an organization: concepts and culture. Work on both at the same time and the
rest will emerge as a by-product of the process.
will end up with concepts that will not be accepted by your existing culture. Some
concepts might be potent enough to generate a lot of sales. Others will be even
stronger, allowing your company to reframe what a category means to consumers and
positioning you as the leader'think of the famous examples: Swiffer, i-phone,
to launch without changing the mindset of the culture itself. Without working
on the culture while generating concepts, new thinking and new value-generating
concepts will be rejected by the preset filters and default thinking of the
culture, but do not produce concepts that resonate in the market, you have created
no new value.
troops, give them a format to bring their best to the organization'and then
boom; they crash, as there is no method for producing concepts, which gives
form to the dredged-up now-awakened creativity. They will leave as soon as they
find a place where they can take what you awakened in them and give it form.
at the same time as part of an innovation journey that will assure a positive
outcome. You have to work on the people in the business (culture) and on the
market ideas (concepts: products, services, business model changes,
initiatives, etc.), the inner and the outer, to transform into an organization
that drives new results.
and concepts each week for at least 90-days to begin to embed innovation.
an innovation journey. They know they are missing out on creating new value'and
allowing competitors access to the runway to outpace and lap their growth.
to change the culture and work on concepts that are consumer- or
department innovation will exist within, metrics for innovation, or how
innovation will dovetail with the existing new product development process.
simple. Host a series of workshops to initiate the culture. Teach your people
the methods and mindset of innovation, as tools for complex problem solving.
Pick a small, multi-disciplinary team or two to work on a few projects.
Generate new concepts that arise from market insights. Repeat.
innovation for your company's unique needs will naturally emerge.
Southern Growth Studio, an innovation and strategic growth firm based in Memphis,
TN and the author of Going Electric.
Visit www.southerngrowthstudio.com to learn more.