Tag Archives: marketing

A New Innovation Sphere

A New Innovation Sphere

GUEST POST from Pete Foley

I’m obsessed with the newly opened Sphere in Las Vegas as an example of Innovation.   As I write this, U2 are preparing for their second show there, and Vegas is buzzing about the new innovation they are performing in.  That in of itself is quite something.  Vegas is a city that is nor short of entertainment and visual spectacle, so for an innovation to capture the collective imagination in this way it has to be genuinely Wow.  And that ‘Wow’ means there are opportunities for the innovation community to learn from it. 

For those of you who might have missed it, The Sphere is an approximately 20,000 seat auditorium with razor sharp cutting edge multisensory capabilities that include a 16K resolution wraparound interior LED screen, speakers with beamforming and wave field synthesis technology, and 4D haptic physical effects built into the seats. The exterior of the 366 foot high building features 580,000 sq ft of LED displays which have transformed the already ostentatious Las Vegas skyline. Images including a giant eye, moon, earth, smiley face, Halloween pumpkin and various underwater scenes and geometric animations light up the sky, together with advertisements that are rumored to cost almost $500,000 per day.  Together with giant drone displays and giant LED displays on adjacent casinos mean that Bladerunner has truly come to Vegas. But these descriptions simply don’t do it justice, you really, really have to see it. 

Las Vegas U2 Residency at the Sphere

Master of Attention – Leveraging Visual Science to the Full:  The outside is a brilliant example of visual marketing that leverages just about every insight possible for grabbing attention. It’s scale is simply ‘Wow!’, and you can see it from the mountains surrounding Vegas, or from the plane as you come into land.   The content it displays on its outside is brilliantly designed to capture attention. It has the fundamental visual cues of movement, color, luminescence, contrast and scale, but these are all turned up to 11, maybe even 12.  This alone pretty much compels attention, even in a city whose skyline is already replete with all of these.  When designing for visual attention, I often invoke the ‘Times Square analogy’.  When trying to grab attention in a visually crowded context, signal to noise is your friend, and a simple, ‘less is more’ design can stand out against a background context of intense, complex visual noise.  But the Sphere has instead leapt s-curves, and has instead leveraged new technology to be brighter, bigger, more colorful and create an order of magnitude more movement than its surroundings.  It visually shouts above the surrounding visual noise, and has created genuine separation, at least for now. 

But it also leverages many other elements that we know command attention.  It uses faces, eyes, and natural cues that tap into our unconscious cognitive attentional architecture.  The giant eye, giant pumpkin and giant smiley face tap these attentional mechanisms, but in a playful way.  The orange and black of the pumpkin or the yellow and black of the smiley face tap into implicit biomimetic ‘danger’ clues, but in a way that resolves instantly to turn attention from avoid to approach.  The giant jellyfish and whales floating above the strip tap into our attentional priority mechanisms for natural cues.  And of course, it all fits the surprisingly obvious cognitive structure that creates ‘Wow!’.  A giant smiley emoji floating above the Vegas skyline is initially surprising, but also pretty obvious once you realize it is the sphere! 

And this is of course a dynamic display, that once it captures your attention, then advertises the upcoming U2 show or other paid advertising.  As I mentioned before, that advertising does not come cheap, but it does come with pretty much guaranteed engagement.  You really do need to see it for yourself if you can, but I’ve also captured some video here:

The Real Innovation Magic: The outside of The Sphere is stunning, but the inside goes even further, and provides a new and disruptive technology platform that opens the door for all sorts of creativity and innovation in entertainment and beyond. The potential to leverage the super-additive power of multi-sensory combinations to command attention and emotion is staggering.

The opening act was U2, and the show has received mostly positive but also mixed reviews. Everyone raves about the staggering visual effects, the sound quality, and the spectacle. But others do point out that the band itself gets somewhat lost, and/or is overshadowed by the new technology.

