather technology trend information, customer insights and local social mutations from around the globe.
  3. Mobilize the organization in organic ways to utilize resources and information often beyond its control.
  4. Still organize and execute production and marketing predictably and efficiently in the middle of all this complexity.

At the same time, market leaders will be increasingly determined not by their ability to outmaneuver the competition in a known market, but by their ability to identify and solve for the key unknowns in markets that will continue to become more global and less defined. Future market leaders will be those organizations that build superior global sensing networks and do a better job at making sense of the inputs from these networks to select the optimal actionable insights to drive innovation.

By this point, hopefully you are asking yourself two questions:

Continue reading this article on the American Express OPEN Forum.

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Is the Era of Innovation Over?

Is the Era of Innovation Over?Is the era of innovation over? Or is the war for innovation just beginning?

I came across an article in one of Canada’s main newspapers — The Globe and Mail — by Barrie McKenna titled ominously, ‘Has Innovation Hit a Brick Wall?’

The article speaks to how the Canadian government sinks billions of dollars into research and development every year, yet the country remains an innovation laggard compared with most of its trading partners. The author refers to this as Canada’s “innovation deficit.” The article then goes on to examine some research from University of British Columbia economics professor James Brander that examines whether Canada’s problem is part of a much broader global phenomenon.

The conclusions that Dr. Brander comes to are less than comforting (if you agree with his view of innovation); his research found the pace of innovation to be slowing dramatically in four key areas: agriculture, energy, transportation, and health care.

As someone who works with companies to help foster innovation and whom frequently writes and speaks on the topic, I have a problem with Dr. Brander’s conclusions about Canada and the world in the same way that I have issues with the way that the U.S. Congress and President Obama approach innovation in the United States. In fact the American government’s approach to innovation prompted me to write the controversial ‘An Open Letter on Innovation to President Obama.’

Continue reading this article on the American Express OPEN Forum.

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Stop Praying for Education Reform

Stop Praying for Education ReformWhen it comes to education, we should adopt Nike’s famous motto and ‘Just Do It’.

In the United States (and probably many other countries around the world), it has become a popular pastime to complain about the state of the public schools. People complain about school funding, teacher performance, curriculum, class sizes, and more things than I care to remember right now.

And while the Gates Foundation and many other great organizations are trying to come up with new ways to make education delivery and administration better, the fact remains that education funding is likely to get worse (not better) and any reform is likely to take a long time to implement in the face of stiff resistance.

So what are parents to do?

Well, in my interview with Seth Godin at the World Innovation Forum (2010), he suggested that parents are going to have to take increasing responsibility for educating their own children at home AFTER they get home from school. The interview is one of many innovation interviews I’ve done, and is below for your reference:

But, I’ve been thinking lately that while parents may be interested in supplementing the education their children receive at school in order to help them succeed in the innovation economy (a topic for another day), they may NOT possess the knowledge, skills, abilities (or maybe even the desire) to succeed at this admirable task.

I have another idea.

It is time for us as parents and community members to stop praying for education reform, and instead take action. I’ve given you the WHY, now let’s look at the WHO, WHAT, and WHERE.

The WHO

You! Many people have knowledge and skills that they can share with kids. Skills and knowledge that will help prepare the next generation for the realities of a workplace that demands more flexible thinking, creativity, problem solving, and entrepreneurial skills.

The WHAT

Let’s face facts. Today’s schools are designed to mass-produce trivia experts and basic competency in reading, writing, and arithmetic (and maybe some history, science, and other important subjects).

But, to succeed in the innovation economy, the next generation is going to need to be proficient in at least these ten things:

  1. Creativity
  2. Lateral Thinking
  3. Problem Solving
  4. Innovation (of course!)
  5. Interpersonal Skills
  6. Collaboration
  7. Negotiation
  8. Partnerships
  9. Entrepreneurship
  10. And much, much more…

The WHERE

Our workplaces and our schools may be the most common places for citizens in our societies to congregate, but there is another place where we could come together to supplement our childrens’ educations…

Congregations: (a definition)
1. The act of assembling.
2. A body of assembled people or things; a gathering.

