Innovation Isn’t About New Products, It’s About Changing Behavior

Innovative organizations are those that can depart quickly from their planned trajectory and jump onto a new opportunity; they're organizations that recognize and take an active role in introducing new behaviors that were unknown. It is ultimately the speed with which companies do this and the willingness to experiment in new and unanticipated areas that determines the extent to which their innovation is "open," says author Thomas Koulopoulos.

This changes the idea of open innovation to mean more than going outside the company to find new ideas from experts; it means developing a collaborative innovation model that intimately binds the market to the process of innovation, in lockstep. That does not suggest that companies are held hostage by their customers, who only know to ask for incremental innovation in what they have already experienced.

Instead, it means that companies need to push the envelope of innovation based on observations of what a market’s behaviors are and then work closely with the market to identify how innovations can add value in unexpected ways.

Read full article » www.fastcompany.com…

 

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