But this is just the beginning.   The technology platform is truly disruptive innovation that will open the door for all sorts of innovation and creativity. It fundamentally challenges the ‘givens’ of what a concert is. The U2 show is still based on and marketed as the band being the ‘star’ of the show. But the Sphere is an unprecedented immersive multimedia experience that can and likely will change that completely, making the venue the star itself. The potential for great musicians, visual and multisensory artist to create unprecedented customer experience is enormous.  Artists from Gaga to Muse, or their successors must be salivating at the potential to bring until now impossible visions to life, and deliver multi-sensory experience to audiences on a scale not previously imagined. Disruptive innovation often emerges at the interface of previous expertise, and the potential for hybrid sensory experiences that the Sphere offer are unprecedented. Imagine visuals created and inspired by the Webb telescope accompanied by an orchestra that sonically surrounds the audience in ways they’ve never experienced or perhaps imagined. And of course, new technology will challenge new creative’s to leverage it in ways we haven’t yet imagined.  Cawsie Jijina, the engineer who designed the Sphere maybe says it best:

You have the best audio there possibly can be today. You have the best visual there can possible be today. Now you just have to wait and let some artist meet some batshit crazy engineer and techie and create something totally new.” 

This technology platform will stimulate emergent blends of creative innovation that will challenge our expectations of what a show is.  It will likely require both creative’s and audiences to give up on some pre-conceptions. But I love to see a new technology emerge in front of my eyes. We ain’t seen nothing yet. 

Las Vegas Sphere Halloween

Image credits: Pete Foley

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Generation AI Replacing Generation Z

Generation AI Replacing Generation Z

by Braden Kelley

The boundary lines between different named generations are a bit fuzzy but the goal should always be to draw the boundary at an event significant enough to create substantial behavior changes in the new generation worthy of consideration in strategy formation.

I believe we have arrived at such a point and that it is time for GenZ to cede the top of strategy mountain to a new generation I call Generation AI (GenAI).

The dividing line for Generation AI falls around 2014 and the people of GenAI are characterized by being the first group of people to grow up not knowing a world without easy access to generative artificial intelligence (AI) tools that begin to transform their interactions with our institutions and each other.

We have already seen professors and teachers having to police AI-generated school essays, while the rest of us are trying to cope with frighteningly realistic deep fake audio and video. But what other impacts on people’s behavior will we see as a result of the coming ubiquity of artificial intelligence?

It is important to remember that generative artificial intelligence is not really artificial intelligence but collective intelligence informed by what we the people have contributed to the training/reference set. As such these large language models are predicting the next word or combining existing content based on whatever training set they are exposed to. They are not creating original thought.

Generative AI is being built into nearly all of our existing software and cloud tools, and GenAI will grow up only knowing a reality where every application and web site they interact with will have an AI component to it. Generation AI will not know a time where they cannot ask an AI, in the same way that GenZ relies on social search, and Gen X and Millenials assume search engines hold their answers.

Our brains are changing to focus more on processing and less on storage. These changes make us more capable, but more vulnerable too.

This new AI technology represents a double-edge sword and its effects could fall on either edge of the sword in different areas:

Option 1 – Best Case

  • Generative AI will amplify creativity by encouraging recombination of existing images, text, audio and video in new inspiring ways using the outputs of AI as inputs into human creativity

Option 2 – Worst Case

  • Generative AI will reduce creativity because people will become reliant on using artificial intelligence to create, creating an echo chamber of new content only created from existing content, leading to AI outputs becoming the only outputs and a world where people spend more time interacting with AI’s than with other people

Which of these two options on the impact of AI reliance do you see as the most likely in the areas where you focus?

How do you see Generation AI impacting the direction of societies around the world?

Are you planning to add Generation AI to your marketing strategies and strategic planning for 2024 or beyond?

Reference

For reference, here is timeline of previous American generations according to an article from NPR:

Though there is a consensus on the general time period for generations, there is not an agreement on the exact year that each generation begins and ends.

Generation Z – Born 2001-2013 (Age 10-22)

These kids were the first born with the Internet and are suspected to be the most individualistic and technology-dependent generation. Sometimes referred to as the iGeneration.

EDITOR’S NOTE: This description is erroneous, the differentiating factor of GenZ is that they experienced the rise of social media.

Millennials – Born 1980-2000 (Age 23-43)

They experienced the rise of the Internet, Sept. 11 and the wars that followed. Sometimes called Generation Y. Because of their dependence on technology, they are said to be entitled and narcissistic.

