“I am starting to cringe when I see the word innovation. I have placed this word on a list of terms that I maintain that are so overused that they begin to lose their meaning.“ I know where Bob Trent, who commented on my last post, is coming from. In the world of business education and communication, most of us are guilty of picking up on trends in nomenclature and beating them to death until pointed in a new direction by different trends. The problem with naming is that it allows us to seemingly embrace concepts without really understanding them. We can lose the complexity or richness of meaning.
So perhaps it is best to focus on innovation as a process as opposed to an outcome. What is required for innovative thinking and action to become a part of the way firms do business? Jennifer Kevlin, Value Stream Manager, WW Client Supply Chain & Delivery Solutions at IBM, shared this weekend how IBM seeks to create a culture of “collaborative innovation” through the use of technology. IBM Jam Events allow individuals from all over the world to think together about issues in different ways, taking different perspectives. These are structured, facilitated events where the input received is carefully culled through and evaluated. The outcome of these events can be new projects that drive value to the customer, the firm, or society.
Harnessing social media to facilitate collaborative thinking is a powerful way to embed innovation in process. Yet gathering input is not the end of the process. Companies still need to be able to not only make sense of all the input received, but transform it into something that is actionable and that ultimately drives value to the customer.
What ways are companies creating a culture of innovation in their organizations? Is value being created as an outcome?