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In a recent conference on innovation where I was a closing keynote, 12 speakers spoke eloquently about “innovation” but not one of them defined what they meant by innovation. At the end of the day the participants were more confused than enlightened.
The word innovation has been so abused that it doesn’t mean anything anymore.
- Governments and journalist usually mean scientific and technology Research and Development.
- Too many people confuse innovation and creativity. Creativity is having new ideas, useful or not. Innovation is implementing new ideas that create meaningful change. The difference is dramatic and often is explains why so many organizations failed at “innovation”.
- Conservative organizations often use “innovation” to describe continuous improvement. They want the aura from the name but do not really want to create meaningful change.
- Startups usually define innovation as radical change.
- Some people talk about innovation in business models, in service, in products, in processes, in marketing or in sales. The word is the same but the processes to solve these problems are fundamentally different.
- People use innovation as a goal when we should be talking about the process of innovating, just like we talk about accounting or marketing.
I believe that if we want to be serious to create real and significant innovation we need to always qualify the word innovation. We can talk about marketing or process innovation, we can talk about small improvement innovation or radical change innovation, and we can talk about product innovation or service innovation. Only then can we use language to make progress instead of using it to create excuses for why we failed.
We define innovation as creating value with new and implemented ideas.
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