Generation X – Born 1965-1979 (Age 44-58)

They were originally called the baby busters because fertility rates fell after the boomers. As teenagers, they experienced the AIDs epidemic and the fall of the Berlin Wall. Sometimes called the MTV Generation, the “X” in their name refers to this generation’s desire not to be defined.

EDITOR’S NOTE: GenX also experienced the rise of the personal computer and this has influenced their parenting of a large portion of Millenials and GenZ

Baby Boomers – Born 1943-1964 (Age 59-80)

The boomers were born during an economic and baby boom following World War II. These hippie kids protested against the Vietnam War and participated in the civil rights movement, all with rock ‘n’ roll music blaring in the background.

Silent Generation – Born 1925-1942 (Age 81-98)

They were too young to see action in World War II and too old to participate in the fun of the Summer of Love. This label describes their conformist tendencies and belief that following the rules was a sure ticket to success.

GI Generation – Born 1901-1924 (Age 99+)

They were teenagers during the Great Depression and fought in World War II. Sometimes called the greatest generation (following a book by journalist Tom Brokaw) or the swing generation because of their jazz music.

If you’d like to sign up to learn more about my new FutureHacking™ methodology and set of tools, go here.

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Top 10 Human-Centered Change & Innovation Articles of October 2022

Top 10 Human-Centered Change & Innovation Articles of October 2022Drum roll please…

At the beginning of each month, we will profile the ten articles from the previous month that generated the most traffic to Human-Centered Change & Innovation. Did your favorite make the cut?

But enough delay, here are October’s ten most popular innovation posts:

  1. Bridging the Gap Between Strategy and Reality — by Braden Kelley
  2. How Do You Judge Innovation: Guilty or Innocent? — by Robyn Bolton
  3. Scaling New Heights – Building Resilience — by Teresa Spangler
  4. What Great Transformational Leaders Learn from Their Failures — by Greg Satell
  5. Your Brand Isn’t the Problem — by Mike Shipulski
  6. What’s Next – Through the Looking Glass — by Braden Kelley
  7. Don’t Blame Quiet Quitting for a Broken Business Strategy — by Soren Kaplan
  8. The Ways Inflection Points Define Our Future — by Greg Satell
  9. How to Use TikTok for Marketing Your Business — by Shep Hyken
  10. Making Innovation the Way We Do Business (easy as ABC) — by Robyn Bolton

BONUS – Here are five more strong articles published in September that continue to resonate with people:

If you’re not familiar with Human-Centered Change & Innovation, we publish 4-7 new articles every week built around innovation and transformation insights from our roster of contributing authors and ad hoc submissions from community members. Get the articles right in your Facebook, Twitter or Linkedin feeds too!

Have something to contribute?

Human-Centered Change & Innovation is open to contributions from any and all innovation and transformation professionals out there (practitioners, professors, researchers, consultants, authors, etc.) who have valuable human-centered change and innovation insights to share with everyone for the greater good. If you’d like to contribute, please contact me.

P.S. Here are our Top 40 Innovation Bloggers lists from the last two years:

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Top 10 Human-Centered Change & Innovation Articles of June 2022

Top 10 Human-Centered Change & Innovation Articles of June 2022Drum roll please…

At the beginning of each month we will profile the ten articles from the previous month that generated the most traffic to Human-Centered Change & Innovation. We also publish a weekly Top 5 as part of our FREE email newsletter. Did your favorite make the cut?

But enough delay, here are June’s ten most popular innovation posts:

  1. An Innovation Action Plan for the New CTO — by Steve Blank
  2. The Lost Tribe of Medicine — by Arlen Meyers, M.D.
  3. What Can Leaders Do to Have More Innovative Teams? — by Diana Porumboiu
  4. Transformation Insights — by Bruce Fairley
  5. Selling To Generation Z – This is What They Want — by Shep Hyken
  6. It is Easier to Change People than to Change People — by Annette Franz
  7. Leading a Culture of Innovation from Any Seat — by Patricia Salamone
  8. Harnessing the Dragons of your Imagination for Innovation — by Braden Kelley
  9. Successful Asynchronous Collaboration — by Douglas Ferguson
  10. Four Reasons the Big Quit Exists — by Braden Kelley

BONUS – Here are five more strong articles published in May:

If you’re not familiar with Human-Centered Change & Innovation, we publish 4-7 new articles every week built around innovation and transformation insights from our roster of contributing authors and ad hoc submissions from community members. Get the articles right in your Facebook, Twitter or Linkedin feeds too!