Now, the word is often used in a religious context, but not all people are religious (or even belong to a religious congregation). But, we have buildings all over the world that are designed for people to come together to study or pray together – or that belong to the government and can be used by the general public. We can use these buildings as gathering places to educate our children for the innovation economy.

Conclusion

We need to come together as societies and communities and fill the gaps in our educational systems that are unlikely to go away any time soon. We need to stop waiting for others to fix the problems and instead do what we can as individuals by coming together to solve this key challenge for continued prosperity. We must do this now.

Who’s with me?

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How to Put Innovation at the Core of your Business Model

How to Put Innovation at the Core of your Business Model

We hear a lot about innovation today, but why is it so essential to sustainable business success?

Innovation is the oxygen of business. Fail to invest in innovation and eventually you will suffocate and be crowded out by a competitor or by an entrepreneur who identifies how to deliver a solution that creates more value than yours (and those of your competitors). Focus too much attention on efficiency at the expense of innovation and eventually you’ll end up getting really good at making stuff people no longer want.

To continuously innovate, companies must learn to manage a few key tensions that exist in every organization.

We hear a lot about innovation today, but why is it so essential to sustainable business success?

Innovation is the oxygen of business. Fail to invest in innovation and eventually you will suffocate and be crowded out by a competitor or by an entrepreneur who identifies how to deliver a solution that creates more value than yours (and those of your competitors). Focus too much attention on efficiency at the expense of innovation and eventually you’ll end up getting really good at making stuff people no longer want.

To continuously innovate, companies must learn to manage a few key tensions that exist in every organization.

First, there is the tension between the executive mindset and the entrepreneurial mindset.

The executive mindset is focused on avoiding failure and making the trains run on time. The entrepreneurial mindset is focused on pursuing new solutions and willing to risk everything to pursue their success. Resist the entrepreneurial mindset too much and you will turn potentially valuable intrapreneurs and their ideas into entrepreneurs and potential competitors. Pay the executive mindset too little attention and risk unprofitability.

Second: the tension between exploration and exploitation.

Invest too little in exploring for new potential markets and you will starve the firm of future growth. Invest too little in exploiting the potential of current solutions and rob the firm of revenue and income needed to fund future growth. Companies must strike a balance.

Building a strong innovation foundation requires that you conduct an innovation audit to understand where you are. Then, build a common language of innovation built around:

  1. A shared definition of innovation
  2. An innovation vision
  3. An innovation strategy

Innovation goals

Together these will focus your innovation efforts and explain why and what kinds of innovation you are looking for (and not looking for) and how you plan to measure progress and success. Innovation can’t drive results without a clear plan and direction. Unfortunately too few companies take the time to do these things in a cross-functional, participatory way.

But innovation is not free. After building a solid innovation foundation, successful innovators set aside money to fund an innovation portfolio of projects of different risk profiles and time horizons, create the human resource flexibility necessary to staff innovation projects and learn how to instrument and execute innovation project experiments for fast learning.

At the same time the company must do a good job helping customers access that value through effective design, processes, retailing, and service. Meanwhile, powerful value translation must be created to help customers understand how a potential innovation will fit into their lives. Many companies spend large sums of money to create value, without thinking through whether they can do a good job at the value access or value translation for a potential innovation.

As an increasing number of industries become commoditized, innovation is already an important way to not only distinguish your company from the competition, but increasingly it is becoming a necessary investment just to maintain existing market position.

Most companies approach innovation ad hoc — only when their platform is burning. But it is possible to build an innovation system to power continuous innovation. An increasing number of companies are making investments in their innovation systems both here and abroad. Can you afford to be one of the companies that don’t?

This article originally appeared on The Atlantic

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A Creative Marriage Proposal

I found this video via @MeghanMBiro and @berget and I just had to share it.

It’s a wedding proposal from an actor in my hometown to his now bride to be, and is a great example of re-imagining a traditional activity in our society – the marriage proposal.

