Death By Innovation

There is no question that innovation is important. The participants in our BCS polls agreed (as we suspected they might). More than 80% of the companies we surveyed said their businesses were more innovative than they were just one year ago.

But why?

“It’s the key to being competitive,” explained Denise Dorman of Write Brain Media in Chicago. Dorman works with a variety of clients located around the country, helping them to spot the innovative and creative, then bringing it to people’s attention.

Her statement was echoed by several others survey participants. “Change can bring success on many fronts,” wrote one manager from a national retail chain. “Merchants, marketing and our stores have the responsibility (for innovation).”

But businesses must be careful to avoid innovation without reason. Product innovation without suitable backing of customer insights can lead to some unpleasant consequences.

Consultant, author and speaker, Reva Nelson puts it this way:

“… what happens with innovation gone wrong, innovation for its own sake?

It forgets its roots, it moves too far away from the main trunk, it tries to disconnect and communication gets shot to hell. There are some consultants, managers and CEO's who forget about connection and communication, and think innovation is an end to itself. It's not. All innovation, like all change, must be well-communicated. It needs to take its time, and stay connected to the source.”

Nelson uses the example of downsizing as a perfect example of innovation run amok. The backlash from losing some really good people and vital institutional memory can quickly erase the financial benefits of the business decision.

It’s also possible for technological innovation to outpace the ability of the users to learn and adapt. The result is frustration, a loss of productivity and the possible loss of talent due to frustration.

The key to making innovation work is to make sure there is plenty of communication both internally and externally. Expectations need to be set and managed and, most importantly, benchmarks need to be clearly set so those living with the innovation can recognize the progress they’re making.

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