Have something to contribute?

Human-Centered Change & Innovation is open to contributions from any and all innovation and transformation professionals out there (practitioners, professors, researchers, consultants, authors, etc.) who have valuable human-centered change and innovation insights to share with everyone for the greater good. If you’d like to contribute, please contact me.

P.S. Here are our Top 40 Innovation Bloggers lists from the last two years:

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Rise of the Evangelist

Chief Evangelist Braden Kelley

What is an evangelist?

When many people hear this term, their minds used to picture Billy Graham or Pat Robertson, but this is changing. Why?

Our perceptions of evangelists are transforming as the pace of change accelerates to construct a new reality faster than most human brains can process the changes.

This creates a chasm in understanding and change readiness that evangelists can help bridge in a number of different ways.

Let us look at what an evangelist really is…

Oxford Dictionaries say an evangelist is a “zealous advocate of something.”

Nine Innovation Roles EvangelistIn business, the evangelist is a role that any of us can take on (with varying levels of success). Evangelism is very important to innovation success, which is why the evangelist is one of The Nine Innovation Roles™. This is how I define this particular role:

“The Evangelists know how to educate people on what the idea is and help them understand it. Evangelists are great people to help build support for an idea internally, and also to help educate customers on its value.”

Notice at this point we are talking about an evangelist as a role that can be played by one or more people, and not as a job that one or more people hold. Evangelism normally will be a role and not a job, but there are inflection points where this must change.

Outside of an innovation context, evangelism often falls on the shoulders of CEOs, business owners and product managers within organizations. When the need for evangelism is small, this can work. But for most organizations, this is no longer the case.

When should you hire an evangelist?

The time to cross over from evangelism as a role to evangelism as a job is when:

  1. The pace of internal change is accelerating faster than employees can grasp without help
  2. The pace of external change is accelerating faster than customers can understand without help
  3. Your company is facing disruption by new entrants or existing competitors
  4. You’re considering a digital transformation
  5. You’ve already embarked upon a digital transformation
  6. You’re using Agile in product development
  7. Your brand essence is being shifted by you or your customers
  8. You need a more human and personal presence in your marketing efforts to better connect with customers

When one or more of these conditions are true, you’ll find that it isn’t possible for CEOs, business owners and product owners to meet the needs for evangelism in the short spurts of time these people can dedicate to the necessary activities.

As highlighted by Agile Product Development’s presence in the list, organizations leveraging Agile to develop software-based products will find that their product managers are always engaged with the backlog with little time to focus on evangelism. They’re always focused on shipping something.

Some organizations will resist adding evangelists to their team, feeling that such a role is superfluous, but having one or more people focused on evangelism delivers value to the organization by executing a range of incredibly important activities, including:

  • Growing awareness
  • Building a community around the company and/or plugging the company into pre-existing external communities (potentially taking the brand to places it has never been before)
  • Generating interest
  • Working with customers and the marketing team to identify the stories that need to be told and the themes that need to be introduced and/or reinforced
  • Creating desire
  • Building and maintaining conversations with the community that cares about your products/services/brands
  • Engaging in an open and honest dialogue to help gather the voice of the customer
  • Facilitating action
  • Practicing a human-centered design mindset to continuously elicit needs and surface wants and desired outcomes

Depending on the size of the organization you may decide to have a single evangelist, or some larger organizations have more than one type of evangelist, including:

  1. Chief Evangelist
  2. Brand Evangelists
  3. Product Evangelists
  4. Service Evangelists
  5. Innovation Evangelists

This specialization occurs when the evangelism an organization needs become too big for one evangelist to handle. At that point a Chief Evangelist creates the evangelism strategy and manages the execution across the team of brand, product, service and other evangelism focus areas.

So what makes a good evangelist?

Evangelists arrive from a range of different job specialties, but key knowledge, skills and abilities include:

  • Empathetic
  • Passionate About the Company’s Mission, Products/Services, and Customers
  • Comfortable Public Speaker
  • Efficient and Effective Writer
  • Human-Centered Design Mindset
  • Experienced with Social Media, Audio and Video
  • Skilled Content Creator
  • Continuous Learner
  • Self-Directed and Comfortable with Ambiguity

… and ideally your chosen evangelists will already have some presence in the communities important to you, or the knowledge of how to establish a presence in these communities.

