Inside most modern companies, strategic innovation is still being approached from fragmented departments in covert labs with almost zero consideration for the end consumer.
Whilst this is changing, there is still an imbalance in the approach for companies and leaders in relation to innovation strategy.
Running a think tank for a business in Sydney last week, the idea of creating a collaborative approach to innovation came as a surprise to both the CEO the strategic team.
Fragmented approaches to innovation breaks down the very foundation in which you are setting out to establish in the first instance. For innovation to work, it relies on collaboration and lateral thinking as the best ideas are almost always discovered in the most unexpected places. Business leaders need to create a culture, which captures these insights and constant surprises for the business to develop an innovation culture.
It seems business leaders often miss the point in innovation planning and forget to bring the end user into consideration. The end user is critical to an effective business model.
This however can only be created through collaborative approaches. Creating pipelines to leverage the way in which we engage with the consumers to create en-encompassing approach to strategy. After all, the best ideas come from the most mysterious of places. Or, more specifically, they come from your consumers.
Companies need to start to adopt social and collaborative methods in growing their business. The importance of creating and involving diverse and eclectic network of consumers into your planning and ideation sessions are critical.
Direct communication with consumers will soon become the norm. If it isn’t already!
In the future, innovation will be a collective of ideas creating a house or portfolio of innovation rather than a particular big idea. Businesses need to tap into the minds of the consumer more so than the minds of a stale bard of directors as as a stage 1 focus.
image | Upperkut