The things I love about it are not the actual creative execution but the principles exemplified by the experience:

  1. If you have a great product or service, people will be willing to help you sell it
  2. If it’s really good, they may go out of their way to help you sell it – or even do so without asking your permission
  3. Oregon fosters creativity 😉
  4. Focus on more than the transaction – Make magic!
  5. Skills can from other contexts can be valuable to the current challenge
  6. Have fun with everything you do and you’ll have better results 🙂
  7. Don’t just ask people to help, make it fun to help
  8. Give people something to talk about and feel the love spread 🙂
  9. Even if your customers or community do the sales pitch – YOU’VE GOT TO CLOSE

What magic are you making?

Are there boring transactional parts of your business that could use a little love and magic?

Don’t be afraid to invest in reducing the friction in your adoption process. You’ll improve the value access performance in your innovation equation:


Innovation Success (or even business success)
=
Value Creation
+
Value Access
+
Value Translation

For more, see Innovation is All About Value

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The Code for Successful Innovation

The Code for Successful InnovationI had the opportunity to attend the Front End of Innovation a couple of years ago in Boston and of the three days of sessions, I have to say that unlike most people, my favorite session was that of Dr. Clotaire Rapaille. The author of “The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do”, Dr. Rapaille extolled the crowd with his thoughts on ‘codes’ and ‘imprints’.

For me this particular session was the one that most synchronized with how I view the front end of innovation. For me, the front end has nothing to do with ideas or managing ideas, but instead is all about uncovering the key insights to build your ideation on top of.

Now, there are lots of insights that you can build your ideation on top of to create potentially innovative ideas. Consumer insights is one of the building blocks and the one that Clotaire Rapaille has built his empire on. Dr. Rapaille’s core premise is that there is a ‘code’ for each product and service that drives its purchase and adoption. That ‘code’ in turn is driven by the ‘imprints’ that people make when they first understand what something is for the first time and the sensations and feelings they associate with it.

For example, kids don’t grow up drinking coffee, but they grow up smelling coffee from a very young age, most often in the home. So, most of us imprint coffee to the home and our mothers and have a stronger feeling about the smell of coffee than the taste. What does this mean for coffee sellers? Well, instead of focusing on the taste to drive sales (the logical response), they are more likely to have success by focusing on the smell and on creating images that make the product feel like home.

Taking the concept of ‘codes’ and ‘imprints’ further, Dr. Rapaille spoke about how he doesn’t trust what people say, and so he instead focuses on what people do. If you look back at the coffee example, our logical brain would tell us to prefer the coffee that tastes the best, but the reptilian brain will prefer the coffee that smells the best because of the strength of the imprinting. And according to Dr. Rapaille, the reptilian brain always wins.

To make his point, Dr. Rapaille talked about how we remember our dreams – because the cortex arrives late for work. Translation? Our logical brains (cortex) arrive after a decision has already been made by the reptilian brain or the emotional brain and so the logical brain gets put to work justifying the reptilian or emotional brain’s decision with logical reasons. How else would you explain the purchase of a Hummer after all?

Sounds easy right? Well, it gets more complicated as culture gets involved. For example, another of Rapaille’s examples that was not shared at the event is how in the United States the code for a Jeep is ‘horse’ and so the headlights should be round instead of square because horses have round eyes, but in France the code for Jeep is ‘freedom’ because of the strength of WWII liberation imprints – meaning that the marketing strategy for Jeep in France is completely different than in the United States.

Because imprints happen in general at a very young age and given the reach of Dr. Rapaille’s work, you can see very quickly why so many organizations are marketing to children, even for products that are for adults – seemingly as a way to make sure that ‘imprints’ are made so that there is consumer demand to draw on in the future. Or is that conspiracy theory at work?

Dr. Rapaille at the Front End of Innovation also spoke about how when it comes to technology, people want to be amazed, people want the technology to be magical, and to use his favorite phrase – people want to say “wow!” For wow to happen in technology according to Dr. Rapaille, we must strive for simplicity – one magical step with no cables.