Customer buying journeys are notoriously unpredictable, meandering, long and non-linear. Evangelism is a critical part of helping to build relationships with potential buyers and increasing the chances that your brand will be top of mind when a non-buyer finally becomes a potential customer of your products or services.

It’s a long-term non-transactional investment, one that will pay dividends if you see the wisdom in making the expenditure.

Has your organization already invested in evangelists? What learnings would you like to share in the comments?

Are you ready for the evangelists to rise in your organization?

Or do you need help with evangelism? (contact me if you do)

Share the love!

p.s. I wrote a follow-up article for InnovationManagement.se that you might also enjoy — Increase Your Innovation Reputation and Velocity with an Innovation Evangelist


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At What Point Does Smart Become Stupid?

At What Point Does Smart Become Stupid?

In addition to 2020 being the year of the Coronavirus COVID-19, some would also say that it was the year of the voice-activated smart device. Sales of smart speakers in 2019 reached 146.9 million units and 2020 will likely approach 200 million units or more. The final number depends on how many showed up under Christmas trees as the 4th quarter. In addition, during 2020 we started to see Alexa advertised for other contexts, including in Buick automobile advertisements. Which brings up a couple questions.

Question 1: Is the advertisement below a real advertisement or an April Fool’s Day fake advertisement?

Question 2: At what point does the trend that smart speakers began reach the point of stupidity?

To answer that question I recommend that we revisit my definition of innovation:

“Innovation transforms the useful seeds of invention into widely adopted solutions valued above every existing alternative.” — Braden Kelley

The one thing that many product managers often forget is that invention and innovation are not the same thing, and so at some point product managers are likely to invest past the invisible line on different value dimensions beyond what people are willing to pay for.

This leads to products being designed and launched that while they might be revolutionary and inventive, they actually end up being unprofitable and not innovative at all because the foundations of the new offering never reach wide adoption.

Are we approaching this point with smart devices?

Let’s try and answer this question by answering the first question about the video.

YES – This is in fact a real product.

Now, how many of you are going to rush out to your home improvement store and purchase one of these faucets to replace your existing kitchen faucet?

What if I told you that it would cost you $800-1,000 compared to very nice kitchen faucets that can cost under $100?

Very few people are likely to replace their kitchen faucet unless it stops working or starts leaking profusely.

At the same time, Moen will definitely sell some of these faucets to people who must have the latest gadgets.

If you were the product manager or innovation manager involved with this product, before launching it you should ask:

  1. Will we sell enough of this smart faucet to justify the cost of developing and marketing it?
  2. Will this smart faucet create enough of a brand halo to help us sell more of our traditional faucets?

The answers to these questions may very well be – yes.

But if not, then we have reached a point where SMART starts to become STUPID.

But, don’t stop there. You should also ask yourself questions like:

  1. Does it take longer to get a glass of water using the smart method than the easy manual way?
  2. Could my grandmother install and use it without reading the directions?
  3. Is this new capability valuable enough to drive replacement?

If you are an inventor or a product manager, these kinds of questions are the type that you must always be asking yourself – even if you don’t like the answers.

If you still decide to go ahead with a product that will be unprofitable, you will at least do so with open eyes – and for the right reasons.

For more on this topic, please be sure and check out my previous article – Innovation or Not – Amazon Echo Frames

Keep innovating!


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Looking at Healthcare Innovation from the Inside Out

Taking a Swing at Healthcare InnovationAfter working for the last decade helping organizations from the OUTSIDE IN:

  • Build innovative marketing strategies
  • Manage multiple, simultaneous, cross-functional business projects
  • Optimize complex processes
  • Create an enterprise-wide innovation-focus

I thought it was time to flip things around and go native, and work with an outstanding organization to make some of these things happen from the INSIDE OUT.

I thought it was also time to dig deeper into an industry, get my hands dirty, and really come to know a particular vertical. And what could be more interesting in this time of rapidly escalating costs and innovation than the healthcare industry?

