Encouraging Intrapreneurs within an Innovative Climate

by Peter Cook

Encouraging Intrapreneurs within an Innovative Climate - innovationexcellence.comIn this article for Sir Richard Branson’s Virgin Brand, I explore the encouragement of intrapreneurs within an innovative climate. Leaders are responsible for creating cultures and climates where innovation can thrive. The ideas in the article are taken from the forthcoming book for Bloomsbury entitled Leading Innovation, Creativity and Enterprise. In the full article I explore five key factors that assist in the development of intrapreneurship:

(1) How to sell your ideas

Novel concepts are by their nature fragile and must be communicated clearly and potently to those who must sponsor them.

(2) Being persistent and flexible

We contrast the idea of ‘headbanging’ – trying the same thing in the face of failure, with the idea of flexible persistence.

(3) Gaining adoption and sponsorship for ideas

We explore the idea of consonance and dissonance in the article in terms of making your ideas more acceptable to those who must sponsor them.

(4) The question of time and timing

Timing makes a huge difference in terms of whether your innovation succeeds or not. Also, having sufficient time to experiment is crucial in a busy business environment.

(5) Addressing corporate myopia

Intrapreneurs need to get out more, breaking down to possibility of myopia within corporate life.

Editor’s note: you can read the full article at Virgin.com.  You can go to  Bloomsbury.com to learn more about Peter’s upcoming book, Leading Innovation, Creativity and Enterprise, or to pre-order a copy.

image credit: virgin.com


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The Music of Business Peter Cook is a business academic, author, consultant and musician. He leads Human Dynamics and The Academy of Rock, and provides Keynote speaking, Organisational Development and Business Coaching. You can follow him on twitter @Academyofrock. Peter is Rock ‘n’ Roll Innovation Editor at Innovation Excellence.

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