Meanwhile, in our organizations we must try and identify what our organization’s ‘code’ is and better leverage multi-disciplinary, multi-cultural teams to drive creativity, while also being careful not to change the code of the organization so much that people don’t recognize it, or trust in it. And finally to use one of Dr. Rapaille’s many generalizations, Americans love to try things (they learn that way), and they love the impossible, so don’t be afraid to ask them to do it.

When I distill all of what he had to say and what he has had to say other places, for me it boils down to one key insight about the limitations of innovation methodologies like:

  • Customer-led innovation
  • Needs-based innovation
  • Jobs-to-be-done

This insight is that the reason that asking customers what they want is problematic is because of the inconsistencies between imprints and intellect, between the reptilian brain and the logical brain, and between knowing and doing. Taken together this ties in nicely with something I have believed for a while now…

When it comes to driving adoption, it matters less what you say and more what you can get others to do. As marketers we are far too focused on trying to get people to ‘tell a friend’. We should be more focused on getting people to ‘show a friend’.

So, what is your code for successful innovation?

What do you want others to show?

Please think about it and let me know what you come up with in the comments.

For those of you who want to know more, check out this embedded via from PBS’ “The Persuaders” with Douglas Rushkoff:

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Managing Innovation is about Managing Change

Managing Innovation is about Managing ChangeInnovation is about change. Companies that successfully innovate in a repeatable fashion have one thing in common – they are good at managing change. Now, change comes from many sources, but when it comes to innovation, the main sources are incremental innovation and disruptive innovation.

The small changes from incremental innovation often come from the realm of implementation, so the organization, customers, and other stakeholders can generally adapt. However, the large changes generated by disruptive innovation, often come from the imagination, and so these leaps forward for the business often disrupt not only the market but the internal workings of the organization as well – they also require a lot of explanation.

The change injected into organizations by innovation ebbs and flows across the whole organization’s ecosystem:

Innovation is Change

Let’s explore the change categories visualized in this framework using the Apple iPod as an example:

Changes for customers – Any disruptive innovation requires a company to imagine for the customer something they can then imagine for themselves. Go too far past your customers’ ability to imagine how the new product or service solves a real problem in their lives, and your adoption will languish.

  • Customers had to try and imagine Apple as more than a computer hardware manufacturer, and begin to see them as a company to trust for reliable consumer electronics. They also had to imagine what it might mean to download music digitally (without any physical media).

Changes for employees – Disruptive innovations often require employees do things in a new way, and that can be uncomfortable, even if it is only your employees imagining what you are going to ask them to help your customers imagine.

  • Employees had to acquire lots of new knowledge and skills. Apple support employees had to learn to support a different, less-technical customer. Other employees had to learn how to effectively build partnerships in the music industry.

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Changes for suppliers – Innovations that disrupt the status quo may require suppliers to work with you in new ways. Some disruptive innovations may require suppliers to make drastic changes akin to those they had to make to support just-in-time manufacturing.

  • Apple had to work with suppliers to source components at the higher volumes and shorter lead times required for success in consumer electronics. This meant finding some new suppliers who could handle the new volumes and market requirements.

Changes in distribution – Often big innovations disrupt whole distribution channels and this can cause challenges for incumbent organizations (think Compaq and big box retailers versus Dell Direct).

  • Going into consumer electronics meant that Apple had to build relationships with the big box stores including people like Target, Wal-mart, and Costco. They also had to build a completely new distribution system – iTunes – for distributing digital music.

Changes in marketing – New products and services (especially disruptive ones), can require marketing to find and build relationships with completely different types of customers and/or require marketing to speak to customers in a different way or to reach them through different channels.

  • Marketing had to begin moving the brand from computing to lifestyle, including changing the company name from ‘Apple Computer’ to ‘Apple’ in 2007.
  • Marketing also had to learn how to connect with mass market consumers, and help them imagine how this new hardware/software combination would enhance their life – no small task.