[Especially with the Affordable Care Act (ACA) going into force here in the USA]

It is with all of this in mind that I am happy to announce that I have taken an internal consulting position with Premera, one of the largest health plans in the Pacific Northwest.

Premera serves 1.5 million people—from individuals and families to Fortune 100 employer groups. Premera’s mission is to provide peace of mind to their customers about their healthcare.

As a result of joining up with Premera, I must also announce for this post and all future posts that the views here (and elsewhere) are mine and mine alone, and do not in any way represent the views of Premera.

This isn’t the end of my publishing here on BradenKelley.com or on Innovation Excellence (now Disruptor League) or the other places that I contribute. In my spare time I will still be writing, and doing the occasional innovation keynote or workshop in various places around the globe.

So, please keep in touch, and stay tuned for more to come!


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Innovation Quotes of the Day – June 2, 2012


“Visionary people are visionary partly because of the very great many things they don’t see.”

– Berkeley Rice


“To innovate for the future present, you must maintain the flexibility to tweak branding and messaging (and even the product or service itself) should some of the forecast customer insights prove to be inaccurate and require updates.”

– Braden Kelley


“Ideas must work through the brains and the arms of good and brave men or they are no better than dreams.”

– Ralph Waldo Emerson


What are some of your favorite innovation quotes?

Add one or more to the comments, listing the quote and who said it, and I’ll share the best of the submissions as future innovation quotes of the day!

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Innovation – Marketing versus Engineering

What are the roadblocks and critical relationships between marketing and engineering in the cause of advancing innovation?

Let me start off by recommending that you watch the movie I’ve embedded, as it does a great job of describing how there is often an engineering solution to a problem and a marketing solution to a problem. This in part explains why there is often a tension between marketing and engineering when it comes to new product development – they see different solutions, assign value differently, and view success in divergent ways. So, please enjoy the video, and my article will continue below it:

So in the future, with the problem at hand, you might want to ask yourself – “Is the problem best solved by changes to the real value, redefining the intrinsic value provided, or a bit of both?”

Of course it is very hard for people to ask these questions honestly as they have a default response, but asking them in a cross-fuctional environment may yield a more holistic and informed response. And after all, many of the barriers that people tend to erect in the achievement of something are often because they didn’t feel involved in the decision-making process.

So, what are some of the barriers that people erect in a sometimes tension-filled environment?

  1. Isolation – You just avoid communicating with the other side as much as possible
  2. Stonewall – You just do what you would do anyways and ignore the input from the other side
  3. Passive Aggression – You consciously choose to behave in a way that will cause the effort to fail, so that ideally you get your way instead
  4. Build a Fortress – You build complex written rules of engagement for your department saying that it has to be this way because you’re too busy and these rules will help you be more organized
  5. Omission – You take the inputs but then you don’t do anything with them (marketing doesn’t promote a feature, or engineering doesn’t fully develop it

Working TogetherThe biggest danger to the cause of advancing innovation when it comes to the engineering and marketing departments is that the relationship develops into one without constructive conflict and without healthy collaboration. For innovation to be repeatable in an organization these two sides must share openly, have their perspectives valued, and contribute to a conversation. Marketing and engineering hear different aspects of the voice of the customer in their interactions with them, and they approach solutions to problems in different ways.

I would even argue that there is probably no more important set of cross-functional relationships than those between marketing and engineering, and that their health will determine the future success or failure of the organization. The executive team should consciously monitoring the health of these relationships, because when they start pulling in opposite directions, the entire organization could be ripped apart.

What directions are these two organizations pulling in your organization?


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Free Innovation Keynote May 1st in Tacoma

Come Join Me May 1st in TacomaOn May 1st I will be the keynote innovation speaker for the Invista Performance Solutions launch event in Tacoma, WA. Invista is a partnership of Northwest Colleges dedicated to providing high quality workforce training to meet and exceed client expectations. Formed in July 2011, Invista has a strategic mission: To help companies gain a competitive advantage in the global economy by increasing the skills of their workforce.

I will be speaking about the attributes of highly innovative companies amongst many other innovation topics. Praveen Gupta will also be speaking, so two great speakers for the price of one, and that price is one that you can’t refuse – FREE.

If you live in the Seattle/Tacoma area, come join me on May 1st.

Register Now

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