Obvious: Why Innovation Fails
Product Development, Deckers
journey into 'the sin of corporate innovation' happened eight years ago.
He met an inventor in 1978, when he was 18. For eight years, he tried to sell
an innovation. He was rejected 94 times by every leading athletic CEO.
ideas get killed'?
mega-seller. Persistence was key.
innovation, then he joined Deckers.
for the good.'
that are meaningless, saying 'process is necessary but not sufficient to drive
in the way are people who make decisions'and the courage lacking to make such
decisions. The over-reliance of process, proof, and security stymie the
and that is now how innovation works.
Likewise, no innovation soars in a calm.'
which Deckers bought for 10mm. As Ugg's grew, they were using all of the
available sheepskin they could get their hands on. Prices were rising. But,
there was an orthodoxy that Uggs had to made of sheepskin.
a different material on the outside. Then, they tested it with 100 of their
customers. They could not tell a difference in the product. Therefore, costs
went down, for the company and the customer, while creating a lighter footprint
on planet Earth. They saved the company 70mm a year.
the customer, and the planet.
was that 'people choose comfort over discomfort.' The idea was revolutionary,
given the barefoot running craze happening at the time. They had to bet that
running trends would change away from the minimal style and bet on they
consumer three-to-five years from now.
you by saying no.' This golden ticket empowered Scott to build the fastest
growing running shoe in North America.
Heart. Character. The courage to lead as innovation officers. Courage is key.
Courage Award to key innovators in its organization. On the back of the coin it
Into the New
Find the Pain
Look for the Good
These awards are given to people in every department who live out and practice
speak up, follow your passion, be a game changer.' What the award does is show
that the company appreciates risk taking and bold action, both of which are
core elements for meaningful innovation.
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.