WE THINK DIFFERENTLY. INSTEAD OF THINKING OUTSIDE THE BOX
WE ARE GETTING INSIDE THE BOX
“INNOVATION IS TAKING TWO THINGS THAT EXIST AND PUTTING THEM TOGETHER IN A NEW WAY.“
TOM FRESTON (BORN 1945), CO-FOUNDER OF MTV
EVERYONE CLAIMS TO BE AN INNOVATOR.
EVERY CONSULTING FIRM--OR SO IT SEEMS--CLAIMS TO BE AN INNOVATION CONSULTING FIRM.
BUT WHAT DO THEY MEAN BY "INNOVATION"? THE TRUTH IS THAT INNOVATION IS A SCIENCE.
ASK TWO EXECUTIVES AND GET SIX ANSWERS.
NUMBER OF PATENTS ISSUED?!
NUMBER OF INVENTION DISCLOSURES?!!
NUMBER OF IDEAS GENERATED IN CORPORATE BRAINSTORMING SESSIONS?!!!
SIZE OF R&D BUDGET?!!!!
NUMBER OF PRODUCTS?!!!!!
A UNICORN COMPANY?!!!!!!
NONE OF THESE DIRECTLY RESULT IN INCREASED ROI.
“YOU CAN’T JUST ASK CUSTOMERS WHAT THEY WANT AND THEN TRY TO GIVE THAT TO THEM. BY THE TIME YOU GET IT BUILT, THEY’LL WANT SOMETHING NEW.“
STEVE JOBS (1955-2011), CO-FOUNDER OF APPLE
Getting Past Innovation Theater
Traditional businesses that want to survive must meet the demands of the present and the future. Shiny surface-level changes won't cut it, and will be restricted to innovation theater with little tangible results.
To conduct press-releases or talk about disruption or cutting-edge innovation pursuits are valiant but futile. But what must truly take place is a 360-degree execution toward results. A true blitzkrieg on business.