Winning organizations continually experiment.
I constantly hear how enterprises are poor at innovation, bad at product development and unresponsive to business change. So it begs the question, why do so many organizations get it wrong? And what are the key factors to consider when trying to innovate in large organizations?
Typically the factors constraining innovation are conflicting business goals, competing priorities, localized performance measures and success criteria. While these have traditionally been the tools of management — to control workforce behavior and output — in highly competitive and quickly evolving business environments they also have had the adverse effects of killing creativity, responsiveness and ingenuity.
So what are the components needed to unleash innovation in enterprise?
Support experimentation and continuously evaluate to stay ahead.
Businesses have always come and gone, but these days it seems that companies can fall from market dominance to bankruptcy in the blink of an eye. Kodak, Blockbuster and HMV are just a few recent victims of the rapid market disruption that defines the current era.
Where did these once iconic companies go wrong? To my mind, they forgot to keep challenging their assumptions about what business they were actually in.
Businesses have two options when they plan for the road ahead: they can put all their eggs into one basket, and risk losing everything if that basket has a hole in the bottom, or they can make a number of small bets, accepting that some will fail while others succeed.
Taking the latter approach, and making many small bets on innovation, transforms the boardroom into a roulette table. Unlike a punter in a casino, however, businesses cannot afford to stop making bets.
Business models are transient and prone to disruption by changes in markets and the external competitive environment, advances in design and technology, and wider social and economic change. Organizations that misjudge their purpose, or cannot sense and then adapt to these changes, will perish.
The sad truth is that too many established organizations focus most of their time and resources on executing and optimizing their existing business models in order to maximize profits. They forget to experiment and explore new ideas for customer needs of tomorrow.