Changes in operations – In addition to changes in the supply chain, the organization may have to adapt to disruptive innovations by hiring different types of employees, re-training existing employees, accounting for revenue in a different way, or going about production in a new way.

  • The Apple iPod was an experience sell, which highlighted the fact that Apple didn’t really have a place where they could help customers experience their products. This led to the opening of Apple retail stores. Apple’s finance and operations had to adapt to the change from low volume, high price items to high volume, low price items. Apple also had to build out a resource-intensive online operation that didn’t exist before (lots of IT investment).

Push Pull RelationshipNote that the chart has arrows going in both directions, but not simultaneously. There is a push-pull relationship. At the beginning of the innovation process the satellites influence what the innovation will look like (new production capabilities, new suppliers, ideas from partners/suppliers, component innovations, new marketing methods, etc.). But as the innovation goes into final commercialization, the direction of the change becomes outwardly focused.

You can see that as an organization is imagining how to take their creative idea and transform it into a valuable innovation in the marketplace, they also should be imagining all of the changes that are going to be required and how they will implement them. This is no small feat, but with proper planning, organizational learning, and adaptation over time, any organization can improve its ability to cope with and even anticipate the change necessary to implement its next disruptive innovation.

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Who should own innovation?

Innovation Leadership

When I think about who should ‘own’ or manage innovation, and where it should reside in an organization, I believe the answer is obviously “It depends.”

There cannot be a single answer for these questions because every organization’s strategy and specific culture of getting things done could be different. But, the one thing that I can say for sure is the following:

“Every CEO must own innovation, but not manage it.”

The CEO must own innovation because he or she is responsible for approving the strategy that the organization is going to pursue. At the same time, managing innovation is an emerging specialty of the same level of complexity of human resources or finance, and so CEO’s are not qualified to manage it outside of deciding who should manage innovation in a manner consistent with the organization’s strategy.

The most relevant variable from the organization’s strategy in determining how innovation should be managed is whether or not an organization is committed to being an innovation-led organization. If the organization intends to be an innovation-led organization (attempting to improve every component and offering of the organization through innovation), then a dedicated innovation organization should manage innovation. If the organization would prefer to pursue innovation as a periodic or product-focused effort, then Marketing or R&D should manage innovation.

Another way of looking at who should manage innovation is to ask yourself the following question:

“Who is going to be asked to, allowed to, or encouraged to contribute innovation ideas?”

Your answer determines who should manage innovation. Here are some answers and their implications:

1. Our Scientists

  • In a research-led organization, R&D should manage the innovation efforts of the company with input from Marketing, Finance, HR, and Legal. R&D should be responsible for providing the appropriate innovation training to the R&D department. Marketing-led organizations should see #2.

2. Our Customers, Partners, Suppliers (or all three)

  • Marketing should manage the innovation efforts of the company with input from R&D, Finance, HR, and Legal. Marketing should be responsible for providing the appropriate innovation training to people managing the process.

3. Our Employees

  • A new centralized innovation group should manage the innovation efforts of the company with input from Marketing, R&D, Finance, HR, and Legal. Marketing should be responsible for providing the appropriate innovation training to the Marketing department.

4. A Combination

  • As soon as the combination includes employees, a new centralized innovation group should manage the innovation efforts of the company with input from Marketing, R&D, Finance, HR, and Legal. Marketing should be responsible for providing the appropriate innovation training to the Marketing department.

Innovation FundThe reason that almost every scenario ends up with a centralized innovation group managing innovation is because of the complexity involved in properly managing innovation. A centralized innovation group has the opportunity to continually evolve the innovation understanding of the organization and cascade that knowledge through a set of innovation champions, distributed throughout the organization. A centralized innovation group can also remove most of the innovation management burdens from other groups by taking responsibility for managing the policies, processes, systems and training needs for idea generation, selection, funding, and development. This allows other groups to focus on achieving excellence in their day jobs and coming up with great ideas.

And, after all isn’t that what we’re all after – great ideas to turn into marketplace innovations?

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