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Bray J. Brockbank
today's rapidly changing world, entrepreneurs and executives must create a
"culture of innovation" that increases performance and output
throughout the organization. Too often,
is the most critical -- and most often overlooked element for sustained
organizational success in the New Economy. The New Economy is really an
economy of innovation. Only innovators forge ahead, for innovation is
essential for economic survival in the New Economy.
THE FOUNDATION FOR INNOVATION
is one of the most fundamental challenges businesses face today. Innovation
requires selecting the best ideas, people, and resources to create new
products, services, business systems and practices -- then using them to
stay ahead of the competition through successful and sustainable cultural
and executives must know what innovation really is, how to create it, and
creativity. An organization must not only think creatively, but be
able to apply creativity. Creativity without application is useless to the
response. Adaptive organizations generate insights for new products,
services, and processes. This requires redefining the organization and
revolutionizing "what is " to conform
performance. The New Economy is built on "speed, innovation, and
Knowledge workers are no longer content with just performing work,
thinking. Entrepreneurs and executives should be chief innovation
officers. As chief innovation officers they create new methodologies for
organizational innovation, developing
CHANGE AND INNOVATION
innovation to be possible, change must be possible. Change must be embraced
visionary leadership. Change is almost always resisted, ignored,
rejected, or resented
Organizational performance is the summation of individual
performances. Change without fundamental, people-centric focus and process
will fail. The organization needs to buy-in to the change through an
understanding and acceptance of the motivation behind the change.
understanding abilities and proficiencies. Visionary leaders must
understand their organization and its human capital abilities and
inabilities. Constraints in achieving objectives must be accepted and
improved upon. Without the right human capital in place, change and
innovation will fail.
collaboration. Organizations need to embrace collaborative
technologies. As organizations become more organic, diverse, and
geographical, technology will bring people, systems, and resources together.
Emerging technologies such as e-Learning, learning management systems (LMS),
customer relationship management (CRM), knowledge management (KM), and
web-based technologies allow organizations the ability to collaborate across
the world. These management
systems support facilitation for exchanging best practices, knowledge,
customer information, real-time access to experts within the organization,
training and development, customized marketing information, and
collaborative work environments for project teams.
open technology mind-set. Technologies must be fully integrated to
create a complete organizational solution. Modular in concept and practice -
where all the modules, components, or systems communicate and work together
- without dependencies on each other. This
interaction between customers and organizations is more complex, customers
are more demanding, sophisticated, and difficult to retain. To succeed in
this environment, innovation must be present at point of contact.
Focus on optimal performance to meet
ever-growing and changing customer expectations.
Understand the customer wants and needs; past, present, and future.
Manage new and traditional points of customer contact.
Recognize and serve best customers.
understanding the four principles, innovative organizations find ways to use
customer knowledge now and in the future.
+ CREATIVITY = INNOVATION
focal point for successful businesses in the 21st century will be a
continuum that begins with the creation of new ideas -- creativity -
culminating through the application of new ideas, processes, products, and
services that create value for the organization -- innovation.
organization must be able to gather, share, and use knowledge about its
customers, market, suppliers, and partners. Through this process the
organization ensures that new innovative products and services will be
designed to meet customer and market needs.
requires a methodology, a culture, and a system for sharing ideas and
capturing best practices from design through development. It ensures that
the organization has the expertise, knowledge, and resources it needs to
assess business problems and opportunities as they occur.
most organizations do not operate in a collaborative environment, but rather
operate in isolation, where each department is compartmentalized and
segregated from the other. Consequently, smothering new ideas and
an over-crowded marketplace, the capacity to innovate gives organizations
the competitive edge that differentiates them from their competitors. For
organizations to remain in a continuous state of innovation, a perpetual
free-flow of ideas is necessary. Organizations
the future, the management of ideas will be the mantra; executives will
orchestrate by creating opportunities for organizational collaboration,
creativity, and innovation. Only the innovative will prevail.
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