Innovation – Transparency versus Fear

by Laura Handrick

Innovation - Transparency versus FearBusiness Leaders get it. Innovators get it. So why are traditional R&D Product Development people the last to understand that transparency is key to innovation and market leadership?

Organizational fear is what I heard from frustrated innovation managers at Innovation conferences including the Open Innovation Summit held in Chicago, and CoDev in Scottsdale earlier this year.

Here’s the problem as I understood it:

  • “We want to be more innovative, but our managers are concerned that if we begin to market into new spaces, our existing (traditional) customers will be turned off.”
  • “If we open innovation to others, department leads fear they will lose control
    of our intellectual property. “
  • “Managers believe their experts have the knowledge to create new products. They feel like third party contributors sharing a bunch of dumb ideas is nothing but a distraction.”

So what’s a business leader to do to encourage Open Innovation in a traditional R&D organization?

1. Talk about it.
If it’s important to you, the business leader, it will become important to your organization too.

Innovation isn’t new. Thought leaders have always dialoged with peers as a way to share knowledge and brainstorm new ideas. The concept of Open Innovation accelerates the pace as cross-functional and non-traditional experts share new ways of sharing problems and solutions. If you’re the leader of a business unit responsible for growth, you’ve got to become the Open Innovation Evangelist within your organization. Talk about why it’s important. And keep talking. Here’s a cool example of a video that leaders at WD-40 use to foster innovation across their organization.

2. Systematize it.

Whether you have an old-fashioned wooden “suggestion box” or provide simple online tools, you’ve got to have a process to capture, and more importantly, to manage and evaluate incoming ideas.

Traditional R&D folk are used to a stage-gate process, so it’s no surprise they’ll want similar tools to manage Open Innovation. Good tools provide great benefits:

  • Department heads can cull through the volume of crowd-sourced ideas to weigh and prioritize where to spend the organizations’ time/money.
  • Idea contributors want to know their ideas are heard, and taken seriously.
  • Innovators need to know who/where the other innovators are.
  • And with the right tools, social-media style Idea Challenges can be posted to solve some of the organizations more pressing issues.

After a search through dozens of competitive products, I chose Hype Innovation not only to gather ideas (it’s Sharepoint compatible), but to manage and communicate all stages of the process from ideation to execution. Regardless of which tool you use, aligned processes and systems make your innovation efforts sustainable.

3. Connect the dots.

One of the best pieces of advice heard at the Chicago conference was to draw a process map of your business.

Who are your suppliers? Your customers? How do they order? How do you manufacture? Go to market? Get customer feedback? Once all members within your organization, including your suppliers and customers, understand how they or their work connects to the bigger picture, they’ll start to buy in. Why? Because it’s human nature to want to be part of a community. So whether you’re a paper supplier creating new products for medispas, or a software developer helping business manage their financials, ensuring that everyone within your frame of reference understands what you do, and how you do it is critical. With a full understanding, they’ll be able to connect the dots to do more, better, different – creating value through innovation.

However, the 1st and 2nd must be in place to fully benefit from the 3rd.

Transparency requires a new way to think about innovation and a different path forward as ideas come in and begin to show promise. As a business leader and innovator, your focus is on creating value. Once you share your Open Innovation vision, provide appropriate tools and help your people connect the dots, you’ll be well on your way to growing business, one great new idea at a time.

Who do you know who might benefit from this article? Please share and comment.


Like Innovation Excellence on Facebook

Don’t miss an article (3,000+) – Subscribe to our RSS feed and join our Innovation Excellence group!


Laura HandrickLaura Handrick is the author of the blog FlippinPearls and is @pearlflipper on Twitter.

No comments

  1. Terrific post and very timely for my line of work. I look forward to reading more of your articles!

  2. Great and just in time, also for me!

    After a search through dozens of competitive products…

    Which were they?

  3. Hello Joakim,

    You might want to check out this article from a little while ago on Innovation Excellence from Geoff Zoeckler:

    http://www.innovationexcellence.com/blog/2010/05/20/idea-and-innovation-management-tool-roundup/

    It gives another perspective and a run down of many of the major players in the space.

    Braden
    @innovate

  4. Nice post Laura.

    You’re right. There are a lot of companies out there who fear that by being more open they will be opening themselves up to an excess of problems while simultaneously wasting company time and resources. What many risk adverse companies are failing to grasp is that in order to get ahead and to stay ahead they need to be constantly innovating- reinventing themselves on a consistent basis. And this simply cannot be accomplished by maintaining the long-accepted culture of departmental silos and closed-door policies.

    Your crowd, your employees, customers and partners- have great ideas. Why aren’t you tapping into them? A leader, whose goal is to be successful, should want this right? And in order to achieve it, I would argue (along with you), that one ingredient versus another isn’t enough- you need them all.

    At Spigit, we focus not just on the crowdsourcing technology that captures great ideas but also on the need for a company to embrace the idea of innovation within their cultural DNA. Simply deploying a platform within a company and then sitting back and hoping for the best doesn’t work. You need to know your target audience- what incentivizes/motivates them, understand what your goals and objectives are, and the overarching purpose for wanting to create a more innovative community. Spigit works with each client to understand its current corporate and leadership structure, long-term goals and objectives and pain points. Working with an established team of innovation experts and community architects helps organizations map out not just the what but the how in order to build a successful, scalable innovation community.

    Christel Mes

    Spigit

    http://www.spigit.com

    @Spigit

  5. Cool post on integrating open innovation with business in order to improve overall performance. I think I enjoyed post #2 about the systematization the most..

Leave a Reply