In a world where technology is changing the fundamental structures of how we live our lives, it is easy for companies to get fixed on the shiny, new thing in their pursue for growth. As a consultant specialising in brand growth in the digital space, I’ve worked with a vast number of companies that struggle to transform to satisfy demands expected by the modern consumer.
Most of the times these struggles can be directly connected to people problems, such as internal politics, fear for change, hidden agendas, and an ignorance of what is required to create substantial change. It is no surprise that building an internal culture of innovation has fast become a top priority for C-level executives across most markets.
Let’s get one thing straight: Business innovation starts with a human-centric approach where empathy and understanding for individual needs, life patterns, and behaviours are central. New inventions don’t happen overnight and very rarely turn out to be as was intended in the first place, which is why it requires full management commitment and organisational support from day one.
A space where contribution and collaboration is safeguarded. Remember that innovation is about our ability to change, and change is about stop doing the things that are not working. This mental shift can be realised in two ways — either a) Incremental which means step-by-step or b) Radical meaning substantial leaps.
My suggestion to company executives is to avoid looking at innovation as a separate initiative and instead, aim to integrate the mindset across existing business units. Value creation comes from constant remodelling and the willingness to disrupt. Make sure that you have a clear plan for how to make business innovation more than just a fancy buzzword in the boardroom.